Aurora Borealis Lights Up Times Square

Universal Weekly, October 14, 1933:

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“Broadway ablaze! This mammoth electric sign covers the entire house-front of the Criterion Theatre. The letters S-O-S in the title flash on alternately. An Aurora Borealis effect is secured with irradiating  lights, and an airplane with practical propeller whirring  near the giant iceberg adds to the effect.

S-O-S Iceberg

Criterion Theatre

 

Since 1997 theatre historian,  Cezar Del Valle, has conducted a popular series of  theatre talks and walks, available for  historical societies, libraries, senior centers, etc.

Walks also available at Local Expeditions

Del Valle is the author of the Brooklyn Theatre Index, a three-volume history of borough theatres.

The first two chosen 2010 OUTSTANDING BOOK OF THE YEAR by the Theatre Historical Society. Final volume published in September 2014.

Editing and updating the third edition of the Brooklyn Theatre Index, Volume I.

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Beware the Lumnious Man in Dallas!

Universal Weekly, February 8, 1936:

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“Just take a look at the front on ‘The Invisible Ray’ designed by Louis Charninsky, Managing Director, Capitol Theatre, Dallas.

“There are no less than eight outstanding exploitation features represented, each would do any showman proud.

“At the extreme left is an electrical display, set up through the cooperation of the Dallas Light and Power Co. and the Southern Methodist University physics department. High voltage transformers, placed on a table behind plate glass for protection, produced jumping sparks.  Warning and explanatory signs added to the intrigue.

“The mechanical man, and ballyhoo man, dressed in metallic helmet and cloth cape similar to that worn by Karloff in picture, were used for an entire week around town and out front.

“The ‘invisible fish’ display followed  along the lines suggested in the pressbook, using clear water with a sign explaining the presence of invisible fish and asking the people to look for them.

“At the right side is a telescope focused on poster mounted on adjoining building. Behind Charninsky, looking through the telescope, is ‘The Luminous Man’ poster, available at all Universal Branches.

“Notice the 24-sheet poster cut-out above the front, and the six-sheet cut-outs on either side, in which red and green flashers were used behind the eyes.

“Charninsky, to interest the chemistry and physics students in the high schools and colleges, held a special invitation preview for the instructors who were asked to tell their students about the scientific angle of the picture.

“Newspaper ads and displays in windows around town played up the scientific angle.”

The Invisible Ray

 

 

Since 1997, legendary theatre historian,  Cezar Del Valle has been conducting a popular series of  theatre talks and walks. Currently accepting bookings for 2017:  historical societies, libraries , senior centers, etc.

He has also joined with Local Expeditions to present a series of walking tours.

Del Valle is the author of the Brooklyn Theatre Index, a three-volume history of borough theatres. The first two chosen 2010 OUTSTANDING BOOK OF THE YEAR by the Theatre Historical Society. Final volume published in September 2014.

Currently editing and updating the third edition of the Brooklyn Theatre Index, Volume I.

AboutMe

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Medotcom

 

Rundown to First Run on 3rd Ave.

Motion Picture Herald, June 7, 1952:

“In remodeling a 600-seat theatre on New York’s bustling but dingy Third Avenue, which is roofed by Manhattan’s only remaining elevated railroad, Walter Reade Theatres has used a highly selective method to give the property a brighter, ‘modern’ aspect and to improve traffic conditions on a modest budget.”

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The “antiquated” Arcadia at 933 Third Avenue

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“Conventional box-office before remodeling.”

ticket booth

“Ticket counter in the new lobby.”

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“Front of the Baronet theatre…after modernization. The window on the left was formerly that of a candy store, now the foyer.”

 

Since 1996, legendary theatre historian,  Cezar Del Valle has been conducting a popular series of  theatre talks and walks. Currently accepting bookings for 2017:  historical societies, libraries , senior centers, etc.

He has also joined with Local Expeditions to present a series of walking tours.

Del Valle is the author of the Brooklyn Theatre Index, a three-volume history of borough theatres. The first two chosen 2010 OUTSTANDING BOOK OF THE YEAR by the Theatre Historical Society. Final volume published in September 2014.

Currently editing and updating the third edition of the Brooklyn Theatre Index, Volume I.

