Moving Picture World (Dec 1917) - Learn About Movie Posters

December 22, 1917 THE MOVING PICTURE WORLD 17'/)
lower floor, 35 cents, and box seats, balcony or lower floor,
reserved, 50 cents. The box seats are sold but twice daily,
once for afternoon and once for evening performances.
The purchasers for matinee have the use of them up to
seven o'clock, after which time the holders of evening
tickets may secure possession whenever desired. Evening
prices prevail at Saturday, Sunday and holiday matinees.
The guiding spirit of the new California Theater is
Eugene H. Roth, who has made the Portola Theater, a house
with a seating capacity of but about 1,100, known throughout
the United States. He began planning the recently
opened theater years ago and has left no stone unturned
to realize his ambition and his ideals. The California
Theater, with a seating capacity of 2,780, and room in its
lounges for hundreds more, is a monument to his business
capacity and his vision.
?lNew Fillmore Theater, San Francisco, Cal.
Enlarged Picture House Embodies New Ideas in Theater
Construction—Seats 2,300 and Costs $200,000—Dome
Seventy-five Feet in Diameter One of Its Electrical
Features—Uses Three Simplex Machines.
THE New Fillmore Theater, at Fillmore and Eddy
streets, San Francisco, Cal., is an eloquent answer to
the question that is often asked of whether the popularity
of moving pictures as a form of amusement is on
the increase or not. Two and a half years ago the Kahn
& Greenfield Circuit opened the New Fillmore Theater af
this location, a house with a seating capacity of about
800, and at the time considered one of the finest residence
district houses to be found anywhere. In the face of unusual
competition the patronage of this house soon became
so large that it was an impossibility to care for all who
wished to patronize it, and early in October of the present
year another New Fillmore Theater, erected alongside the
former one, was opened.
Entrance to the new theater is effected through the
Interior of New Fillmore Theater, San Francisco, Cal., Looking
Toward Stage. On Each Side of Auditorium Can Be
Seen Pipes of Big Fotoplayer Orchestral Organ.
lobby of the former house, but this has been entirely rebuilt,
and even the fagade has been improved by an ornamental
addition and an immense electric sign. A dancing
floor has been installed in the old house, which has been
redecorated and transformed into a pavilion for private
parties. Entrance to this is through the lobby of the new
theater and also off a court between the two buildings.
Thus it can be used as a place for accommodating the
overflow from the new theater, should occasion require, or
as a separate hall. This arrangement presents unusual
possibilities, as it enables the management of the house
to offer dancing to waiting patrons, and on other occasions
permits those renting the assembly hall to offer moving
pictures to their guests as a diversion from dancing.
The New Fillmore Theater has a seating capacity of
1.800 on the main floor and 500 in the balcony, where most
of the space is taken up by roomy loge seats, for which
no extra charge is made. It was erected at a cost of about
$200,000 from the plans of Reid Brothers, and embodies
many new ideas and refinements in theater construction.
It covers a ground area of 137^2 by 137^ feet and has a
frontage on Eddy street, as well as an entrance from Fillmore.
Intended for moving pictures exclusively, it has a
shallow stage, with the curtain against the rear wall, but
in case it should ever be desired to change it into a vaudeville
or other type of theater there is space for an addition.
The interior is of striking beauty, the stage being flanked
by great columns, while a decorative dome, seventy-five
feet in diameter, makes the ceiling an interesting feature.
The walls and ceiling are delicately tinted, and their beauty
is enhanced by a careful use of indirect lighting. The
opera chairs and the woodwork are finished in French
gray, harmonizing with the general decorative scheme. On
each side of the lower floor are four raised boxes, and
only when the house has special guests are these reserved.
In the lobby and foyer are illuminated portraits of moving-picture
stars and directors, a new system of lighting
making these especially attractive. Here are also public
telephones and a marble drinking fountain, where filtered
ice water is served in sanitary individual cups. A women's
waiting room, with a maid in attendance, is also to be
View of Interior of New Fillmore Theater, San Francisco,
Cal., from Stage, Showing Depth of Auditorium and
Balcony.
found here, and there is also another at the head of v
the
incline to the balcony, where there are more public telephones
and a charming lounge overlooking the lobby.
As is the case in all the Kahn & Greenfield houses, special
attention has been paid to the operating room and its equipment.
This projection room is finished in spotless tile, with
an interlocking rubber composition tile floor. All the wiring
is concealed, and the motors that run the machines are
mounted on marble supports, as are the automatic arc controllers.
Three Simplex machines of the latest type art
installed here, these being finished in cream enamel. These
are automatically controlled, starting and stopping at the
end of reels without the attention of the operator. Included
in the equipment is an automatic voltage regulator, made
specially by the Westinghouse Electric Company, and special
devices made by the Butte Engineering Company, which
installed the switchboard. A storage battery floating on
the line insures current at all times. J. A. Morie is the
operator in charge.
Adjoining the operating booth are washrooms and toilets
for the use of the operators, a dark room and developing
room for the making of slides and a private projection room
for the inspection of pictures. Near at hand are the offices
of Manager Joseph E. Levin, finished in mahogany, and
enjoying a fine view and an abundance of sunshine; while
adjoining are the offices of his assistant, William Moore,
which are finished in oak.
Music is furnished by a symphonic orchestral pipe organ,
one of the largest instruments ever turned out by the American
Photo Player Company. This was built to order, and
no contract was named, the instructions being to furnish
the best musical instrument possible, regardless of cost.
The pipes arranged on each side of the stage add to the
decorative scheme. The big instrument is presided over
by Organist Richard Comfort. Adjoining the stage is a large
music room, where a large collection of music is stored,
and nearby is a sign painting room. In the basement is
the heating and ventilating plant and a machine shop.
The price of admission is uniformly 10 cents for matinees
and 15 cents for evening performances, with the usual reduction
for children. Changes of program are made three
times each week, and peformances are from noon to 11
p. in. Paramount service will be featured.