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Starts Wednesday: A Year in the Life of a Movie Palace
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The Silver Screen

1/27/2015

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Certain ushers liked to go backstage behind the screen when the movie was running. You could do this and actually look at the audience looking at the movie! — while the audience couldn’t see you. That’s because the screen, a huge piece of heavy white material stretched on a giant frame over thirty feet wide and twenty feet tall, was perforated, with tiny pin-sized holes to let sound from the speakers travel more naturally from backstage to the audience. It wasn’t silver at all, as early motion picture screens apparently had been, with actual silver embedded in their surfaces. Designed to accept CinemaScope, our screen had a good “gain” — or reflectivity — and was probably “pearlescent.” Blacks came across as very dark gray, and the overall image was bright — except where a long-ago patron had spattered something strawberry colored on the lower left quadrant. 

The screen curved slightly outward at the left and right edges. I always thought the curve had something to do with wrapping the audience in light, and I was partially right. A flat screen makes light travel farther to its corners, encouraging a slightly distorted image, the so-called “pincushion effect.” Godzilla battled Megalon on our screen with no distortion, and the strawberry stain was hardly evident once the movie was underway.

Everything I know about the screen and screens in general, I have learned in retrospect. At the time, we were just trying to stay alive, relieved if more than a few hundred people paid money to sit in the dark and watch, and grateful that we had a screen at all. Although we could hardly afford a new one, our buddy, the head projectionist at Radio City Music Hall — then primarily a movie theater — conspired briefly to get a “used” screen for us at no charge. Radio City traditionally replaced its pristine screen annually. Theirs was better than twice the size of ours. However, our stint at the St. George didn’t last long enough to take advantage of this bargain.

Little did our audience know that, while they were watching, all sorts of antics were going on backstage. Each night an usher went into the shadows behind the screen to engage two switches: one to bring up the red and blue footlights and another to light the house sconces, as the film ended. Leroy — scrawny, barely 5’4” and 120 pounds — was always reluctant to go into the dark, even if only a comedy was showing. One night during the last reel of The Exorcist, it fell to a reluctant Leroy to do this duty. One priest was already dead and another would soon hurl himself from a window, possessed by the Devil. Add all of this to the soundtrack of tubular bells — indeed creepy. Unbeknownst to Leroy, Cheri , a bit of the devil already in her, lurked in the shadows, stage right. As he approached, she pushed a flashlight beneath her chin and rasped out, “I willlllllll possess you!”

The blood-curdling scream and pounding footsteps that came easily through the perforated screen, probably seemed just one more chilling movie sound effect to folks still seated in the house. Who knows if some long-ago patron of ours hasn’t downloaded the movie recently and wondered as the credits rolled, Wasn’t there a last scream?

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Dean's Little Red Book

1/20/2015

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The Cultural Revolution in China is memorialized by Chairman Mao’s Little Red Book (Quotations of Chairman Mao Tse-tung), first issued in 1964. Published in 117 countries, Mao’s primer stayed officially in print until 1976, when the aforesaid revolution ended. That was, coincidentally, the year a group of us tried very hard to foment our own small and very local revolution in St. George, Staten Island, by running the St. George Theatre, not just as the movie palace it had always been, but also as a kind of cultural center, with roots in the local community, roots that would reach as far as Manhattan.

We failed, of course. This cultural center idea, successful in many communities now, was more than a generation ahead of its time. Leap forward almost forty years to last Saturday afternoon, and, in a box of junk at the top of a closet, I’ve found the “Fire Book!” It really is the Little Red Book of the St. George Theatre in that hapless year, 1976: a red four-subject notebook which served as a kind of unofficial log and manual.

It pays to clean out your closets every now and then!

Why a Fire Book? Originally intended as a record of fire inspections, with a bright red cover that seems to advertise that fact, the very first page of the book addresses fire inspectors specifically. “Fire Warden, please sign and date,” it says, in hopeful block print letters. The rest of that page is blank. The FDNY had its own forms of documentation, with which to write us up, for fire buckets more than 12 inches off the floor and other infractions.

