Exhibitors Herald World (Oct-Dec 1930)

66 EXHIBITORS HERALD-WORLD November 15, 1930 w stunts Charley pulled while connected with Universal, but he evidently had been holding out on us as to his prowess as a radio announcer. On his next broadcast we suggest that he have the organist play "Congratulations" and dedicate it to himself. CHICAGO PERSONALITIES By JBI LITTLE THE new Essaness 400 theatre opened its doors on November 8 to an audience that expressed considerable satisfaction and pleasure with having been present at the first showing at "Chicago's Smartest Cinema,'-' as the house i« called. A staff of acoustical engineers, interior decorators, sound experts and construction engineers worked for some time to put the house in Al condition for the gala event, and the results attest to their acumen. \ 7 ISITORS to the 400 theatre were treated * to a new plan of theatre smartness and environment, which brought forth many favorable comments. Wholly unostentatious, the house is furnished in a rich, rather subdued manner, which is entirely restful and inviting. The interior decorations are conceived according to the modern school, the scheme being carried out in a silver and black motif, which give an impression of simplicity but conveys an after-thought of luxury. Modest fixtures in the auditorium, foyer and lobbygive one the feeling of entering a rather exclusive— well, something more than a mere motion picture theatre, as some people still remember them. Xew types of seats were installed in the auditorium, constructed in such a manner as to further the comfort of the patrons, especially in the matter of plenty of space between the arm rests. This is a big feature, this being able to feel as though you could sprawl out if you wanted to. They are also placed cleverly, on an angle that gives patrons a clear view of the screen. The staff is trained right up to the minute, smartly trained, we might say, to be in keeping with the phrase, "Chicago's Smartest Cinema." There seems to be a delightful, informal air about the house that will undoubtedly do much to enhance the popularity of the theatre with its patrons and will make every minute of their stay a genuine pleasure, sfc ^ # The Exhibitors Association of Chicago is cooperating with the Red Cross in its drive for membership. It encourages the running of trailers in the theatres and also sponsors the idea of having nurses stationed in the lobby to encourage patrons to aid this worthy cause. And speaking of the association, and the Red Cross drive, we might mention that it is a great pleasure to have Tess (her last name is Brady now) back at her desk. * * * Mrs. A. Ward, owner of a theatre in Lockport, Illinois, collapsed while attending the funeral of her sister recently. It is reported that she is convalescing rapidly and will resume her duties soon. * * * Educational is "housed" in its new quarters, and it was a busy plan the morning we went in. The Universal building seems like a pretty empty place now, and as far as film row is concerned, it seems as though it bad tacked on a couple of miles or more. It used t', be across the street and back again, but now its flown to 13th street, up to ninth and back to 13th. It would have been splendid if the ■ r building which was planned could havi gone through, for then everything would ba • been located all together, and — in our particular case, it would have been r|iiitc handy and mosl desirable. * * * J. W. Aston, for the past several years president of the Photo Clay Title company, has recently purchased tie Richardson residence in the northern part <,\ < atlin, Illinois, where the Astons plan to make their home. The transaction is said to have represented a consideration of approximately $25,000, ' and the residence is said to be one of the finest in that section. It was erected a few years ago by a prominent coal operator of that section. Mr. Aston, it is understood, will continue to maintain his business interests in Chicago. * * * Jack Miller attended the annual convention of the Motion Picture Theatre Owners of America, which was held in Philadelphia. * * * While playing around with the radio the other Sunday, about noon, just trying to pick up a station here or there, we happened to light on WIBA, the Capitol Times station located in Madison, Wisconsin. It was an organ program, and the announcement told us that we were listening to "the usual noon hour program from the Fox Strand theatre with Mack Bridwell at the console." It wasn't bad at all — in fact, it was very good, and so we sat back for a few moments to listen. And then — well, what a KICK we received. Like a bolt of lightning, or whatever you wish to call it, out of a clear sky (although, now that we think of it, the voice had a familiar ring to it) came the concluding announcement. While we can't give it to you verbatim, we'll do our best. "This program has reached you through the Capitol Times station at Madison, Wisconsin, and your announcer, ladies and gentlemen, has been Charles Loewenberg, who thanks you for your kind attention. We now return you to the studio, etc." We knew we'd hear from Charley in one way or another when he left but — if we were English, we'd say "strike us pink." A good many of his clever exploitation stunts have been printed in this paper, among them the In This Case It Might Have Been Greek An exhibitor in Chicago, whose theatre is located in the center of a Jewish neighborhood, told an amusing story, that might possibly have been called a sequel to the Cohens and the Kellys. However, it seems that a trailer was shown, telling in glowing terms, the excellent features of a picture which was to be shown the following week. After the performance was over, one of the patrons, a son of Erin, approached the manager, commented favorably upon the program, but said he "could hardly understand one of those short, worded pictures which you showed." Whereupon the manager laughed — and then explained. The trailer was all in Jewish. A. N. Gonsior Those who "man" the United Artists exchange here are all enthused about their picture, "The Lottery Bride," which is playing at the United Artists, and the next feature which will be shown at that theatre is "Hell's Angels" — at last. Cress Smith is back from his short jaunt to Des Moines, and Morris Hellman is still smoking cigars — as usual. While on the subject of United Artists, however, we should like to welcome to the Row A. N. Gonsior, who is now special representative for United Artists throughout the state of Illinois. For eight years, "Al" was manager of the Virginia theatre in Champagne, one of the largest in that city, until the house was taken over by R K O. And we might also congratulate the exchange on having him as a representative. # * * We marvel, sometimes, at the patience of the ushers in various downtown theatres when patrons insist in going down any aisle that they happen to choose. It sometimes causes a wholly uncalled for holding up of the ingress and egress of the old and new audience, and — those who handle it so adeptly are to be commended. The training which the personnel of the Loop houses receive is maintained at all times, even the most trying ones, and — the training must be good. The reports which have floated in to us, mostly oral, concerning the Fox picture, "Up the River," have been of the first water, and the other night, in passing the Roosevelt, we saw what appeared to be a family, the parents and a son and daughter, pause before the entrance to the lobby, and finally we heard the chorus, "Well, here's where we ought to go." Frank Young presented a perfect picture of intense industry as we glanced at him through his protecting panes of glass at the R K O exchange. Exhibitors to the right of him, exhibitors to the left of him, and — some were sitting down. He was so busy that we didn't have the heart to even approach disturbing him, and so — there is a very good possibility that some choice tid bit will not appear on this page. And Bill Blumberg — someday he's going to be in his office and we may get a chance to peek in at him and say hello. * # * Sam Schafer is off on another of his frequent trips to New York. We gave up counting them weeks ago, for each time we'd go in, we'd find that he had left the day before and would be back again in about a week. Whatever it is that Sam is "concocting," we wish him all the success there is. There may be a car belonging to the New York Central lines that Sam hasn't ridden in, but we doubt it. Jack Hess has a happy faculty of being able to adjust himself to almost any situation, but to get ready in a half hour to board the train for New York is — well, he says he didn't forget a thing, and he made his train. That stage shows appeal to people has been amply demonstrated by the receptions that have been given Ted Lewis and Benny Meroff in the past few weeks. Good stage shows are undoubtedly a powerful factor in attracting patrons. H