![]() Movies became most popular outside of major cities, where traditional theater had less of a financial foothold on audiences. The timing was perfect to take advantage of cinema’s improving social status. The brothers capitalized on the period from 1895 to 1905, when nickelodeons made the transition from sideshows in saloons and amusement parks to main attractions. In another well-known piece of Warner history, Ben encouraged Jack to get up and sing his terrible version of “Sweet Adeline.” “Jack’s voice, skipping octaves from tenor to baritone, sounded like ice cracking from a glacial floe and drove customers from the place.” Sister Rose accompanied him on the piano, which she also played during film screenings. After the first show, the audience was so stunned that no one stood up to leave when the house lights were turned on. Ben and Pearl closed the store for the day and watched the spectacle. Loud reading annoys your neighbors.” This was followed by “Ladies! Kindly remove your hats” and “Gentlemen! Please don’t spit on the floor.” When the first reel of the film ended, a slide appeared reading, “One moment please while the operator changes reels.”īen Warner was proud that his sons had brought this new cinema technology to the community, but he was even prouder when, on the second day of operation, there was a line down the block as patrons waited to see the show. The first stated, “Please read the titles yourself. Media History Digital Libraryīefore the film started, Sam opened the show with some informative slides for the audience. Harry, Albert, Sam and Jack Warner, pictured in The Moving Picture World in 1919. The Warners made filmgoing something of a social event. A sign outside the Warners’ venue read: “Refined Entertainment for Ladies, Gentlemen and Children.” Every woman who came to the theater was given a carnation. The Cascade was an early success, both attracting the blue-collar community and offering a classy environment not yet associated with movie theaters, which were often located in the seedy areas of big cities. Desperate to keep their operation running through the holiday, the brothers called the superintendent’s widow and promised that if she postponed the service until the next day, her children could see free films all year. ![]() On Memorial Day, a funeral for the local school superintendent was scheduled, which meant the funeral parlor needed its seats. Soon the brothers were running two theaters, the Cascade and the Bijou, which sat on opposite sides of a penny arcade, just a short trolley ride from the Warner home. The theater seated 99 keeping the capacity under 100 meant avoiding costly safety regulations such as fire extinguishers and emergency exits. The brothers quickly found a former New Castle nickelodeon spacious enough to show films.Īs the story goes, the brothers ran out of money before they could purchase chairs for their theater, so they worked out a deal with a local funeral parlor to use its seats, provided they were not needed for a funeral. Harry recognized that the key to making a real profit was to lease their own venue and build a following. The brothers had made $300 per week while on the road, after expenses. Once the carnival left Niles, Sam and Abe presented their show in other nearby towns until a massive snowstorm discouraged customers, who were unwilling to stand in the drafty and often unheated storefront theaters. Zanuck and Al Warner on the Warners lot in 1927. Harry Warner, Jack Warner, Al Jolson, Darryl F.
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