Boxoffice (Apr-Jun 1939)

over the recessed displays and at the side of the mirrors, the new fluorescent tube lighting was installed. This modern form of lighting has created a striking effect that is different from anything possible with the conventional type of lighting. This especially so since the Plaisance is the first theatre with an installation of this kind in the Chicago area. While the ceiling was entirely painted, the entire wall and projected cove area was covered with an attractive veneer of Brazilian rosewood. To tie in with the walls, the newest type of modern streamlined ticket chopper was installed as well as modern clocks mounted on the side wall mirrors. Furnishings Modernized Too Considerable care was taken in designing the lobby furnishings. The carpet was worked out in a “Baroque” design in shades of blue and rust. The lounges were of special design because of the rather steep incline in the floor. They are upholstered in a coral ribbed mohair material to withstand public use. The builtin console with the mirror above and lighting from the side was introduced for the benefit of the women patrons. While the Plaisance front was not remodeled at this time, the owner and the architect feel that what has been done was done thoroughly and well and in a manner that solved the problems at hand most satisfactorily. Since the remodeling, the Plaisance has been playing to packed houses, which, after all, is the best proof that a thoroughly successful renovizing job was accomplished. Furthermore, to make our point inescapable, the Plaisance was not playing to packed houses before this renovation. Once again our theory has been confirmed. It actually pays you to keep abreast of the times with a house that invites and welcomes your customers and warms their desire to patronize your boxoffice more regularly. Does your house offer your patrons only an indifferent reception? Does your boxoffice reflect that condition? There can be no better time than now, when all your customers are “spring cleaning conscious,” to step out and put your house into new spring dress. Too many small theatres are poorly equipped for outdoor advertising display. A brilliant marquee makes up the difference between a little theatre and a big one, in the public eye. Advisory Service Since modern theatre decorating is a specialized art requiring counsel, creative talent and planning ability which are not usually available at all points of the country, Mr. Teichert has agreed to serve our readers in an advisory capacity. He will be glad to correspond with any of our readers who may wish information and advice on decorating procedure. All such inquiries will be given prompt attention. Address your inquiry to The Modern Theatre, 332 5. Michigan Avenue, Chicago, Illinois. It will be immediately referred to Mr. Teichert for analysis and advice, without obligation. Laying Out Copy for Sign or Marquee A new idea has recently been developed which is remarkably helpful to busy theatre men. A set of rubber stamps of the complete alphabet and symbols has been prepared for each of the various sizes of silhouette sign letters now available. The rubber stamp letters are reduced to a scale of % inch to one foot. Printed sheets have also been prepared, ruled with lines to represent exactly the layout of a multiple attraction board. These sheets are also on the scale of % inch to one foot and need only be cut to the exact size of the opening in the sign to be laid out. With these rubber stamps and ruled sheets, the advertising department of the theatre can lay out an exact reproduction, in miniature, of the sign opening with all copy set in place, properly spaced. Guesswork is eliminated and the theatre owner or manager can see exactly how the display will look before giving it to the change crew. The rubber stamp sets are quite reasonable in price and are available through Wagner Sign Service, Inc., who developed the helpful idea. Sfe? MfARfS A NEW THEATRE FRONT WITH GREATER SALES APPEAL COLOR lighting effects on the exterior of the new Lakewood Theatre in Dallas, Texas, helps attract crowds . . . build box office . Incandescent lamps light the twinkling; hall atop the tower and the letters in the Lakewood” signs. Mercury vapor lamps (400 watt size) are used to floodlight the exterior walls and also to light the beacon just beneath the tower ball and the beacon on the far right. The tower itself is lighted with green luminous tubing behind vertical baffles whose fronts are lined with red luminous tubing. Beneath the marquee, decorated with gold and green luminous tubing the dual attraction hoards lighted with incandescent lamps, are 189 exposed 25 watt Mazda lamps closely spaced in rows to give directional effect. They are interspersed with 14 recessed reflectors using 150 watt Silvered Bowl Mazda lamps. This installation was planned by E. C. Zrenner of the Interstate Circuit, and H. F. Pettigrew, Architect. For new lighting ideas to give your theatre exterior greater attraction value, write General Electric Co., Dept. 166-BO-D, Nela Park, Cleveland, Ohio. GENERAL ® ELECTRIC , WAIT DISNEY'S SNOW WHITENS SEVEN DWARFS ' AUTUMN FASHIONS BOXOFFICE : : April 1, 1939 59