The Moving picture world (January 1924-February 1924)

February 23, 1924 MOVING PICTURE WORLD 649 Central Office Organized for Western Theatre The growth of the business of Louis R. Greenfield, San Francisco, owner of a chain of theatres in Northern California and Hawaii, has reached a point where it has been found necessary to fit up central offices in order to properly direct its activities. Accordingly, a suite of ten rooms in the Photoplayer Building at 109 Golden Gate avenue has been fitted up, making what are by far the largest and best equipped offices in the western picture field. The location is in the center of Film Row and the quarters occupied are those recently vacated by the Photoplayer Company. The offices are fitted throughout in hardwood and the furnishings are of the highest order. Costly mahogany furniture has been installed and the very latest in office equipment has been installed. Green rugs are on the floors, green wicker furniture is to be found in the reception room and even the stationery is of a green tint. The private offices of Louis R. Greenfield, General Manager William J. Citron and Director of Publicity M. S. Vidaver are on the Jones street side and most complete in their appointments. The auditing department also occupies two rooms facing this street and the facilities at the command of workers there form an interesting contrast to those of four years ago, when all the financial details of the business were handled at a rolltop desk in the Progress Theatre on Fillmore street. The art department occupies a large space and all art work for the six theatres of the chain Is handled here, including the making of drawings for newspaper cuts, the making of lobby display cards and slides. A large projection room is a feature of the new central offices and all pictures shown in the Greenfield theatres are carefully reviewed. Three times each week the orchestras of the New Mission and New Pillmore theatres are brought here and musical scores are arranged. The business owned by Louis R. Greenfield was launched in the days when most picture theatres were known as nickelodeons, and for years he was in partnership with Leon I,. Kahn under the firm name of Kahn & Greenfield. The Progress Theatre, which was the first house in the chain, was enlarged several times and finally the New Fillmore Theatre was built near by. The success of this was almost instantaneous and resulted in the erection of a much larger house within a short time. The New Mission Theatre was then erected and the Realart Theatre, also on Mission street, was acquired. A fine house was erected at Santa Cruz and more recently the New Princess Theatre was opened in Honolnln. Chain Following the death of Mr. Kahn several years ago Mr. Greenfield purchased the interests of the widow and became sole owner of the business, changing the name to that of the Louis R. Greenfield Theatres. William J. Citron, a pioneer exhibitor of San Francisco, but for years identified with local film exchanges, is general manager of the organization and the publicity work is handled by M. S. Vidaver. C. C. Howell, of the Monache Theatre, Porterville, Cal., was a recent visitor at San Francisco and confirmed the report that this house had been purchased by the National Theatres Syndicate. The theatre will be conducted under the present management for a time. The New Portola Theatre, San Francisco, is meeting with much success with its new policy of a daily change of program and an J. A. McGill, well-known live-wire Port Orchard showman, nearly put one over on himself, but having inadvertently started something he is game to finish it. McGill stands solid with all the youngsters in town, but he never knew just how many youngsters there were. Well, on Christmas he got a much cherished Christmas greeting from one of Port Orchard's small daughters. So pleased was he that he sat right down and wrote the little miss a letter enclosing a pass to Harold Lloyd in "Why Worry?" then due at his Liberty Theatre. A very fitting tribute! Yes, but listen. McGill now needs two secretaries and a printing press to answer "fan mail" from the small fry of the town and to issue passes. How those kids love that man ! They tell' him so daily. The stamp revenue alone has more than doubled since Christmas. McGill is getting jumpy, for everywhere he appears on the street he is greeted with "Did you get my letter, Mr. McGill?" and if the expected reply has not yet been received, he makes haste to come through. Once around the juvenile population is enough, says McGill. Calvin Heilig was up from Portland last week, visiting the Seattle Million Dollar Heilig. He despatched Manager McGee oft for a vacation, leaving Eddie Rivers, assistant manager, in charge. W. D. Gross of Ketchikan, Alaska, is In Seattle on a business trip. Reports received here indicate that he has every reason to be proud of his new Coliseum Theatre, which opened January 3. It is quoted as being; the finest, most modern house in Alaska. Mr. Gross promises to have some pictures taken to show us just what he has. His prices are: Adults, 40 cents; youths, 20 cents; children, 10 cents. He is doing; a nice business. A former Seattle exhibitor, E. O. Ganrielson, has bought the Blue Mouse Theatre, Davenport, Wash., from M. B. and John Mitchell. He took possession Feb. 2. Jensen & Von Herberg have purchased "Woman to Woman" for their entire circuit and will have early showings in Seattle at one of their big houses. admission price of 15 cents at all times. Manager Joseph F. Bnos has installed a suggestion box in the lobby and is asking patrons to name the pictures they would liketo see. Manager R. R. Boomer of the Cameo Theatre, San Francisco, pulled off a neat advertising dodge during the showing of "Hook and Ladder," by parking a fire engine of the vintage of 1852 in front of the house. W. G. Bailey of the Excelsior Theatre, San Francisco, recently made a business trip to Los Angeles. A picture theatre seating 600 is nearing completion at Niles. Cal. It is being erected for Charles E. Pet.erson. Sam DuBo/s, who conducts theatres at Dos Palos and Chowchilla, Cal., has taken over the James Ranch Theatre at San Joaquin, Cal. M. Mamlar and C. Michaels, owners of the Kearny Street Theatre, San Francisco, have secured a lease on the theatre in course of construction at Stockton and Green streets. Mr. Kubely of Ketchikan, Alaska, owner of the Dream Theatre, has just returned from Hollywood where he has been vacationing. He will return to Alaska shortly. Roy C. Czerney of the Kent Theatre, Kent, Wash., turned his proceeds for one night over to the local park board to beautify the town park. Plenty of publicity was given the "Park Club" night, and a more than capacity audience responded. Likewise they have since shown appreciation of Czerney's spirit of co-operation by turning out in greater numbers to his regular shows. John Danz is the first exhibitor In the State of Washington to play the DempseyGibbons fight pictures now being distributed by Greater Features. Inc., for the state. He packed 'em in during the engagement, and will be by no means the last exhibitor to give his patrons good, clean stuff of this type. The picture is going like hot cakes. W. W. ("Bill") Ely. of the Hippodrome, Portland, paid a visit to Seattle's Film Row this week. Bill had a lot to say about building conditions, new banks and a milliondollar-in-one week Masonic Temple drive; but we make It a point never to listen to these "Portland" talks, being a Seattleiteourself. As long as Bill has to live in Portland, however, we hope all he says Is true. LOUIS R. GREENFIELD Owner of the Louis R. Greenfield Theatres, San Francisco. WILLIAM J. CITRON General Manager of the Louis R. Greenfi eld Theatres. San Francisco. T. N. T. Spillthebeans Show, Astor, Men. 29 Seattle Kids Love McGill; Why ? There's Reason Enough