The next few pages are blank, but on page three, an undated and incomplete inventory of candy available at the concession stand follows, written in the adolescent hand of an unnamed high school student: Baby Ruth, Good & Plenty, M&M Plain, Nestle’s Crunch (Large), Hershey Chocolate (large), Spearmint Leaves (box), Raisinets, Goobers, Chocolate Almonds, Sno-Caps, Charleston Chew, and so on. The list follows for several pages, ending in a chart with prices, in alphabetical order. Four more blank pages, then something in Dean’s own hand:

        TRAINER PKG
        COMING: +
        GONE WITH THE WIND +
        COMING +
        EXORCIST +
        GODZILLA VS. MEGALON +
        STARTS WEDNESDAY +
        DEATH MACHINES +
        EXORCIST TEASER

Deeper into the book are SCREEN SKEDS, each dated for the period we ran the movie. From May 12 to 18, for example, we ran Jaws on Wednesday, Thursday, Friday, Monday and Tuesday, at 7 and 9:10, alternating with trailer packages at 6:49 and 8:59. On Saturday and Sunday, Jaws started at 1 PM, and we were off-screen just before midnight (11:48), avoiding the expensive overtime the Projectionist’s Union (Local 306) would have charged after midnight.

What is the meaning of all this, the blank fire log, the incomplete candy inventory, the more-than-complete log of movie times and trailer packages? I remembered the Red Book, though Dean has entirely forgotten it.

"You kept it at the concession stand, where you liked to do business, in the middle of things,” I reminded him, “You took a shift at selling candy and saved a few bucks, while you were at it.”

Mao had his Little Red Book, and we had ours, so important once, and these days a research trove for me. Pain is written in those pages, but only I can see it. Although the theater never burned (no thanks to the fire inspectors), the business we were running was, in a very different sense, on fire — it ran in the red, losing money day after day after day.

Oh, I almost forgot to mention an item in the middle of the book, a list of the candy and soda and hot dogs most of us took from Concession. Each staff member wrote down the item taken, plus his or her name, expecting the candy to be deducted from a paycheck, but Management (as we styled ourselves), didn’t have to reimburse the meal of hot dog and popcorn and coffee--and whatever else--we took to keep us going. We never paid ourselves. Someday we would — or so we thought.


MANY THANKS TO CLIFFORD BROWDER FOR A BRILLIANT BLOG POST ON MOVIE THEATERS
(Think you know everything about movie theaters?  Check out French provincial theaters of the fifties, tales from the wild side, off Times Square in the xxx-rated Sixties, and art houses where the film got yanked). I guarantee you'll learn something at No Place for Normal: New York!



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Super Trouper

1/13/2015

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Super Trouper
Super Trouper beams are gonna blind me
But I won't feel blue
Like I always do,
'Cause somewhere in the crowd there's you.
--from Super Trouper, Abba, 1980

“What’s this?” Dafan the usher asked, when two seven-foot-long stage lights arrived in the theater lobby from a lighting supply truck one September afternoon in 1976. “Super Troupers,” said Dean, “State-of-the-art spots used in all the great concert halls around New York...the Garden, the Palladium, Nassau Coliseum...”

“...an the 'George!" Dafan added with a broad grin.

The St. George Theater was about to have two back-to-back disco-driven concerts that night, the main feature a then-young singer, Chaka Khan.

“Why they called Super Troupers?” Dafan wondered.

“Dunno,” said Dean, “...just always have been. Wait ‘til you see’m fired up tonight — they sure will be super.”

The two spotlights, which took the entire three-person usher crew two trips to haul up seven stories to the projection booth, would bathe the stage in that unmistakable bright blue light Dean had come to love at Madison Square Garden a few years before. In that brief interlude, he’d been working backstage, watching the iconic lighting director, Chip Monck, position three troupers for the One-to-One concert. The lighting genius fired the lights up at a 45-degree angle, towards massive lucite mirrors suspended overhead.

There’d be no massive mirrors or special lighting effects that night at the St. George. Neither concert would fill more than a third of the auditorium. Renting the Super Troupers had been an affectation, an unnecessary expense, but, despite that, what the hell... a lot of fun. In the booth towards the end of the second show, around 1 A.M., the union spotlight operator, a friend of Dean’s from the city, played with the lens of one Trouper, adjusting its beam to less than two inches.

