Motion Picture News (Jul-Aug 1919)

1064 (Exhibitors Service) Motion Picture News This drawing illustrates the " Visibly Cool " effect secured by framing the screen in a simple setting and use of flowing water Is Your Theatre ''Visibly Cool f'^ Here's One JVay of Cooling It LOXG time ago as time is figured in the film *~» Imsiiiess, the writer worked in a clothing store — for. six dollars a week. It was a small city Store depending largely on country trade. One day along in theearly fall, when the nights were beginning to be crisp, a motherly old lady from the rural districts came into the store and after standing over oili' hot air furnace register a few moments remarked in all sincerity : "My, but that fire feels good." As a matter of fact there hadn't been a flicker of flame in the furnace in three months, but the old lady's imagination was good and she warmed herself just as contentedly as if all the heat of Hades was pouring up from below. This same idea to a large extent, only vice versa, is being put over by William F. Vance, manager of the Xew Lyric theatre, Minneapolis, by the installation of a cooling system which is visible to the audience and that is where the quoted words of our heading come in. Mr. Vance, knowing human nature, and the effect'that believing a thing has on the human mind, early in the summer began to hunt about for the best way to combat that bug-a-boo of all exhibitors — hot weather. The New Lyric was as cool and well ventilated as the best of modern theatres, but even at that, when the weather was a hundred in the shade outside, some of this humidity was bound to work its way into the auditorium and people coming in after walking briskly would naturally feel that the theatre was hot. Therefore Mr. Vance conceived his "visibly cool" idea. With considerable effort but comparatively small expense. Mr. Vance arranged a special stage setting about the screen and extending obliquely for a few feet on each side of the stage, that proved not only artistic, but an effective means of conveying to his audiences that his theatre was cool. On the left of the stage he erected an "old mill' with a water wheel extending out into view from behind the hill for half of its diameter. The wheel was practical and revolved slowly. From behind the wheel and across the stage a large pipe with holes of sufficient size and number to make a "water fall," was laid. This was connected with a water main and a trough provided to carry the water away. On the right side of the stage a rustic arch bridge with two green lights atop was erected. Concealed beneath the arch of the bridge were several colored lights and above the "falls" at intervals of four feet small colored lights in blue, were placed also out of sight, their flame blending together in a glow. The screen was lowered to within a few inches of the water fall, so that when the picture was thrown on it, an effect similar to what would be evolved if a picture was projected on a perpendicular sheet of water, was secured. The colored lights played upon the falls, giving the running water an opalescent effect that was un(Coiitinued on page 1065) A. H. Blank's New Des Moines Theatre Brings " Last Word " to Iowa Picturegoers JULY 10th marked the opening of the Des Moines Theatre, Des Moines, Iowa, a house which will stand as a model for many a year, in its sumptuous— nesf*; comf-ort and model equipment. The auditorium ranges in size from 100 feet at the promenade to 75 feet at the proscenium arch. The lobL|y is 26 feet wide and 56 feet long, and is finished in terra cotta with the ceiling of ornamental design shaded with orange and high-lighted in gold. ■ The ceiling of the auditorium is 55 feet in height and ending in a dome which is beautifully decorated. Panels and semi-circled seclTons give the ceiling distinction. The proscenium arch in front of the orchestra ^hell is 45 feet high in the center and 75 feet wide. The upper part of the arch is of glass illuminated from behind and forms the basis of some very unique and artistic lighting effect. Fifteen hundred roomy, leather upholstered orchestra chairs are located on the first floor. A mezzanine floor with comfortable reed chairs numbering 400 is a novelty in Des Moines. This section is always reserved. A promenade, telephone booths and a ladies' parlor have been provided, as well as a smoking room, and drinking fountain. The orchestra pit is 18 x 40 feet and accommodates 25 musicians. A sound proof tuning box has been provided for the: use of the orchestra. One of the largest organs in the Middle West has been installed. The projection room is completely equipped with the most modern mechanism and a "screen room" has been provided. The ventilation system is ideal, insuring spectators plenty of fresh air and guaranteeing minimum heat in the summer. The theatre is strictly fire proof and sanitary. The Des Moines is operated by the General Amusement Company, with A. R. Blank, president; George W. Graeser, vice-president; A. H. Blank, secretary and treasurer, and A. G. Stolte is local manager. The company operates theatres in Davenport, ]Marshalton, Des Moines, Mason City, Iowa, and Omaha, Neb The Des Moines opened with De Mille's "For Better or For Worse." Don't Forget the Children's Appeal in " Daddy Long Zff The appeal that Mary Pickf ord in "Daddy Long l^egs" has for children is again demonstrated by, the experience of the Rex theatre, Jackson, Mich., (m its five-day' run of this production. It has been the custom of the Rex to cater to children with reduced prices, but on the "Daddy Long Legs" booking, the children evidenced such an interest that no concessions were offered and none asked for. The children reserved box seats for every performance and a free list that had been in vogue was entirely suspended. William F. Vance, Manager, New Lyric, Minneapolis Plan De Luxe House for Hamilton, Illinois A new motion picture theatre to be named the J'alace is under construction at Hamilton, 111. The house will have a liberal seating capacity and lias been constructed along the general lines of the Rivoli, New York, and the Circle, Indianapolis. ll will be under the management of Harry Silver, formerly of Chicago, and associates . The cost of the new structure is expected to reach $130,000. The theatre will open about Oct. 1st. The complete policy of the new house has not as yet been decided.