We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
330
MOVING PICTURE WORLD
January 29, 1927
T
'HERE is real romance in the opening of the new Roxy Theatre, now definitely announced for the first week in March, if only because it will be the realization of one man's dream, S. L. Rothafel, generally conceded to be the outstanding figure in the artistic presentation of motion pictures and as the “Roxy” of the radio, whose genial voice and magnetic personality are known to thousands, a beloved and unique individuality.
A S the x the world
largest
theatre in dedicated to the cinematic art, and built
upon a luxurious and artistic scale that sets a new high mark in theatre construction, as it promises to also in operation, unless all indications fail, the Roxy will place exhibition standards upon a far higher and more dignified plane than any yet attained.
by the way
Romance of New Roxy Theatre Realization of One Man’s Dream
Roxy’s Opening First Week in March An Important Date in Screen History Presaging Revolutionary Developments
A. M . P. A. Forms Committee to Plan Permanent Fund to Aid Industry’s Needy
Bernarr Macfadden Starts a Rumpus Associated Press Features Film News
A DD to this a “tie-in,” in newspaper display advertising and feature booking, with four or five other large houses, such as the Roxy Theatres Corporation is now planning or building in New York and you have a combination which it needs no diagram to show will greatly change the present “first run” system and completely revolutionize the established standards of theatre construction and operation.
HP HE opening of the Roxy may mark the culmination of one romance, but it also as certainly records the beginning of another, in our opinion, of which no man can now see the ending.
A VISIT by the writer to the Roxy Theatre last week gave but a hint of the perfection of its appointments, the harmony of its lighting and decorative effects, its unique musical, stage and projection equipment, and the intimate appeal for its patrons, despite its mammoth size, which this theatre will have on completion.
•
/T' HAT it wall be the last word, theatre-wise, in all respects, goes without saying, and while any description of its sumptuous and modern details are impossible in this limited space, as are a discussion of any of the plans which Roxy may have, for other reasons, we predict that the opening in March is destined to be a far more important date in the history of motion picture progress, than at this moment is apparent to most in the industry.
•
A SIDE from the advances in picture presentation, which we are sure the new Roxy will inaugurate, its opening, as we see it, will presage at least three definite developments along new lines in this industry.
•
PA NE of these is in theatre construction and operation, another in the present “ first run” method of booking features, the third in the impetus which will be given production by the entrance of the Roxy into the theatre field, the last two named because, within a brief space there will probably be theatres built in many cities of a size comparable to the Roxy and constructed and operated in the same manner, once its possibilities have been demonstrated.
•
Tj' UTURE theatre chains in cities, at least, will be organized 1 like the Roxy, on the “hen and chickens” plan, a very large theatre and several other big ones, not quite so large, subsidiary to it, all within the same territory, covered by the same newspapers and operated under the same policy.
•
V XT HEN it is recognized that the Roxy, with a probable • * * weekly gross of not less than $100,000, will have the ability to pay a producer a weekly rental of $25,000 for his picture and play it for three or four weeks at this figure, if it is box office, besides spending $4,000 or $5,000 a week more in newspaper display advertising, than any other motion picture theatre now on Broadway, it will readily be seen that no producer can afford to play his pictures elsewhere, if the Roxy wants them, nor can any other theatre seriously compete with the new house.
A COMMITTEE, composed of Bert Adler, Glendon Allvine and Victor Shapiro, have been directed by the A. M. P. A. to formulate a plan whereby a permanent fund may be collected and administered to help worthy members of the industry, whom illness of misfortune may have incapacitated.
•
T ONG ago, in this column, we urged that some such step •*~/ be taken, for surely the need for such a fund will yearly grow greater and an industry which is ever alert and prompt to respond to the charitable appeals of every other, should not be backward in responding to the necessities of its own unfortunates.
•
PA UR hope is that this committee will speedily evolve a plan which will meet all requirements, so that this eminently necessary and worthy fund may soon be established and operating for the benefit of those who may need it now, or who will require its friendly help in the future.
HP HERE seems to be considerable excitement over the fact that Bernarr Macfadden was recently invited to address the A. M. P. A. and that he got away with it.
•
A/T R. Macfadden has his own ideas, and this industry, including the members of the A. M. P. A., unquestionably have theirs, and there is no doubt but that they differ as widely as those of the parson and the polecat at the picnic.
•
rA OUBTLESS the latter were mutually relieved when their encounter was over without serious damage to either and we think that this is the way Mr. Macfadden and the A. M. P. A. should now feel about it.
•
HP HE increasing recognition of the motion picture’s news -*• value could have no better evidence than the announcement this week that the Associated Press, serving more than 1,200 of the leading newspapers of the United States, had inaugurated a feature service, which had been made available to the film industry as a medium for the dissemination of screen news and pictures.
•
SUFFICIENT refutation of the oft-repeated, but never ^ proven, claim by many newspapers that movie news is of no especial interest to their readers and that it is carried merely as an adjunct to their advertising department.