Motography (Apr-Dec 1911)

90 MOTOGRAPHY Vol. V, No. 5. Tke Place witk tke Gold Pillars Home's Nickelin Theater, 423 S. Spring street, is one of the popular motion picture theaters of Los Angeles. Los Angeles is a town of motion picture theaters— they are said to outnumber the churches, schoolhouses and saloons combined — so to be popular means that you must be a little different and a little better than the rest. Home's "Nickelin" is all of that. It combines several features that are scarcely duplicated anywhere else in the country. In the first place Home's show is devoted to pictures exclusively; there are no vaudeville stunts, nor illustrated songs. The only music is that which accompanies the films. Who ever heard before of a motion picture show without illustrated songs? It sounds like a circus with the parade left out. But that is what makes Home's place "different," and his patrons seem to like it. The program consists of three reels all second run — another distinctive feature. Every film is thus fresh and up-to-date. They are run through the machine with only a slight pause in between, and no intermission. It is a continuous performance, lasting from 10:30 A. M. to 11 :00 P. M. The woik is done by two machines with two operators in attendance all the time. A third machine is kept in readiness in case of accident. The two "busy" machines bear the brand of Nicholas Power; the auxiliary machine is an Edison. Now we come to the rarest feature of all. The screen is neither canvas, white-wash, mirror, or patent paint. It is a piece of white satin! What do you know about that? It is Mr. Home's own invention, and he has kept it a secret up till now. People have always wondered what gave Home's pictures a texture so smooth and exquisite. The dry goods stores of Los Angeles will do a big business when Home's competitors get onto it. Home's theater seats 350 people. It is not such a large place, as motion picture theaters go nowadays, but like many nice little things it cost a good deal of money. A glance at the sumptuous exterior will give an indication of the style in which it has all been carried out. The architecture is Moorish and those pillars in front are of solid 22karat gold — at least they seem to be. It is known as "The place with the gold pillars." It was built in 1908; the house has a 25-foot frontage and a depth of 120 feet; the admission price is five cents; the place keeps 10 employes busy ; there are seven large fans and a cooling apparatus to entice pedestrians out of the California heat ; and at night some 350 incandescent lamps blaze a welcome. Those are some of the dry facts about a very live proposition. The "Nickelin" is a favorite with everybody, especially with theatrical folk. Members of theBiograph stock company make it their own particular haunt What Mr. Home knows about the Biograph players would fill the Dramatic Mirror for several issues. All who have ever met Manager W. T. Home know just why his place is what it is. farm schools, reformatories, prisons and industrial plants. These films are to be exhibited free at coming State fairs, and doubtless will attract much attention. The scheme illustrates the varied ways in which the cinematograph may be put to use as a public edu New York Autkonties Employ Films That the people of New York State may become more intimately acquainted with the detailed workings of the institutions which they support through the tax money, the authorities at Albany are having moving picture films made showing life in state homes, Home's Big Show, Los Angeles. cator. The motion picture machine, however, catches details with unexcelled reality ; it tells more in ten minutes than the pen can describe in ten columns, and what is more to the point, in such a way as to catch, hold and retain the interest of the spectator. The eye is less likely to weary of pictures than of words. Perhaps a few years hence the campaign orator will be accompanied by moving picture machines which will illustrate his arguments as he delivers them by word of mouth — and possibly with more telling effect than may now be imagined. Picture Skows to Boost Dubuque A commercial organization of Dubuque, Iowa, is completing arrangements for a "Know Dubuque" campaign. Realizing that the first essential in the movement for a greater city is to inform the "home folks" concerning their own town, the committee interviewed the managers of motion picture theaters and asked them if they would throw on the screen slides presenting facts about Dubuque, and scenes in and about the city. The managers, delighted with the suggestion, replied that they would be glad to "Do it for Dubuque."