Big Cinemas

Sun (Auckland), Volume III, Issue 637, 13 April 1929, Page 25

Big Cinemas

Old London Theatres Suffer by Comparison

LUXURY AND LOW PRICES

; i 'V&J'HILE so many legitimate ’ v theatres languish for Jack of sufficient patronage, the cinemas are packed to capacity. Places of entertainment in the West End of London show this contrast to an increasing extent.

■ ERHAPS the most remarkable feature of picture-house prosperity is that the expensive seats are quite as popular as the cheaper ones, and queues for admission at 8s 6d or 5s 9d gather daily at the big cinemas. The expression “picture palace” has certainly been justified. A visit to one of the big new film houses, such as the Regal at Marble Arch, provides a striking contrast to a visit to any theatre. In such a cinema, there is not only a generous and varied measure of screen entertainment, but also the music of large and competent orchestras, of superb organs, and throughout the building a luxury and comfort undreamt of in legitimate theatres, says the “Daily Mail.” Beauty Plus Comfort Richly carpeted and gracefully decorated lounges free from those cutting draughts which every theatregoer knows and dreads, perfectly appointed retiring rooms, well served and handsome tea rooms, music relayed from the orchestra or amplified from gramophones to beguile those waiting for admission in comfort—all enhance the public’s pleasure at the cinema. Smoking is the rule, not the exception. Indeed, the interest of cinemagoing is no longer confined to the programme. People enter the newer picture palaces also to enjoy a view of the striking and sumptuous auditorium, all the witchery of lighting and colour which up-to-date magic provides. The theatre folks used to explain i away the popularity of the cinema by saying that it was cheap. It is time they admitted that the theatre is astoundingly dear for the value it gives. Striking Differences Gallery and pit seats are too often hard and narrow and give a poor view, whereas all the seats in a good cinema are comfortable, properly placed, and only half as expensive. Theatres are nearly all draughty and many are also ill-ventilated. If there is a foyer it is cold as ice and anything but conducive to sociability and enjoyment. If there are refreshments they are only obtainable during the intervals and in a room which sometimes resembles a station buffet. Theatrical managements are aware of this contrast, so unfavourable to the legitimate theatre, and are also extremely alarmed by the advent of talking films. But are they considering a reform before it is too late? There are few signs of it. The fine new cinemas have left London’s theatres 30 years behind the times.