On April 14, 1894, a public Kinetoscope parlor was opened by the Holland Bros. in New York City at 1155 Broadway, on the corner of 27th Street—the first commercial motion picture house. The venue had ten machines, set up in parallel rows of five, each showing a different movie. For 25 cents a viewer could see all the films in either row; half a dollar gave access to the entire bill. The machines were purchased from the new Kinetoscope Company, which had contracted with Edison for their production; the firm, headed by Norman C. Raff and Frank R. Gammon, included among its investors Andrew M. Holland, one of the entrepreneurial siblings, and Edison's former business chief, Alfred O. Tate. The ten films that comprise the first commercial movie program, all shot at the Black Maria, were descriptively titled: "Barber Shop", "Bertoldi (mouth support)" (Ena Bertoldi, a British vaudeville contortionist), "Bertoldi (table contortion)", "Blacksmiths", "Roosters" (some manner of cock fight), "Highland Dance", "Horse Shoeing", "Sandow" (Eugen Sandow, a German strongman managed by Florenz Ziegfeld), "Trapeze", and "Wrestling". As historian Charles Musser describes, a "profound transformation of American life and performance culture" had begun.