Motion Picture News (Oct-Dec 1930)

December 6, 1930 M olio ii P i c I ii r c News 43 ful showman in the silent era knew how badly the silent flicker and shadow drama needed the splendor of the auditorium and the refinement of service in order to properly introduce the silent film to the masses, and how well he knew how necessary it was to erect giant and elaborate structures to create, concentrate and hold the interest of the public for motion pictures. Eve comfort was all that was needed, plus the creation of palatial theatres in awing style for impressiveness. Today, we have sound and action. We must provide eye and ear comfort. We are presenting problems and plays on the sound screen requiring utmost restfulness in the auditorium, so as to invite relaxation and concentration for the patron. "The play is the thing!" For this new era, my thoughts run towards the creation of "warm" and "friendly" interiors, properly lighted, comfortably furnished — an auditorium with well balanced acoustics and efficient seating arrangements. Their brilliancy in lobby and foyer must reach a much higher scale of efficiency than at present. Cost, naturally, is of prime importance. The provinces and small towns must be served with theatres which can be produced at minimum cost and still give to the exhibitor and the public an elegant and practical vehicle with which to conduct business and enjoy sound motion pictures. More than 90 per cent of all construction work is labor. The farmer who permitted the lumberjack to cut down the magnificent oak on the farm received probably a few cents for the lumber in the tree that now is transformed into the magnificently carved oak hall chair, and, yet, the chair costs $250. No other item of value was added to the raw lumber, the difference in cost and value being practically all represented in labor. And this same factor holds true of other work in construction and furnishing. The cost of the raw material plays but a small part in the ultimate expense of the finished product, unless you build out of gaudy gold and silver. Building Data and Construction Costs of Standardized Theatres COST OF EOUIPMENT Scheme Scheme Scheme Scheme A B C D Seating Capacity 1. 100 1,480 1.800 2,050 Opera chairs @ $8.00 each $8,800 $11,840 $14,400 $16,400 Booth Equip, inc. sound 14.000 15,000 15,000 16,000 Box Office Equipment 500 500 500 750 Scenery 700 700 1,200 1,500 Magnascope Screen 1,800 1,800 Rigging 400 400 600 600 Carpets 3,500 4,500 4,800 5,500 Acoustical Banners 2,500 3,000 3,500 4,000 Draperies 800 1,000 2,000 2,500 Decorative Furniture 3.500 4,000 4,500 5,500 Stunts 500 500 1,000 1,000 Electric Light Fixtures 3.000 3,800 4,800 6,000 Border Footlights, Misc 800 1,000 1,500 2,000 Sign 3,000 3,800 4,500 6,000 Lamps 700 1,000 1,400 1,600 Display Frames 200 300 500 600 TOTAL COST OF EQUIPMENT. .$42,900 $51,340 $62,000 $71,750 COMBINED BUILDING AND EQUIPMENT COST Total Equipment Cost $ 42.900 $ 51,340 $ 62,000 $ 71,750 Total Building Cost 100,000 150,000 200,000 250,000 Total $142,900 $201,340 $262,000 $321,750 Architect's Fee 8,500 1.2,000 15,500 19,000 GRAND TOTAL $151,400 $213,340 $277,500 $340,750 FLOOR AND SEAT SPACE Total Cubic Feet 492,000 574,900 616,850 650,000 Cubic Feet per Seat 447 388 342 317 BUILDING AND EQUIPMENT COSTS PER CUBIC FOOT Bldg. per Cubic Foot 20.3c 26.2c 32.4c 38.4c Equipt. per Cubic Foot 8.7c 8.9c 10.0c 11.0c TOTAL (No Archt.) 29.0c 35.1c 42.4c 49.4c BUILDING AND EQUIPMENT COSTS PER SEAT Building per Seat $91.00 $101.20 $111.00 $122.00 Equipment per Seat 39.00 34.70 34.40 35.00 TOTAL (No Archt.) $130.00 $135.90 $145.40 $157.00 NOTE: Schemes "A" "B" and "C" include no refrigeration: Scheme "D" includes refrigeration. It, therefore, behooves the sane thinking architect and constructor to devise ways and means to save labor in his building operations. This can be accomplished in the first place by proper economical use of standardized building materials, and the duplication of certain work, that is, permitting duplicates to be cast, formed, shaped or produced from one mold, or all on a multiple jig. Standardization is the solution ! You can produce ten theatres, all scaled for a lot approximately 80 x 150 feet in ten varied distant locations, on a standardized basis for a great deal less money and with, more speed than if you were to design individually. The specifications and requirements of the exhibitor and the standard practice of the projectionist and sound expert have been definitely established and have become known so as to enable the architect and builder to design several types of these standardized theatres for corresponding communities without having to feel that one has neglected the particular characteristics of a community. The standardization of product and mass production has placed the general American industry in the foremost rank and has resulted in economies which allow the average person to come into the use and enjoyment of devices, apparatus and merchandise at very reasonable cost, thus bringing to a more even balance the possibilities for the rich and poor to enjoy similar comforts, pleasures and amusements. The standardization of small theatre buildings will accomplish the same thing. It will give to producer and exhibitor a greater field in which to sell their wares, and on a more sound and profit-making basis than at present. It will place small communities in the position to see and hear fine entertainment in a comfortable theatre. While it holds true that a convenient and advantageous location necessitates acquisition of real estate parcels in various sizes and shapes, it does not necessary follow that the builder (Continued on page 64)