Showmen's Trade Review (Oct-Dec 1949)

SHOWMEN'S TRADE REVIEW, October 15, 1949 E-15 Modulated Modernism in Design For A New England Theatre Neo-Classical Trimming, Living Flowers, Modulate Severity of Stylets Demands Although ultra-modern both in basic design and in abundant use of such materials as glass and chrome, Loew's newest theatre, the Poli, Norwich, Connecticut, is softened and made more gracious and homelike by means of occasional wooden panels, live flowers, draperies, and domestic type furniture and lamps; and given a touch of the less austere and more familiar through addition of neo-classical pilasters at the screen opening and in the foyer. Soft tapestry is used over much of the acoustical plaster. The foyer is brightened with tapestry in green and gold, and the lounge with tapestry in red and green. The house is named for the late S. Z. Poli, pioneer New England theatre builder and one-time owner of the Poli circuit. Elaborate ceremonies featuring the opening of the new theatre were attended by his widow; by his daughter, who is now the Marchioness de Gerine; by the Lieutenant Governor of the State of Connecticut, and by outstanding celebrities including Frank Sinatra. At least 35,000 persons are estimated to have attended the well-advertised opening display, although the total population of Norwich itself is only 23,000. However, the city is located in a closely-populated area, with many surrounding towns and suburbs to help supply patronage for the new house. The facade of the Poli, not pictured here, presents mosaic tile pilasters at either side of the entrance. Recessed into the tile of these pilasters are large, aluminumframe attraction boards. The ticket window is at the right as the patron enters. Marquee and its changeable letter attraction board are curved outward and arc as far as the curb line; while the marquee soffit and its incandescent lighting sweep AUDITORIUM (above) is entered through doors at the head of each aisle. Four curving steps across the whole width of the screen opening lend an illusion of intimacy, while strictly functional lines are tempered by old-fashioned drapery at proscenium opening and neo-classical pilasters. FOYER (left) is walled with panelled mirrors alternating with panels of homelike wall paper. Refreshment stand is at the corner where patrons turn from the lobby into the foyer. inward to all-glass entrance doors located approximately ten feet inside the building line. The arrangement creates the effect of an outer lobby of which the street itself forms part. The very spacious inner lobby (completely visible over its full length through the plate-glass entrance doors) is walled with marble, with bevelled mirrors carrying modernistic chrome and crystal appliques, with relieving panels of walnut and ebony wood, and with banks of green plants and living flowers. There is no advertising of any kind along these lobby walls. Flooring is non-slip tile set in geometric designs. Lighting is indirect, from coves at either side of the ceiling, from coves alongside the few wall mirrors, and from a few downlights. At the far end of the lobby, the patron turns left to enter the foyer. Set in this corner, equally visible the length of the foyer and the length of the lobby, is a large, semi-circular, brilliantly-lit refreshment stand. It forms the common focal point of both lobby and foyer areas. Foyer Is Homelike In the foyer side wall opposite to the lounge door are the doors to the auditorium aisles; and at the end opposite the candy stand (not seen in this picture) are neo-classical pilasters similar to those at either side of the auditorium screen opening. Except for the doors, foyer walls present panels of mirrors alternating with panels finished in homelike wall paper. Some of these carry framed pictures. Foyer lighting, other than the blaze at the refreshment stand, is from a single ceiling trough located at the opposite side from the entrances to the auditorium, and from large, domestic-style table lamps. The auditorium seats 1,387. Lighting is partly indirect, partly by downlights. There are no fixtures. The strictly functional screen opening is devoid of proscenium but graced with old-fashioned tasselled draperies. Four curving steps that sweep across the whole width of the screen opening and lead upward to the screen platform add an illusion of intimacy. There is an elaborate air-conditioning system, said to have cost $100,000. The screen is the new Glascreen. Lounge Strictly Modern The lounge is strictly modern in decor. It has heavily-upholstered, very comfortable furniture, a rubber tile floor, large table-stjde reading lamps, metal sand urns, and a ventilated telephone booth for the convenience of patrons. The Poli is owned by Berkman Brothers, well-known Norwich builders, who designed and constructed it throughout. They incorporated many refinements, including fireproofing of the wood used in its construction. Operation is entirelj' in the hands of the Loew circuit, under lease, with Joe Boyle as manager.