Funding Brooklyn Theatre Index Volume I

Staff at the Theatre Historical Society of America enjoying some light reading (2014)

Currently seeking funding for the editing and formatting of the

Brooklyn Theatre Index, Volume I, Third Edition

Adams Street to Flatbush Avenue Extension

For additional information or to make a contribution:

theatretalks at gmail.com

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.

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.

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Vesuvius Erupts Over Flatbush

Motion Picture News, April 15, 1922:

"Miniature volcano used in the lobby of the Albemarle theatre, Brooklyn"

"The Albemarle theatre, Brooklyn, exploited 'Vesuvius Conquered,' a feature of a recent issue of Fox News, in the most interesting manner."

"In the lobby a miniature volcano belched smoke, and in the cloud above a tiny model of an airplane whirled. Beside it stood a large specially printed poster featuring the short subject. The volcano was about six feet in height and made of paper mache, The smoke was effected by the buring of punk within the 'crater.'"

Vesuvius Conquered

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.

AboutMe

Goodreads

Medotcom

The Devil Plays Brooklyn

The Moving Picture Weekly, November 6, 1920:

From a two-page ad for The Devil's Passkey

"When they played "The Devil's Passkey" out in Brooklyn, New York City, in the theatre on Stone Avenue, they almost had to call out the reserves, so great were the crowds collecting in front of the house eagerly waiting to get in.

"And those crowds were not disappointed in what they witnessed once the performance started, and incidentally the management benefitted considerably from a financial standpoint."  

Marquee of the New Singer Theatre can be seen in the darkness to the left.

The former theatres in 2013 (photo by Ken Roe):

Legendary theatre historian, Cezar Del Valle is celebrating 20 years of theatre talks and walks, 1996-2016. Currently accepting bookings for historical societies, libraries , senior centers, etc.  Details of independent walks will be published this fall.

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.

Selling  on Etsy and Amazon

Loew's Coney Island Promotes San Francisco, 1936

Motion Picture Herald, September 5, 1936:

"Banner that covered two floors and both sides of building on 'San Franciso' was one of the sock displays for the date at Loew's Coney Island, New York. Stood out like a lighthouse, says Lee Churchin."

Cezar 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.

He is available for theatre talks and walks in 2015: historical societies, libraries, senior centers, etc. 
Now selling "vintage" on Etsy

The Brooklyn Theatre Index, Volume III

Announcing publication of

The Brooklyn Theatre Index Volume III
Coney Island Including Brighton Beach and Manhattan Beach

Availabe on Amazon* or from the Author

The first two volumes chosen 2010 Outstanding Book of the Year
by the Theatre Historical Society.

*For those in the UK

Cezar Del Valle is available for theatre talks and walks in 2014-15:
historical societies, libraries, senior centers, etc.

BALLYHOO AT THE LOEW'S METROPOLITAN THEATRE, BROOKLYN, NY

With the third and concluding volume of the Brooklyn Theatre Index nearing its publication, we will be featuring during the month of September, borough performance spaces on our various web logs and sites.

Ballyhoo for "Smilin' Through" at the Loew's Metropolitan Theatre, 392 Fulton Street.

Exhibitors Trade Review, July 1, 1922:

"The lobby of Loew's Metropolitan, Brooklyn, with special decorations for the showing of First National's 'Smilin' Through.'  

"The ballyhoo stunt, which used an open victoria in which the couple dress as the characters of the play drove through the streets and entered the theatre, is the to be roadshowed, according to present arrangements.

"The carriage paused occasionally on its journey through the streets and distributed invitations to the marriage of Moonyeen and John at the Metropolitan Theatre. 

"The carriage pulled up at the theatre and the couple entered. They paused in the garden set erected in the lobby and following a bit of pantomime entered the auditorium." 

Strand Theatre, 647 Fulton Street, Brooklyn, NY 11217

 With the third and concluding volume of the Brooklyn Theatre Index nearing its publication, we will be featuring during the month of September, borough performance spaces on our various web logs and sites.


