oc-plain-dealer 1921-10-20

PAGE TWO THE ORANGE NEW PLAYHOUSE Expert Staff to Manage Affairs Of New House ONCE announcement was made recently that the new California theatre would stage its gala opening next Saturday evening rumor has been rife as to the personnel of the staff and employees. However, it was heretofore impossible to submit the list, as the management has been staff. Now that the theatre is about to open, the house staff is complete and as many Anaheim people are anxious to know "who is who," the following is a complete summary of the person: nel: Messrs. Jack Retlaw and G. T. Ingram will manage all of the local houses, including the California, jointly. The financial details will be handled by Mr. Ingram, while the departments of presentation and publicity, among others, will come under Mr. Retlaw's direct supervision. Arthur E. Shaw, brilliant organist, and known all over the west as one of the premier organists, will present all the programs on the wonderful big Wurlitzer organ. His knowledge of this instrument is very wide, and undoubtedly he will become a great local favorite. Mr.Shaw comes to Anaheim from Hollywood, having been organist of the Apollo theatre in that city. Percy A. Swope, widely known Anaheim young man, has been selected as assistant manager. He comes from Retlaw Policy to Divide Program into Many Parts IN announcing the future policy of the California theatre, which opens Saturday evening Jack Retlaw, West Coast Theatres, Inc., representative and managing director in charge of presentation, outlined his proposed method of presenting programs of features and stage presentation. These programs, he stated, would be subdivided into many numbers, each a different unit in the whole. As an illustration he submitted the following: The program would be started off with an elaborate overture by the combined orchestra and orchestral organ. Only the most finished numbers will be presented during the overtures, and the music lovers of this city are certain to become great California fans in the near future. If there happens to be a news feature on the program, it is billed to open the picture program. Special music by the orchestra is always provided for these subjects. In the event that a scene or other similar short reel is programmed, it generally occupies number 5 spot. Following this comes the pipe organ specialty. Selections comprising the most popular hits of the day as well as known classical and semiclassical numbers are presented by the organist. Unusual lighting effects accompany this feature and the or- Arthur E. Shaw, brilliant organist, and known all over the west as one of the premier organists, will present all the programs on the wonderful big Wurlitzer organ. His knowledge of this instrument is very wide, and undoubtedly he will become a great local favorite. Mr.Shaw comes to Anaheim from Hollywood, having been organist of the Apollo theatre in that city. Percy A. Swope, widely known Anaheim young man, has been selected as assistant manager. He comes from a family of theatrical folks, his brother, Mr. Leslie Swope, not only being a prominent Hollywood theatrical man, but also Exalted Ruler of the B.P.O.E. Anaheim lodge. "Perk" Swope comes to the California theatre from the big Kinema theatre in Los Angeles, where he was employed for some time past. Real music is one of the essentials in the presentation of either motion picture or vaudeville. The California剧院 management feel that it has been fortunate in obtaining the services of Arthur Lewis St. George, well known violinist and orchestra director. He will have direct charge of musical scores. One of the very important posts connected with a theater is the man who directs the stage. William Seeney will be stage manager. He is highly experienced in this line of work, and all of the effects used upon the stage will be arranged by Mr. Seeney under the direction of Mr. Retlaw. Miss Iva Mapel will preside over the box office. She has been employed at such great theaters as Grauman's, and her fitness in handling the public as well as her speed, in serving the patrons will make her a prime favorite here. The motion picture projection will be in the hands of A.V.Narath. He is known as a projectionist of unusual ability, and as he holds a very responsible position, inasmuch as he must supervise the actual showing of the silent drama features, this position will be no mean promotion to him at the present time he is projectionist at the Grand, and will assume his new duties with the opening of the California. Babe Smith will be head usherette and assistant at the door. Here is a responsible position also as she will be in direct charge of the bevy of usherettes at the California, and will direct the seating of the patrons. The usherettes who will serve the public at this new theater, and who will be the subject for many admiring glances on account of the very If there happens to be a news feature on the program, it is billed to open the picture program. Special music by the orchestra is always provided for these subjects. In the event that a scene or other similar short reel is programmed, it generally occupies number 3 spot. Following this comes the pipe organ specialty. Selections comprising the most popular hits of the day as well as known classical and semitlassical numbers are presented by the organist. Unusual lighting effects accompany this feature and the organist presents his numbers in full view of the spectators, enhanced by a spot