The demand for an upscale film theater, suitable to exhibit films to the upperclass, was first met when the Regent Theater, designed by Thomas Lamb, was opened in February 1913, becoming the first ever movie palace. However the theater's location in Harlem prompted many to suggest that the theater be moved to Broadway alongside the stage theaters. These desires were satisfied when Lamb built the Strand Theatre on Broadway, which was opened in 1914 by Mitchel H. Mark at the cost of one million dollars. This opening was the first example of a success in drawing the upper middle class to the movies and it spurred others to follow suit. As their name implies movie palaces were advertised to, "make the average citizen feel like royalty." To accomplish this these theaters were outfitted with a plethora amenities such as larger sitting areas, air conditioning, and even childcare services.