News Theatre

teegee on October 16, 2016 at 8:25 pm

When I worked night shift for a railroad from 1969 to 1972 I would often go to one of Philly’s 4 all night theaters after work at midnight. The News looked so dark and creepy I never went in, going only to the Palace, Center and Family (which was pretty creepy itself).

I recently came across these articles in MOTION PICTURE HERALD March 15, 1941. One describes how newsreels were promoted to the public before TV let us see the news at home.

24-Hour Policy Set

The News theatre, owned and operated by William Goldman in downtown Philadelphia devoted to newsreels and feature picture revivals, will be the second house in the city to go on a 24-hour continuous policy. Some six years ago, Warners instituted an all-night operating policy for the circuit’s Family theatre, which was destroyed by fire Sunday. Special added attractions for the after midnight showings will be inaugurated at the News, with the policy expected to get under way by Easter.

Two Phiadelphia News Houses

In Philadelphia, there are two center-city theatres dedicated to the newsreel. The 493-seat Translux, operated by the Translux Movie Corporation, and managed by Harry Jordon, opened in January, 1935. Hourly programs are presented with the admission “always 25 cents” (plus tax), from 10:30 A.M. to 11:30 P.M. daily, 10 A.M. to 12 midnight on Saturday and 2 P.M. to 12 midnight on Sunday.

Four newsreels are edited to form a half-hour review and four shorts complete the program. Newsreels are changed twice weekly and shorts once a week.

The editing of the newsreel follows a regular pattern, first emphasizing foreign news, then local, national defense and sports. Since the advent of the European war, news shots of the conflict have taken prominence. However, according to the management, in recent weeks, not much has been coming through to satisfy the patrons. First pictures of a battle or invasion are advertised by one-sheets in front of the house. Blow-ups are used for regular advertising. When war newsreel pictures are unusual special attention is given, as the pictures of the incendiary bombing of London were sold as “The Burning of London.”

The other Philadelphia newsreel house is the News Theatre, operated by William Goldman Theatres, Inc., independent circuit. Seating 385, the house was first opened in 1937 with a policy similar to that of the Translux, offering shorts and edited newsreels. The following year, the house experimented by featuring a revival instead of the short subject. This proved so successful that it was adopted as a regular policy. As a result, the News offers a two-hour program, changed weekly, of a feature picture revival and a 25-minute giant newsreel, edited from all five newsreels. The house is open from 10 A.M. to 11:30 P.M. weekdays, 10 A.M. to 12 midnight on Saturday and 2 P.M. to 12 on Sunday, charging 15 cents until 6 P.M. and 25 cents (plus tax) in the evening.

War news is the chief newsreel attraction, according to the management, but interest is equally keen when there is some item of special importance. Moreover, during the football season news shots of the principal games are as popular as war happenings.

In January Warner Brothers gave special attention to the newsreel at two of its second run houses in the downtown area, the Karlton and the Palace. A 25-minute digest from the five newsreels is presented and advertising follows the headlines of the day.