light from the booth. The two reel comedy generally comes next. As most comedies are full of much hilarity and require swift action, the orchestra leader fits his selections to follow the quicker rhythm. Next comes the stage presentation. This may consist of a refined vaudeville act or a notable vocalist, perhaps. Then again a prologue fitting the picture may be presented. There will always be something on the stage during every performance. Following this comes the feature photodrama. Owing to its importance the musical director needs must spend much time laying out his musical program to fit the picture exactly. Ordinarily the organist plays the fore part of the picture, while the combined orchestra and organ play for the finale. The performance closes with a snappy musical exit number. Every Thursday afternoon and evening there will be a special road show vaudeville program. A number of clever acts will be added to the program. Special settings will be provided for these acts, and metropolitan presentations have been promised by Mr.Retlaw. Occasionally a road show attraction of legitimate drama direct from the great citytheatres will be presented to the patrons. "nifty" uniforms will be Misses Jean Melheny, Mary Garrick and Evelyn Barnett. Fred Anderson will be superintendent of the building, and it will be his duties to keep the playhouse in spick and span condition. At the time this article was written, the final decision as to the personnel of the orchestra had not been determined. However a special announcement will be made regarding this ensemble of musicians, and the people of Anaheim can rest assured that only musicians of repute will be in the orchestra pit when the big theatre opens. 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new California theater. It was Roberts who first interested the West Coast Theaters in the leasing of such a playhouse as the California. Roberts is used to going ahead and doing things on a big scale while other people sit back and talk. Within three years, he has added to the business district long lines of what are now among the most valuable business properties of the city. Todate he has done more than any other one man toward the enlargement of the business district. HOUSE IS "A GEM IN A Dream Palace of Orange-co Will Open Doors Saturday Evening By JACK RETLAW GEM IN A JEWEL CITY." The dream palace of Orange County." These and other similar exclamations are but a few samples of the comments heard in Anaheim recently since the beautiful New California theater is rapidly nearing completion, and is all gaily decorated for the event of events in this city, in other words the great opening which is to take place Saturday afternoon and evening. Unquestionably the California is all that has been said about it and in fact more. A metropolitan theater in every respect; fitted with the costliest of drapes and furnishings, embodying the utmost in theatrical presentation, this house will be looked upon as a fulfillment of a cherished desire by the people of Anaheim to have a theater all their own which can stand comparison with any in the country. Let us take a glimpse into this splendid palace of the cinema and gradually absorb the optimistic atmosphere prevailing there. As one wanders down West Center-st, probably the first thing noticed is a huge electric sign over the top of a very neat looking structure. This emblazoned sign bears the word "California." What an appropriate name derful sight surely greets the eye. What is one to look at first? There are so many things to see. Let us glance first at the floor. Heavy, rich looking rugs are beneath our feet, giving us that sensation of treading on the softest grass, and rendering our footsteps absolutely noiseless. Next we raise our eyes and gaze towards the rear theater. In the outset will vent forth music equal to any. As we have become more curious, it is but natural that we should want to take a peek at the "back stage," that land of make-believe, which is so little known to the average person. Our first sensation upon stepping on the stage is the vastness of this platform and roof. Drape after drape absorb the optimistic atmosphere prevailing there. As one wanders down West Center-st, probably the first thing noticed is a huge electric sign over the top of a very neat looking structure. This emblazoned sign bears the word "California." What an appropriate name this seems to be. As one comes a little closer, a massive, elegant but not garish marquee is the next object that attracts the eye. Dozens of electric bulbs light up this marquee at night, not only rendering it visible for a long way, but as the patrons pass beneath it, they at once can not help but feel as if they were about to enter a homey, comfortable playhouse. What have we to the right of us? Oh, it's the lobby, and what a lobby it is. As one glances upward the eye is greeted by myriads or flickering colors, the wonderful decorated reflections of countless huge electric lights, cleverly hidden from the naked eye, yet throwing their rays out over the resplendent ceiling and walls. Lovely gilded photograph frames to the right and left, with many 'stills' or scenes of coming attractions display mute evidence of what is in store for the fans. By this time the spectator has arrived at the box office, a cozy den, presided over by a courteous cashier, the first employee that the patron comes into contact with. The old adage of "how many" is forgotten in this box office, as the