Boxoffice (Apr-Jun 1939)

clearly show what can be done with careful planning to convert an old building into a modern motion picture theatre at a minimum expense. The theatre seats 543 persons and costs were as follows: General contract, $17,731; electric wiring, $2,500; air conditioning, $7,142; decorating, $700; marquee and sign, $1,785; electric lighting fixtures, $685; making a total cost of $30,543 for the alterations. The economy of careful planning is well pronounced in this instance. In Selecting Carpet Consider the Design Design is so definitely a factor in a theatre’s decorative scheme that one’s first decision in buying carpeting must be whether to use plain color or figured patterns. The floor covering may very well be considered the basis of the decorative scheme. The question of design is so vitally important that consultation with the architect or the decorator is urgently suggested. What has been said about design applies equally to color. Although both design and color may depend considerably on individual taste, it is the essence of good decoration that both be “naturals” for the purposes intended. If the purchaser requires plain carpetings they can be supplied in a large number of soft, pastel shades, which blend perfectly into other decorative features. These plain carpetings can be supplied in weaves of various qualities. Designed carpetings may be divided into three groups: (1) Goods of a limited number of popular patterns which are carried in stock. If a client’s needs can be met with such carpetings it quite naturally will save money, for these patterns are usually lower in price. (2) Goods for which designs already have been made but which are not carried in stock. Hundreds of designs of this kind are available. These goods require special weaving, but designing costs are saved. (3) Special designs prepared upon order. Many notable rugs and carpets carrying out the color and design of the rooms in which they are to be used have been produced in this manner. Special designs can be prepared and woven in any of the popular fabrics, but the color and pattern restrictions vary for the different weaves. Carpet design experts are glad, when a particular problem is up for decision, to aid any customer in selecting the fabric which both in wear and design possibilities is best suited for a specific use and at a specified price. With hundreds of finished designs to select from and expert designers at his service, the theatre owner has no serious pattern restrictions to meet today. He can get what he wants in any fabric and in any quality. Brightness of Screen and Its Surroundings To relieve brightness contrasts between the screen and the immediate surroundings in the interest of increased eye comfort, a low brightness of approximately one foot-lambert on surfaces adjacent to the screen is recommended. In lighting such surfaces, the source must definitely be concealed and so directed that no light spills onto the screen to reduce the clarity of the picture. Any technique may be used — coves, shielded downlights or masked projectors — that will in effect border the picture screen with lighted surfaces about one-tenth of the brightness of the screen itself. THEATRE MODERNIZING GUIDE Through the co-operation of our affiliated architects, leading manufacturers, their engineers, designers, dealers, contractors and others, a majority of whom are active members of The Modern Theatre Planning Institute, we are prepared to assist the theatre-owner in selection and application of all commodities and services needed in remodeling and modernizing by placing him in touch with dependable sources of supply. As sponsor of the Institute, we strive to impartially relay each inquiry only to sources of reliable information. However, we do not guarantee all statements or claims made in connection with products offered MAIL THIS FORM FOR FREE INFORMATION The MODERN THEATRE Planning Institute, 4-1-39 Room 334 — 332 S. Michigan Ave. Chicago, 111. Gentlemen: Without cost or obligation please arrange to have data supplied to us covering the following subjects: □ Acoustics □ Air Conditioning □ Amplifiers □ Architectural Service □ Carpets □ Coin Changers □ Complete Remodeling □ Decorating □ Heating Equipment □ Lighting Fixtures □ Lounge Furniture □ Plumbing Fixtures □ Projectors □ Projection Lamps □ Screens □ Seating □ Signs and Marquees □ Sound Equipment □ Theatre Fronts □ Ticket Machines □ Other Subjects Theatre Seating Capacity.. Address City State.. Signed.. ( Owner-Manager) BOXOFFICE :: April 1, 1939 65