Moving Picture World (Jan-Feb 1927)

February 5 1927 HE next miiestone in motion picture advance will be the opening of the new Roxy Theatre, now scheduled for the first week in March. Most modern and up-to-date in all its appointments, the Roxy will also be the largest motion picture theatre in the w7orld, with a seating capacity of more than 6,000 and accommodations for two-thirds as many more in its grand foyer. Its cost, when completed, w'ill be more than $8,000,000. Walter W. Ahlschlager, the eminent Chicago architect, drew the plans for the building, while the Chanin Construction Company of New York erected it. Sixteen months ago, to be exact, in November, 1925, S. L. Rothafel, the “Roxy” of the radio, whose genial voice and magnetic personality are known to countless thousands, officiated at the demolition ceremonies inaugurating the destruction of the unsightly old carbarns at 50th street and Seventh avenue, New York. Ever since that date he has been giving his days and nights to plans for making the Roxy Theatre, now erected on this site, the most distinguished motion picture theatre in the world, as well as the biggest, and a few weeks hence will see the realization of this long cherished dream. As the original argonaut and pioneer in the artistic presentation of the motion picture, a field in which from the beginning he has been an outstanding figure, Roxy has looked forward to the day when he might have his owm theatre, built upon a luxurious and artistic scale which would give the fullest expression to his own individuality and ideas. Now that he is to have it, we can expect something new and unique among motion picture theatres, a temple dedicated to the art of the cinema, ■which is sure to be notable for the distinctiveness of its presentations as well as for its elaborate appointments for the comfort and entertainment of its patrons. As yet Roxy has divulged little of the artistic policy he will carry out in his theatre. It is certain, however, that many very radical departures from the present accepted standards of feature film presentation may be expected. One fact, however, may be stated definitely. There will be no vaudeville included in the Roxy Theatre programs. The picture itself will be supreme, with the music, artistic tableaux and novel ballet numbers, created and presented solely to set off and background the screen entertainment. The little feature, too, as well as its bigger brother, will have an especial place in the Roxy scheme. Two Vitaphones, as exclusively announced in Moving Picture World last week, have also been installed and will have an important part in entertaining the patrons of this modern palace of motion picture art. A few days ago the writer was taken on a tour of inspection of the new theatre by Roxy himself. Although the great auditorium was then still only a maze of platforms and scaffolding, odds and ends of lumber and all the various debris left about by the workmen, enough was visible to give a very definite idea of the great architectural beauty, novelty of arrangement and harmonious decorative effects, which the Roxy will have when completed. Large as it is, it will be an intimate, home-like place for the public who will patronize it. The great dome that arches 120 feet overhead, is finished in dull bronze, as are the walls, with occasional touches of color. The effect of the indirect lighting on this sumptuous and soft-toned surface is indescribably beautiful and restful to the eye. The seats, which will be upholstered in red plush, are spacious and comfortable (I tried one out in Roxy’s office), far more so than any theatre seats I can recall having occupied recently. Being of more than average size, myself, this is a feature which many of my dimensions will appreciate. Roxy told me, I may mention, that these chairs will all be a full forty-two inches wide, sufficient to give ample room for even (Continued on page 445)