Boxoffice (Apr-Jun 1939)

set up the desired effect with brighter, stronger colors. These laws are fully observed in the coloring of the new interior finish materials and moldings.” In commenting further on the new developments, Mr. Ward explained, “The new wainscot has been developed in texture and color to harmonize with the shades of our tile, plank, board and the new moldings. Because the wainscot is used on base walls and wall areas which must stand abuse, it is supplied in a new mahogany brown shade with a tough wood-grained surface, scuff-resistant. “The moldings,” continued Mr. Ward, What modern materials efficiently applied in harmonious arrangement can do for House Appeal is apparent in this view of the foyer of the Wyandotte Theatre, at Wyandotte, Mich. Luxurious carpet in hold design offers a pleasing contrast to plain walls and ceilings. Other modern fixtures are complementary. (Photo courtesy Alexander Smith & Sons Carpet Co.) Weatherwood, a modern interior finish material, is the medium of decorativeacoustic efficiency in the auditorium of this well-equipped theatre in Clearfield, Pa. (Photo courtesy United States Gypsum Co.) “are entirely new in the interior finish line. To assure complete color harmony they are pre-decorated in shades which were selected by a nationally known color expert to harmonize perfectly with the shades of our other products. The design selections of these moldings were also made by one of the nation’s leading authorities on design. “Color harmony is exemplified in the combination. A design can be arranged for any style interior and the desired color effect can be worked out. No matter what combination is used, it will always be in complete color harmony.” Extravagance Unnecessary Contrary to a popular misconception among theatre men, which fortunately is being steadily diminished by the light of facts, theatre property modernization is no longer such an expensive process, when skilfully planned for the application of many modern materials. In the halcyon days referred to previously herein, dependable manufacturers and suppliers of trustworthy merchandise were prone to hold themselves aloof from the hurly-burly market of make-believe, where once low price was the lever that controlled a sale — if the commodity merely “looked good.” But the situation has changed. Nowadays reliable manufacturers of new materials are meeting the theatre industry more than half-way with consistent improvement in quality and use values at price levels far below what such values would have run had they been available ten or fifteen years ago. Thus the theatre man who looks for quality in his material requirements doesn’t have to rely on imagination to find it. He needs only deal with responsible manufacturers. New materials for theatre modernization are plentiful. The theatre market is no longer a “country cousin” in the minds of those who manufacture and merchandise the more dependable products of industry. A better understanding of intrinsic values on the part of theatre owners and on the part of manufacturers a clearer conception of the needs of theatre operation has effected a happy coordination of mutual interests. Theatre modernization is now well within the means of every theatre owner, thanks to the availability and inherent advantages of many new materials. And we reiterate, this goes for almost every mechanical requirement of modern theatre operation. Foyer walls in the Hiland Theatre, Des Moines, Iowa, are always spic and span because of their Rocoteen covering. This modern fabric offers unusual decorative possibilities and presents an inviting interior to the theatre’s patrons. To be noted herein also are such modern utilities as automatic door closers, push-bars, and a particularly striking pattern of carpet. (Photo courtesy L. C. Chase & Company.) i 44 The MODERN THEATRE SECTION