Chicago's Line-Up in Fall Promises Active Film Battle
Jones, Linick & Schaefer and Balaban & Katz Preparing—Have All Loop Houses—Expect Bigger Pictures
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Source: Variety, 30 June 1922, pg. 37.
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The tom-tom of the opposing interests,
Jones, Linick & Schaefer and Balaban & Katz, rumbled through the
week, which mingled itself with definite plans of procedure for the
coming season, being put in immediate practice. As predicted for the
coming inevitable battle. These are the only two movie firms in the loop
that really count up to any importance, as they control the strategic
movie houses.
While conditions throughout the country on the film situation have
thrown a startling scare into house owners, few cities have actually
been faced with the situation of like nature that is predominating
Chicago. Things are developing with a rapidity that is of greater
momentum than ever anticipated. Last week the movie pulse beat faster
with the announcement of Jones, Linick & Schaefer transferring the
lease of their Randolph to the Universal-Jewel interests and J. L. &
S. acquiring the Paramount franchises for Chicago, with a four-week
pre-release showing, for 5 years.
Conflicting announcements by the opposing forces have been given to
the press, which is a thing that is yet to be threshed out by the
picture people and the movie house owners. The exact status of progress
this week with the press announcements made are given in detail. Jones,
Linick & Schaefer made it public that their new McVicker's is to
show only Paramount films. It was labeled as the most important movie
event of the season. The program of the Famous Players (Paramount) calls
for 75 photoplays, of which J. L. & S. has the chose of 52. The
importance of this merger is more fully realized when it is known that
they (J. L. & S.) are the only holders of an exclusive franchise
from the Paramount, as most cities have three or more franchise holders.
The McVicker's is being completed with as much rapidity as is possible,
with three shifts working eight hours each to keep up with the schedule
for the opening about September.
J. L. & S. Would Quit
As these facts came to light, it also developed that Jones, Linick &
Schaefer, holders of a string of loop small movie houses, are angling to
dispose of these loop movie houses, and retain only the Rialto, which is
playing vaudeville with a feature picture. The Rialto does not come
under any of their negotiations as to exclusive showing with
distributing companies, and this gives them a free lance on any
independent films. They will also retain the McVickers and Randolph.
However, it became known that the Bijou Dream, one of their small movie
houses, was leased to a commercial firm and that firm will not use the
building for theatrical purposes. This goes into effect within the next
60 days. Next to the Bijou Dream is the Orpheum, another J. L. & S.
holding, that usually gets the feature picture after they have made its
first showing. The balance of the holdings of Jones, Linick &
Schaefer consists of loop houses: Alcazar and Rose, a few doors next to
each other; the Boston, wrecked for a church being put up on the
property; and the Lyric, a few doors next to the Rialto. These smaller
theatres have not proven to be a paying proposition, and it is the
intention of the owners to sub-lease them if possible. The Bijou Dream
was Jones, Linick & Schaefer's for a 99-year long-term lease. In
numbers these owners have an upper hand in the loop district.
Criss-cross in the same edition of the dailies in which the stalemate
appeared of Jones, Linick & Schaefer, is an outline from Balaban &
Katz of their policy as to their intention of operating their latest
acquisition, Asher's Roosevelt, a block from their Chicago theatre. The
Roosevelt, according to the announcement, will close Wednesday (tonight)
and undergo a series of changes, redecorating and refurnishing, to
conform to the B. & K. idea of how to make a theatre a paying thing.
The factors decided upon were that the Roosevelt will run feature
pictures only of the nature of the premier film, "Orphans of the
Storm," which will inaugurate the new regime July 1. Pictures of
this nature will only be used angling to have them get a longer run,
surrounding the picture with musical accompaniment and presentations,
similar to the successful policy in force at the Chicago. B. & K.
look forward upon the Roosevelt as a separate unit in their chain of
theatres, and expect to present the feature films at very low prices.
With this announcement of policy, the B. & K. interests, it seems,
have a great advantage inasmuch as they will be the only ones to present
colossal specials for extended runs at low prices. All other theatres,
according to announcements so far, will operate on a weekly changing of
films basis.
This decision of policy may be sufficient to turn the house over to
a profit on the year. The confliction [sic] in announcement by the
opposing interests in Chicago's loop is that the press quotes A. J.
Balaban as saying: "The coming season will see more big, good
pictures than ever before in film history. From the First National,
Paramount and Metro and other studios are coming pictures.... etc."
The reference to Paramount is where the hitch comes in, and from this
angle more may be heard. The statement refers further to the fact that
their Chicago could not be used for the specials to be shown at the
Roosevelt, as it is already established in the public's mind that the
Chicago operates on a basis of a new program every Monday, regardless of
the success of the film being shown. The theatres operated by the
Balaban & Katz interests consists of the Chicago and Roosevelt in
the loop, and Tivoli, Riviera and Central Park theatres, in neighborhood
sections.
Bidding for Fans
Each faction has important handicaps over each other, and the
question seems to be which firm or theatre owners can draw the movie
lovers. But certain conclusions can be made from the above and that is
that it apparently seems it will be compulsory for the movie patrons to
travel to the loop (downtown) in order to really get the benefit of the
battle that is raging between Jones, Linick & Schaefer and Balaban &
Katz. It also means that it appears inevitable that the movie public
will be obliged to visit two theatres where they formally visited one,
as the exclusive rights of both firms prevent any other movie house from
getting a break.
The public, from indications, will benefit materially from the
announced plans, but is also seems that it will be necessary for them to
wait until fall, so the question, as far as the public is concerned,
arises as to what should they do for movie entertainment between now and
then. The grosses speak most clearly of their dissatisfaction of present
films being shown at all houses, so it is a foregone conclusion that the
weeks that lapse between the fall and the present are going to be very
lean ones for the movie theatres.
The proximity of the "big four" theatres, Balaban &
Katz's Chicago, a half-block away from the J. L. & S.'s Randolph, B.
& K.'s Roosevelt, and J. L. & S.'s McVicker's, offer a colorful
touch to the situation, as all of them are almost around the corner form
each other. With the strengthening of these theatre owners' holdings,
the film studios will be obliged to ally themselves with either of the
above interests. From the foregoing it is easily seen that Jones, Linick
& Scheafer have a greater releasing power that may also prove an
important factor in the impending skirmish. Predictions may be made, but
there are too many angles to the Chicago situation to bank on.
[End of news article]
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Page compiled: 8 April 2001
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