Motography (Oct-Dec 1916)

1414 MOTOGRAPHY Vol. XVI. No. 27 exposed three minutes, which was shown by the effect that the minute hand moved through three adjoining positions. It is believed to be the largest clock west of New York City. This theater also has attractive outline and flood lighting for its entire front, particularly for the beautiful frieze directly below the cornice and for the large mural painting over the porte-cochere. This clock outfit complete with the flasher used in connection with it was furnished by the Betts & Betts Corporation, 513 West 42nd Street, New York City. Big New Picture House for New York A new motion picture palace is to be erected between Fortv-ninth and Fiftieth on Broadway, New York City. The estimated cost of the land is $725,000 and the building will cost in the neighborhood of $350,000. It will be called the Temple. The house will seat 2,400, 1,300 on the lower floor, 920 in the balcony and 180 in the loges. No stores or offices will be in the building. Work will be commenced March 1 and the house completed in time to open November 1. A financier who has not heretofore been connected with the theatrical business is financing the project. The promoters refuse to reveal his identity. The property is to be run by an operating company, incorporation papers for which have been filed in the office of the Secretary of State at Albany. Samuel L. Rothapfel, managing director of the Rialto Theater, is to assume a similar position at the Temple and will sever his connections at the Rialto as soon as the constructive work on the building is started. This is tinthird Broadway project that Rothapfel has been interested in, the first two being the Strand and the Rialto. It is understood that his compensation is to be $15,000 a year and a percentage of the profits. The owners of the Rialto have a five-year contract for Rothapfel' s services, which has four years to run. His salary is $10,000 a year at the Rialto. " A Lobby Display that "Got Them" A diving outfit, one which had been used in the rescue work after the Eastland disaster in Chicago, was the central feature of the unusually interesting lobby display designed and carried out by Manager William G. Sturdivant of the Hoyburn Theater, Evanston, Illinois, to announce his showing of the Universal feature, "20,000 Leagues Under the Sea." For ten days prior to the run of the picture this exhibit, shown in the accompanying illustration, created so much interest and comment that for fully an hour and a half before each performance the lobby of the theater was packed with patrons waiting patiently to satisfy their curiosity further regarding under-sea affairs. For three days, Mr. Sturdivant presented the picture to capacityhouses at a general twenty-five cent admission price, giving four afternoon and three evening performances. The picture and Mr. Sturdivant's clever presentation of it aroused great enthusiasm among the critical clientele to which the Hoyburn Theater caters. Attractive lobby arrangements are a feature of this beautiful picture house. An especially dainty effect was presented recentlv to accompany the showing of the ManPickford film. "Mme. Butterfly." when the Japanese decorations and Japanese lanterns created atmosphere for the story. An elaborate green and white arrangement of pine boughs and tinsel "snow" greeted the patrons during Christmas week at this theater. Patrons Influenced by Star's Name, Not Title R. D. Shirley, proprietor of the Muse, one of the leading theater of Omaha. Nebraska, learned a fewthings and got quite a bit of entertainment out of keeping a record of the many telephone inquiries that came into his office in the course of a day. Recently he has been keeping a record of whether the star or the play is in demand. The inquiries generally are: "What's on to-night:" Mr. Shirley asked himself. "What do they war know? The name of the picture or the name of the star. or both, or which ?" Anita Stewart was playing at the Muse in "The Combat." People began telephoning as usual — the Muse patronage is made up of residents of the city, people who decide while sitting about the dinner table that they would like to run over to the theater for the evening. At the first inquiry he answered. "The Combat." "Who is playing it?" was the next question. He answered, got the usual "Thank you." and waited for the next call. "Ninety per cent of them wanted to know the name o\ the star." he said. "The simple words. 'The Combat.' meant nothing to them. They wanted to know who was playing in it. When they learned it was Anita Stewart. they knew, by the value of the star, just what was the value oi the picture. "A time may come when the play in itself will determine whether or not a man or woman or boy or girl will attend a motion picture play. But that time is not here vet." Manager Sturdivant of the Hoyburn Theater, Evanston. /.'.': effective lobby display for "Twenty Thousand Leagues I Mr. Sturdivant is as careful of his reading <is he is of his advertising. Hiholds a copy of Motograph\ in his haml and reads it "from ki:. kiver" every week. Kalem Signs Big Author In line with its recentlv announc icy, thai of establishing an "authors' contributing department." the Kalem Company has contra, h Fred R. Bechdolt, successful writer of thrilling fiction. pare an indefinite number of additional epis "The Girl from Frisco." This important acquisition to Kalem's scenario department follows closely the news that "The Girl from Frisco" series will be continued indefinitely in response to a general demand by exhibitors.