From The Moving Picture World, volume 25, September 1915:

Abraham Wengrinovitz has been appointed assistant to William Okin in managing the Odeon theater, 100 Springfield Avenue.  Mr Wengrinovitz stated yesterday to the World correspondent that he had inaugurated a policy of comfort, that is, he allows patrons to remove their coats and collars during the hot weather.  This policy, he stated, had made him many new patrons.  Although the Odeon is a "jitney" theater, it shows as high as fifteen reels.