Variety (January 1922)

I 44 PICTURES Friday, January 27, 1922 WASHINGTON HEIGHTS' GOTHAM WITH 64 LOGES FOR SMOKERS ASK CHEAPER LIGHTS New York Exhibitor* Say Drop In Coal Justifies Lower Electrio Rati Whole Exhibitor Situation Affected by Latest Addi- tion to Picture Theatres in That Vicinity— Shuberts Looking—Battle On for Business Washington Heights added an- other picture theatre to its fast- Slowing list last week when the new Gotham, a shor: block away from the 137th street and Broadway subway station, opened under the direction of the Gotham Amusement Co. The new theatre seats 2.S96. with some 64 loges offering smoking accommodations. The Gotham Amusement Co. has as Its active heads J. Arthur Hirsch and J. Rosenthal, who also operate the Harlem Grand picture house on East 125th street. A silent partner reported in the film activities of Hirsch & Rosenthal is Governor Haskell of Oklahoma, reputed to be worth between $60,000,000 and $80,- 000,000, mainly obtaii.ed in oil booms In the west. Washington Heights is asking what is to become of some of the othe- neighborhood houses now that the new Gotham is open, and right In the very heart of the locality long thought secure from the in- vasion of further picture house building. Max J. Kramer, the builder and architect, gave Hirsch and his part- ner a 21-year lease at a rental of $52,000 annually. The Gotham site Is one of the most advantageous on the Heights. The theatre, hotel and olflce com- bination stands upon a solid block, running from 138th street on Broad- way to 139th street, in what is bet- ter known uptown as the Hamilton place section. It appears, so the story runs, that the Gotham land was owned by M. Friedsam. presi- dent of B. Altman & Co., who dis- posed of it for something like $1,250,000, with the Kramer build- ing crowd enabled to have a mll- llo .-dollar mortgage. Kramer Built It Kramer not only designed the Gotham, which Is about the last word ir. modern tfay film architect- ure, but started the construction In Bvptemb and rushed ' to comple- tion for the scheduled opening. The Gctham is managed by Leon Sehlesingek\ He has installed the Gotham Symphony Orchestra, with Julius Meyer as conductor. Bessie Gerard, soprano, started the initial week as featured soloist. The opening picture was Para- mount'a "Don't Tell Everything," which save way Sunday to "Get Rich Quick Walllngford." The week the Gotham opened, the Hamilton, B. S. Moss' house at 145th and Broadway, playing Keith Vaudeville, dropped its feature film and increased its number of acts. More than passing significance is attached to this new policy of the Hamilton. The adjunct of new pic- ture theatres and the feeling that the Shuberts have their eyes on Washington Heights for vaudeville is believed to have prompted the full-evening vaudeville program at the Moss houso. Shuberts Look Abouc The Shuberts have been looking the Heights over at close range and a day or so before the Gtoth&m ing dropped in on Manager Schles- inger and sized the new house up thoroughly. The Gotham has no stage to speak of the curtain being right up on the back wall, although It would not require much tim»» and money to install a stage big enough to accommodate vaudeville. But that is not the present Hirsch plan. Arthur Hirsch is the same Hirsch who met John J. Healey, Tom's brother, one night before the latter built tho Blue Bird pictuie house at 147th-148th streets und Amster- dam and on a restaurant menu drew up a lease when Healey roughly outlined the plans of the new the- atre. Both made good, although Hirsch not long ago disposed of his lease to the Harris interests (no re- lation to Sam H.) that operate the Hudson, a film houso farther up- town. Hirsch realize*, a handsome profit and immediately turned his attention to the n< w Gotham and meanwrTrkj, watchoj the p.-ofits grow at the Harlem Grand, looked after by his show partner, Rosenthal. The Gotham started off l'ke I house afire. The nearer! picture place is the Grange, small capacity, place side, playing the same run of pictures as tho Gotham. The Grange was originally an open-air theatre and was one of the first to be opened on the Heights. Below the Grange at 133th street and Broadway is the Claiemont. a picture house controlled by the Wal- lingford Amusement Corporation, which has its moneyed pilots, the Hall Brotl.ers, who are members of the family of the millionaire builder (Hall) who died and left the boys enough wealth to build several the- atres. Frederick Bollinger man- ages the Claremont, which has a roof garden and dancing floor above to attract the neighborhood. Dollinger Fearless Bollinger has no fear that the Gotham is going to _ut in on his long-established big business. But not to be caught napping the main card this week is the Mary Pick- ford picture "Little Lord Fauntle- roy" and what is advertised as an act from the Keith and Orpheum circuits, Rita Mario and company, including Elliott Best, xylophonist. The house is also advertising a Po- lice Hero Benefit for Jan. 23. The Hamilton is in the Gotham district. So is William Fox's Wash- ington theatre, one of the biggest of the Fox houses in point of at- tendance. It has an orchestra and plays pictures mainly from the in- dependent producers. On the same avenue, Amsterdam, and two blocks away at 147th, in the "Blue Bird," playing straight pictures. The Bunny theatre opened about 12 years ago, 147th and Broadway, is diagonally across the street from the Hamilton. It seats about 1,200. At the Gotham the evening scale is 35-50. The loges are 50, while the orchestra and stadium is 35. The mats are 20-35 with children admitted for 15c. The Claremont scale ranges from 20-30 cents, with 30 the top even- ings. At the Washington (Fox's) the matinees are 10c. up to 5 p. m., when the regular night schedule prevails, which changes Saturdays. At nfght (week days) the admission ranges from 25c. to S5c. with a 40-ceot top on Saturdays, Sundays and holidays. The New .York Theatre