Volume I: Narrative History

Chapter 7 (1914): Phony News Releases

While The Million Dollar Mystery was being screened, other companies were issuing their entries into the serial sweepstakes. Meanwhile, countless single-reelers, multiple-reel features, imported films, and other offerings were clogging the distribution channels. Reviewers found less and less time for one-reel films, and the Thanhouser and Princess offerings were often ignored. Even Thanhouser and Mutual advertising often overlooked them, in favor of publicizing The Million Dollar Mystery and the so-called Big Productions.

As Variety revealed earlier, multiple-reel films on the Mutual program were money losers. This was probably especially true of Thanhouser four-reel pictures, for now Maude Fealy was not as consistently featured as before, leading stock company players were busy with the Mystery serial episodes, and the Big Productions fell into limbo. Charles J. Hite was kept busy minding the studio and, at the same time, dabbling in new ventures, including the Broadway Rose Gardens. For that lavish Manhattan spa a barrage of news releases was sent out in May, June, and July. In its issue of July 4, 1914, The Moving Picture World printed a piece of fiction, probably taken directly from a Thanhouser news release:

The Broadway Rose Gardens and Danse de Pierrette, Broadway and 52nd Street, were formally opened Saturday evening, June 27. Moving pictures, dancing and dining are offered in the novel place of amusement. The Million Dollar Mystery, the new Thanhouser serial, is to be the feature of the picture show for months to come. Another feature on the opening photoplay program was The Terrors of the Deep, also a Thanhouser project. Charles J. Hite, president of the Thanhouser Film Corporation, is also president of the Delta Theatre Corporation, which has built and will operate the new place. George F. Kerr has been named as general manager and Ben H. Atwell as director of publicity.

The only problem was that the pleasure palace still wasn't ready. Another opening date was suggested by The New York Dramatic Mirror in its issue of July 8th:

The Broadway Rose Gardens, which will combine motion pictures, dining and dancing, will open to the public July 13. It had been originally announced that the Gardens would open last week, but it was found that the workmen could not complete the elaborate decorations in time. Charles J. Hite, of the Thanhouser company, is one of the leading lights of the company controlling the Gardens. Note

Even the July 13th date proved to be wrong.