The Moving picture world (November 1925-December 1925)

December 19, 1925 MOVING PICTURE WORLD 64i Let's Look Back at the Old Days And See How Qoldman Started FIFTEEN years ago a gentleman of finance made a flying trip in one of the city's then few automobiles to prevent another gent from collecting an assortment of electric lights from an abandoned airdrome at Prairie and St. Louis avenues. Which explains why William Goldman, owner of the Kings Theatre on Kingshighway boulevard, was holding a fifteenth anniversary party at his theatre last week. For out of the argument that resulted from this encounter with the light collector was Goldman's career as an exhibitor launched. They Tiad a mutual interest. Both were in the red because of their relations with a mutual acquaintance and both were seeking to protect their own. One had advanced coin and the other labor towards an airdome venture that didn't work out just right. The gent astride a twenty-foot ladder gave Goldman some sage advice about finance and pictures and ended with a recommendation that instead of permitting the airdome to be dismantled Goldman should put in a tent show on the site. Then to prove that he knew what he was talking about, he took Goldman on a tour of the city to see other tent shows that were making big money. Their first call was the tent at Fifteenth and Montgomery streets that was the foundation on which Harry Koplar, vice-president of the St. Louis Amusement Company, and his brothers built their fortunes. A Poor Start What he saw was convincing, and on November 21, 1910, Goldman launched his first show, his big black tent with some 1,200 seats filling the big lot at Prairie and St. Louis avenues. His start was not auspicious. A $15 gate ■was an event and $3 about the average receipts. For 5 cents four one-reel pictures were shown on the screen. In those days Selig, Biograph, Vitagraph and Essanay were the big producers, while the General Film Company distributed the film for all of them. For weeks and weeks Goldman struggled along trying to win the populace to his tent. It seemed that he was facing disaster, but it was a disaster that put him on his feet as an exhibitor. His Big Chance The majestic Titanic was speeding across the Atlantic on its maiden trip when an iceberg got in the path. The disaster that resulted shocked the entire world. The papers for weeks were filled with it, and in the very midst of it all Goldman one day found in his mail a letter in which a film man down in New York City offered to sell him actual pictures of the sinking of the Titanic for $6. There were twenty slides in the set. He was new in the business then and snapped up the offer. He didn't have time to figurtf out how the New Yorker got the "actual" pictures. Goldman was all pepped up with his prize and for days he figured out ways to properly advertise the pictures. He sent out a ballyhoo wagon to travel the streets in the vicinity of the tent show and also organized a boys' choir of six voices to give the proper atmosphere. Titanic Disaster Assured His Success By David F, Barrett It probably was the first attempt anywhere to put over an atmospheric prologue for a feature picture. As one of the slides showed a ship dipping its nose into the briny Atlantic, the boys sang "Nearer My God to Thee" while the audience cried. Crowds flocked to the tent. All were so anxious to see the Titanic pictures that some couldn't wait their turn at the box oflSce and cut their way into the show. The next morning the big tent's sides were slashed in many places where knives had opened ways to choice seats. The audiences, like Goldman, actually believed the pictures were real. No one questioned their authenticity at the time. Classy Trimmings Prior to the big event many residents in that vicinity were antagonistic to the tent. Its outside appearance was against it, but inside it was fitted up in classy style. Instead of the bare earth, wooden aisles were provided and there were individual baseball grandstand seats for each patron instead of the long hard wooden benches customary in other tent shows. The interior was also nicely decorated with lights and lanterns, bunting and drapes. It was kept clean. From then on patrons were assured and Goldman grew more ambitious. He originated "Circus Nights" that rivaled the big shows then touring the country under canvas. On one occasion he brought on a big elephant act that had played the New York Hippodrome in the heydey of its career. High divers of international repute did their stuff— one with fatal results. Horses plunge'd into tanks from dizzy heights, bicycle riders rode across wires strung across Prairie avenue as the spotlight played on them. On his country store nights Goldman gave away more hams and bacons than the average neighborhood butcher sold in a month. In fact, he was one of the biggest buyers of such products in St. Louis. For blocks around could be heard the cackling of prize chickens, turkeys and geese. Fooled Police Sergeant Some of his "stunts" were so dazzling that on occasions the precinct sergeant found it necessary to interpose an official objection. One of these was a hair-raising slippery pole climbing contest for boys. The pole towered some 100 feet into the air and the police officer had visions of several casualties. To give the proper atmosphere Goldman had a placarded ambulance and nurses on hand for "an emergency." And when an employe did fall a fake M. D. rushed forth to give medical assistance. It was then the sergeant learned he had been hoaxed. From his tent Goldman started to expand. He took over the Maffitt Theatre, Vanderventer avenue and Maffit street, in 1912 and the New Lindell Theatre in 1915. It was about that time that Director of Public Safety McKelvey issued the order that sounded the death knell of tent shows. A few years later Goldman completed the Grand-Florissant Theatre. In 1919 he went to the Kings for the first time. At that time that house with the Pershing was operated by the Famous Players Missouri Corporation. The following year that company purchased all of Goldman's houses with the string of neighborhood theatres owned by Harry Koplar. Became Operating Head Goldman was made general manager for the company. During his regime the Delmonte and Missouri Theatres were opened by the Paramount interests. The Delmonte opened on Labor Day, 1920, and the Missouri on November 6, the same year. He continued in charge of the Missouri until 1923. For a few months he was out of the picture business, but in May, 1924, again took charge oF the Kings Theatre and Garden. Later he added the Queens and Rivoli. Several weeks ago an agreement was filed with Recorder of Deeds Tamme whereby he and Skouras Brothers are to form a company to operate the Kings, Grand Central and West End Lyric when the Ambassador Theatre is completed by Skouras Brothers. Goldman will have 45 per cent, of the stock of the new operating company and Skouras Brothers 55 per cent., according to the agreement. In recent weeks Goldman has taken over the Woodland and Kingsland Theatres on Gravois avenue and has announced plans for new theatres at St. Louis and Union avenues, Hodiamont avenue near Easton avenue and at Eighteenth and Park avenues. He will also build a 1,500-seat airdome adjoining the Kingsland Theatre. Among his assets he lists a lease on the Union Theatre property to take effect in 1927 and a half interest in the Congress Theatre. VANGUARD'S NEW YORK ADDRESS Vanguard Motion Pictures, Inc., incorporated under the laws of the State of Delaware, filed papers with the secretary of state m Albany during the past week stating that Its New York State office address would be at 152 West 42nd street. New York City. The papers were signed by Samuel A. Bloch as president of the company and reveal the onn!!"*"?^''"" °^ company to consist of 2,000 shares of preferred stock of $50 par value, and 4,000 shares of common stock having no par value. The filing of the papers gives the company the right to bring any necessary court action in the courts of New York State. WITHDRAW COMPLAINT Fauious Playcrs-Lasky Corporation has withdrawn its complaint against Henry Tammen of the Moon Theatre, Yankton, S D whom they had charged with breach of con$l''740 '^''^ complaint involved the sum of