Exhibitors Herald, October 16, 1920:

"From the side of the Strand Theatre, Brooklyn, N.Y., the huge electric sign that announces Strand attractions blazes the message of the day in letters that may be read for blocks. The effect is distinctly noticeable at the box office.

"Edward L. Hyman, managing director, gives evidence of his high regard for the power of that sign by the care he exercises in preparing the copy for each change.

"A few weeks ago Mr. Hyman, one of the last to experiment with the featured comedy idea, gave a short subject place in his sign for the first time. 

"The results were reported gratifying and subsequent events have proved that they were, for short subjects have figured consistently in the Strand sign streamers ever since.

"The above illustration shows a case in point. Unfortunately, a portion of the sign was run in colored lights on this occasion and the full effect of its radiance is not conveyed by the photograph. Educational's 'Torchy Comes Through' is the short subject referred to.

"Every exhibitor has had experience with electric signs. Whether or not he uses that type of advertising, every exhibitor knows that a sign like that operated by the Strand represents a not inconsiderable outlay of funds both as to first cost and upkeep.

"Perhaps many will welcome the evidence of its paying qualities as an investment. And that those paying qualities are genuine has been convincingly demonstrated by the Strand.

"There may be a better place to put money than into advertising, but if such is the case it is not generally known. Not only exhibitors but the industrial world at large would be glad to have it pointed out to them.

"There may be a better form of advertising for the downtown house than flash advertising but that, too, if it exists, has not been disclosed up to the present time.

"The downtown house in any city that does not go in heavily for flash advertising is missing a golden opportunity."   


Cezar Del Valle is the author of the Brooklyn Theatre Index, chosen 2010 Best Book of the Year by the Theatre Historical Society.

He is available for theatre talks and walks in 2014-15, historical societies, libraries, senior centers, etc.

November 9, 2013 Walking Tour: Downtown Brooklyn Cultural District

Theatre for a New Audience 

Walking Tour: Downtown Brooklyn Cultural District

With Theatre Historian Cezar Del Valle

Saturday Saturday, November 9, 2013

 10am-12pm

Free

 Reservations Required

email humanities@tfana.org  or call 212-229-2819x31

Meet in front of BAM Howard Gilman Opera House 

Includes interiors of the Brooklyn Academy of Music, BAM Harvey, and the new Polonsky Shakespeare Center

Come honor Brooklyn's history and celebrate our new home with a portable soirée. Theatre for a New Audience is offering a walking tour led by historian Cezar Del Valle, author of The Brooklyn Theatre Index, Vols. I and II. Cezar will guide participants through Downtown Brooklyn’s theatrical past, present, and future. The tour will start in front of BAM Howard Gilman Opera House and end at Theatre for a New Audience’s Polonsky Shakespeare Center. We'll be making stops at BAM Harvey and at historical sites of theatres past. We hope to see you there. 

Let's take a stroll! Through Downtown Brooklyn that is, home to some of the most impressive arts and cultural institutions in New York City. At the heart of it lies the Downtown Brooklyn Cultural District, where Theatre for a New Audience is setting up camp. We're proud to open our new home, Polonsky Shakespeare Center, just steps away from BAM Howard Gilman Opera House and around the corner from the Mark Morris Dance Center. We couldn’t be more excited about putting down roots in a vibrant community that, like us, has a rich and evolving history.

Special thanks to Sharon Lehner, BAM Archivist, for her help in researching and organizing this tour.

For more information on this or any of Theatre for a New Audience’s Humanities programming, email humanities@tfana.org  or call 212-229-2819x31.

Theatre for a New Audience

Downtown Brooklyn Cultural District

New York Times

Huffington Post

Cezar Del Valle is the author of the Brooklyn Theatre Index, chosen 2010 Best Book of the Year by the Theatre Historical Society.

He is currently accepting theatre talks and walks for 2014-historical societies, libraries, senior centers, etc.

