NEWARK ADVOCATE & AMERICAN TRIBUNE
Saturday, December 15, 1928

MIDLAND THEATER
Doors Will Be Opened to Public at 6:30 – First Show at 7 o’clock

E.J.Heihle, manager for the company, has announced that the new playhouse will be opened with a pre-release film “Shopworn Angel”, a Paramount production which will not be released nationally until Jan. 15.  The stars are Nancy Carroll and Charles Rogers.

The theater will be opened for the first show at 7 o’clock, but the doors will be opened at 6:30.  There will be reservations made only for special guests of the company, and the Licking County Shrine Club, which has arranged a dinner at 5:30 at the First M.E. Church and is having a theater party at the new theater, for the first show.  Reservations will be made for that particular group, otherwise it will be to the first there.  The seating capacity of the theater is approximately 1800.

In connection with the feature there will be a vaudeville act, and short picture subjects.

NEWARK ADVOCATE & AMERICAN TRIBUNE
Wednesday, December 19, 1928

NEWARK’S LATEST PLAYHOUSE IS BEAUTIFULLY DECORATED AND WITH MOST MODERN EQUIPMENT;  WILL BE OPENED THURSDAY

The new Midland Theater will be opened formally to patrons at 6:30 o’clock, Thursday night.

More than a year ago, The Midland Theater Company purchased the Auditorium and Arcade Theater leases and announcement was made at that time that work would start at once on the construction of a new theatre.

After considering several sites, purchase was made at North Park Place and Second Street. Then following a contest for names for the new amusement, the name “Midland” was decided on. Harry C. Holbrook of Columbus designed the building. Of Spanish design, all decorations and interior finish have adhered to the original idea.

The coloring is rich, without being flamboyant and the interior presents an idea of largeness and yet it is cozy and attractive. The walls are in ivory and the decorative motives are in warm blues, rose, browns, tans and greens.

The theater is designed to seat approximately 1800, and is equipped with the latest mechanical and electrical equipment. Picture machines are of the latest design and while the sound equipment is not completed for the opening, it is hoped that within a very short time the sound synchronization will be ready and contracts call for the earliest installation of Vitaphone and Movietone, making available all the latest releases for talking and sound pictures.

The stage is equipped scenically and has the most recent developments in electric controls and lighting.  Rich velvet and silk hangings are used and the velvets carry out a general color effect of rose and gold. All hand rails for stairways and for the orchestra pit are velvet covered.

There is a lobby, with an enclosed foyer which gives the patio effect. The balcony stairway is to the right and grilled archways on the mezzanine look down on the patio. The walls of the foyer are suggestive of stone blocks. The stage view is without obstruction from any seat in the house. All seats are upholstered with red velours.

Particularly effective are the lighting fixtures, which were secured from the same company which furnished those for the Loew’s Ohio in Columbus. A mammoth art chandelier, hung with imported crystal, is suspended from a large medallion in the center of the theater. Supplementing this are many ceiling clusters, with crystal and imitation gems. A large art chandelier centers the foyer and the carpets are heavy and carry the rose and tan idea.

The picture booth is equipped with the latest in picture machines and particular attention was given to the selection of the picture screen. For the first half of the week, pictures will be shown and the large H.P. Moller unified organ will be used. The second half will be devoted to vaudeville and pictures, and a six-piece orchestra under the direction of Sam Gelfer will arrange the music. Each Sunday an individual program of pictures and stage attractions will be arranged.

Workmen are rushing to put the last-minute touches on the new building. It has been planned to have the theater ready for an opening in early November, but delays in obtaining materials made it necessary to move the date to this month.

The new theater, with the Auditorium and Arcade, will be under the management of Edward J. Hiehle, who has been managing the Auditorium and the Arcade. For the opening night, the Licking County Shrine Club has arranged a theater party of 250 for the first show, which will be at 7 o’clock and the Lions Club will make a second party of 100. The second showing will follow at 9 o’clock.

The Midland is the first theater to be erected in Newark since the Auditorium, which was opened in 1895. At the new house will be found the acts which are playing the large vaudeville circuits, and pictures will be the latest releases from Fox, Paramount-Lasky, United Artists, Metro-Goldwyn, First National and Warner Brothers.

The management of The Midland Theater Company issues a cordial invitation to the people of Newark, Licking County and vicinity to visit the new theater, which is to be the mecca of the best entertainment.

 NEWARK ADVOCATE & AMERICAN TRIBUNE
Thursday, December 20, 1928

MIDLAND THEATRE READY FOR OPENING CEREMONY TONIGHT
New Building is Artistic in Design and Furnishings – Latest Ideas in Theatre Comfort are Embodied in New Playhouse.

Midland Theatre, opening to the public for the first time tonight at 6:30 o’clock, presents a most attractive conception of the Spanish design in architecture.

