The Washington times., 1928-06-16
Sive and pr0greSSlye.

a I
sive and progressive.
The reign of Mr.. Beatus in
washington really began at
1oew's Columbia in 1915. That
theater. then acquired from the
Metzerott estate, was the first TO
raise the price for first-run mo-
ton pictures from 10 and Is
cents admission to quarter.
There was some doubt as TO
whether Washingtonians would
consent cheerfully to the extra
dime. but given an orchestral
Accompaniment to the best that
the film market could provide,
the response was immediate and
generous. 1t has consistently re-
NAMED SO.
Ten years of close and prac-
tical attention to box office state
ments have given the Palace
Theater generalissimo informa.
ton for some interesting deduc-
lions. In that time. for example,
he has seen Mary Pickford twho
he considers the greatest motion
picture actress of all time1, re-
placed in pulling power with the
paying patron by the dangerous
and appealing Greta Carlo. who
now ranks as No. with Palace
natrons. The No. box office
card of the women stars is Mar
ion Davies.
OF the male stars whose pic
lures are flashed on the silver
sheet here. William HAines ranks
No. 1. This may surprise fol.
lowers of the romantic John Gil,
bert who ranks No. :, but the
cold figures are there to show
the present preference. The pic.
ture which outdrew them all :.ild
still holds the Palace box office
record is THE Four HOrserlen OF
the Apocalypse, which you may
recall was the June Mathis screen
adoption OF the BIasco Tbanez
stoEy that brought forward for
lasting fame the beloved Rudolph
Valentino.
The Palace feature pictures
represent the studied choice OF
the theater's chief. He has pre-
Viewed every film that has been
shown on the screen. barring, OF
course. newsreels. Some days he
viii spend hours In watching
short films before he picks the
supplementary screen embelish-.
ment for a feature. Interesting
shorts and comedies are his fetish.
once he has put an o. K. on the
Hollywood star who will dominate
the celluloid program.
Presentations were not added
to the Palace programs until after
months of careful study. Once
convinced that the stage trim
mings were desired by the motion
picture clientele, the Palace
plunged heavily on the innova.
ton. Nora Bayes, Vincent LopeZ's
band, Mcintyre and Heath. Ben
Rernie's band, the Victor Record.
ing Artists and other entertainers
whose salaries run heavily into
four figures were cOrraled to sup
plement the film bill The changed
policy has reacted for increased
patronage.
When President CooIidge's
church was closed temporarily for
structural repairs 1t was Mr..
Beatug who sought out Rev.
Jason Noble Pierce and rendered
the, use of the Palace for Sab
bath services. The offer was &C.
cspted and thus the theater bears
the distinction of having been
spiritual enough in atmosphere
to serve as a fame for the Presi-
dents devotions.
The theatrical career OF Mr..
Beatus began in Memphis, Tenn,
in 1905 in the I.yceum Theater as
a water boy. Thence by various
adVancements to assistant treas.
urer and finally the yearning for
New York. There Ia the offices
Of the fast growing theatrical en-
terprises of the Messrs. Shubert
he acquired first.hand knowledge
OF the Broadway show business.
Soon he was sent out az assistant
Midnight Sons" company which
bOasted the Dolly Sisters, Taylor
Holmes and George Munroe as its
stars. Then a call TO the manage
mcnt of the sullivan and Consi-
dine theaters in Denver and Colo
RADIO Springs. Follows his first
alliance with Marcus Loew in a
contract to manage the Toronto,
Canada, house Of his circuit.
Sandwiched in between these bio
graphical mile stones was ven.
ture as producer. Producer
Beatus ran into heavy New Eng
land SHOWS and hard times with
his theatrical repertoire company
and came back to Broadway minus
dividends. but rich i'm experience
Then summons to Washing.
ton. Larry looked around and de.
clde'. to settle here permanently
once the two LOew houses were
established on the highway of
profit. Miss Ida Zirkin, charming
daughter OF the Washington fur.
rier. played the lead for the ardent
wooing Of Mr.. Beatus and they
were married in 1920. Lawrence
junior. aged and Howard. 4. now
make him daily aware of the re.
sponsibilities of father. He has
a pretentious home in Washing.
tons Young Hollywood" so chris.
tened by some Wag, who noted