Brooklyn Paramount Theatre 385 Flatbush Avenue Extension, Brooklyn, NY 11201

Excerpts from Motion Picture News, January 12, 1929:

"Publix Theatres made its entry in another eastern city with the opening of the new Paramount in Brooklyn, N.Y. This gorgeous motion picture house embodies many unique features of design and equipment.
--C. W. & Geo. L. Rapp, architects"

"The proscenium arch, an elaborately decorated frame for the pictures presented on stage and screen at the Brooklyn Paramount. This auditorium numbers among its unusual features a suggestion of the atmospheric in the open lattice treatment of the main ceiling and the sidewall reveals."

 
"View across auditorium under the balcony, showing the loges with illuminated fronts and the balcony soffit with insets of glass, illuminated from above, a suggestion of the scheme of the main ceiling. Ornamental plaster is the vechicle that was used to produce the many intricate designs of the decoration."


Uploaded to YouTube by Bruce Friedman, June 28, 2013, an early appearance by Cezar Del Valle on That's Brooklyn, cable television.

Cezar Del Valle is the author of the Brooklyn Theatre Index, chosen 2010 Best Book of the Year by the Theatre Historical Society.

He is available for theatre talks and walks in 2013. 

Farragut Hall, "A Popular Brooklyn Theatre"

Operated by the Oetjen Brothers, Farragut Hall opened 1910 at 1371 Rogers Avenue in the Flatbush section of  Brooklyn, New York.

Excerpts from Moving Picture World, December 10, 1910:
"Farragut Hall is one of the most beautiful, inside and out, as well as one of the most adequately equipped and best conducted places of amusement in that exclusive residential section of Brooklyn, where perfect moving picture theaters abound and where to excel it is necessary to reach the top notch. In fact, it seems as if Flatbush were trying to corner all the perfect ones in Brooklyn."

"The [exterior] color scheme is worked out in shades of green and the windows are of panels of stained glass. The two suspended lights are Adams & Bagnell flaming arc lights of 1,600 candle power each. Over the ticket booth is the rewinding room, the operators booth being projected inside the main auditorium. At presented the management are constructing a plate glass storm front directly under the large outside arch, thereby giving the place a kind of lobby or vestibule."

 "The main hall is 110 feet long by 33 feet wide, giving a total floor space of 3,630 feet. The interior colorings are varying shades of light and dark green pleasingly harmonized, and one of the features is the lighting. There are eight handsome four-light side fixtures, four ceiling Tungsten lights, and in addition to these are four large dark green globes a foot in diameter mounted on tall brass pedestals on either side of the rear entrances to the aisles.  These can be plainly seen in the picture as well as the heavy brass rail which divides the seating space from the 825 square feet of standing room in the rear."

"The seats are hardwood stained dark green and highly polished. The floor is hardwood polished smooth, sloping to the front, with heavily carpeted aisles. A $1,000 Fischer grand piano is the only musical instrument."

'The place is steam heated throughout, special care having  been taken to place a radiator in the ticket booth, which is unheated in so many places, leaving the ticket seller to shiver and often resulting in an illness with a fatal termination. Four steel beams do away with all center supports.

"Last but not least is the operator's booth which is one of the best features of Farragut Hall. As can be seen in the picture this projects out over the standing room space and is supported at the outer corners by steel braces. It extends eight feet and is six feet wide. It is entirely of steel, with a ventilator in the ceiling. The floor of the booth is eight feet above the floor of the auditorium and the booth itself is ten feet high. It is equipped with a Model B Edison, with a Fort Wayne Compensarc. Back of the operators booth and directly over the ticket booth is the rewinding room. This is five feet by six feet, and eight feet high.

"The running staff of the place consists of seven."

"Every patron of the matinee receives a coupon bearing a number. Every Wednesday afternoon the patron with the lucky number is presented with a piece of cut glass of really excellent quality. As most of the matinee patrons are ladies, the idea of a new piece of [article cuts off in mid-sentence]."

