Year book of motion pictures (1951)

to the film showman is that this renaissance in theater design and conception is finding its expression in materials that are either basically less costly or else readily obtainable in the mass-production market. These materials, among which are some new ones that are just making their appearance on the market, are made to order for the architect with even a minimum of imagination. If they, new or otherwise, are properly employed and styled they are capable of creating an effect of simple gracefulness that provides a treat for the eyes and a potent lure for patronage. They are of a type that lend themselves to the promotion of simplicity in design and decorative treatment. The development of new materials, not to mention new construction methods, will require the modern architect to function as an engineer as well. Further helping to keep down the costs of new theaters or of the modernization of existing ones will be the ingenuity and variety with which many of the simple basic materials already in use or newly arrived on the market can be fashioned, applied or decorated, not to speak of the ease with which they make it possible to achieve the effect of fantasy that can do so much to make a theater intriguing and inviting to the public. Since the interior decoration of a film theater is something that cannot well be dissociated from the architectural scheme of the house it is natural for the architect to be imbued with the ambition to design all fittings of the auditorium and lounges himself. In decoration as in architectural design extreme simplicity is advocated. That means color-washed walls, carpets and upholstery fabrics of solid color and the absence of draperies, lighting fixtures and cove lights. The newest theory is that design and color must be in harmony. While certain impacts of brilliancy are permissible, the effect as a whole must be one of warmth and friendliness. All colors in the auditorium must be seen and judged under controlled lighting. The total impression has to be attained with subtlety. It should be as though it all were the work of a gentle hand. We can conceive of no better way of achieving an atmosphere conducive to restfulness and relaxation. Color schemes and combinations more brilliant and more daring than those reserved for the auditorium are called for in the decoration of lobbies, foyers, lounges and retiring rooms under the new order of things in theater planning. The idea is to establish a mood to delight and stimulate the visual sense. Also a new touch will be lounges and retiring rooms equipped mostly with built-in furniture. All traditional ideas on the equipment of these areas of the film theater will be cast overboard. In line with the trend of the times, exhibitors would be wise to remove the clinging cobwebs in their theaters. To remodel, refurnish and redecorate their houses would bring them in step with the changing tastes in theater design and decoration. Let their modernization programs be planned now to be held in readiness for immediate execution upon the lifting of restrictions. When the theater man once more will be able freely to build or modernize his property let him be certain to take careful note of the road along which theater architecture and adornment are moving. If he is wise, the contemporary rather than the traditional will be his choice. In that choice will lie one of the means to greater patronage for his theater. 1951 SURVEY OF NEW THEATER EQUIPMENT By LOUIS PELEGRINE Equipment Editor, The Film Daily T ™ HE DEVELOPMENT of last year that had the greatest impact on the theater equipment industry was the National Production Authority's orders prohibiting the construction of new theaters and limiting expenditures for renovation work to $5,000. The NPA's action served to slow down the their hopes in the modernization of their proper drive for theater modernization that had picked ties as one possible means of increasing patronage, up steam earlier in the year, resulting in a reduc Because of the limited amount they could spend, tion in the amount of equipment that could be many exihibtors who wished to improve their sold to exhibitors to make their houses more in theaters were constrained to confine their efforts viting to the public. This came as a distinct dis to the bare necessities. appointment to theater men who were placing Further threatening to affect the supply of 619