Motography (Jul 1918)

July 13, 1918. MOTOGRAPHY 65 Theatre Has Its Audiences Sing NOVELTY PROVES HIGHLY POPULAR By Genevieve Harris IN THAT army of loyal workers, the motion picture theatres, whose aid in winning the war has won acknowledgment from President Wilson himself, there is one house which should be granted special mention for distinctive service. That theatre is the Alhambra in Milwaukee. The distinctive service which the Alhambra gives to the community and through that to the entire country is simple and very enjoyable for all concerned, but its value the future historian, tracing the growth of true American patriotism in Milwaukee, with its large Teutonic population, will do well not to overlook. For the Alhambra Theatre is teaching its audiences, two thousand people at a time, to sing American songs, and if the chap who said, "I care not who writes my country's laws, if I may write her songs," had the correct idea, it's a pretty big service the theatre is doing, one whose effect will outlast war times. Musician Directs Singing We will get down at once to the method in which this is done, for live and patriotic exhibitors will quickly see the value of this innovation and wish to try it themselves. George Fischer, the manager of the Alhambra, which is owned by the Saxc Amusement Company, is a man with a vision. He foresaw the possibilities of a "community sing" in his theatre, its value as an entertainment and as a patriotic feature. And in order that its full value might be brought out, he selected a capable man to direct it. In Frederick Carberry, a Chicago musician, he found the leader. A twenty-minute period before each of the two evening performances is devoted to singing. Mr. Carberry's task is to get the people to sing. The theatre is a big, beautiful house and very popular, so that its 2,000-seat capacity is frequently taxed. He has a fine orchestra to help him, under the direction of Frederic Rowley. Pamphlets containing the words of the songs are distributed throughout the audience and in addition the words are flashed on the screen. Patriotic Talk First Mr. Carberry begins by giving an informal patriotic talk. He is able to arouse the people and they respond quickly when he leads the singing. He leads them as a college "cheer-leader" directs the enthusiasm of a mass-meeting, with all that vigor and joyousness. It is no half-hearted response. The entire audience sings, whole hearted, and no one, listening to "The Star Spangled Banner," "Yankee Doodle" or "On, Wisconsin," as the Alhambra audiences sing them, can help feeling the thrill and believing that each singer is a truer American at heart when the song is finished. The program is by no means limited to patriotic or war songs. "Old Black Joe," "Love's Old Sweet Song" and other favorite American songs are included and the majority of the people for the first time really learn the words of the verses, instead of just the first line of the chorus. Popular with Patrons The people like this "sing." Begun as an experiment, it is continued by request of the audiences. "It's the biggest thing we ever did," says Mr. Fischer, and he admits that his audiences surprised him by their enthusiasm. "I'm glad to pass along the suggestion to other exhibitors." But this "community sing" is not the only worth-while feature of the Alhambra. The accompanying photo graphs show the attractive lobby, the nursery, which is said to be the first of any theatre in the country, and the beautiful stage setting. Motography has already published stories about the children's parties which are given at this theatre, the service booklets published, and other unusual features. Section for Smoking The smoking section, in the rear of the first balcony, furnished with comfortable leather chairs, with large fans on either side to prevent this smoke from entering the theatre proper, is a popular section. The women's rest room is as attractive a place as any tired shopper could desire for a little rest before the picture. The theatre itself, once a legitimate house, is an inviting place. It is excellently ventilated and kept beautifully fresh and clean. In summer all drapes, seat covers and window curtains are of white linen. In the fall and winter these are replaced by old rose plush hangings and' the entire theatre is furnished in old rose. In spite of its size, the theatre has a cozy, comfortable appearance. Lockwood Aids Red Cross Harold Lockwood will hereafter help the Red Cross in this fashion. Instead of sending his photographs free to those who request them, he will, beginning June 25, reply to all correspondents by post card, saying that he will gladly send the sought photograph if the solicitor will for'ward twenty-five cents, which amount he will turn over to the Los Angeles Chapter of the Red Cross. Inasmuch as the requests for photographs number thousands in a month's time, Lockwood will be able to raise a tidy sum of money for that very worthy cause. Views of the beautiful Alhambra theatre, Milwaukee, and George Fischer, manager. On the left is the stage setting, in the center is the inner lobby in summer dress, and at the right is a view of the nursery.