Press of Atlantic City from Atlantic City, New Jersey • 8

I EIGHT CITY 1 house CONGRATULATIONS TO MESSRS ON THEIR NEW ENTERPRISE BRICK and MASONRY THE NEW WORK OR Embassy Theatre BY DONE Dial 2 3263 auditorium of the new Embassy Theatre In the ceiling Theatre Must Conform To Modern 'projection af Modern Trend columns Embassy rom Vikv li I i 1 hroug lioiit for 4 SCHULTES A Water for All Purposes WOODBURY the EMBASSY THEATRE Most Modem Theatre in Neu) Jersey i Tobias Levy Philadelphia Pa Messrs MARKLAND Contracting Co Boardwalk Arcade Building ARMANDO RICCI I ConjqAjcdMlrddv Proud Atlantic City Should Be TO Mr George Wielland 1925 and 1931 Mi Mortimer Lewis 1932 1932 Entire Electrical 1933 System of the 1934 1934 'YUuv fcmhaAALj JhswdJie 1936 1938 BRAUN And Magnolia Use full Lewis have given a motion picture the city may take This however is of what Messers the the the plaques which filling the au glow that has Tlifi impel In Hie sLundlug spaca at the rear of the auditorium and in the aisles matches the rug in the lobby and contains the same shades of slate blue and Dubonnet The carpet and rug were specially woven lor the new theatre APOLLO VENTNOR CAPITOL STRAND MARGATE EMBASSY Our other Wielland Lewis Installations triHMmiBly 1936 1938 can be seen several of the anemastats that the general lighting of the theatre 201 North Broad Street PHILADELPHIA lorlum without distortion of today's modern atre do not have to feel their down dark aisles and stumble over the leet of earlier comers to reach their scats fords clear definition oruthc screen at the same time soil illumination in all parts of Hhe auditorium and the wide spachi bolween I hi lows of shIs In the up Strand Staff Members Aleve To Embassy Chief aide 1o Nate Cohen man ager of the new Embassy will be Harold Hanley in the capacity of assistant manager the same posi tion he occupied under Mr Cohen at the Strand The cashiers for the new house The artesian well people of all classes than any other form of amusement They have progressed from the made by rule of thumb methods to exam ples of dramatic craft ofttlincs rivalling legitimate stage in artistry is right and important there fore that the settings for this fine source of universal entertainment keep pace with the product of the film I het Wil i reijyrt! It 4 I iv i proportioned visitor Mr Wielland con cluded "the type of picture: to be seen is in general the first consider ation in deciding where to go But when the choice lies between a the atre that Jias nil i lie ndvuntngeszof modern luxury in apjajlntmento and house less coihplctely cqulpiwd for the customers' comfort the former is likely to be given the benefit if the picture is not the final factor in settling the Building Embassy Complete Building Ventnor Addition Increasing Capacity 50 Capitol Remodeled Capitol Theatre Extensive Alterations Apollo Theatre Complete Building Strand Extensive Alterations Capitol Theatre Major Alterations Ventnor Theatre Complete New Building After ire Strand Theatre Complete Rebuilding Margate Complete New Building 1941 The New Embassy A COMPREHENSIVE VIEW of the diffuse the air cooled in Summer and warmed in Winter and which also are electroliers for iidlos The day of the shor WE HAVE JUST COMPLETED BUILDING THE NEW ATLANTIC CITY Is to be congratulated on having business men of the vision and enterprise of MESSRS WIELLAND LEWIS ET AL who have given Atlantic Avenue a showhouse so completely modem yet with a beauty and utility that is unsurpassed 236 Morris Ave Telephone 4 6905 have been again selected to design and install easy passing to reach inside seats The proscenium arch is both high and wide being 50 feet from side to side allowing space for the largest type of screen The depth of the stage is sufficient to accommodate the most elaborate revues should conditions in the future ever warrant la change of policy contemplating the' presentation of legitimate plays rom the entiance doors in iobbj' to the Lack wall behind screen the entire structure of new Embassv is completely fireproof and airconditioned A few decora tive panels the top of the railing behind the seats and a few scat tered pieces here and there repre sent all the wood used throughout the building The architecture of the theatre is rench modern