Boxoffice (Apr-Jun 1939)

Another Fine Contribution To Our Industrial Security (Continued from page 41) Wisconsin will be more than the start of a new commercial enterprise. “In a very real sense, a theatre is a community expression. In it people find entertainment, education and that vicarious outlet for emotions and ambitions which human beings have found they needed as an escape from the ordinary routine of their lives. “From the earliest recorded history, the need for the theatre as supplying those things has come down unchanged in basic principles. Time, of course, has changed the methods, but the theatre, from the first posturings and mimicry of the early mummers down to the present lavish talkie production, is still theatre. “The theatre reaches all of us. Whether young or old, people find that urge to see life reflected from the stage or screen irresistible. Moving pictures have brought within the means of all the satisfaction of that urge. In America, the result has been the creation of an industry of huge proportions, an industry in all its allied phases that is of key importance in our national economy. “As one of those phases, the new Wisconsin Theatre which Mr. and Mrs. Frank Eckardt have built is significant. Beyond that, it is important to the community because doubtless every man, woman and child of this vicinity will one day go to the Wisconsin. An enterprise that touches upon the lives of everyone needs no comment about its importance.” Comfort and Beauty In Seat Upholstery One glance at a theatre seat upholstered in modern mohair velvet gives the impression that it would be very pleasant to touch. It is soft and inviting — the sort of thing one associates with the word “luxury” in fabrics. The mohair pile fibres are elastic. They form a springy, shockabsorbing cushion that makes sitting easier, less tiring. The “third dimension” of modern mohair velvet also contributes greater coolness in warm weather. The low-pile surface of this type of fabric allows ventilation and prevents heat-producing friction. Mohair fibres are conductors of heat; allowing heat from the body to pass out into the air. The manner in which the pile fibres respond to light accounts for the depth and richness of mohair velvet’s coloring, the luxurious sheen and lustre of its surface. These fibres are translucent. Light penetrates and is softly diffused; it filters through into the shadows at the base of the pile. The colors are never harsh because they come from the heart of the fabric, rather than from the surface. Modern mohair velvet, with the new tailoring facility afforded by its low pile, sets the standard for meticulous tailoring and dressy appearance in theatre seating. It is ideal for this purpose, used either alone or in combination with other time-tested upholstery materials. 30855 It’s a perfect act any way you look at it! You need style in your Theater Carpet but you needn’t go bankrupt getting it ... if you specify Mohawks! Mohawk weaves a wide, W-I-D-E range of Theater Carpets such as Rialto, Scotia, and the Broadway Group with your problems of house appeal, traffic, and budget in mind. Mohawks are colorful as a peacock . . . soft as a cat’s step . . . longdived as an elephant. They’re built for ’’the show places of the nation” or the smallest theater of the land. Before recarpeting — write to Mohawk — get the facts on Theater Carpets. MOHAWK CARPET MILLS, INC. • AMSTERDAM, NEW YORK BOXOFFICE :: April 1, 1939 61