Richly appointed, every detail is in excellent taste, and all hangings, decorative motifs and fixtures offer a harmony which is most effective.  The lobby of the theatre is arranged to simulate a patio and on this large square lounge one can look from the grilled arches on the mezzanine balcony.

Broad steps at the right lead to the balcony.  The floor coverings are of the heaviest pile red velvet with a tan decorative relief.  Wall niches are draped with rose velvet with gold fringe, and velvet rails are used at the stairways and for the orchestra pit.

The balcony is divided into two parts, the front being the loge, equipped with special seats.  In all parts of the house, however, are found upholstered chairs, which harmonize with the general color scheme.   A rough finish has been given the walls and the background is ivory.  Embossed medallions at the ceiling line carry the delightful color effects, including reds, which shade to rose, blue to azure, browns to tan purples to lavender and the varying tones of green:

The balcony is studded with these color medallions and at each side of the proscenium arch are placed two colorful Spanish balcony suggestions.  The ceiling has a large center medallion from which is suspended a huge art glass chandelier, whose large flare is hung with imported crystals.  Cluster lights, in bronze fixtures studded with imitation gems are used in the ceiling, and a secondary fixture, an arts and craft design, hangs in the lobby.

Plate glass closes off the seats on the first floor from the back of the house.  The management has arranged a small “cry room,” where mothers with restless children may retire and see the show, without disturbing anyone in the audience.  It is glass enclosed and has elevated seats.

Music for pictures and vaudeville will be furnished by a six-piece orchestra under the direction of  Sam Gelfer, and the newest type unified H.P. Moller organ, with Helen D. Longfellow as organist.

The personnel at the new theatre includes:  Raymond Haga as floor chief; Raymond McNealy, chief usher; John Dush, stage manager; Stanley Sedars, assistant stage manager; Carl Lippincott and Harry Cranston, chief projectionists; Mrs. Katherine Sawyer and Mrs. Marguerite Drennan, cashiers.

The new theater is the fulfillment of the promise made by The Midland Theatre Company, when the company purchased the leases of the Auditorium and Arcade theaters.  The company officers are:  president, Clarence E. Smith, Marietta;  vice president , Warren Suter;  treasurer, Herbert U. Smith, Marietta;  secretary and general manager, G.E. Hayward;  theaters manager, Edward J. Hiehle.  These officers with Everett Reese, W.D. Tracy, Charles Flory and A.D. Williamson, Marietta, comprise the board of directors.

Mechanically the theater is the latest word in equipment.  The stage has been arranged with the most modern of controls, for scenery and lighting.  Spot and flood lights are found in the balcony railing and the projection room will include the newest developments in the picture and lighting science.  This equipment will include, in a short time, the Movietone and Vitaphone, and work is being done now on the installation of sound sychronization.  Manager Hiehle is hopeful that sound may be available with the next picture, “Manhattan Cocktail,” Christmas week.

The Midland will offer pictures the first half of each week; pictures and vaudeville the last three days, and an individual program of pictures and stage attractions for Sunday.  The company has contracted for the latest releases of the biggest film production companies in the country, and has agents booking vaudeville acts, which are playing the larger vaudeville circuits.

Preceding the opening tonight, a band concert has been arranged in front of the theatre.   Two big theater parties will feature the opening, the members of the Licking County Shrine club and their wives attending, and the Lions Club and their friends will form the second party.  A brief dedicatory program will precede the screening of the first picture in the theater.

NEWARK ADVOCATE & AMERICAN TRIBUNE
Friday, December 21, 1928

NEWARK THRONGS PRAISE NEW THEATRE AT OPENING
Capacity House Greets Two Performances as Midland Opens Its Doors – Management Felicitated By Messages From Profession

Hundreds stood in line for more than an hour, and others paid boys to stand for them, awaiting the opening of the new Midland Theatre at 6:30, last night.  The opening brought a number of out-of-town guests to the theatre for the occasion.

Accommodating two large theatre parties and an official guest list, and the many who waited in line, the theatre was filled at 7 o’clock, when the first notes of the large Moller unified type of organ opened the formal program of entertainment for the first time.

Helen D. Longfellow, playing as the organ was elevated, gave two numbers, and then, with orchestra, the “Star Spangled Banner” was given, while the lovely allvor curtains were opened, showing a suspended American flag.

Mayor Robbins Hunter gave a short congratulatory talk and touched on the several big improvements offered the city in the past few weeks.  He was followed by E.J. Hiehle, theatre manager, for The Midland Theatre Company, who welcomed the patrons, thanked them and outlined the policy for the new theatre.   Then the show was on.

The prophesied beauty of the new theatre was enhanced by the warmth of the many attractive lights.  Patrons inspected the building, following the first performance.

A splendid program was arranged for the first showing.  The colored art film, showing the American Indian, and many lovely scenic spots in the west, inhabited by the Indian, was followed by the Fox newsreel.