and streamlined plain and simple but with vigorous lines lending strength as well as beauty to the entire building Occupying an shapcd lot ideally suited for the pnirpxir It was jhik sibla to design the 'building tn I ho most approved manner for the con struction of a its auditor ium at right angles to the lobby with the passage from the streetleading straight across the rear of the theatre proper In the new Embassy the outer and inner lobbies make the direct line from the front entrance to the far wall of the the atre the largest of any In the city and seldom equalled or excelled in the country A centrally located ticket booth stands at tho Atlantic Avenue front of the theatre and immediately be hind It Is the first Innovation to be observed the entrance doors to the lobby together with paneling and frames make a complete glassfront the first theatre in the to be so equipped Entering through these doors the visitor finds the walls of the entire fl 1 1 luillirv 1 1 1 TW la rJday' tl icn Li a u1 leiices aia highly critical No longer are they willing to put up with' the Incon veniences that were tolerated when the were young theatre of Mr Wiel Jand Obsei ved be large and roomy It must have a high ceil ing to provide plenty of air space so that tho currents from its air conditioning system may be circu lated in ample volume yet so dif fused as not to be perceptible Air conditioning today ls so nicely ad justed to Summer heat or Winter cold thiit mi agreeable temperature and atmosphere Is mnlnlnlned with no Indication or consciousness of its artificial source "The proport of the audito rium also must Ire scientifically correct in order to obtain the proper perspective between the film and the screen and to provide for visi bility from any seat in the faudi The corner of New York and At lantic avenues will burst forth in a blaze of light tonight when the New Embassy Theatre opens its doors to the public for the first time Tim front of the now theatre will convey to the several of I deem it a pleasure and a privilege to once again having had the opportunity of serving you Construction and Erection by Markland Nelson Euler CARPETS on the completion of New newest and finest theatre building New Embassy Theatre Marks a great step forward in the march of progress of Atlantic City We Take This' Opportunity lo Congratulate WIELLAND and LEWIS Presents Most Recent In Construction and This evening at 7 the doors of the New Embassy Theatre will be thrown open and the public will be given the opportunity to Inspect and can but remain to the beautiful motion picture palace into which the owners in its in ception the architect the con tractor and a host of craftsmen its construction have united in the erection of a structure that em bodies the most modern ideas in scientific theatre planning and every possible provision for the com fort of the patron The picture selected as the feature of the important program is Hamilton the historical drama in which Vivien Leigh and Laurence Olivier co star in enacting the real life romance between Lady Hamilton and Lord Nelson great sailor In adding the new Embassy to the chain of theatres which they oper ate in tlie resort George Wielland and Mortimer Atlantic Avenue theatie in which justifiable pride just a repetition Wielland and Lewis have done with amazing regularity over a long per iod of time These two gentlemen even in the face of depression cycle of more than a decade have gone steadily forward in not only renovating older theatres and modernizing them but have added new links to the chain of houses under their control each new house being the first in the city to Incorporate innovations in brought out was built or design or equipment since the last theatre remodeled Long Lobby The new Embassy boasts the long est lobby in the state of New Jer sey enabling the laying of a rug in the inner lobby 60 feet long and almost full width woven especially for the floor panel in one piece the body of slate blue and the border Dubonnet colors that harmonize with the decorative treatment of the auditorium The side walls of the inner lobby are paneled in beau tifully 'grained wood and 6 ft flesh colored minors extending from floor to ceiling each mirror flanked with side fighting columns of ob