Owners' Chamber of Commerce this week started an agitation for a reduc- tion in the electric light rates and secured pledges of co-operation from numerous civic bodies in a campaign for cheaper lights and power service. It is probable the Pubic Service Commission will fix a date for a public hearing shortly. The theatre men declare one of their largest charges is for light and power. Coal has dropped, sup- plies are lower and the service com- pany workers are said to have agreed to a reduction in wage scales. Economies in all these directions, the showmen assert, make a cut in the service charges possible while still leaving the companies a fair profit. William Brandt, president of the Chamber, declared that ser- vice rates have doubled in many instances and no allowance has ben made for reduced production costs by the utility concerns and corporations. WESLEY BARBY'S SERVICES Warner Bros, have renewed their arrangement with Marshall Xeilan for the retention of little Wesley Barry's services and will star the kid screen artist In "From Rags to Riches" and "Heroes of the Street." BURGLARY INSURANCE RATES GO UP 100 P. C. Hold-up Men Specializing On Theatres — Companies Notify Brokers aj ■ i isj—I The Insurance companies han- dling burglary and hold-up risks on Greater New York theatres have in- formed the brokers placing those policies rates have been increased 100 per cent. The reason is the activities of hold-up men specializing on theatre robberies. Three houses located in Brooklyn were recently looted on the same night. NEW COAST PRODUCER Los Angeles, Jan. 25. Another addition was made to the list of production companies at Hollywood last week when execu- tive offices were established along the picture boulevard by the Roy H. Klumb Productions Co. The organization has been launched by Roy H. Klumb, a well known figure on the Rialto, and Edward T. Schloetzer. Chicago busi- ness man. A group of Chicago financiers heretofore not interested in the film industry are said to be backers of the new company. INDORSES PICTURES Clergyman Says Children Are l m proved by Them Moving pictures as an antidote for juvenile delinquency were given a high indorsement by the R ev Harry Seymour Brown, superintend' ent of the church extension board* "About ten of the 46 missions social settlements and institution churches under our care have adopted motion pictures as an in- dispensable part of their service pro- gram," he said at a meeting of the board, and are finding the results little short of wonderful. "Police and juvenile court records show that territory within four or five blocks of these missions have less* than half the crime and immorality usually prevalent in euch districts. "Motion pictures play an import- ant factor in the first step of win- ning boys and girls to a mission. They become acquainted, enter the clubs and classes and athletic pro- grams and finally are won to the character building influence of the Sunday school." CAREWE INCORPORATION The Edwin Carewc Pictures Cor- poration was incorporated In New York last week, after which its pro- moters. Carewe, Benny Zeidman, B. P. Fineman' and Ray Schrock. left for the coast to commence pro- duction work. aasfis ***:<•:•:• Jesse L. Lasfcq presents «•:■:•.•> &SSSX5X5S 1 S8 SBSSs : :«s; & r s? ;■:•>: : ?••••■••••• /^y- .«?■:::•:: m.. Mi F:Sfe Ze\ %; J IM m c1l °M *.* m* j fcAWA/./iy «*A; ••i •IV, By Jcanic Macphcrson PRESS AGENT'S BONER 4* Domestic Rows in St. Paul as Re suit of F. & R. Stunt St. Paul. Jan. 25. An energetic Finkelstein & Ruben press agent started a near riot in tho homes of many prominent St. Paul people last week while exploit- ing the pictuie, "Don't Tell Every- thing," and rumor has it damage suits will be filed in the District Court. Things began popping when the press agent put 1,000 postal cards In the mail. Next day 200 persons began telephoning and personally calling on W. J. Maries, postal in- spector. They all were anxloua to know the sender of an anonymous letter which had caused some do- mestic trouble. The press agent had put a stenog- rapher to work writing 1.000 post cards in long hand which bore the following message: "Don't Tell Everything. Meet me at Capitol at 7 p. m.—Jane." They were ad- dressed in long hand and mailed to the best homes in St. Paul. St. Paul has both a Capitol Theatre and a State Capitol building. Some wives who had been suspicious of their husbands got hold of the*card and had visions of hubby meeting a lady friend in tho rotunda of the State building. When husbands came home domestic trouble began brewing. In one case, according to report*; a wife left home. The story was suppressed by the St. Paul newspapers. Not a line was printed about it. In newspaper cir- cles it goes on record as the prize press agent boner of the Northwest. << A picture of pictures. Such color as **-only DeMillo can provide. A Hal- lowe'en bathing party that would make a Roman orgy look tame. The railroad wreck will make the hair stand on end. And a fire scene that is real. Also ballroom scenes, cab- aret scenes, gowns and gowns. A picture rich in contrast A love story, a drama grow- ing out of the life of America." — New York Tclcgranu "Thrills, melodrama and box-office value. Will succeed tremendously." — New Tor7c Telegraph, "Will be Just as great a success as the other DeMiUe pictures."— Xcw York Tribune. ' i/^l <£C Lupino Lane's First Lupino Lane's first, mm comedy, now being made on tho coast, is to be called "The l.'roUcr." and is being a half-b!eck away, on the Hamilton ;directed by..i..e\ Ulyston •. Q>amnwm\ Qicture Cast Includes' LEATRICE JOT, CONRAD NAG EL. EDYTHE ROBERTS, JACK MOWER, JULIA FA YE. EDYT1IE CHAPMAN, THEODORE ROBERTS, SYLVIA ASHTON, JOHN DAVIDSON, JAMES NEILL, WINTER HALL. <X (paramount Qicture (I Col. Adv.—Mat*, at i. change*) m& FAMOUS PLAYERS-LASKYCORPORATION [J | B^J AOOIX lliHOW »H» X W LAAMCV ■».»» CfC«. %. Oi*lUZ M«M [Z DP^Q ^/«j -^ •»■»»—■ ftT ^rV n v ««^**«B^ar ———————^^rf^ l WE Sm .