Showmen's Trade Review (Oct-Dec 1949)

Twin box-offices at the entrance (top) serve four lines of cars simul Admissions are 60-65 cents for adults, depending on time of week; taneously. Private road beyond them is paved, lighted, and fenced with 12-20 cents for children between ages of 6 and 12 years ; children rustic fencing; and serves as a holding area when theatre is filled. under 6 always free. Immediately above, view of parking area. Built for Patron Comfort and Family Trade Walter Reade's Latest, Near Trenton, New Jersey, Accommodates 8 50 Cars Fully paved, hard-surfaced grounds, insect-repellent lamps, and complete fencing to keep out road lights and car lights are among the features built into this latest Walter Reade drive-in theatre for audience comfort. Trees found on the property were so far as possible retained to reserve the appearance of a pleasant, park-like area. The play area is open to the public during the day for use as a free community center. Advertising stresses family appeal. "It's for the entire family," says a folder. "They remain intact as a group while being entertained in the confines and comforts of their car. All can come, including the elderly who need face no stairs or crowds." The new drive-in covers 16 ¥2 acres, and accommodates 850 cars. It is known as the Lawrence, and is located in Lawrence Township near Trenton, New Jersey, on U. S. Highway No. 1. The name tower, 40 feet high, and lamped with flashing neons, is visible for long distances in both directions because the highway is both straight and flat. The changeable letter attraction board is two-sided, arranged like a letter 'V.' Cars enter the theatre at the far side of the name sign as seen in this picture, and exit at the near side. Ticket booths can serve four lines of cars at once. The long road between ticket booths and theatre proper is paved, fenced and lighted, and serves as a holding area when the theatre is filled. Screen im.age is 60 feet wide, and projection throw 300 feet. Projection room, refreshment room and rest rooms are all located in the same cinder-block building. Tables, chairs and benches are placed immediately in front of the refreshment room, doors of which swing upward to leave its entire face wide open. Refreshments sold include popcorn, soft drinks, hot coffee, ice cream and candy. A center aisle running the full depth of the parking area facilitates access afoot to rest rooms, refreshment counter and play area. Policy calls for three changes of program— on Sundays, Tuesdays and Thursdays. Admission prices inclusive of taxes are 60 cents for adults, 12 cents for chil Cars enter theatre at the far side of this name tower and exit at the near side. Name sign, lighted in flashing neon, is 40 feet high and is visible for long distances in both directions. Changeable letter attraction board is twosided, V-shaped. dren between the ages of 6 and 12, from Monday to Thursday; and 65 cents for adults, 20 cents for children. W. W. Smith of Camden, New Jersey, and Melvin Fox of Philadelphia were associated with Walter Reade in construction of the drive-in. Landscaping surrounds entrance area and completely separates theatre from highway. Additional rustic fencing all around protects patrons against road and car lights. Fence m turn is surrounded by trees that were carefully preserved during construction. Tables, chairs and benches are set out before this refreshment room, doors of which swing up to leave its entire face open. Popcorn, hot coffee, soft drinks, frankfurters, ice cream and candy are among refreshments sold. Projection room is at left of same cinder-block building, and rest rooms in the rear behind the refreshment room.