structional glass Uixm entering the theatre proper from the lobby the immediate im pression Is one of vastness dispro portionate to the 1500 actual seating capacity This impression of un usual spaciousness is due partly to the perfect proportions of the audi torium and partly to the absence of any balcony or overhanging pro jection booth to lower tho ceiling' in the rear of the theatre The visitor can hardly help paus ing to admire the gold leaf and col ored murals that decorate the rear wall of the auditorium A of four reproductions of ancient rench art with a modern touch every color that is used in the deco rative treatment of the theatre is represented on the canvas The Murals are separated by covered with flex glass fi Although the entrance of George it'lltind Into the motion picture ninj tl i I I'lyii I flHd wiiM jxi 1 mu 1 11 i Side liallc 1 0 Sils atpiltIVrt irnl estate projects aiut Other business interests theatre operation has come to engage his attention to a greater extent than any of his other activi ties With characteristic thoroughness Mr Wielland has made a compre hensive studv of the picture busi ness in its relation to the public with particular consideration of the i Lhn rva hrrvn physical comfort and enjoyment of the screen program In an Interview during an in spection of the new Embassy Thea tre vlr Wielland made a number of hilcK Ing eomintmto on IJie fum llons of the motion plctpie the atre ln the advanced State to which it has been developed He pictures are a very defi nite part of entertainment reach ing by far a greater number of will bo Henrietta Van Dyke and similar positions at the Boardwalk Hetty Scull who also come from Beautiful Lighting The lighting arrangements in the auditorium have been planned with attention to artistic effect as well as efficiency The main source of light comes from four large com bination electroliers and anemostals pendant from the ceiling When these lights are lowered while the wcrccn is in operation the source of lllundniition is a series of whiteplastic jMinels on the side walls similar to the mode of lighting used in the General Electric Building at the New York air Behind these panels blue lights are so placed to outline the are also translucent ditorium with a soft no effect on the visibility of the picture The scats arc of the very latest' typo only introduced late In Mill and the new Embassy Is first theatre in the East to them They are self lifting spring scats with upholstered backs and rubber foam filling Each scat Is individual with botii sides en closed 'J'lio spacing from back loi back is the widest of any theatre i In town being 36 inches thus in suring ample leg room and comfort for everyone as well as perm ti JEAN PETERSON 36 MONTGOMERY AVE WHERE PATRONS WILE BE COMORTABLE WHILE ENJOYING Tl IE LEST PICTURES PRODUCED IN THE UNITED STATES ATLANTIC CITY LUMBEKzCO 22 rrtiNois ave nini A rtefi in Its Test Holes New Embassy Gives Avenue ine Modern INTERIOR DECORATIVE PAINTING THE BEAUTIUL NEW EMBASSY THEATRE EXECUTED BY US Playhouse Innovations Equipment outer lobby paneled with beautiful grained Italian marble a treatment which it would be practically im possible to duplicate today The lobby has a 32 ft ceiling and is lighted by a unique pendant fluo rescent fixture 12 ft long THE OPENING OlTHE tl" I Inspiration Ry George Wielland air conditioning the New hi hussy Theatre was drilled by as we are of the theatres we have built or jemodelled for this outstanding theatre organization' the many innovations that have connection between been incorporated in the building of this most modern of motion pic ture houses irst the triangular marquee is the only construction of its kind In the country to be light ed with lluorctoent liulbi covered with Jlecd glass tubing which has the effect of magnifying the basic brilliancy of the lighting medium In the center bf the entrance lobby' is the ticket booth novel and (Continued on Page Nine) WE WERE CHOSEN TO CREATE AND MAKE USHERS' UNIORMS OR THE EMBASSY APOLLO STRAND CAPITOL VENTNOR and MARGATE TI IEA1RES nvavoy 1127 29 BOARDWALK i AMI SATURDAY JUNE 7 1911 (disllanjd I I 1 4X imrwmium rn ic A the y' way 4lv A tUv A i HV WAV WE TAKE PRIDE IN jaruw' i iWiH SluaJjaiud U)ohk BY I 'S I PMliOINT 1 1 YE ar 1 I ft.