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

December 22, 1917 THE MOVING PICTURE WORLD 1767
How It Is Done at the Strand
Manager Edel Analyzes His Program for the
Benefit of Moving Picture World
Readers
NEW
Foreword.
YORK'S Strand has become known throughout the
entire country as an institution in the world of the
American cinema art. The presentation of high-class
screen entertainment augmented by exceptional musical
programs rendered by a large orchestra, together with
individual solos by accomplished artists, established a new
clientele in the amusement field. New ideas in lighting,
house management, advertising and the presentation of
screen subjects as well as musical numbers are constantly
being introduced at New York's largest film temple under
the management of Harold Edel, one of the most youthful
as well as progressive, exhibitors in the country. Despite
the fact that he is still well within the draft age, Mr. Edel
has had many years association with motion picture exhibition.
As directing manager of the Strand he has established
himself an enviable standing in the trade. His
characteristic initiative has resulted in many departures in
the presentation of a film entertainment and his daily mail
always has letters from brother exhibitors out-of-town asking
for information on new productions and suggestions for
their exploitation. With the idea of giving our readers
suggestions that will tend to enhance their own work,
Mr. Edel will contribute weekly articles on his current
shows, giving the why and wherefore.
Favors a Limited Use of War Subjects.
It is up to every exhibitor in the country to bend every
effort toward "doing his bit" whenever and wherever possible.
The exhibitor is a very potent factor affecting that
all-important thing, public opinion. I do not mean by this
that he should clutter his program with war films and
news pictures of soldiers; in fact, it is just as important
that he take the minds of his patrons away from the war
at times as it is for him to bring them directly back on
the subject. Each week I endeavor to present a patriotic
feature in connection with my entertainment, a little something
of special effectiveness in addition to my regular
films bearing on the war.
For last week's "bit" I accomplished a two-fold purpose
at the very beginning of my program. Every audience has
become accustomed to the usual overture as a curtain
raiser; during this overture the audience fusses about and
usually it is not before the opening number has well advanced
that the people settle down and begin to enjoy it.
My opening number was the Hungarian Rhapsodie No. 2
with an original piano Cadenza by William Lowitz. To
further enhance the presentation of this number I engaged
several special musicians. It was quite evident that I
would have to have the entire attention of the audience
from the beginning in order to fully appreciate the efforts
of the orchestra. In order to bring about this condition I
placed my special patriotic "bit" first on the bill, as a prelude
to the overture. The house was darkened and the
audience, expecting the usual overture, continued the customary
fidgeting. However, as the curtain rose slowly the
stage gradually displayed the largest silk American flag
ever disclosed in a theater, simultaneously the orchestra
burst into "The Star Spangled Banner," and immediately
the entire house from orchestra to roof came to attention.
The ushers in their military uniforms stood at attention
and with the conclusion of the number the effect of the
whole presentation brought forth a great outburst of spontaneous
patriotic applause with the psychological switching
on of all the lights.
Following the overture came "Tonic Towns in England,"
a beautiful scenic showing the famous watering resorts
in natural colors. The Strand Topical Review came next
with its varied assortment of news, patriotic and zoological
pictures. A cello solo by Helen Scholder followed and
was duly appreciated.
A Stunt for "Nearly Married."
Then came the feature picture, Madge Kennedy in
"Nearly Married." In introducing this production we of-
fered one of the most effective novelties yet presented at
the Strand. The house was dimmed in the usual way
preparatory to throwing the film on the screen and the
curtains parted as the organ played the wedding march,
but in place of the screen there appeared an immense
church window covering the entire screen space. With
lights streaming through the many-colored window, the
display drew many whispers of surprise from the audiences.
To the left of the window stood the bridegroom dressed
in his wedding clothes. A little flower-girl entered, followed
by the bridesmaids and then the bride, with little
girls holding up her veil. The procession filed across the
front of the big window, the bridegroom took the arm of
the bride and all passed off to the opposite side of the
stage as if entering the church. Then the lights of the
window faded and the picture itself appeared on the screen.
The characters in the prelude were dressed exactly as
those appearing in the film. At every performance this
introduction received considerable appreciative applause.
After the feature came a duet from "Hamlet" by Rosa
Lind, soprano, and Yon Colignon, baritone, followed by our
exclusive presentation of "The United States and Allied
Fleets on Their Recent Visit to Rio Janeiro." A Mutt and
Jeff comedy cartoon, "The Hunters," was accorded much
laughter and an organ solo by Arthur Depew and Ralph H.
Brigham concluded the performance.
WE
C. B. Burkhart a Record Subscriber
hear quite a
the instability
little from time to time in regard to
of the moving picture trade and the
changes that are continually taking place in the producing
and exhibiting ends of the business. That there is
plenty of ground for such criticism no one realizes better
than the publishers of the Moving Picture World, for it
keeps several of our clerks busy a good part of their time
taking care of the changes in addresses alone. There is a
brighter side to the question, however, and our lists also
contain the names of
many firms and individuals
who have
been advertisers and
subscribers since the
foundation of the paper
over ten years
ago.
We are publishing
herewith an engraving
of C. B. Burkhart
of the Pastime
theater, Homer, 111.,
from whom we received
our tenth annual
subscription a
few months since.
Mr. Burkhart is an
old timer in the exhibiting
game, for
his experience dates
back to early in 1904.
Another remarkable
record held by Mr.
Burkhart is that in
the thirteen
more that
years or
he has
been exhibiting pictures
he has only
missed two weeks,
when the Board of
C. B. Burkhart.
Health closed his
theater due to an
epidemic. Our readers who possess a copy of our Tenth
Anniversary Number, dated March 10th, of this year, will
find in that issue an interesting account of his early
experience.
We extend to Air. Burkhart and the many other old readers
and subscribers of the World our sincere appreciation
and esteem for their confidence and support during the past
decade. May their shadows never grow less, as Richardson
would say. It is the oldtimers, who did so much in the early
days, that are surely entitled to their reward from the
industry.