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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The Mummy Comes to Life in Paterson

Universal Weekly, March 25, 1933:

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“Edward Helwig, who manages the Rivoli Theatre in Paterson, N. J., believes in plenty of showmanship ballyhoo. This is clearly evidenced by his fine exploitation for ‘The Mummy.’

“Two giant cut-out heads of Karloff were used on top of the marquee with the star’s name and picture title in large cut-out letters. Under the marquee the front was decorated with cut-outs and flash shadow boxes.

“An amplifier was hooked up in the lobby with connection to the projection booth and the punch dialogue of the picture was carried to the street. The horn was concealed and the volume turned down so as to stir the curiosity of passerby.

“The local Rosicrucian Society was contracted and  letter of endorsement from the leader published in the newspaper.”

The Mummy

Rivoli Theatre

 

 

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.

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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.”

arcadia

The “antiquated” Arcadia at 933 Third Avenue

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“Conventional box-office before remodeling.”

ticket booth

“Ticket counter in the new lobby.”

baronnet

“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.”

night2_pe

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

A Miracle Provides the Longest Line in 32 Years

Motion Picture Herald, October 18, 1952:

center_pe1

Center Theatre, Buffalo

“The opening of Warner’s ‘Miracle of Fatima’ was a gala affair, with kleig lights, lobby broadcast and society and civic leaders present, so this is the business that followed the premiere–the best in years.”

Miracle of Fatima

 

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 Invisible Man Returns

Showmen’s Trade Review, August 3, 1940:

returns_pe

“A special art front was created for the showing of Universal’s ‘The Invisible Man Returns’ at the Rialto Theatre, Dallas, Texas, by Manager Louis Charninsky, assisted by Francis Barr, in charge of publicity. The smiling gentleman at the side of the box office is not the invisible man in a state of visibility–it’s Louie himself. Note the short subjects are given a marquee plug.”

The Invisible Man Returns

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

Light & Punchy Lure Patrons to the Roxy

Showmen’s Trade Review, May 25, 1940:

“Light and Punchy Headlines Lure Patrons”

roxy_pe

“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