New Fillmore Theater, San Francisco, Cal. -- November 20, 2024

Moving Picture World, 22-December-1917

This article from Moving Picture World, 22-December-1917, describes a new addition to San Francisco's New Fillmore Theater. The theater was on Fillmore near Eddy St.

New Fillmore Theater, San Francisco, Cal.

Enlarged Picture House Embodies New Ideas in Theater
Construction — Seats 2,300 and Costs $200,000 — Dome
Seventy-five Feet in Diameter One of Its Electrical
Features — Uses Three Simplex Machines.

THE New Fillmore Theater, at Fillmore and Eddy streets, San Francisco, Cal., is an eloquent answer to the question that is often asked of whether the popularity of moving pictures as a form of amusement is on the increase or not. Two and a half years ago the Kahn & Greenfield Circuit opened the New Fillmore Theater at this location, a house with a seating capacity of about 800, and at the time considered one of the finest residence district houses to be found anywhere. In the face of unusual competition, the patronage of this house soon became so large that it was an impossibility to care for all who wished to patronize it, and early in October of the present year another New Fillmore Theater, erected alongside the former one, was opened.

Entrance to the new theater is effected through the lobby of the former house, but this has been entirely rebuilt, and even the facade has been improved by an ornamental addition and an immense electric sign. A dancing floor has been installed in the old house, which has been redecorated and transformed into a pavilion for private parties. Entrance to this is through the lobby of the new theater and also off a court between the two buildings.

Thus it can be used as a place for accommodating the overflow from the new theater, should occasion require, or as a separate hall. This arrangement presents unusual possibilities, as it enables the management of the house to offer dancing to waiting patrons, and on other occasions permits those renting the assembly hall to offer moving pictures to their guests as a diversion from dancing.

The New Fillmore Theater has a seating capacity of 1.800 on the main floor and 500 in the balcony, where most of the space is taken up by roomy loge seats, for which no extra charge is made. It was erected at a cost of about $200,000 from the plans of Reid Brothers, and embodies many new ideas and refinements in theater construction. It covers a ground area of 137 1/2 by 137 1/2 feet and has a frontage on Eddy street, as well as an entrance from Fillmore. Intended for moving pictures exclusively, it has a shallow stage, with the curtain against the rear wall, but in case it should ever be desired to change it into a vaudeville or other type of theater there is space for an addition.

The interior is of striking beauty, the stage being flanked by great columns, while a decorative dome, seventy-five feet in diameter, makes the ceiling an interesting feature. The walls and ceiling are delicately tinted, and their beauty is enhanced by a careful use of indirect lighting. The opera chairs and the woodwork are finished in French gray, harmonizing with the general decorative scheme. On each side of the lower floor are four raised boxes, and only when the house has special guests are these reserved.

In the lobby and foyer are illuminated portraits of moving-picture stars and directors, a new system of lighting making these especially attractive. Here are also public telephones and a marble drinking fountain, where filtered ice water is served in sanitary individual cups. A women's waiting room, with a maid in attendance, is also to be found here, and there is also another at the head of the incline to the balcony, where there are more public telephones and a charming lounge overlooking the lobby.

As is the case in all the Kahn & Greenfield houses, special attention has been paid to the operating room and its equipment. This projection room is finished in spotless tile, with an interlocking rubber composition tile floor. All the wiring is concealed, and the motors that run the machines are mounted on marble supports, as are the automatic arc controllers. Three Simplex machines of the latest type are installed here, these being finished in cream enamel. These are automatically controlled, starting and stopping at the end of reels without the attention of the operator. Included in the equipment is an automatic voltage regulator, made specially by the Westinghouse Electric Company, and special devices made by the Butte Engineering Company, which installed the switchboard. A storage battery floating on the line insures current at all times. J. A. Morie is the operator in charge.

Adjoining the operating booth are washrooms and toilets for the use of the operators, a dark room and developing room for the making of slides and a private projection room for the inspection of pictures. Near at hand are the offices of Manager Joseph E. Levin, finished in mahogany, and enjoying a fine view and an abundance of sunshine; while adjoining are the offices of his assistant, William Moore, which are finished in oak.

Moving Picture World, 22-December-1917

Music is furnished by a symphonic orchestral pipe organ, one of the largest instruments ever turned out by the American Photo Player Company. This was built to order, and no contract was named, the instructions being to furnish the best musical instrument possible, regardless of cost. The pipes arranged on each side of the stage add to the decorative scheme. The big instrument is presided over by Organist Richard Comfort. Adjoining the stage is a large music room, where a large collection of music is stored, and nearby is a sign painting room. In the basement is the heating and ventilating plant and a machine shop.

The price of admission is uniformly 10 cents for matinees and 15 cents for evening performances, with the usual reduction for children. Changes of program are made three times each week, and performances are from noon to 11 p. m. Paramount service will be featured.

San Francisco Chronicle, 08-October-1923