Unprecedented Closings Among Chicago Theatres
68 Picture Houses Closed—20 Playing Week-Ends Only—Soft Drinks, Opposition.
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Source: Variety, 22 July 1921, pg. 9.
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The panic is on as far as picture houses are concerned here. So bad has business been that 68 picture theatres have closed for the summer and 20 representative cinema houses are operating on Saturday and Sunday only. This is the first time in the history of the picture theatre in Chicago that houses have been compelled to close during the heated periods. In the past the houses have been playing to practical capacity all summer long.
In the loop district three picture houses and one legitimate house have installed "root-beer" stands in front of their entrances. It is asserted by the theatre managers that the "soft drink" stands are getting as much revenue daily as the box office, with practically little expense. The vaudeville and picture houses which have installed this new enterprise are McVicker's, Randolph and Orpheum. "Sport" (U. J.) Herrmann, who guides the destiny of the Cort theatre, where Taylor Holmes is appearing in "Smooth as Silk," refused to have the picture magnates outdo him in the sideline enterprise, so on Monday he, too, had a root-beer stand operating in front of the house. It is a matter of conjecture whether Monday night the crowd in front of the theatre was waiting to get root-beer or tickets at the box office.
[End of news article]
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Page compiled: 18 February 2000
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