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CENTURY THEATER
547
of films imported, as shown in Exhibits i and 2. Only the larger foreign producers exported films and only those productions which were considered adapted to the American market were exported. This condition necessitated the occasional interspersion of an American film on the theater's programs.
Exhibit 2 Film Imports into United States, September, 1927 and 1928*
Period
1927
1928
Linear Feet
Value
Linear Feet
Value
September
9 months ending September
574,547
$ 36,000 366,000
581,000
$ 43,000 402,000
* Source: United States Department of Commerce, negative film imports.
Figures include both positive and
For some time, the Century Theater had been the only one in the city specializing on a program of distinctive entertainment. Early in November, 1928, a new theater was opened, at some distance from the Century Theater but within the Broadway district, which also specialized in unusual photoplays. It advertised as follows:
Gilded Theaters and Theater Guilders — Obviously the two don't mix. Unique atmosphere . . . modernistic luxury . . . dignified unconventionality . . . distinctive programs . . . stimulus for the intellect . . . are what the members of the Theater Guild want.
For those who like to play, there will be genuine authentic channels for self-expression; a ping-pong court, ballroom, bridge tables in salon intime, and a lounge where coffee, cigarettes, and other postprandial delights will be served gratis.
Truly the Aristocrat of the Cinema
Also, the Film Arts Guild had announced tentative plans for a new theater to open early in 1929. It described its proposed theater as "The First 100% Cinema, " "Films Distinctly Artistic, " "Music-Ensemble a Moderne," "Presentations — Light — Color — Sound, " "Quintessence of Cinema. " Films to be presented on early programs were: Volster's "The Devil, " "Life of Beethoven," "Moscow Today," "Rejuvenation" (VownofT), "Celita, the Russian Caligari," "Nosferatu, the Vampire," by Murnau,