Photoplay (Jul-Dec 1918)

itan Movies the Motion Picture has become a daily necessity, the great Picture Palaces of Manhattan Victor Wilson the New York Strand) on in the great motion picture theatres along New York's Rialto, are not merely a convenience and an enjoyment for the hundreds of thousands of theatre-goers who live in New York, but are a vital factor to the thousands of visitors who come into Manhattan every day. This proves to me, beyond any controversy, that the photoplay has become a more vital part of our national ]ife — more of a national necessity — than anything except the daily newspaper. Men and women go weeks and years without reading novels ; others never take time to see a dramatic entertainment. But there are few men, women or children of reasoning powers who do not go to the movies. So, in a way, these people carry their need — and it is a real need — for moving picture relaxation with them when they visit other cities; and especially, New York. The mid-town C photoplay-shops have grown to be a necessity like the great restaurants, or the big stores, or the shops on Fifth avenue. And I will even assert that the country at large, not the mere population of New York City, is primarily responsible for the success of these theatres. The Strand was the bold experiment of the late Mitchell Mark; his business confreres assured him that it would break him. On the contrary, its success was such that two more big photoplay houses grew immediately, and two or three more are on the way. No manager of a successful theatrical entertainment could be found to admit that our great picture houses have hurt him any. And he would be pretty near right. The Follies, and the big dramatic successes, play to capacity — and what more could they play to in any event? But we have, for the man and woman from everywhere, removed dull evenings from that visit to the metropolis. The new motto of the traveller is, I would say: "Be sure youYe right — or go to the movies." The dramatic mediocrity, the weak musical comedy, the forlorn starring venture, have literally had the life knocked out of them. There is no longer any hope for any but the best in the theatre, and so, as critic and criterion, I Drawings by R. F. James A bustling old lady app e a r e d at the Strand only at long intervals. She was from Erie, Pennsylvania. think we have really tendered the drama a great service. If a theatrical manager survives and prospers in New York now, against US, It IS be jjiffif * // J& burg banker. cause he has the goods. As a matter of fact, there are few theatrical entertainments any where, at any price, which even equal the motion picture entertainment we — and our confreres who followed us — have to offer. The principal feature is a five or six reel photoplay, of eminent production and cast, always shown for the first time, and generally an advance release. Each of the Longacre theatres-of-the-film has a genuine symphony orchestra of fifty or sixty men, presenting the world's greatest music — not trash. Each theatre has eminent vocal and instrumental soloists, changing them from week to week. Grouped around the pictorial feature are reels of news, war, education, travel, science and comedy — each the latest and best of its kind. The theatres themselves are great marvels of luxurious fitting -and architectural art. Is it any wonder that the dull play, the uncertain star, the vulgar musical comedy are being passed up by visitors for this sure-fire audible and optical library of instruction and entertainment — at one-fifth the price? The Strand has played to a daily average of 10.000 persons since its opening! Unclassified visitors from the New England states. 43