Precautions and Prestige
Unfortunately the movie business was not always the safest or the most secure by any means in the early days of exhibition. Portland was by no means an exception to this trend and as time went on, it didn't take long for entrepreneurs to take preventative measures.
At the new Columbia theater, located on the corner of 14th, Washington and Burnside, the advertisement I discovered boasted of the theater's attributes in comparison to the competing theaters in the area. Drawing attention to the preparedness of the theater, it mentions the large number of exits and that they all lead directly to the street, ensuring a much higher level of safety than other possible exit routes. In addition, it makes the claim that a fire would be rather unlikely as the heating plant for the theater was located in an adjacent building as opposed to within the main building. The ad goes so far as to mention the architect by name, as well as including a comment from him that the Columbia can only be compared to one other theater in the nation -- clearly establishing a sort of regality.
In addition to the claims of the ad, it also details the size of the plot it sits on and the capacity at which the theater can operate. Reaching a maximum of a massive 1,800 person limit, this makes the Columbia the largest theater in the city at the time of the advertisement. At the managerial hands of R.G. Welch, one can be confident in his quality of exhibition as the article informs readers that he is a member of the Pacific Coast Independent Theatrical Managers' Association. The so-called "legitimate" theater can be viewed from either the balcony, gallery or the main floor and one can be sure that the artistic interior will be reflective of the elaborate and complex architecture that makes up the Columbia theater.
All these details serve their own purpose-- at the end of the day, this is an advertisement. It is clear the Columbia is trying to sell contemporary readers on a certain aspect of this theater. Safety. Security. The Columbia is dealing with a much larger issue than an adequate theater to see a vaudeville act or a full production in a playhouse: the risk seemingly associated with theater-going. The ad makes mention of both the number of exits and its prevention of additional fire hazards in order to convince readers that the Columbia is not only a good guarantee for a beautiful experience, but also one they will return home from in the event of an emergency. The fact that the ad mentions the safety features at all is a testament in itself as to what people may be looking for when it comes to the venues for entertainment.
