Exhibitors' Times (May-Sep 1913)

EXHIBITORS" TIMES 11 ON THE ROAD Plainfield, N. J. Plainfield is not a show towr. bvt a burial ground for motion picture theatres. For the last five years, several men full of hope and enterprise, have sunk money in picture houses to find out that they were not smarter than others and had to close or be closed by the sheriff. These failures do not seem to be lessons, as new men spring up with the idea that Plainfield is a good show town and that the men who failed knew nothing of the game. There may be truth in such a statement, as there is an element in Plainfield which patronizes a motion picture theatre, but it is an exclusive patronage, and unless an Exhibitor makes up his mind to cater to this patronage alone, he had better not invest his money. Plainfield is not what we can call a manufacturing town, but a residential section for the would-be-rich Xew Yorkers. The would-be-rich are a harder class to handle than millionaires. These would-be-rich would not be seen in a five-cent motion picture theatre. The Proctor Theatre is the only motion picture show in Plainfield. and it is not an exclusive picture house, but a combination of vaudeville and pictures. If the Proctor does any business it is because it is not a regular motion picture theatre, but a regular playhouse. It is the old Academy of Music on Front street. The would-be-rich can patronize a play or opera house, but i+">;r dignity keeps them away from the motion picture theatre. Proctor's, or the old Academy of Music, is a well-preserved building on a rear street with an entrance on Front street. the main shopping district, through a long and very spacious lobby. The management is of the best, just what is wanted for this exclusive patronage, very courteous and polite. The main point of attraction at the Proctor Theatre is the exquisite ladies' retiring room of which we give an illustration. Ladies' Dressing Room 'Proctors,' Plainfield, N. J. It is sumptuously furnished and in the care of a matron ready to do anything to please the patrons. I understand that one new motion pic ture theatre is in course of construction, and that plans are being prepared for the erection of a second theatre. I hope that these new enterprising men will meet a better success than their predecessors. Somerville, N. J. Somerville is the pretty county seat of Somerset County, and although a small town without any manufacturing interests of any importance, is wealthy. It is near Somerville that .Mr. Duke, the king tobacco man, has his estate. For many years, Somerville had only one motion picture show, called the Bijou, where to-day, under new management, they show a remarkably good picture, nickerless. if I can use the term. They use an old Simplex machine in which the operator has adjusted a twowing shutter. They show licensed pictures and the admission is 10c. The Somerville Theatre is a new substantial building, free from ginger-bread decorations, but simple and tasteful as can be seen by the accompanying illustration. It is a combination vaudeville and picture house with three acts of vaudeville and five reels for 10c, 20c and 30c, under the management of Mr. Frank Weed. The auditorium is beautiful in its great simplicity, and everything is conducted in an up-to-date manner: a polite and courteous service, in fact, everything to attract the refined patronage of Somerville. Air. F. Meed is modest in the display of posters, and although there are less posters than reels shown, this does not keep the patrons away, as they walk in without looking at the posters, fully assured to see a good clean show. As a matter of justice I must say that the Bijou is modest in the display of posters. Easton, Pa. The poster fever has struck Easton, and some of the exhibits are ridiculous. The "Pastime" advertises the only mirror screen in Easton, and the only full orchestra, which would mean the most exclusive show in town, yet the ridiculous display of large sensational posters stamps the "Pastime" as a cheap place of amusement, while the "Jewel" on the other side of the street is the theatre coining the money. The "Jewel" has very few posters out, and the outside appearance is more refined. The "Xeumeyer" is another theatre making an ugly display of posters, and what surprised me most, was to hear the manager of the "Xeumeyer" tell me that he could do no business without posters and the same time complaining that the "Jewel*' was doing all the business in town. I cannot reconcile the two expressions of the manager of the "Xeumeyer" as if he can do no business without posters, how can the "Jewel" prosper with only a few posters, and if the "Jewel" can get the best patronage on a moderate display of posters, the "Xeumeyer" does not need to spoil the appearance of the theatre with so many ugly posters. The Casino, one of the oldest houses of Easton, and at one time the most popular, went under and has changed hands several times. To-day the Casino is on the eve of new prosperity under Somerville Theatre Somerville, N. J. its new manager — a man of experience with many novel ideas and ready to spend the necessary money to make a success. The new manager of the Casino is Louis D. Wieder, who started his career at the Fairyland Theatre, of Philadelphia, when said house was owned and managed by Air. Dittenfass, formerly of the Champion Films. Mr. Wieder became the camera man of the Champion, then of the Universal Film Mfg. Co., and his last position was with the Pilot Film Co. Mr. Wieder is making his own local weekly, and this novelty with the improvements he is making, will assure the success of the Casino. The Jewel on the main street is considered the leading house. Easton boasts of a new theatre that will prove to be a refined place of amusement as soon as the last touches are finished and the fall season opens. The auditorium is erected on a vacant lot in the rear of Third street, offering wide exits on side streets. A wide, spacious and handsomely decorated lobby connects the main entrance on Third street with the auditorium. Four extra large double doors of imitation mahogany and fancy glass with rich draperies, open in the lobby. The indirect lighting system is used. The ladies' retiring room and smoking room are handsomely fitted up. The house is somewhat too wide for a motion picture theatre, but as is too often the case, the owners abandoned the entire work to a local architect and did not listen to the advice of practical men, or did not take the trouble to read the special magazines devoting so much time on the construction and management of a theatre. _ Over the exit door is found a new sign worth a special notice. It is a triangular tin box with the letters cut in the sides, so the sign can be read from either side of the house. In the bottom (Concluded on page 17)