Motion Picture News (Jul-Aug 1916)

502 ACCESSORY NEWS SECTION Vol. 14. No. 3 Building and Furnishings Why Not Lighting to "Mood" of Pictures Like Music? Colored and White Lights Can Be Concealed in Coves or in Artistic Receptacle and by Turn of Switch the Auditorium Can be Blended into A Ruddy Glow of Sunset or Fire Scenes, or the Hazy Blue of Moonlight Can Be Used, with All Under Control of Operator By J. L. Stair ( I ■'HE photoplay is opening vast, hitherto unused channels ^ for the expression of human life, and so, penetrating the desert places of the drama, is becoming an instrument of culture, limitless in its possibilities," says a writer in the Chicago Tribune. There is a growing demand on the part of the public for genuine art, for better craftsmanship, and for special effects in the presentation of the plays. These demands are being supplied be resourceful producers and exhibitors. Some one has stated that it takes more than a star to make a photoplay, more than a few chairs and a canvas screen to make a picture house. As a matter of fact it takes a specially constructed huilding, the best mechanical equipment, finest ventilation, and a suitable and properly designed lighting system to make a modern picture theatre. As the theatre is used at night, light is therefore the best means of making the theatre attractive. The effective, rational and efficient use of light is a wonderful power in the hands of the theatre owner for advertising effect, and for the comfort of his patrons. A brilliantly lighted theatre is not necessarily the one that has the rush of patrons, and the one to which they come a second time. Theatre lighting is much more of an art than is ordinarily supposed. Perfection in it can only be obtained by careful study of the various means which can be used, and the effect of each method on the actual operation of the house. Any method of theatre lighting which furnishes satisfactory illumination, which is novel, new and effective, is greatly desired by the progressive theatre owner. Flood Lighting an Effective Aid Even from a distance of several blocks patrons can be attracted to the playhouse by special lighting effects. The recent development of flood lighting using projector units provides for the theatre owner a new means of effective advertising. The system gives striking results, is installed at small expense, and does not mar the building surface, since in most cases the units can be placed in an accessible location at a considerable distance from the building, since in most cases the units can be placed in an accessible location at a considerable distance from the building. The method of bringing the building into prominence by out lining with bare lamps, has been used extensively for some years. Although this method is satisfactory in some cases, it does not light the building but rather obliterates detail of design. The Fig. 1 Albany Park Theatre, Chicago, 111., Exterior Lighted with 14 X-Ray Projectors Using 250-Watt Lamps. Striking Illumination at Reasonable Cost new scheme for the lighting of the exterior, an example of which is shown in Figure 1, fixes the shape, design and location of the building upon the mind of the observer, which is really the first step in the process, of attracting the patron to the playhouse. In the foyer of the theatre there exists great opportunity for Fig. 2 — Foyer of Beach Theatre, Chicago — Portable indirect lighting art lamps are used — (Right)— Fig. 3— Foyer of De Luxe Theatre Chicago — Reflectors are located in the floor standards — (Center) — Fig. 4 — Auditorium of Same — Luminous bowl fixtures used