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April 12, 1930
Exhibitors Herald-World
49
A MODERN THEATRE MADE OUT OF A STORE
On the opposite page plans, and on this page pictures and text, telling how an unprofitable store building in Dallas became the successful Arcadia
THE Arcadia theatre, in Dallas, Tex., was made out of an unsuccessful store building. It is now one of the Publix circuit’s best paying community houses. Thus the Arcadia may be said to offer a very convincing example of the efficacy of remodeling as a means of obtaining a modern theatre capable of holding its own against the stiff competition prevailing almost everywhere today.
The Arcadia was opened as a member of the Dent circuit over a year ago, but in the description of it published in Better Theatres at that time, its features as a remodeling project were not stressed. On the opposite page are plans by the architect, W. Scott Dunne of Dallas, showing the present theatre within the old structure, while elsewhere photographs are reproduced to augment the plans at three important points.
The original structure was a community store building of the arcade type, owned by A. J. Klein. Although in a prosperous suburban district, the store was not successful. The site, however, interested executives of the Dent circuit, and architectural advice was that the building itself could be adapted to the purposes of a theatre. In the rear portion was a large room. That room is now the auditorium of the theatre. The arcade is the present foyer. The stage and several shops were added. The approximate cost of the development, including allowance for portions of the old building utilized, was $95,000.
A. COLORFUL motif was adopted, and in general style the theatre follows Mediterranean patterns. The auditorium is of the stadium type and is atmospheric. It seats 1,062.
Except for shops on one of the streets, the interior elements of the structure were entirely removed. At the stage end, the land was excavated to allow proper sloping of the floor, and the dressing rooms and art shop were placed beneath the stage. Proper sloping of the floor was also achieved by vaulting the floor at the rear (loggia space) over the shops, the latter remaining as they were originally. Beneath this stepped portion of the seating area are lounges and offices.
The auditorium walls are treated to simulate those of a garden, being of travertine stone with columns above of plaster surmounted by a variegated tile coping. In harmony with this coping are the seats, which have duco backs of dif
ferent hues, the colors being arranged seemingly at random. This novel seating is by the American Seating Company. The foyer is also of travertine, with a
micalithic ceiling.
Heating of the Arcadia is by the blast system, while cooling is by the Carrier air-washer method.
Forward section of the auditorium, which once was a store room.
The foyer, formerly the arcade of the store building.
Rear view of the stadium type auditorium, showing the loggia.