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22
BETTER THEATRES SECTION OF
March 19, 1927
Channon Equipped as Usual
New ORPHEUM THEATRE
MADISON, WIS.
New LOEW THEATRE
CANTON, OHIO
New LUBLINER and TRINZ BELPARK THEATRE
CHICAGO, ILL.
Fully Equipped By
The Quality Carbon
A pledge of quality. The name ELECTRA has stood for the best projector carbon, since the beginning of the Motion Picture Industry and is a guarantee of highest efficiency at lowest cost.
HUGO REISINGER
1 1 Broadway New Yoric
Describes House of 750 Seats for a Town of 3,500
{Continued from page 19)
building will “stand out” amongst any company of the ordinary brick buildings of a community. But then, — we recognize the owner once in a while, — and if he owns a brick yard, — why, — well, — we design it in brick and there you are.
This brick front, carried out in roughtextured, mingled reds in all shades, — with broad ochre-colored joints in the bonds indicated, with some smooth very light grey Kittanings for the window trim, — bids fair to make a quite distinctive work of a high order. The coping, base and ornament are of white stone. The brick and stone trim are returned back on each Alley a full 18' which adds tremendously to the quality and solidity of the job.
We attach considerable importance to pole and flag above the theatre. Its daytime effect has no particular great value. Neither do we show much during the day. We prefer the night, — and this is the time when we particularly want some outstanding spot of attraction to remind all the people on the street, that the show is open and ready to receive all comers. A flasher-type electric sign is more generally used to compel attention, — but this is expensive in first-cost as well as in operating cost and maintenance, wherefore the smaller-town exhibitor finds it burdensome. In the larger city, — the competition of signs of other merchants on the street almost demands this feature, — whereas in the smaller town, a bright-moving or flickering spot of gay color will serve the same purpose at almost no expense. A well-designed flag, illuminated brilliantly from concealed sources with two flood-lights, quite fills the bill.
To supplement this, we mount strip and border lights, all around the large frontwindow over the entrance. Here again, in place of giving the same endless repetition of even the better electrical signs, — we illuminate something as a back-drop. Such a drop can be worked in a series to suit the changing seasons, — or the local sign-painter may be good enough to paint in a figure or an object to give variety.
This variety can again be enhanced, by the mere expedient of changing the color of the lamps, either through a bulbstain, or the use of gelatine slides in front of the lamps, — again we could use dimmers and flashers on the circuits and get “Still more value in effects. When we get hold of a big picture, a 12 sheet or even a 24 sheet poster could be pinned onto the drop and illuminated with colored light.
This extreme flexibility which is possible without any initial ependiture in the construction period, is one of the outstanding features of our Standard design.
The entrance itself is also of great importance. Too often, especially in Ohio, do we find theatres of considerable seating (over 1,000) served by an entrance two doors wide, simply because it is permitted under the Law in that State. Such an arrangement is not only bad business, but absolutely unsafe in practice,— regardless of the number of “lefal” exists provided.
In the Clyde we find 25' clear width which is broad inviting, safe; at once the entrance into a public building, — a community affair, — of sufficient size to accommodate its people, with comfort.
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As a matter of modern American