cashier politely inquires as to the many things to see. Let us glance first at the floor. Heavy, rich looking rugs are beneath our feet, giving us that sensation of treading on the softest grass, and rendering our footsteps absolutely noiseless. Next we raise our eyes and gaze towards the rear of the theater. In the cutest little cove, setting haughtily up there by itself is the loge section. Roomy, richly upholstered chairs beckon a greeting, and we are almost tempted to dash up the two or three stairsteps and sink into the luxurious seats. The walls and ceiling of this special loge section is "done" in the most beautiful fashion. Old gold, with here and there a dash of red or green, is the color scheme. We can hardly contain ourselves over the splendid sight. It is now necessary for us to direct our attention toward the front of the auditorium. Beneath its domelike, softly curving roof, this auditorium just seems to tell us that we can hear the faintest sounds anywhere under its spreading canopy. The walls and ceiling are decorated along the same lines as the loge section. Of course, at stated intervals panels are seen, highly colored and profusely lighted, not only by the side wall and ceiling clusters, but also from the lights that glow forth from those beautiful niches in the wall. These niches are the utmost in tasty designing. Lovely panels, covered with varied colored silks, and behind this cluster after cluster or curious, it is but natural that we should want to take a peek at the "back stage," that land of make-believe, which is so little known to the average person. Our first sensation upon stepping on the stage is the vastness of this platform and roof. Drape after drape all the colors imaginable come into view. These are supported on powerful wires and ropes which rest upon the huge girdiron above. To the left we see the "peg-rack" where a single man may, with the assistance of heavy sandbags, raise or lower these great curtains. Just to the right of the procenium arch on the stage is absolutely the newest thing in switchboards. Here the electrician may by only a few moves brilliantly light the entire stage, or if he but moves a few dimmer handles, the lights gradually dim down to the softest of glows. By this time, we feel that we have seen nearly everything, but this is not so. We turn and wander back to the rear of the house, curious to know what those square holes are in the back wall just over the loge section. It is necessary for us to leave the auditorium completely and make our way to a mysterious door at the extreme rear of the structure. We climb a few stairs and step into a room, like of which we have never seen before. Switches seem to be everywhere. Also electric buttons. We take a chance on asking the man in charge known as the pro- arrived at the box office, a cozy den, presided over by a courteous cashier, the first employee that the patron comes into contact with. The old adage of "how many" is forgotten in this box office, as the cashier politely inquires as to the wishes of the patron. Somehow, the patron begins to say to himself or herself, "this is a different theater," meaning that they are at once made to feel welcome and that their patronage is appreciated. The next person to greet one is the ticket taker at the door. Chances are Mr. Ingram himself will be there to look out for your wants and to see that you are treated with every consideration. By this time you are in the softly lighted foyer. Elegance is the only word that can portray this particular part of the theater. Beautiful drapings, hangings in lazy folds simply invite you to enter. But stay — who is that cute little girl in uniform coming our way? We look closer and as she reaches for the seat cheeks, it flashes upon one that this is the head usherette. What a clever costume of maroon bodice, grey trouserettes and the daintiest little Mary Janes. By this time we are inside the big auditorium of the theater itself, and a won- not only by the side wall and ceiling clusters, but also from the lights that glow forth from those beautiful niches in the wall. These niches are the utmost in tasty designing. Lovely panels, covered with varied colored silks, and behind this, cluster after cluster or colored lights throw out rays which rival even the rainbow. There seems to be a riot of color everywhere. It is simply superb. Another thing that we were struck with was the freshness of the air. Huge hidden fans operated by powerful machinery keeps the air in constant circulation, and it is a fact that the air in this huge auditorium changes completely every twelve minutes. By this time we have wandered down towards the stage. Right in the center, just below the stage is the organ console. Altho the organ itself is invisible, resting inside of lofts on either side of the procenium arch, yet by the merest touch of the organist's hand harmony peals forth, either a crooning lullaby or perhaps a thundering march. On either side of this console, the orchestra holds forth. When the orchestra director raises his baton, ready for the first notes to ring out, he knows that his trained artists combined with the orchestral organ way to a mysterious door at the extreme rear of the structure. We climb a few stairs and step into a room, the like of which we have never seen before. Switches seem to be everywhere. Also electric buttons. We take a chance on asking the man in charge, known as the projectionist, just what all these things are. He points to two