Boxoffice (Apr-Jun 1939)

Upper view is that of the auditorium of the Leola Theatre, Minneapolis, Minn., before acoustical correction and a new decorative treatment was applied. Note unsightly exposed light fixtures, radiators and general unattractiveness. Lower view of the same auditorium after modernization with Acousti-Celotex on the walls arranged in strikingly modern patterns and panels set off to advantage by new lighting fixtures and concealment of unsightly radiators. An improved setting for the picture screen is thus provided. (Photos courtesy Celotex Corporation.) resorted to by theatre owners. A Combination Contrived After a time and with some persuasive prodding, to which we personally plead guilty, several manufacturers of interior finishing materials contrived a happy combination of acoustical efficiency and decorative effect into certain products that could be applied economically sans expensive structural alterations over existing walls and ceilings. The idea caught on quickly. And to these several product creations for acoustical efficiency and decorative effects that are easy to look at, we must credit in no small measure the emancipation of theatre men from the troubles that once beset them in applying sound correction decoratively. While we refer principally to the new materials at present available for the modernization of theatre interiors — walls, ceilings and floors — we must give credit generously to manufacturers of all classes of materials and equipment that now find use in our modern theatres of all sizes. Size today has no relation to House Appeal, since the small theatre to succeed must provide it without regard to proportion. The acoustidecorative problem is but one of many that has been successfully met with modern materials to the prestige and profit of the moving picture industry. Comfort for theatre patrons has come into the picture largely by reason of the development of better materials for building and modernizing the moving picture theatre. The new interior finishing materials to which we refer are not all alike in their composition. Each has its characteristics, colorings and general competency for various conditions. Among all of them, the comparative ease of application, inexpensiveness and fitness for purpose are pronounced. Use Values are Expounded The aggressiveness employed by various manufacturers and suppliers of these new materials in emphasizing the use values of their products and instructing purchasers on application and maintenance is inspiring. Quite typical of the spirit of progressiveness that prevails in this classification is a statement from Mr. P. A. Ward, sales manager of Wood Conversion Company, to the editor, from which we excerpt some interesting information. In part we quote Mr. Ward: “During the past year our product de velopment department has introduced several significant innovations to the theatre trade. Among recent developments are two which are of interest to the theatre builder and remodeler — a new material for wainscot and the new product in predecorated wood moldings. “Realizing the trend toward more colorful theatre interiors,” says Mr. Ward, “we put our product development department to work on getting more color into our interior finish products. After extensive study, we learned that our products had the true fundamental basis for color harmony. Being produced in variegated shades from light tan to rich brown and old ivory, they were found to have the basically neutral colors which can be combined with all other colors. To observe the laws of color harmony it is essential for the larger background colors to be neutral — leaving the trim or smaller decorations to (Continued on following page) Cover Illustration An inspiration to the coinage of a new phrase, ‘‘striking simplicity” is presented by this sectional side-wall view of the auditorium of the Chelton Theatre, in Philadelphia. Here decorative sufficiency in harmonious effect is successfully combined with acoustical efficiency through the application of a modern material. The eye appeal and trim neatness of this decorative treatment is no less commendable than the acoustical correction it provides. The picture strongly suggests a starting point for Spring Renovation in many theatres where such treatment is sorely needed. (Photo courtesy United States Gypsum Company) . BOXOFFICE :: April 1, 1939 43