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Excerpts
from TO
THE PEOPLE OF NEWARK In the erection of The Midland Theatre building
it really means more than just a well-built playhouse – it is the expression
of faith which we have in this community. Inspired by the thought that the people of Newark
would befriend a theatre that would be different – that would have beauty,
safety and substantial comfort - that would strive to bring to Newark the finest
stage attractions, the highest class of motion pictures, and synchronized films
in both sound and talking features. The
Midland was planned with utmost care and consideration and after many weeks a
structure of tremendous magnitude arose. Behind closed doors, a multitude of the finest
mechanics in their respective lines worked silently and faithfully. And then – People saw with their own eyes this beautiful
monument to the confidence of this community.
A new and greater theatre now moves into the panorama of events – to
take its place, if you please, beside the other notable achievements on
Newark’s Scroll of Fame. Massive, stately, dignified, yet permeated by an
atmosphere of warmth and friendliness, a building of conservative architectural
beauty, impressive yet not gaudy, simple, yet pleasing to the eye.
A monument that will stand for years as a glorious tribute to the faith
and regard we have established in Newark. And, as we start anew, with courage and
determination, we realize that our work in the future will be acceptable only in
the degree of our ability to retain clearness of vision and strength of purpose,
molding our future to satisfy the needs of our community. Our policy will be to give the people of Newark
and vicinity entertainment that will be more than amusement. We will strive to
maintain an environment of high standard – clean, safe, healthful, with
courteous attendants to give to The Midland a tone of welcome such as you could
not experience elsewhere. We are
anxious to give what your particular moods desire, but in order to do this we
must know your likes and dislikes. It
is, therefore, equally important that you advise us when a particular program
does not strike your fancy as well as when it pleases you immensely. We will invite constructive criticisms as it is with this
support that we can maintain entertainment consistently conforming to the high
standard of present community requirements. We take this opportunity to thank every contractor, every workman and every material contributor in The Midland Theatre for their full support and co-operation.
Central Ohio’s most beautiful and modern amusement temple is open for your entertainment. The Midland is of Spanish design. The exterior is built of buff brick and roofing of variegated Spanish tile. The front part of the building contains three store rooms, while on the 2nd Street side there is one store room. There are offices on the second floor above store rooms and in rear of theatre adjoining the stage.
The stage is one
of the most interesting features of the theatre. There are three tiers of
dressing rooms back stage, each completely equipped and furnished. The
rooms are provided with private phone system and amplifiers from the stage so
that the actors may keep in touch with the progress of the show. The rooms are
equipped with the all-modern conveniences and special illumination for makeup is
at hand. The stage proper is modernly equipped in every detail and is so
arranged as to accommodate the largest road show. Stage curtain and draperies are hung with marked originality. The scenery and drop-curtain are controlled by the latest and best type of ringing and automatic power controls. The stage is equipped with the most complete electrical effects it is possible to obtain. The fireplace projection booth at the top of the balcony, is fitted with the most modern equipment, including two of the latest type Simplex projectors, equipped with the latest developed arc reflector lamps. This type of machine prevents flickers and is automatically controlled, the carbon being fed constantly in an even manner. Besides the projectors the booth contains a dissolving stereopticon and the necessary spotlights and flood lamps to enable the projectionist to properly light all stage presentations. The heating, ventilating and cooling systems are of modern type, designed to change the air in the auditorium once every minute throughout the year, under heating or cooling conditions. There are 1,603 seats in the theatre, richly upholstered in red plush with leather seats. They are of the overstuffed type. An innovation and unique feature of The Midland is a cry room, glass encased and sound-proof, located on the right of the lower foyer. Here mothers may take their children when they become unruly and still enjoy the picture without disturbing the audience. Perfect visibility is assured from the sound-proof cry room and supreme comfort for the mother and her child. One of the features of The Midland deserving consideration is the mighty Moller Organ. It is a large three-manual unit organ. There are said to be numerous unique accessories included in this organ which makes it possible to obtain unusual effects. In fact the instrument is eminently fitted to interpret the emotional qualities of the drama in their vast variety. Helen Derby Longfellow will be at the console of the organ, who came to Newark several weeks ago and who has won the admiration of all for her ability to handle the new Moller organ, recently installed in the Auditorium Theatre. The Midland Theatre orchestra will be under the direction of Professor Gelfer. In the later
issues of Newark This Month, various features will be described in detail to
better acquaint you with the “inside” of a theatre. This issue, having
been hurriedly edited and printed, we trust you will pardon us for the magazine
not being more complete. EDWARD J. HIEHLE WILL MANAGE MIDLAND So much has been
said about the beautiful Midland Theatre that we feel something should be said
about its manager, Edward J. Hiehle. The moving picture business has been Mr.
Hiehle’s lifetime hobby. It was always his delight to be around theatres when
a youngster. His first connection of real importance was as manager of the
Original Airdome Theatre at Parkersburg, W. Va. Those were the days when folks
occupied long benches out in the open air and patiently waited with contentment
while the operator changed reels. As years followed, the Airdome developed
into a magnificent palace of those early days. Later Mr. Hiehle joined the ranks
of the C. & M. Amusement Company of Marietta, Ohio, and then assumed
management of the Auditorium and Alhambra Theatres, September 15th, 1927. During his career he has had active experience with all branches of the theatrical profession, including vaudeville, pictures and legitimate stage dramas. Mr. Hiehle has made a multitude of friends since coming to this city. He is strong for clean entertainment and will not tolerate vulgarity in theatre productions of stage or screen. He invites and welcomes suggestions from patrons.
Midland Theatre Movie Calendar
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Upon
entering the theatre, one is immediately impressed with the conservative beauty
that is carried throughout in Spanish architectural splendor – it is faithful
in detail, but unmarred by extreme extravaganza of decorative material, foreign
to the original. One soon passes directly into the foyer or lobby, its sidewalls
colonnaded with pilasters of antique marble, rising nearly two-thirds the height
of the walls. The upper side walls are in the bas-relief, painted in old ivory;
while the ceiling is of the atmospheric design, giving the impression that one
is in an old Spanish court. At the right is the grand staircase leading to the
balcony foyer. Rest rooms are located on the right and left of the foyer.
In reaching the balcony one tunnels through to the mezzanine seats, easily
reached, as well as to the balcony seats. The foyer on the main floor runs the
width of the theatre. At either end of the foyer are the men’s and women’s
rest rooms and smoking lounges, comfortably furnished. In connection with
the ladies’ lounge, a special cosmetics room, which is daintily furnished and
completely supplied with the many and various cosmetic aids to feminine
self-assurance, including dressing tables and mirrors. In its completeness, The Midland
cosmetics room is something of an innovation.