massive looking machines and informs us that they, together with the film reels, provide most of the evening's entertainment. These machines are of the latest design, and are regular beauties. Over here is a 'spot' machine, which throws the spotlights for the stage, and on the opposite side is a stereopticon, used mainly for projecting stills and slides upon the silversheet. IN A JEWEL CITY" All Open How Penny Has Made Success in Helping Others By R. C. Crawford "If I didn't have an interest in humanity and in individuals—and some sentiment along with it—I wouldn't want to stay in business a minute. "No man ought to have a right to advance in the world unless he is willing to take others along with him. If we had more of that sort of thing the country over, we would have less of dissention. "We lay the emphasis on man-building in our organization, for we feel that money is merely a byproduct, and that, if we get the right kind of men and develop them properly, we will be assured of the financial return. Ten or twelve years ago I used to tell people that some day we would probably have around fifty stores; now we have over three hundred. We have succeeded beyond our fondest hopes and dreams." J. C. Penney, chairman of the board of directors of the J. C. Penney Company, which operates a chain of 313 stores throughout the United States, selling at retail men's and women's clothing, shoes, dry goods, and miscellaneous articles of merchandise, leaned back in his chair. "Ask me anything you will," he said. "There are no secrets about our business." Mr. Penney declares frankly that he has made his big success by helping the other fellow—a success and an organization far beyond his most sanguine dreams of ten or fifteen organ is One of Largest in This Part of Country A FEATURE of no mean importance at the new California after it opens next Saturday afternoon and evening, will be the mam-moth Wurlitzer orchestral pipe organ, one of the mightiest in this part of the country. It is a well known fact that a pipe and orchestral organ is one of the most complicated pieces of mechanisms yet devised by man. Thousands of wires, running from the console or control board of the instrument wend their way to varied parts of the organ, and when an electrical contact is made, harmony of the most beautiful sort peals forth. It may be the stacatto voices of the immenso pipes, or again it may be the shrill whistle of the tiny (no larger than a toothpick) pipes. Possibly one may hear the muffled roar of the drums or the beating of the tom toms. A great electrical motor furnishes the power that moves this big instrument to action. A huge blower sending forth a veritable hurricane of air fully under the control at all times of the organist, provides the breath for the pipes. Although most of the organism is hidden out of sight of the curious public, yet if one were to find their way into the big organ lofts and minutely study this instrument, they would be amazed beyond mere words. One of the greatest tasks connected with the erection of the California theatre was the installation of this great organ. However after it is com- J. C. Penney, chairman of the board of directors of the J. C. Penney Company, which operates a chain of 313 stores throughout the United States, selling at retail men's and women's clothing, shoes, dry goods, and miscellaneous articles of merchandise, leaned back in his chair. "Ask me anything you will," he said. "There are no secrets about our business." Mr. Penney declares frankly that he has made his big success by helping the other fellow—a success and an organization far beyond his most sanguine dreams of ten or fifteen years ago. There are men in the Penney organization who, ten years ago, had hardly a dollar to their names, and yet today are rated well beyond the hundred thousand dollar mark. The best part of it is that the Penney organization is perpetual; young men starting in without capital today will be the big partners in the business a few years hence. Is it any wonder that, with an organization such as this, scores of men have been willing to give up positions paying into the thousands of dollars to start in at the bottom of the Penney ladder? The Penney organization has an office in St. Louis which picks most of the young men for the company. "We have generally found that the young men coming from the small towns of the middle west make the best all-around men in our organization," Mr. Penney told me. "They have not been spoiled by the big cities and for the most part know how to live within their means. The harder pull a man has had the better he can make good with us. "We look for clean qualities in the young men we pick. A man in our organization must not drink, gamble, or smoke cigarettes. I prefer a young man who has some religious stamina. We like college men; when they are willing to start at the bottom of the ladder and work up; in fact, we are willing to take all that kind of men we can find, provided they measure these buttons in front are electrical controls, which operate many of the big curtains we saw on the stage. Others are signals to various parts of the house, and yet others control certain lighting effects. By this time we are interested in the extreme, but as time is limited, we find it necessary to continue on our way. Just before leaving we glanced into the ladies' rest room. A cleverly designed little boudoir, in which any woman would be proud to the power that moves this big instrument to action. A