The Moving picture world (May 1922)

May 20, 1922 MOVING PICTURE WORLD 319 The State Theatre, Jersey City's New House, Is a Million Dollar Wonder FRANK G. HALL'S new million dollar State Theatre of Jersey City, which opened on the night of April 24, with the assistance of Governor Edwards, Senator Egan, Mayor Hague and other notables is a triumph of architectural beauty and grandeur and a monument to the progressiveness of the citizens of Jersey City who joined Mr. Hall as members of his organization. A Community Owned Theatre The State Theatre is remarkable in that it claims to be the first community owned theatre to be operated under a membership plan. The membership of the owning body consists of one thousand heads of representative families whose membership entitles them to two weekly admissions to the State Theatre during life. This free admission privilege will be extended to include the Capitol United Theatre, which is to be built at a later date. The particular plan of community ownership in the State Theatre is the idea of Frank G. Hall, president of the State Theatre Corporation, and was put into operation by Harry E. Diggs, the State's director of publicity, who is also the general advertising manager for all of the Frank G. Hall's Interests. That the plan of operation has been successful is evidenced by the long lines of patrons lined up each day at the box office and the conversion of the neighboring streets to parking spaces at night for automobiles. Mr. Hall's plan of management is well worthy the attention of those contemplating the erection of new picture houses and we believe our readers will agree, after reading the following description of the comforts and conveniences of the house, that the theatre and its plan are calculated to give its patrons rather more than the worth of their admissions. Approaching the theatre, which front on the Hudson Boulevard, one sees the largest electric sign ever erected in the State of New Jersey, furnished by the Norden Sign Company, of New York, and which has a light equivalent to over 5,000 lamps of 110 watt power each, and is visible straightaway from a distance of over five miles. If the intricate wiring in this modern sign were stretched out it would reach from end to end, a distance of over six miles. The beholder is impressed by the stately dignity of the exterior architecture — its massive Hellenic columns, the facade and its pedi ment of sculptural design of Neptune all being of the finest cut stone. Suspended over the entire front entrance is a huge marquise of architectural steel, imbedded with thousands of electric bulbs which provide a flood of light underneath the canopy and at the same time sheds its rays in a blaze that will make the Boulevard appear as though a section of New York's Great White Way had been transplanted to Hudson County. Around the edges of this marquise will be illuminated signs reading "State," and below these will be signs announcing the attractions. Magnificent Lobby The floor of the spacious lobby is of marble with a base of Travatine and Botticino embellished with a wainscoting of Circassian walnut. The box office is of hand carved walnut and the ceiling is vaulted with Renaissance design of 14-carat gold finish. The side walls of the lobby are escalette panels with Travanelle rose borders and Ninos base, and the flooring is of Travatine marble inlaid with gray Sienna. The house measures one hundred feet in width by one hundred and seventy-one feet in length and seats three thousand patrons on two floors, the orchestra and the gallery. A particularly attractive feature of the State is the mezzanine lounging room and promenade. A circular opening, guarded by a marble balustrade gives to the occupants of the lounge a view of the portion of the orchestra below. The lounge is handsomely furnished with period furniture and mirrors and, among its attractions, has two illuminated fountains and a large marble tank in which flowers grow and goldfish swim. Cages containing love-birds and canaries add to the beauties and homey feeling of this portion of the house. Over 2,000 linear yards of High Pile Imperial carpeting was used on the main floor and balcony. The carpet is blue and grey and luxuriously heavy, and was furnished by the Greater New York Export House, of New York City, who also supplied the damasque wall covering. Some Birds Speaking of birds, in addition to those which add cheerfulness to the mezzanine, two gorgeous macaws perched on gilded standards add an unique touch to the lobby. From each side of the mezzanine, left and right respectively, are the women's and men's rest rooms. The former furnished with luxurious rugs and overstuffed divans and easy chairs, the latter constitutes a miniature club room with smoking appliances and leather upholstered furniture. A particularly noticeable feature is the attention to the comfort of the patrons, evidenced by the installation of Individual drinking cup systems in both the women's and men's rest rooms and wherever else they could be utilized to advantage. .\nother attraction about to be added to the house is the installation of a Concert Grande piano, in the lobby. The piano will be used to accompany a violinist so that entering patrons will be greeted by the strains of music. Mural Decorations Around the borders of the side walls of the auditorium are beautiful mural paintings by the famous artist Battiste, symbolic of the evolution of drama into the motion picture. The entire decorations in the theatre proper are of the Greek classic and Renaissance periods, the color scheme being a wedgewood blue and ivory shaded with gold. The art work on the side walls, a golden ivory against a background of dove gray, forms a filigree encrusted with medallions of blue and white, the whole effect being one of artistic harmony. To further carry out the color scheme, the upholstered chairs throughout the entire house, furnished by the American Seating Company, are backed with a costly cut velour of blue and gold and impannelled back of the second tier boxes is a rich silk Damask of blue background with inlays of pure gold thread. Leading up from the main auditorium to the mezzanine level are two grand staircases of Botticino and Sienna marble with Travatine marble steps. The mezzanine floor is decorated and furnished in the Renaissance style, rich in color and pleasing in design. Both the ladies' and men's rooms open on the mezzanine promenade and contain everything which contributes to the comfort and convenience of patrons. Four stairways lead from the mezzanine floor to the balcony levels. The balcony contains about 1,400 seats, in addition to the row of loge boxes along the front. In the projection room are three Baird projectors, each equipped with Sun-Light Arc FRANK G. HALL President State Theatre Corporation PERCIE A. VIVARTTAS Architect of the State HARRY P. DIGGS Director of Publicity