The Moving Picture Weekly (1918-1919)

-THE MOVING PICTURE WEEKLY Fmy Theatre lobby Dir \ ' play Problem SoJyed bu ^ inqenius frame Combimiions. NINE out of every ten Exhibitors quite naturally hesitate about improving their lobby as they know it should be, because they think that their lobby, being different, would require special work, and that special work is always expensive. So it is, and that is the reason for the clever combination of individual units, as explained in our last article. We don't believe there is any Exhibitor Cut No. 1 — Note hoiv a rcry bdix (.yteriu) haa hceii )iiade attractive by the proper arrangement of stock frames. They look as though they belonged there. so blind to his own interests as to think that an attractive lobby is not a paying proposition, and when we have shown him the least expensive way to make his lobby bring in the crowds he will learn that going to the local carpenter is not the right way to get satisfaction or the right price, either. In the first place there isn't one carpenter or jobbing shop in a thousand that is equipped to handle the designing of such a job, because in this age of specialization the demand for the best sort of display work and design has made of the business one that is highly specialized. That is, these combinations of which we are talking are the results of years of study on the part of men who have no other business, and who have learned the Exhibitor's requirements through actual experience in building displays for him. Let us look at the illustrations and see how cleverly these combinations have been made up for lobbies of every conceivable kind and character. Illustration No. 1 shows an exterior. As you can see, without the frames grouped and fitted to the wall spaces as they are, the front would be as bare and uninteresting as such a severely plain building can be. But with these frames this bare front has taken on a distinctive and pleasing effect, not the least of which is the fact that the frames seem to be a part of the original architectural plan. And yet these are stock frames, and you can secure an equally fitting set for your own theatre, no matter what sort of front or lobby it may have. If these lines and pictures should meet the eyes of a theatre owner whose house is magnificent architecturally, with a broad, spacious lobby, onyx or marble pillars or side walls, let him not pass this article by thinking that he can't be interested in stock displays. As we have frequently said there is a style for every class of theatre, and only good taste or expert advice is needed to get what will give the best effect. Look at illustration No. 2. This is one wall of a remarkably rich and beautiful lobby. Notice how perfectly the frames have been fitted to the wall spaces. "These frames are in green and gold and lend a richness to the entire interior that could not have been improved upon by a specially designed display. Glance down toward the inner entrance and note the pleasing variety of the frames. Different in shape, yet of the same basic design that lend variety while harmonizing beautifully as a whole. In No. 3 we have a very common arrangement, with the ticket booth close to the sidewalk and the display on the outside. Here again the combinations have been made to fit both the spaces and the character of the house. And it is a generous display in small space, don't overlook that advantage. There are shown in addition to the three easel photo frames five one-sheets and two three-sheets. A mighty good showing for any program. While we are on the subject of much m little space without ci-owding, look at No. 4, and see how expertly these frames have been used to make a strong display, without taking up any floor space. The whole is harmonious; it looks like a complete and well-planned job. The frames are Cut No. 2 — A beautiful interior lobby greatly enhanced by stock frames whose size and arrangement make all the difference in the world. Some frames would spoil this lobby.