The Moving picture world (January 1924-February 1924)

232 MOVING PICTURE WORLD January 19, 1924 Joe Hornstein and a New Poster Frame Hold Up Traffic on Seventh Avenue WE started, the other day, to hold a pow-wow with Joe Hornstein, but on attempting to enter the premises of the Howells Cine Equipment Corporation, at 740 Seventh avenue, found a crowd blocking the sidewalk. We wondered whether Joe was holding a fire sale, or there had been a run on Morelite lamps, until we discovered, in his northeastern show window, a poster display frame, which looked different from any we had heretofore seen, and with the exterior anatomy of which we were unacquainted. While reading the announcement, the poster changed right in front of our eyes and advertised a totally different show. Although several days had elapsed since the New Year's celebration, we were about to play safe and negotiate for some hot black coffee, when another poster of a separate {Continued from page 231) capitalization not stated, Abraham Kempel, J. L. Geller, New York; George Geller, Brooklyn; Alice Amusement Corporation, $10,000, J. Schechter, M. Schechter, H. Britwar, Brooklyn ; National Theatre Roof Corporation, $10,000, and the Houston and Chrystie Street Corporation, $10,000, with Samuel Hoffman, Rose Haberman, Regina Cohen, New York City; Isten Trading Co., Inc., $2,000, Herman Levias, Benjamin Sidransky, Leon Hoffman, New York ; Capitol Outdoor and Indoor Shows, Inc., $5,000, M. and P. Isser, New York City; J. C. Trebish, Woodridge. and distinct feature popped up into view. Then we understood why the crowd had gathered, and, by using subway tactics, managed to get through the congregation and beard Joe in his den. Joe explained that he, personally, was inno cent, but that a concern down in Hagerstown had sent him an automatic poster display machine and that he had stuck it in his window, but if it continued to draw to much more standing room, he'd be obliged to request the audience to stand somewhere else. All we have to say is that a crowd, such as was obstructing the entrance, which Joe reserves for cash customers, could be utilized to advantage by the average picture theatre whose clientele has become blase with inspecting stills that are still. Cifre Simplexizes Boston Town 's C of C Another recruit to the army of non-theatrical Simplex projector users enlisted when the Boston Chamber of Commerce awarded their order to the United Theatre Equipment Company of Boston. This Simplex installation will form part of the equipment of the new seventeen-story building, which, besides housing the Chamber of Commerce, also provides for a large auditorium, restaurant and a number of club rooms. Joe Cifre, manager of the United Theatre Equipment Company, is feeling particularly pleased at the success of his efforts to Simplexize the Boston Chamber of Commerce. THE CROWD COLLECTOR That plugged up Joe's front door. ASTORIA, ILL.— Garden Theatre has been purchased by E. Baumgartner. 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