The Washington times., 1914-09-29
THE BEST
Photopldy Department in
WASHINGTON
success of New York
Strand Based Upon
Simple Business
Principles.

Within the past week il has been
the privilege of the editor of this
department to visit a phot"play
theeter which is being conducted
precisely along the lines that TINS
newspaper has been suggesting such
an enterprise should be conducted
for the past six months. AlthouSn
the theater in question is one OF the
most expensively furnished and eN-
Juisitely decorated establishments
devoted TO either the screen or stage
drama. the policy that Is followed
in its operation is simply common
sense business policy and can be APP
piled 10 every photoplay theater in
the country, whether it is large or
small, whether in the heart of New
York or in the most remote back
woods town in the United States.
There are few photoplay Snthusi-
ssts who have not heard OF the
Strand Theater in New York. The
building was constructed Tor a
photoplay house and thousands OF
dollars were spent on its decoration
and equipment S. l. Rothapfel, the
manager of the place and the de-
siEner of most of its cOnNenlences,
mas done a wonderful thing in the
construction of the theater alone.
But he has done a still more Won
derful thing in the putting in prac-
tiCe of the finest policy of operating
the house, a policy that can be
adopted in any place where cei'u-
loid film is shown Tor an admission
price. whether the seats provided
are velvet upholstered chairs or soap
boxes, whether the projection is
given on a beautifully decorated
stage or a plain white screen set
against a hare brick wall.
That is the big lesson l read in the
manner in which the Strand Theater
is run in New York-that its method
could be followed anywhere and every
where. Mr.. Rothapfel charges lOc,
I5c, and sc for matinees, and l5c,
25c and SOC for night performances.
His theater is open from noon until
11:3O in the evening, and his per-
formances average an hour and
threc-Quarters each. He puts into
these performances very elaborate
program-a program OF merit entirely
outside of the film productions. He
has included among his features
symphony orchestra Of large size
and great ability, a great pipe organ,
a quartet and some excellent soloists.
II is not necessary for small
theater to have all these. His tilm
program consists of not more than
five subjects, three or four lUUe-foot
reels, and a feature picture that
might run three. four or FIVE reels.
The point is that he has put quality
above quantity, and has not attempt
ed to give the most tremendous
amount Of amusement for the high
prices he charges.
If Mr.. Rothapfel can fill his
theater to overlooking every day and
every night in the center Of the
theater district Of New York, buck
ing the keenest competition photo
play theater can have at practically
the same prices three Of the largest
vaudeville houses in New York
charge-and these houses are in his
neighborhood and are his competitors
why is it that the lO-cent neighbor-
mood theaters without that compe-
tition are not able to follow the same
policy? There is absolutely no rea-
son il cannot be done. There Is ao-
soIutcly no reason the success of the
Strand cannot be duplicated in every
small theater if the same care and
attention to the detail OF showing
good pictures is given. To people
who insist that the public viii not
come TO see educational or scenic
films, the Strands answer Is the fol-
lowing program:
Picturesque France-an electric
scenic in natural colors.
The strand Topical--A news
film with pictures from the Uni
versal and Pathe weeklies and
local film ;,.
Universal comedy featuring Billy
Jacobs.
study of the Magnet, an
Eclair educational film.
Mary Pickford in Such Little
Queen a Famous Players fea-
Jurc.
was told that this is a very long
program for the Strand. and that
sometimes the feature is shorter than
the Famous Players product of
this occasion Mr.. Rcthapfel does
not try TO show everything in the
market at once He does not rush
his films to a finish. His thousand
foot reels were from fifteen to
twenty minutes in the showing. lie
would discharge an operator caught
rushing a film for any reason what
soever All that Mr.. Rothapfel has
done in the Strand in New York
can be done in Washington or Osh-
kosh or Alexandria by an exhibitor
who will try il And it is not neces-
sary for him 10 have a gorgeOusly
decorated place like the Strand or a
big symphony orchestra to help him
do II. He need show nothing but
motion pictures with a piano accom-
paniment. But he wants to show
good pictures and TO have pro-
iecting machine and an operator
that will get all out Of film that
can be gotten. Mr. ROthapfol is not
a genius. He is simply an ordinary
business man conducting a moving
picture theater on business prin"i
Piles. And it makes no difference
whether a thcater is called the
Strand or the star or the Gem. il
IAN duplicate Mr.. RothapfeIs 5 sue
cess il il will but approximate the
principles by which he obtains ~
g. ".