By Alfred Hamburger, president of the Hamburger movie theater circuit
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The neighborhood or family theatre has
reached a stage in its growth where it may be said to be an important
factor in the lives of millions of people daily—that is, so far as
their theatrical amusement is concerned. As a pioneer in the
neighborhood theatre I have had the opportunity of watching its progress
from a lowly improvised storeroom theatre to the present palaces
dedicated to it. The neighborhood motion picture theatre, in which the
splendid screen productions of the present day are now so satisfactorily
presented, is one of the most powerful agencies for good, despite the
continuous hue and cry that so-called reformers are putting up.
The amusement or entertainment caters to the tastes of the entire
family—father, mother, and children. Thus it keeps the family
together, and if it were possible to compile statistics it would be
found that before the advent of the neighborhood motion picture house
the head of the family made a hasty exit after supper to the nearest
corner cigar store or saloon. Now it is a case of all to the first show
at the corner theatre—father, mother, and kiddies—and it has truly
been the means of closely cementing the bonds of the entire family.
Censorship has been unjust to the neighborhood theatre. That is,
the type of censorship existing in Chicago and any other place where
they might have the "pink" or "adults only" permit
for a certain class of shows. A picture should be either accepted or
rejected. There should be no "pink permits." Neighborhood
theatres are strictly family houses, and it is our desire and the
desire, I know, of those running this class of house, wherever it may
be, to have the entertainment seen by every member of the family.
The neighborhood theatre has to be made attractive, inviting and
pleasant. Some of the finest houses are of the neighborhood type. The
transition from the cheap and ordinary in this class of house was not
slow—it took only the time necessary to improve the entertainment and
theatres. As the theatres improved in class the patronage involved, and
today it is a common thing to see many of the neighborhood houses with
ten to a hundred automobiles parked in front.
One pet theory have I worked out to my entire satisfaction with the
neighborhood house. That has been in the matter of light. While
naturally the interior must be dim, I believe and know that the outside
of the house should be ablaze. Don't spare candle-power with a
neighborhood house. It marks the theatre as a bright spot in the
locality. It attracts attention and creates comment.
In conclusion, you ask what of the future regarding the
neighborhood house. I am optimistic about the photoplay proposition as a
whole, and especially the neighborhood house. And the neighborhood
theatre has become a practical necessity—a part of the every-day life
of millions of people.
[End of news article]
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