Farragut Hall closed with the opening of the Farragut Theatre, at 1401 Flatbush Avenue, in 1920.

Cezar Del Valle is the author of the Brooklyn Theatre Index, chosen 2010 Best Book of the Year by the Theatre Historical Society.

"The Nostrand," a model Brooklyn Show House

Excerpts Moving Picture World,November 19, 1910:
"The 'Nostrand' is indeed an exemplification of all that we have been trying to teach our readers a thoroughly high-class place of amusement should consist of."

 

"As you enter the 'Nostrand,' instead of passing directly into the auditorium you enter a handsome spacious foyer about twenty-five feet square. Here are large easy chairs, settees and tables of green crex and the decorations are carried out in a deep shade of green.

"The floor is white tile and a few white marble steps lead up at the rear of the auditorium. There are mirrors where in the polished surface the ladies can assure themselves that their hats are set on the latest chic angles before leaving. This, so Mr. [Henry L.] Schloh believes, banishes one of the greatest terrors that the ladies have in removing their hats."   

 "On entering the auditorium you seem almost for the moment to have found yourself in some tropical country from which the last dim light of day is receding. The walls from about one-third of the distance up all the way to the ceiling are painted with an artistic mural frieze showing waving palms, sand beaches, long stretches of blue ocean and sloping hillsides. The artist has accomplished his work perfectly  and has left nothing to be criticised or desired."

"The auditorium is forty-seven feet wide and a trifle longer, and there is an incline from the back to the front of about eight feet perpendicular. There are three large skylight ventilators and four exits. The center aisle is six feet in width and there are two side aisles each four feet wide. The floor is heavily carpeted.

"For the convenience of the patrons a telephone booth has been installed, and by this means it is possible for doctors who wish to seek a few moments relaxation to visit the 'Nostrand,' for they are within instant touch with their offices and the hospitals."

 

"The operating booth is nine feet in length by seven feet in width and is topped by a skylight ventilator so that the operator is always supplied with plenty of fresh air. Recently a new Power's No. 6 machine was installed."

"One of the features of the 'Nostrand' is the music and not to mention this important adjunct would be to leave half unsaid."

"Mr. Martin Savage, who has charge of this department, has been in the game a long time, and judging from his gray hairs he might be said  a veteran in it."

"He operates with excellent taste about fifty-three 'traps' and is also a proficient bell-ringer. He keeps his bells on the table at the front all the time and renders selections on them between reels. This is the nearest approach to vaudeville that will probably ever enter the 'Nostrand.'"

"The 'Nostrand' is owned and operated by partners, Mr. William Haase and Mr. Henry L. Schloh. These two men can be easily classed among the leading exponents of moving picture exhibiting in Brooklyn."

The Nostrand was located at 657 Nostrand Avenue. "Those of my readers who know anything about Brooklyn, know that to live in the St. Marks section means that your bank account is a large one" (Moving Picture World).

Cezar Del Valle is the author of the Brooklyn Theatre Index, chosen 2010 Best Book of the year by the Theatre Historical Society. 

Jefferson Theater 811 Myrtle Avenue, Brooklyn, NY 11206

Excerpts from Moving Picture World, February 21, 1914:

"The accompanying photo-engraving [above] is a view of the Jefferson Theater, 811-813 Myrtle Avenue, Brooklyn, N.Y. It is owned and managed by the Jefferson Photo Show Company, comprised of George Hilkemeier, president, and William Hilkemeier, secretary and treasurer.
"As soon as the late Mayor Gaynor signed the ordinance allowing among other things that all New York motion picture theaters may have a seating capacity of six hundred seats, Messrs. Hilkemeier got busy and soon the contractors were hard at work renovating the house to take advantage of the law. In addition to running the Jefferson Theater, the company operates four airdromes in the eastern part of Brooklyn.
"The Hilkemeier Brothers have been in the business since 1904 when they bought their first picture house for the sum of $150."


