The Moving picture world (June 1921)

558 MOVING PICTURE WORLD June 4, 1921 PICTURE THEATRE ARCHITECTS These men can design a good house. Let them plan yours. Michigan CHRISTIAN W. BRANDT 1114 Kresge BIdg., Detroit, Mich. C. HOWARD CRANE 100 Griswold Bldg., Detroit, Mich. New York EUGENE DE ROSA no West 40th St., New York Pennsylvania W. H. LEE CO. Architects and Engineers. Theatre Sveclalltti 32 South 17th St., Philadelphia, Pa. HOFFMAN-HENON CO., Inc. Finance Bldg., Philadelphia, Pa. THE CINEMA NEWS AND PROPERTY GAZETTE 30 Gerrard Street W. I. London, England Ha* the qnalitr circulation of the trade In Great Britain and the Dominions. All Official Notices and News from the ASSOCIATION to its members are pablished exclnsirely In this journal. YEARLY RATE: POSTPAID, WEEKLY, J7.25. SAMPLE COPY AND ADVERTISING RATES ON REQUEST. Appointed by Agreement Dated 7/8/14 THE OFFICUL ORGAN OF THE CINEMATOGRAPH EXHIBITORS' ASSOCIA. TION OF GREAT BRITAIN 4 IRELAND, LTD. MAILING LISTS MOVING PICTURE AND LEGITIMATE THEATRES 2216* Moving Picture by States per M $5.K 121» Film Exchanges, for List 7.50 1»« Manufacturers & Studios 3.50 419 Machine & Supply Dealers 4.00 3C74 Legitimate Theatres U. S. & Can.. 25.00 no Vaudeville Theatres 7.50 A. F. WILLIAMS IOC W. ADAMS ST. CHICAGO TALK from your aoreen WITH your quickly TYPEWRITTEN MESSAGES CO RADIO MAT SLIDES $2. Accept no Substitute. For Sale by all Leading Dealers 1 Rivola in Oskaloosa, Town Under 10,000, Opens to Big Crowds at One Dollar Top A LL the live wires are not in the electrical power cables, as for instance there's Oskaloosa, Iowa, which was credited with less than 10,000 population in 1918. A group of Oskaloosa business men got together, made up a jackpot of $150,000 and built the new Rivola Theatre, a house declared to be the most elaborate in the state. They acquired an Associated First National franchise, ar- ranged a knockout premiere and charged $1 -Straight for each of the 700 seats in the house. Norma Talmadge in "The Passion Flower" was the dedicatory attraction, and the crowds were so great that the premiere recently was made a three-day civic celebration. The Oskaloosa Herald got out a special edi- tion to commemorate the event and carried, in addition to a detailed description of every feature of the new house and pictures of First National stars, a statement of policy by George Cruzon, managing director. This was a gem of commercial candor. In his first sentence, Mr. Cruzon announced his "one dollar straight" plan for the first night, explaining the price was necessary because his program included a Spanish dancer in a pro- logue and the personal appearance of Juanita Thomas, an Iowa girl discovered by A. H. Blank. First National franchise holder of Des Moines, and now a promising screen personality. I-urther along, Mr. Cruzon announced his reg- ular admission scale at 25 cents, loges 35 and children 10 cents, for matinees, with 5-cent lifts for evenings. His Price Statement "This scale of prices," he continued, "will be in effect at all times except when we adver- tise and actually show a super-special. The best productions will always be brought to the Rivola and when the management announces the program is a special, with prices raised 10 to 15 cents for a certain date, you will he sure of seeing something worthwhile." The Rivola's seating arrangement apparently is modeled after the StranS. New York, with upholstered chairs on the lower floor inclined toward the stage, while the balcony is tiered. There is a handsome mezzanine lounge, with retiring rooms and a smoker, a lobby 40 by 12 feet, and grand staircases leading from the foyer. The building is of two stories, with a fagadc of Bedford brick, and the entire front outlined in lights. The ground floor is of .Mosaic, the walls done in hand-made Florentine t;ie with a high base of ornamental marble. Battleship linoleum covers the seating section of the auditorium, while taupe velvet carpet runs the length of the aisles. Diffused lighting effects are employed in the auditorium, with luige colored medallions in the dome and lobby A Typhoon ventilating and cooling system is used, and the projection booth a fireproof vault independent of the rest of the theatre, is Simplex-equipped. The screen is recessed twelve feet back of the apron and set in a nermanent frame. Co-operative Company Busy The Co-Operative .\musement & Supply Co., of Springfield, 111., reports much activ- itv in the theatre supply line in its terri- tory and states that, with almost no excep- tions, all the picture houses, large and .small, are enjoying a very good average business. While most other lines of business are quiet at this time people seem to have taken on the habit of attending picture theatres and continue to patronize them, regard- less of general conditions. Among- recent equipment installations have been a Minusa screen for the First Congregational Church of the capital city and at the same time a Power 6A, also a Minusa and 6A to L. L. Cunningham, Camp Point, 111., a 6.A. at the Gaiety, Middletown, 111., and another at Scott & Mangold's The- atre, New Holland, 111. Advance purchase has been made for two late type 6B machines for the new Kerasotas house which is being remodeled at Springfield. More than the usual amount of carbons, tickets and other accessories have been shipped. Forest Hill Leased .\dolph and Benjamin Nussbaum, who op- erate a number of Newark theatres, have just taken over the Forest Hill Theatre, located at 675 to 683 Mount Prospect ave- nue, Newark, N. J. The lease is for a term of twenty-one years, with the total rental said to aggregate $550,000. The lessees have already taken possession. The house, which seats 1,200, wus erected about two years ago. The owners o£ the property are the N. and R. Realty Company. Grand Palace Enlarged M. Fcldman, owner of the Grand Palace Theatre, 305 Market street, Newark, has enlarged his theatre to 1,000 seating ca- pacity. The Grand Palace is now one of the finest theatres on lower Market street. Mr. Feldman has just had erected a galvanized iron sign costing $850, and has also installed an organ. Wetmore Is Busy B. O. Wetmore, 47 Winchester Street, Bos- ton, says that business is good with him. He reports the recent outfitting of the Salisbury Beach Theatre, the Silver Lake Park Theatre, located near Woonsocket, and has just installed nine hundred seats for the Bass Point Theatre at Nahant. LA CINEMATOGRAFIA ITALIANA ED ESTERA OfTlclal Organ of the Italian Clnematocraph tJnlon Published on the 15th and 30th of Each Month Foreign Subscription: $7.00 or 85 Franes Per Annum Editorial and Business Offices: Via Cumiana, 31, Turin, Italy The MOVING PICTURE WORLD Is the Buyer's Guide of the Film Industry Progressive Exhibitors CONSULT IT Wise Manufacturers ADVERTISE IN IT SAGAMORE CHEMICAL CO., Inc. 120-122 WEST 31st STKKI:T .NEW YORK American Distributors "AGFA" CHEMICALS