Showmen's Trade Review (Jan-Mar 1945)

Postwar Plan of 25 Years Ago Marked The Dawn oF Large Capacity Theatres 1 ivMWlAR^^ A NEW SIGN GOES UP. An upright sign was added in 1929. Note the "See and Hear" flags selling sound. HERE'S HOW IT LOOKED IN 1917. This is the site of the Capitol Theatre at 51st and Broadway as it appeared before the buildings were razed from 50th to 51st Street. New York's Famous Capitol Celebrates Quarter Century of Coast -to -Coast Eminence With so much being said these days about postwar planning it is interesting to observe the success story of a postwar plan which had its inception during World War I. Messinore Kendall, a young lawyer-financier who had successfully produced plays and movies, envisioned a palatial showplace to dominate the Broadway theatrical horizon, but to be devoted to the presentation of the improving product of expanding motion picture studios. Kendall called in the late Thomas Lamb, architect, while the war raged in Europe and commissioned him to execute the plans for America's most pretentious theatre of that day. The Armistice in 1918 found Broadway's famous Capitol Theatre under way. The opening (a very gala event) took place October 24th, 1919 — less than one year later. Kendall's friends dubbed it "the white elephant." Seating 4,700 and costing three million dollars to complete, the skeptics doubted that the Capitol management would ever see all of the seats filled at any one time. The wisdom of Kendall's judgment has paid handsome dividends in the years that have intervened. Prior to the construction of the Capitol, which was destined to become the "daddy" of the modern motion picture palaces, the Strand Theatre was Broadway's largest exclusively motion picture showplace. The Rialto was built for movie presentation without stage facilities and the Rivoli ofi^ered lavish stage prologues with its picture fare. Kendall placed the management of the house in the hands of Samuel "Roxy" Rothafel and Major Edward Bowes, both young men of considerable talent for showmanship. Bowes had been vice-president of Goldwyn Pictures Corporation and Roxy had already established his reputation as a master showman in Broadway theatre circles. Needless to say the Capitol which opened with "His Majesty the American," starring Douglas Fairbanks as the screen attraction, was the talk of the nation. Its reputation for seating comfort, air conditioning, concert orchestra, service staff schooled in the art of courtesy, no-tipping regulation, and luxurious appointments spread across the nation, becoming a mecca for New York's visitors. In 1919 the location of the Capitol in relation to other Broadway movie houses was considered not particularly conducive to patronage, but the magnestism of the enterprise attracted business men and patrons alike. Broadway's theatrical and business district drove north from Times Square with the Capitol spearheading the drive. The theatre was planned in Colonial American architectural style with a huge cantilever type balcony. The procenium arch is 65 feet in height and the same width with a stage 50 feet in depth. The original projection equipment was Simplex and the theatre chairs were especially designed for the installation by American Seating Co. The color scheme of the auditorium was walnut and gold which lent both richness and lustre to the appointments. The first sound picture which was presented in 1927 was "The Jazz Singer." Western Electric Sound and Simplex E-7 equipment is presently in use with the screen 18J/2 feet X 23yi feet in size. The throw from booth to screen is 185 feet. The present manager of the Capitol is Herman Landwehr who has been with the "Capitol Family" since the theatre opened in 1919. Others of the present stafif who have served 25 years are (Continued on Page 43) THE CAPITOL FAMILY. Seated: Herman Landwehr, Messmore Kendall, John Kolbeck. Standing: Alan Zee, Howard Lanoce, Lester Isaacs, Ted Meyn and Benjamin Serkowich. WORLD PREMIERE GHQ. The Capitol Front as it appeared on its recent 25th Anniversary with the new marquee and upright sign erected in 1942.