"They have always kept  their original policy  of a good, clean show in the forefront, resulting in big profits. They do not believe in the 'country store' inducements or any other such device to get the public patronizing their shows, and are firmly convinced that these schemes will pass out of existence in the evolution of the business."

A 1943 Housing Authority Photograph of the Jefferson shortly before its demolition:

 Photo: La Guardia and Wagner Archives, La Guardia Community College

Cezar Del Valle is the author of the Brooklyn Theatre Index, chosen 2010 Best Book of the Year by the Theatre Historical Society.

 

Halloween-- What Happened to Showmanship?

The scream pierced the darkness, houselights went up and two ushers ran down the aisle with a stretcher. A young woman had fainted during a scary moment of a horror film at the Loew's Gates in Brooklyn. Can't recall the name of the movie or whether I fell for this bit of  hokum.

In the days before the multiplex, streaming video, and Netflix, movie houses often featured some form of gimmick or tie-in to promote the feature film. Not even the so-called classics were spared.Sometimes the movie theatre presented an event connected to holiday such as Mother's Day or Halloween.
But even at a young impressionable age, I was never impressed  by William Castle, his films and the assortment of exploitative tricks used to promote them. I never  thought that a $1,000 life insurance policy was really needed for Macabre. Apparently my local movie house could not afford a nurse on duty or a hearse that the other theatres offered for this 1958 film.
For me, EMERGO did little to improve Castle's House on Haunted Hill. The same applies for Percepto and The Tingler.  The films didn't scare me, the monsters didn't impress me and I left the theatre feeling cheated and disappointed.
Not so for the young John Waters who idolized Castle "without a doubt the greatest showman of our time." "His film made me want to make films." "William Castle was God."
The quotes are from an article by Waters entitled "Whatever Happened to Showmanship." While disagreeing with him on Castle, I also ponder the question of what happened to showmanship, ballyhoo and exploitation.

Box Office, Penn Theatre, Washington D.C.

I remember going with my father to the Penn Theatre, in Washington D.C., for a Halloween show. Once again don't recall the film but the stage show lingers. Basically a magician/hypnotist did an act that had for a climax a woman from the audience coming up on stage. While he hypnotized her, a clip of thunder and lightening suddenly flashed on the screen as the Frankenstein monster walked out. We really couldn't see exactly what was happening on the stage but suddenly the monster stood up, holding a woman's head high. He begun to lumber out into the audience just as everything went dark.   
Now that was scary. 


On October 28, the Loews Jersey will have a rare screening of The House on Haunted Hill in EMERGO. Plus Q&A with William Castle's grandson. .

The Brooklyn Theatre Index--One Year On

On August 29, 2010, I gave an illustrated talk at the Coney Island Museum as part of their Ask the Expert series. This was the official launching of the first volume of the Brooklyn Theatre Index.

 Being introduced by museum director Aaron Beebe

Brooklyn historian, John Manbeck, gave the Index an excellent review in the Brooklyn Eagle newspaper of September 2010:

“Inside the book are 477 pages of information about Brooklyn’s love affair with theaters, both live action and movie. The sheer numbers are overwhelming. The table of contents runs according to street names but in the index, theaters are cross-referenced alphabetically by theater names, which makes the tome ideal for a future online transfer of production titles and names of individuals.”

“It sounds like a reference for theatre buffs and it is. But it is also fascinating information for the average Joe.”

A second volume followed in October with both receiving an excellent review by theatre historian Ken Roe on the Cinema Treasures website:

“The definite appraisal of all movie theatres to have operated in Brooklyn, a borough known to have had the most theatres operating out of the five NYC boroughs.”

The Brookyn Theatre Index was chosen 2010 Outstanding Book of the Year by the Theatre Historical Society of America. The society’s president, Karen Colizzi Noonan, stated:

“Comprehensive, accurate and useful, The Brooklyn Theatre Index series is a valuable addition to any series theatre historian’s library.”

A third volume on Coney Island is now nearing completion.

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The Brooklyn Theatre Index copyediting, interior book design and layout was by David Bow at Integrative Ink.