“Look,” said Bob, as he caught a single one of the many four-inch silver discs on Chaka Khan’s glittering belt.

The light danced across the stage, like fire. After the failed concert, the singer’s manager appeared in the booth, “How’d you get that amazing effect off Chaka’s costume?” There’s no business like show business!

There are two interesting side stories left to tell:

1. The Super Troupers we rented were no longer state-of-the-art, despite what Dean told Dafan. The rented light units, relied on the same ancient Carbon Arc system, which powered our antiquated projectors, requiring actual fire to create light. Super Troupers in the better venues already used Xenon bulbs, safer and more powerful than Carbon Arc.

2. Although the concert was hardly a financial success, it brought great joy to one of the floor managers, Big Jimmy Williams, a follower of Chaka Khan, who dressed especially for the concerts that night in a white suit with diamond stud earrings and a maroon silk shirt. For weeks afterwards he’d walk up to me or Dean or anybody, smile, and chant, “Khan...Chaka Chaka Chaka, Khan...

Four years later, when Abba released Super Trouper, I thought of Chaka Khan and Jimmy.

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Eat Popcorn!

1/6/2015

5 Comments

 
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Ever walk into the lobby of a movie theater and instantly want popcorn? If this has happened to you, well, you must have smelled it first. OIfactory stimulation (the nose knows) has awakened the memories of Alzheimer’s sufferers, calmed the nerves of rats, and caused human subjects to lose weight (the smell of grapefruit oil affected the vagal nerves, adrenals, and sympathetic nervous systems of the subjects).

The St. George Theater in the year we ran it,1976, had the highest per capita concession sales (translation: most food sold per customer) of any theater in the five boroughs of New York City. We may not have been able to fill more than a few hundred of our 2672 seats, but most people arrived at those seats loaded down with a chunky assortment of what we offered to eat: fresh buttered popcorn, candy, soda, ballpark hotdogs on Italian buns, and Haagan Dazs ice cream. Many came back for seconds.

How could we make that thirds? Dean pondered this question, and then he remembered reading about a study of subliminal advertising. In 1957, a researcher named James Vicary had inserted a single frame (not discernible to the conscious mind) with the words “Eat Popcorn” into a movie — as well as another frame that suggested “Drink Coke.” Supposedly, popcorn and Coke sales increased dramatically, results that were subsequently deemed a hoax. Dean forgot the hoax part.

Our experiment in subliminal advertising had as much to do with the smell of pot as popcorn. On a busy Friday or Saturday night, especially during midnight shows, certain ushers were often amongst the missing. Where were they? In the heat room, a space approximately twenty by twenty by forty feet, in the bowels of the theater, where all the air circulated, using large fans. During cold weather, a gigantic radiator covered one whole wall of this room, over and around which cool air was drawn from the auditorium and returned to it warm. Since pot smoke made its way into the heat room along with the cold air, some ushers thought they could get a contact high hanging out there. They didn’t. But Dean thought the system might work in reverse!

One Saturday morning, he asked two ushers to haul an old popcorn warmer into the heat room, then, right before showtime, they loaded it with five or six jumbo bags of popcorn saturated with extra butter. Up through the vents in the floor of the auditorium came the smell of fresh buttered popcorn. We’ve lost the statistics, but popcorn sales did increase dramatically.

All this came to a crashing halt when, in the depths of winter, the landlord stopped providing heat, which is part of a much larger story, coming soon, in my book Starts Wednesday, which this blog serves.

P.S. I’ve just finished reading this post to Dean, who, knowing the theater still stands, wonders, “Is that old popcorn warmer still down in the heat room?”

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    Victoria Hallerman

    Author

    Victoria Hallerman is a poet and writer, the author of the upcoming memoir, Starts Wednesday: A Day in the Life of a Movie Palace, based on her experience as a movie palace manager of the St. George Theatre, Staten Island, 1976. As she prepares her book manuscript for publication, she shares early aspects of theater management, including the pleasures and pain of entrepreneurship. This blog is for anyone who enjoys old movie theaters, especially for those who love the palaces as they once were. And a salute to those passionate activists who continue to save and revive the old houses, including the St. George Theatre itself. This blog is updated every Wednesday, the day film always arrived to start the movie theater week.

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