Moving Picture World (Jan-Feb 1927)

QJoup Equipment H Service for you.'—Jheatre Owner~3uilder'~Studio~t %J Caboratorij ~ Sxchanqe txecutive —Jrom yourJnqle 6ditecL by cA. Van Quren Powell Your House Credit and Take the Cash Qive AERY TIME you can sell standing room you give your house a better standing. Not only does the picture go over with a bigger zam, but the theatre, as, well, has a chance to show its comforts, its conveniences, its courtesies and its community serving to a greater circle of people. Oppositely, a half empty theatre exercises a dampening effect on the receptivity of the “few who came out” and not alone the picture, but the prestige of the house, as well, gets a black eye. That is why it is sometimes worth while to show a picture that has this standing-room-only pull, even if you don’t figure that you can fatten up the checking account with it. The big pictures get them in and give the house a chance to sell itself and help to take the curse off the empty seats on the in-between nights. Pictures Come, Pictures Go But the House Is There Every Day. The theatre is right on the job, every day. You may not be able to afford many pictures of the type that is a giltedged mortgage on your standing room; but you can afford, and if you intend to stay in business and prosper as a theatre man, you must afford the quality in equipment that will keep your theatre at the highest point in public favor. Good and comfortable seats, smoothly laid and well cared for floor coverings, a source of music that is not allowed to deteriorate, the highest type of projection, are things that will give your house a standing. Once you have the foundation of quality equipment to> build on you can train your house staff in courtesy, drill them in the one right thing to do in any emergency, and then you are set to offer to your community the same thing in a theatre that you offer them in the pictures with the standing room pull — you can say, “It has everything!” It Takes Work But is Worth the Effort A week or two is usually all you exploit a big picture, and you get them in for even a shorter period than that on the run. But when you start to sell your house you must expect to stretch the selling over a much longer period, to fight harder; but the eventual effect, the getting them in, lasts for keeps and is worth the battle. You can keep them coming once they start. It gets to be habit. Without the theatre you can’t fulfill your promises — so get the theatre set, give it the credit — and take the cash. Hedwig Operates Largest Independent “Lab” In U. S. Contrary to any rumors that may have slipped around, William K. Hedwig is independent, is satisfied with his independence, and proves that he is thriving on independence by the fact that he operates the largest independent laboratory in the United States. Twenty years of effort in the laboratory activities of the motion picture industry certainly entitle Mr. Hedwig to the pride and optimism whch he radates as he sees honest effort reaping an ever increasing avalanche of business. PONTIAC, MICH. — R. Li. S’pitzley, Grosse Pointe Park, has plans by L. Hamper, Hamper Building', for four-story theatre and office building. Estimated cost $850,000. BROOKLYN, N. T. — Owner, care Salvati & He Fuornick, 371 Pulton street, are preparingplans for three-story theatre, store and office building, 110 by 210 feet, to be located on Fourth avenue, between Union and President streets. Estimated cost $275,000. PORTLAND, ORE.— Portland Finance Corporation, Fifth and Salem streets, will soon take bids for two-story theatre, 120 by 180 feet, to be located at Broadway, Salmon, Main and Park streets. Architects, De Young-Roald, Spalding Building. Estimated cost $2,000,000. SAN ANTONIO, TEXAS.— J. M. Nix and associates, care Lamier Hotel, have purchased site and plan to erect 20-story theatre and office building, 120 by 168 feet, on Houston street, between St. Marys and Navarro. Estimated cost $2,000,000. BELOIT, WIS. — Castle Theatre Corporation, 407 Broadway Building, Milwaukee, plans to erect two and three-story theatre and business building, 72 by 265 feet, to be located on East Grand avenue. Estimated cost $300,000. CUDAHY, WIS. — United Holding Company. 1023 Walnut street, Milwaukee, has plans by Gurda & Gurda, 448 Mitchell street, Milwaukee, for two-story theatre and store building, 122 by 150 feet, to be located on Packard avenue. Estimated cost $200,000. MINNEAPOLIS, MINN. — Minneapolis Theatre Corporation, S. T. McKnight, president. 1236 McKnight Building, has awarded general contract to Lundoff-Bicknell Company. B. F. Keith Building, Cleveland, O., for five and seven-story theatre and store, 167 by 225 feet, to be erected at La Salle avenue and Ninth street. Estimated cost $2,000,000. CLASSIFIED ADVERTISEMENTS Help and Situations Wanted Only | 3c per word per insertion j ! Minimum charge 60c j Terms, Strictly Cash with Order , Copy must reach us by Tuesday noon to Insure publication in that week’s Issue SITUATIONS WANTED YOUNG MAN, 7 years’ experience laboratory, cutting, editing and educational road work, seeks opportunity in any of above branches. Excellent references. Box 400, Moving Picture World, New York City. THE GRANADA THEATRE FOR SALE Must sacrifice at once, only theatre in La Jolla, near San Diego. New 811-seat, first-run house, 10year lease and equipment at a bargain. Worth $40,000, will take $30,000. Only $20,000 cash down will handle this beautiful class A house, balance terms. Or will sell, with the building and real estate, with 7 stores, 1 bank, 15 office rooms, second floor. Good income. Address Dr. L. N. Isaacs, 208 Balboa Theatre Bldg., San Diego, or care of F. C. Thompson, Trust Officer, Union Trust Co., San Diego. SANFORD, ME. — W. K. Emery, Washingtonstreet, plans to .erect one and two-story theatre on Mechanic street. Estimated to exceed $150,000. DUXBURY, MASS.— J. Rudman, 16 Queensbury street. South Boston, has plans by Kroykn, Browne & Rosenstein, 220 Devonshire street, Boston, for one-story theatre. Estimated cost $150,000. FRANKLIN, MASS. — Franklin Theatres, Inc., plans to erect one-story theatre. Estimated cost $150,000. NATICK, MASS. — Suburban Amusement Corporation, F. L. Harris, president, 34 Brooks street, Wellesley, Mass., plans to erect theatre and store building at Hayes and Central streets. Estimated cost $160,000. SPRINGFIELD, MASS, — Poli Real Estate Company, 26 Church street, New Haven, Conn., plans to erect large theatre. Estimated cost $250,000. DETROIT, MICH. — J. M. Hogan and associates have plans by Garstecki & Waier, 403 Hoffman Building, for three-story theatre and apartment building, 100 b'y 250 feet, on Harper avenue. IRONWOOD, MICH. — Coeman Building Corporation, 221 East Arch street, has plans by N. A. Nelson for two-story theatre, 65 by 120 feet. Estimated cost $150,000. SPECIAL ROLL and MACHINE TICKETS Your own special Ticket, any colors, accurately numbered ; every roll guaranteed. Coupon Tickets for Prize Drawing: 5,000 for $7.00. Prompt shipments. Cash with the order. Get the samples. Send diagram for Reserved Seat Coupon Tickets, serial or dated. ROLL AND MACHINE TICKETS In Five Thousand Lots and Upward Ten Thousand . . $6.00 Fifteen Thousand 7.00 Twenty-five Thousand 9.00 Fifty Thousand . 12.50 One Hundred Thousand 18.00 National Ticket Co. Shamokln, Pa.