Motion Picture Herald (Jan-Mar 1932)

February 13, 1932 Motion Picture Herald 13 Special horizontal elevation of the auditoriur THE MOTION PICTURE IN ROCKEFELLER CITY A descriptive and critical discussion of the Cinema to be operated by Radio-KeithOrpheum in the $250,000,000 project now underway in midtown Manhattan, New York City — with elevations and drawings from the plans By GEORGE SCHUTZ THE WORLD has probably never seen a private commercial enterprise so grandiose as Rockefeller City. Some few others may have eventually matched it in scale over a long period of time, vi^hile such a civic program as the Chicago Lake Front Development is in many phases comparable. But unless Mr. Robert Ripley know^s of another — for he would ! — the $250,000,000 project now underway in midtown New York has no prototype. The motion picture industry participates in this colossal scheme broadly through the close association therein of the Radio Corporation of America, parent company of the RKO Pathe film producing and distributing organization, and of the Radio Keith Oi pheum circuit of photoplay-vaudeville theatres. But directly, the motion picture, as an art, is importantly represented among the functions of Rockefeller City by Building No. 8, which is to house a theatre variously referred to officially as The Cinema and The Sound Theatre. It is not impossible that still another theatrical building in the group will exhibit motion pictures, for the International Musical Hall will be equipped to do so. It is the Cinema, however, that has been designated as the representative here of the motion picture, and in the light of this whole grand venture — if not adventure — ^what the Cinema is to be physically and theatrically is a thing of potentiail repercussion in film circles. Obviously, this playhouse. Theatre No. 8, cannot be thought of — now, at any rate — as just another motion picture theatre. In a $250,000,000 development involving still more millions in contracts, mistakes, as Raymond Hood, one of the architects, has said, "can be so costly that thev become catastrophes." The architects include a number of the world's most eminent, and they are advised constantly by leading authorities in all associated technical fields. In practical showmanship, they have as consultant, S. L. Rothafel of "Roxy" fame. All form a General Staff (nominally headed by the architectural firm of Reinhard & Hofmeister) each member of which, as Mr. Hood also has said, "knows that he is risking his reputation, on the success of Rockefeller City." The project inevitably compels interpretation as a potential criterion. In com merce, it will house the executive offices of many a great industrial corporation. Two of the buildings will be devoted to the interests in this country of the French Republic and the British Empire. Failing to acquire the Metropolitan, Rockefeller City will doubtless aspire in its own opera company to superiority over that organization as well as the Chicago Civic and La Scala. International Music Hall will surely attempt as much in other forms of music, and no less should be the recognition granted that newer art and prodigal industry, the motion picture. THE CINEMA will be located at the Southwest corner of the threeblock area between 48th and 51st Streets, and Fifth and Sixth Avenues. This area contains 513,000 square feet — something less than 13 acres. The property was acquired early in 1929 from Columbia University on a lease-hold, the contract permitting cancellation or re-appraisal every 20 years. The holding company, the Metropolitan Square Corporation, represents the Rockefeller interests, from which, perhaps, as well as from certain physical aspects, the project derives the semi-civic character it has taken on in the public mind. It is certainly of civic interest that this region, largely a vestige of midtown Manhattan's lesser importance as a commercial district, is to become really monumental. With a 70-story office structure rising from approximately the center, the development