huge blower sending forth a veritable hurricane of air fully under the control at all times of the organist, provides the breath for the pipes. Although most of the organism is hidden out of sight of the curious public, yet if one were to find their way into the big organ lofts and minutely study this instrument, they would be amazed beyond mere words. One of the greatest tasks connected with the erection of the California theatre was the installation of this great organ. However after it is completed, the organ experts generally step back, breathe a sigh of relief, and are tickled to death to think they have provided another great form of entertainment to a community. up to the other qualifications as well. "For instance, I have in mind a young graduate of Cornell University who has been holding a rather lucrative position as an instructor of Latin at a preparatory school back here in the East. He resigned that position to come with us at $100 per month. He is making satisfactory progress, and I look forward to the time when he will be one of the partners in the business. "I never promise a young man anything when he starts in with us. We aim to pay him enough to live in fair degree of comfort. I usually prefer to underpay rather than overpay a man in our organization—so far as salary is concerned. When a man realizes that his future does not lie in just his salary, but in something bigger, he is willing to work much harder than if he simply came with us because we paid a little more salary than John Jones, down the street. "We start a man in as a salesman behind the counter. Then, before giving him an interest, we learn to know him and he learns to know us. If he is made of the right stuff and has character, the time will come when he will be placed in charge of a store as manager, usually an off-shoot of the store were he has been working. Then the next time he changes he gets an interest in his first store. If he doesn't have the money, we are only too glad to loan it to him. If he is a big success in that store, he can establish other stores in which he has an interest. Then his material fortune begins to accumulate. Furthermore, it will be seen that in our organization a man does not run the same risk of failure that he would if he had to start business on his own account. There is no chance of his being closed out, since he has always the backing of the corporation. We pay all the bills from our New York office and keep all the books here." Mr. Penney told me that he did not know how many of the stores he has an interest in—would not know without looking them up. Those who know him best say that he does not look upon money as anything mysterious door reme rear of the a few stairs and room, the like of have never seen witches seem to here. Also elecns. We take a asking the man known as the projust what all is are. He points sensitive looking man informs us that her with the film side most of the its entertainment. mines are of the man, and are regure is a 'spot' which throws the for the stage, and posite side is a used mainly stills and the silversheet. Just before leaving we glanced into the ladies' rest room. A cleverly designed little boudoir, in which any woman would be proud to spend her leisure time, is at hand. Every convenience is afforded the feminine patronage here, and it is certain to be very popular with Anaheim folks. This is but a rough sketch of this splendid theater, yet it may convey to you just how fortunate this little city is in being the possessor of the finest appointed and most modern theater in Orange-co as well as one of the most beautiful playhouses on the coast. George Prince established their exclusive ladies' ready-to-wear emporium. It was a new departure for that line of business in that section, and they were the first business institution to locate on the north side of the street. They paid a high rent to get the block, but their business sagacity has been proven. Today the West End is one of the busiest business districts in Anaheim, and practically every line of business is represented. Furthermore, it will be seen that in our organization a man does not run the same risk of failure that he would if he had to start business on his own account. There is no chance of his being closed out, since he has always the backing of the corporation. We pay all the bills from our New York office and keep all the books here." Mr. Penney told me that he did not know how many of the stores he has an interest in—would not know without looking them up. Those who know him best say that he does not look upon money as anything particularly desirable in itself. In spite of the business depression, the Penny organization expects to do a bigger business this year than last. Total sales of the 313 stores last year were $43,000,000, and the company expects to pass the $50,000,000 mark this year. In July, its business for the year was running about $5,000,000 greater than the year before. "We took our big loss in December and marked everything down." Mr. Penney explained. "The increase in business which resulted enabled us to get our money out of the goods and use it for buying at the lower prices. We can now make more frequent turn-overs; some of our stores turn their goods ten times in a year. We are not borrowing a single dollar today to carry on our business; in order to keep out of debt we long ago made it a rule that no store could start another store in the chain until it had the actual cash on hand."