Two good vaudeville numbers are featured, with the special pre-release Paramount film, “The Shopworn Angel.”  The Columbia quartet including four boys, who sing a lot and chatter a bit.  The voices are well harmonized, and they took several encores.

Billy Doss and his act is a clever short conception of “The Show Boat.”  Billy is not new to Newark audiences, having played with Dockstader, Neil O’Brien and other well-known minstrels.  He works black face, is a smooth comedian and sings two good song numbers, “Don’t” and “Stop-Light.”   He has a clever company with him, including three dancers, a man and two women, and three other singers.  The act is nicely staged and moves rapidly.

Gary Cooper is not the dominant lad he usually is, but takes the role of a diffident, lonesome chap, and takes it mighty well, as Bill Tyler, a Texas soldier, in “The Shopworn Angel.”  This picture will not be given national release until Jan. 15, but, complimenting the new theatre, Paramount sent it here for the opening.  Nancy Carroll is as petitely fascinating as ever, and the film is well photographed, and lavishly produced.  The same bill will continue for the remainder of the week.

Manager Hiehle announced today that the installation of sound synchronization has been completed, and that the sound-synchronized film, “Manhattan Cocktail,” will be screened for Monday, Tuesday and Wednesday at The Midland.  Nancy Carroll is the heroine, and she sings several song numbers.  The latter part of  the week will be devoted to vaudeville.

Among the prominent out-of-town visitors for the opening were:  Caldwell Brown, Zanesville theater owner;  Mr. & Mrs. James Platt, Mt. Vernon, the former manager of Memorial Theater; Ralph Mosher and Robert Shaw, vaudeville bookers, Chicago; J. Real Noth, theater owner, Columbus; Milton Mooney, representing First National; Jack Needham, representing Fox; E.O. Shullenberger, secretary of the Moller Organ Company, Hagerstown, Md.; Mr. & Mrs. I.J.Mork of Detroit, the former representing the Twin City Scenic Company; Miss N.E. Maxon, Marietta; Herbert Smith, secretary of The Midland Theaters Company, Marietta; Ted Gardiner, American Theater Equipment company, Columbus; Mr. & Mrs. H.C. Holbrook, theatre architect, Columbus.

Floral congratulations were sent by:  Caldwell Brown, Liberty Theater, Zanesville; William M. James, Columbus theater man and president of the Motion Picture Theater Owners of Ohio; P.J. Wood, secretary of the M.P.T.O. of Ohio; Harry Holbrook, American Theater Equipment Company, Columbus; Twin City Scenic Company, Philadelphia; Gus Sun, Springfield;  G.H.  Craiglow, Columbus; A.G. DeVitt, Columbus; E. Elford & Son, Columbus, and the following Newark contributions:  Ohio Power Company, Union Trust Company, Grand Theater, C.E. Price & Sons, Powell Electric Company, J.J. Carrroll, C.H. Spencer, Haynes Brothers Jewelers, W.W. Rugg, Posey Halbrook , R.B. White Lumber Company, Newark Chamber of Commerce, Vogelmeier  Brothers.

Congratulatory elegrams were sent by  Charlie Chaplin, Norma Talmadge, Mary Pickford, John Gilbert, Greta Garbo, Ernst Lubitsch, Lupe Velez, D.W. Griffith, Camilla Horn, Corinne Griffith, Colleem Moore, Milton Sills, Richard Barthelmess, Richard Dix, Gary Cooper, Charles Rogers, Clara Bow, Adolph Zukor, Charles Farrell, Nancy Carroll, Lon Chaney, Ken Maynard, Buster Keaton, Dolores Del Rio, Ronald Colman, John Barrymore, Gloria Swanson, Douglas Fairbanks, Charles Murray, Mary Brian and Fay Wray.

 NEWARK ADVOCATE & AMERICAN TRIBUNE
Monday, December 24, 1928

NEWARK’S FIRST SOUND FILM AT NEW MIDLAND

Sound equipment installed at The Midland Theatre is being used today for the first time in Newark, after having received a thorough “try-out” for the past several weeks.  Paramount's new synchronized feature, “Manhattan Cocktail,” which was first shown at Loew’s Ohio Theater last week, at Columbus, will be introduced, starting today, and continue Christmas day and Wednesday, with matinee and night showings.  Richard Arlen, remembered as one of the stars in “Wings,” is featured with Nancy Carroll in “Manhattan Cocktail,” with Miss Carroll heard singing several songs.

The new “Our Gang” comedy, “Crazy House,” is an added feature, along with “Love Charm,” a new color classic, latest Fox News, and Helen D. Longfellow at the mammoth Moller organ, presenting “Kick Off.”  Performances are announced at 2:15, 7 and 9, excepting Christmas day, which will start at 1:30, running continuous throughout the remainder of the holiday.

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