Exhibitor's Trade Review (Nov 1925 - Feb 1926)

Page 60 Exhibitors Trade Review (Continued from page 59) Stanley Frame Co., of New York. In these are displayed photographs of the current picture and at least two coming attractions. No banners or printed matter are found in the lobby display. Hand painted signs are used as a supplement to the photographs, which vary in size from 11 x 14 to 22 x 28. The employees are outfitted in special uniforms made by the Russel Uniform Co., 1600 Broadway, New York. The management has decided views on both advertising and pictures. All newspaper advertising is hand drawn by F. M. Bragdon. This gives the show a chance to tie up its lobby displays with its newspaper copy. No heralds or other methods are used for non-publication advertising. Not a single opportunity to exploit a picture is lost, however. The manager, John H. James, especially believes in the policy of giving special performances for persons who might advertise his attraction. Two recent examples were "The Iron Horse" where a special view was shown to fifty retired railroad engineers and "The Fool" where a preview was shown to Columbus clergymen. More than ten clerics spoke from their pulpits on the subject of the latter. All pictures are first runs. They include Famous-Players, United Artists, Metro, Fox, and others. When advance sheets from producers tell of an especially good play bartering begins immediately. Despite the intense competition the Grand usually manages to land the biggest. The program consists of features, organ numbers, novelties, news reel and finally, the feature film. At one time, the manager of this theatre was "stung" on one film. Appreciating its faults he asked newspaper critics to write up the show as poor, apologized to those who had seen it and had not liked it and promised the money back to others who did not care for it after they had viewed it. This one trick made many friends for his theatre, which had been under new management for only a short time. Columbus has not what might be termed a real "Film Row." Rather it has a "Film Square." This surounds the Ohio state capitol. The fact that the Grand is the only theatre on one side of the square helps explain its supremacy. THE REALIZA TION OF A LIFE LONG HOPE The McDonald Theatre, Eugene, Oregon By C. M. PATTERSON COMBINING the solidness of the Romanesque, with the lighter, free Byzantine, in a skillful blending of architecture, the McDonald theatre, Eugene, Oregon, is one of the outstanding theatres of the Pacific Northwest. The structure is 160 x 160 feet, and one story high, of solid construction that other stories may be added as necessary. Reinforced concrete construction was used throughout, with an exterior of stucco, giving a beautiful and durable finish. Stien Brothers, well known firm of building contractors, erected the structure. Massive Roman arches within the lobby are relieved by gay colored lunettes on either side, in which colorings of the Orient strike a warm color note. The soffits are in warm tones, in harmony with the substantial pilasters. The interior decorations, drapes, murals, etc., are a triumph of the decorators, giving a warm colorful atmosphere of luxury. This note is struck upon entering a magnificent foyer, deeply carpeted under foot with a heavily padded carpet especially designed for the theatre, to harmonize. It is neutral in colorings. The foyer ceiling slopes slightly. From ornate medallions done in polychrome effect, hang handsome ornamental lanterns on stout chains. The inner wall is broken by four richly decorated arches, and a double The foyer of the McDonald Theatre ramp with entrance theatre architecture. And for comfort C harming the Patrons at either end. This is elaborated with handsome frescoed railings, and solid newel posts. From these inclines a perfect view of the fover is afforded. On the walls, as one ascends, are five scenes from old Norse tales. These paintings, though originating in the far north, are co-incident with the period, and match up faithfully with the surroundings. Two aisles lead to the balcony, which is divided into two sections with broad aisle between. From this section a full view of the house is afforded. Huge impressionistic paintings reach from ceiling to floor, in harmonizing shades. The ceiling is a masterpiece. It is designed to simulate the sky overhead and concealed flood-lights with an interplay of color, give a full array of pleasing color effects during concerts and special numbers. , Lights are on full booth control. Proscenium and organ grilles are supported by handsome Roman pillars. The proscenium is squared at the top, with ornamental work in rich colorings lending an air of dignity. The Medieval note is struck in this decoration. All drapes throughout are of heavy velvet in shades to match the surroundings. This is carried out on the stage where the grand drape is of burnt orange silk plush, esis a triumph in the annals of modern pecially dyed for all -the floor is deeply carpeted and padded color effects.