The Moving picture world (November 1920)

November 20, 1920 MOVING PICTURE WORLD 315 State Officials at Auspicious Opening of Albany's Beautiful Strand Theatre WITH an invited audience which included practically every state and city official of prominence, as well as many of the foremost figures in the motion picture industry in New York State, Albany's newest, largest and most elaborate motion picture theatre, known as the Mark Strand, costing $550,000, was opened on November 8 under most auspicious conditions. The theatre is the tenth in the Strand group and includes the most modern equipment in every instance. The house has been sixteen months in building. Governor Alfred E. Smith, who with the members of his family, was to have occupied one of the boxes tonight, was alone missing from the group of state officials. Wearied from his recent campaign for reelection, Governor Smith had left the city and was on his way to French Lick Springs for a much-needed rest. State Officials Present Among state officials present were: Secretary of State and Mrs. Francis M. Hugo, Attorney General and Mrs. Charles D. Newton, State Engineer and Mrs. Frank M. Williams, Commissioner of Highways and Mrs. Frederick Stuart Greene, First Deputy Secretary of State and Mrs. A. B. Parker, Dr. John H. Finley, head of the department of education, and Dr. Augustus Downing, while Albany was represented by Mayor and Mrs. James Watt, Charles M. Winchester, president of the Albany Chamber of Commerce, and many others. It was without exception one of the most representative audiences from a state and civic standpoint that ever witnessed the opening of a motion picture theatre in this state. The theatre was opened to the public the following day with a program identical with that of the previous night, excepting an organ recital which occupied nearly an hour. The theatre will be managed by William F. Brooker, of New York, assisted by Walter Roberts, late of Buffalo. One Policy to Prevail One policy will prevail in the management of this house— the public will be given the very best obtainable in the way of pictures, and what is of far more importance, in a city which has been characterized by advance in prices once patronage was obtained, the same prices of admission, 20 and '30 cents for the afternoon shows and 30 and 50 cents for the night performances, will be permanent. Outside of New York City there is no more beautiful motion picture theatre in the state than the Mark Strand. It has a seating capacity of 2,300, the main floor accommodating 1,500. The house was built by the Albany Strand Theatre Corporation, the officers of which are Moe Mark, Max Spiegel and Walter Hayes. The house is located on North Pearl street in the business center of the city and but a short distance from the Clinton Square Theatre and Proctor's Grand. The house was designed by Tom Lamb, the well-known theatrical architect of New York City. In many respects it is very similar to the New York Strand. White and Gold The lobby, measuring twenty-two by fifty feet, corresponds in its decorative scheme and general design to the house as a whole. The salient features in the color design are a white marble with gold embellishments. The motif of the interior construction is largely along the lines of classic architecture and most impressive. Entering the lobby, one passes through leaded glass doors of beautiful design to the main auditorium, the beauty and spaciousness of which impress one on the moment of entering. Deep shades of velvet maroon form a most pleasing contrast to the white and gold. This scheme is carried out throughout the entire house, the walls being paneled with brocaded velvet of maroon shade, while the same color prevails in the draperies of the boxes, the carpet, the loges, the seats themselves, being of maroon panne velvet. Nine Exits, Six Boxes With an eye to the general safety, nine exits lead off the main floor, while the balcony and other sections of the house are equally as well provided for. Stairways lead to the six boxes, three to either side of the stage. Stairways likewise lead to the balcony, which in design is very much like the Strand in New York, being divided with a circular mezzanine. Loges have been arranged along the front of the balcony, these being very easily reached by short stairways, leading from the mezzanine. Mirrors, benches and statuary lend to making the foyer most attractive. The ceiling is centered in a large circle around which are hundreds of lights. Along the walls are many candle brackets with small silken shades. The six boxes are so arranged that the occupants will have an excellent view of the screen, just far enough back that the eyes will not become tired, while the space above is occupied by the pipes of the big organ, effectively draped In velvet curtains of maroon. Stage an Italian Garden The stage is equal in its proscenium to that of any large theatre. The curtain is of A NATIONAL exploitation campaign is being prepared in connection with the release of "The Porcelain Lamp," the educational feature picture being produced by the Harry Levey Service Corporation to show the entire evolution of travel. The film lends itself to many unusual methods of exploitation, it is said. Travel societies have requested that duplicate prints of the film be made for them so that they may be shown at sessions of the club, and many well-known publications devoted to travel, historical research and news of industries have responded to a general circular sent to them regarding this film, saying that they will be glad to co-operate along lines of publicity. Premiere Showing Premiere showings, similar to that which was given for Mr. Levey's "Uncle Sam of Freedom Ridge" in New York, on which occasion two large theatres were filled to overflowing to view this film simultaneously, will be given in several large cities. For these, the endorsement of the chambers of commerce of these various cities are being secured, and invitations will be sent out through them to prominent mem maroon velvet, the rise and fall determining the beginning and the ending of the performances. The stage itself, with marble pillars r>n either side, joined by a railing, represents an Italian garden. In the center, the orchestra will be seated. The background represents the Bay of Naples, Vesuvius in the distance. Special lighting effects go far in enhancing the general beauty of the scene. The switchboard is said to be the largest used in any motion picture theatre outside of New York City. There are six dressing rooms to either side of the stage. Music will be supplied by a sixteen piece orchestra, P. Colby Shaw directing. The organ will be presided over by Floyd H. Walter, formerly music director at the Harmanus-BIeecker Hall in Albany. Wiliam F. Brooker, manager of the house, will pay particular attention to the musical program, which he declares is fully as essential as the picture itself. Bert Lytell Opens Bert Lytell, a prime favorite in Albany, through his days in stock here, was chosen for the opening tonight in his latest feature, "The Price of Redemption." Miss Estelle Carey, coming from the New York Strand, was heard in groups of songs. The Strand Topical Review, a scenic, "Breast of the Earth," a Buster Keaton comedy, together with an added feature, "The Race of the Age," made up the program. The house will run continuous, excepting Sundays, from noon until 11 p. m., programs changing each Monday and Thursday. Albany does not have Sunday motion pictures. Young women will be used as ushers in uniforms of gray. The projection room is equipped with two Simplex machines, the throw being about 145 feet. All lighting arrangements are with special equipment, the house and stage being controlled by a dimmer system. bers of the community and to members of societies and organizations who will, it is expected, be interested in this film. Making Models One important feature in the making of this production will be the making of such models of means of ancient travel as are no longer in existence, but which have had a definite influence on the story of travel evolution. These are now being fashioned at the Levey studios, and during the showings of the film will be placed on exhibit under the auspices of historical, travel and scientific societies in various cities where the film is shown. Arrangements are being made with public and private schools in all sections of the country for special showings of the films, either in the schools, or in theatres where school people will secure special invitations to attend. "We are starting the exploitation campaign far in advance of the release of the picture, 'so that every angle may be fully considered," Mr. Levey said. "The educational film is produced as it was never produced before and it is rapidly winning an important place for itself in the field." • Harry Levey Corporation Planning Wide Exploitation for "The Porcelain Lamp