An Exciting Night at the Old Meralta

Excerpts from Motion Picture Herald, July 22, 1939:

“Here is an example of a striking transformation in the old Meralta theatre in Los Angeles, which incidentally was completed in seventeen days.”

night1_pe  “The “Front of the Meralta before remodeling. and the auditorium shortly after the work  had started.”

 

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“Above and below, the front and auditorium of the Meralta after modernization.”

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Ride a Crooked Mile

His Exciting Night

 

Since 1996, legendary theatre historian,  Cezar Del Valle has been conducting a popular series of  theatre talks and walks. Currently accepting bookings for 2017:  historical societies, libraries , senior centers, etc.

He has also joined with Local Expeditions to present a series of walking tours.

Del Valle is the author of the Brooklyn Theatre Index, a three-volume history of borough theatres. The first two chosen 2010 OUTSTANDING BOOK OF THE YEAR by the Theatre Historical Society. Final volume published in September 2014.

Currently editing and updating the third edition of the Brooklyn Theatre Index, Volume I.

AboutMe

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Medotcom

Light & Punchy Lure Patrons to the Roxy

Showmen’s Trade Review, May 25, 1940:

“Light and Punchy Headlines Lure Patrons”

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“Brilliant marquee displays at the Roxy Theatre, New York, combine bright lights with flexibility in the matter of headlining attractions.”

“Above, the extensive billing for the recent showing of UA’s ‘One Million B. C.’  Main lettering is 30 inches high. Wagner Sign Service Company’s lettering equipment is used at the Roxy. Frequently the theatre employs cutout blowups pf action photos of the Gae Foser Girls as pictorial display on the board extending east on 50th street–which would be a continuation of the panel at right in the photo above.”

One Million B. C.

Since 1996, legendary theatre historian,  Cezar Del Valle has been conducting a popular series of  theatre talks and walks. Currently accepting bookings for 2017:  historical societies, libraries , senior centers, etc.

He has also joined with Local Expeditions to present a series of walking tours.

Del Valle is the author of the Brooklyn Theatre Index, a three-volume history of borough theatres. The first two chosen 2010 OUTSTANDING BOOK OF THE YEAR by the Theatre Historical Society. Final volume published in September 2014.

Currently editing and updating the third edition of the Brooklyn Theatre Index, Volume I.

AboutMe

Goodreads

Medotcom

The Triangular Perry

Motion Picture Herald, February 4, 1939:

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“Effective utilization of a triangular building plot is exemplified by the Harris Company’s new Perry theatre, John Eberson, architect. The box office is set at the crossing of three Pittsburgh streets; the brilliant outdoor lighting and conspicuous attraction board are visible in three directions.

“The vestibule flooring reduplicates the triangular motive in four-color terrazzo…Vestibule sides are brown porcelain enamel with ivory flutings; the doors red Formica with aluminum and chrome fittings.”

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Legendary theatre historian,  Cezar Del Valle celebrating 20 years of theatre talks and walks, 1996-2016. Currently accepting bookings for historical societies, libraries , senior centers, etc.

He has also joined with Local Expeditions to present a series of walking tours.

Del Valle is the author of the Brooklyn Theatre Index, a three-volume history of borough theatres. The first two chosen 2010 OUTSTANDING BOOK OF THE YEAR by the Theatre Historical Society. Final volume published in September 2014.

Currently editing and updating the third edition of the Brooklyn Theatre Index, Volume I.

AboutMe

Goodreads

Medotcom

Moon over Shore Acres

Motion Picture News, June 26, 1920:

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“Lighthouse built on the marquee of the Moon theatre, Omaha, for the showing of ‘Shore Acres.’ Manager Harry Goldberg arranged a searchlight on top of the theatre which flashed over the city and attracted great attention.”

Moon Theatre

Shore Acres

Legendary theatre historian,  Cezar Del Valle celebrating 20 years of theatre talks and walks, 1996-2016. Currently accepting bookings for historical societies, libraries , senior centers, etc.

He has also joined with Local Expeditions to present a series of walking tours.

Del Valle is the author of the Brooklyn Theatre Index, a three-volume history of borough theatres. The first two chosen 2010 OUTSTANDING BOOK OF THE YEAR by the Theatre Historical Society. Final volume published in September 2014.

Currently editing and updating the third edition of the Brooklyn Theatre Index, Volume I.

AboutMe

Goodreads

Medotcom