Motion Picture News (Oct 1913 - Jan 1914)

30 THE MOTION PICTURE NEWS On the Road SPRINGFIELD, MASS. In a previous issue I made the remark that few theatres had appropriate names. I have found a new example in Springfield, Mass. There is a theatre called the "Globe," but its proper name should be "Alhambra," on account of its front being very much on the Moorish order. It is a very fine front, and I would have been pleased to secure a photograph of it for the benefit of the readers of this paper if too numerous posters had not been in the way of the camera. The "Lion," also displaying too many posters, has nothing ferocious about it to warrant such a name. It is a plain square store arch, practically minus ornaments. The only lion in the place may be the manager, who tries to capture all the business of the main street by offering, as he calls them, "Bargain Days — Ten (10) Reels for 5 Cents." Two reels for one cent is certainly enough of an alluring proposition to enter the cave of the lion. The "Bijou." No better and no more appropriate name could have been found for such a beautiful and refined theatre. The name Bijou is not new, on the contrary it is rather common, as it has been used without discernment. Bijou is a French name, the translation of which is "Jewel," and the Bijou Theatre, of Springfield, is a real jewel in the crown of cinematography. For more particulars of this cozy theatre I refer the reader to the Construction, Advertising and Appearance departments of our next issue. The "Princess" is an old small house on the main street, but entirely remodeled, redecorated and under a new management. The Princess is doing a good business and there is a reason, as the picture is well projected on a new Mirroroide screen. While the exterior of the Princess Theatre is rather pretentious, it is a good design, and the lobby is not disgraced by an abuse of posters. While the New Broadway Theatre is not a motion picture house, it is a fine specimen of theatrical architecture. It is imposing, yet simple and of good taste. At night it is a beautiful sight, with the numerous lights in the cornices. The "Edisonia" is a new house, with about six hundred seats. Everything is new and fresh and looks very attractive. The Edisonia is owned and managed by Mr. R. F. Smith, who also owns the "Mirror." The name Mirror was given to the theatre because Mr. Smith is a great believer in the merits of the Mirror screen, and while he is waiting for a new Mirror screen from Shelbyville, Ind., for his new Edisonia, he is using the one he had in his old house, the Princess. The "Plaza" is a pretty good-sized theatre, about 800 seats. The exterior is of good design, with a fine electric sign. The Plaza is combination vaudeville and pictures, under the management of Mr. John M. Carney, and owned by the Goldstein Bros. It would be well for the doorman of the Plaza to go to a military school or be a member of the local militia, to find out that cuffs are not allowed on trousers, especially when they are so high as to show the ankle, and that military discipline wants the uniform coat buttoned. The Reel, Pictorial Subway, Lyric and Gaiety complete the list of theatres of the main business section of Springfield. The "Nelson" (Fox's house), Court Square, Gilmore and Poli's are, like the Broadway, regular play-houses, not much interested in motion pictures, except to show a few reels once in a while. Worcester, Mass. Worcester had the reputation of being a very slow and conservative town, worse than old Philadelphia. I have not been able to ascertain if the above opinion is still in force in general business lines, but as to motion pictures I can state that Worcester is far ahead of other cities, both in beautiful theatres and in deceptive schemes. The "Pleasant" Theatre is unique, and if I use this word it is because the Pleasant has features of its own, unknown in other places. While it is the simplest theatre, it is in its great simplicity a most beautiful and refined motion picture house. The admission is 10 cents and 15 cents, and I will surprise the reader in repeating the statement made by Mr. E. W. Lynch that his business has greatly increased under the advanced rates. In other words, an advance in the price of admission has decided many members of the better class to patronize motion pictures, who in former days would not visit the small and cheap dumps. Mr. Lynch fully admits that he had to offer something extra to warrant the advance, but he did not follow the foolish notion of the foolish exhibitors of adding to the programme. The extra inducement offered by Mr. Lynch is in the shape of the most re fined theatre and of the most courteous service. For the details of this beautiful theatre, I refer the reader to the Construction and Appearance departments of this issue. The other side — the deceiving game — is very discouraging, as it seems that while the Pleasant Theatre is doing its best to uplift motion pictures and place them on a higher plane, the Family Theatre is doing its utmost to pull down the industry with a programme of eleven (11) reels for 5 cents. Such an announcement works well. There is a rush for the ticket office, where you are told that it is 5 cents general admission and 5 cents extra for the seat. A neat little game, but as you do not wish to look cheap, you pay the extra nickel. What is the result? You pay 10 cents to see eleven reels run at such a speed as to hurt the eyesight, while for 5 cents you could have enjoyed a shorter programme, it is true, but of a better selection of pictures, better projected and with more comfort at the Majestic. The law of Massachusetts, requiring an intermission between each reel, is a good thing for Worcester, as no human being could stand the bad flickerings of the eleven reels at the Family without an intermission of at least a couple of minutes between each reel. Same with the ventilation. No one could remain in such a poorly ventilated theatre for a show of eleven reels if the ushers were not to throw open the exit doors during the intermissions. After two reels at the Family Theatre I had to walk out, as my eyes, could not stand for much more flickers, and with a rather mucky day on the outside, the interior atmosphere was too overcharged for me to enjoy the show. Worcester is not rich in motion picture theatres. A few doors below the Family Theatre is the Majestic, a smaller but very neat, clean, wellmanaged house. The projection is very good, practically free of flicker; the attendants are very courteous, and the ventilation excellent. On account of its small seating capacity, 325 chairs, the Majestic cannot follow the foolish policy of long programmes, and suffers much from the unscrupulous competition of the Family The New Park and the small Bijou are the other houses devoted to motion pictures. The Poli, the Plaza, the Franklin, are regular vaudeville and road houses. The Worcester, the opera house of the place, is showing Geo. Kleine's "Quo Vadis." Boston, Mass. I was not much impressed with the motion picture show business of: Boston.