Boxoffice (Apr-Jun 1939)

THEATRES SET PACE IN MODERNIZATION TREND nVfl O OF DIU 0 COOLING! AND NOW — Hunt’s Liberty Theatre has been given new glamour, a front of white and red vitrolux. Its new sign letters are blue. The new ticket booth at left has a base of satinol louvrex, a decorative partition glass with directional pattern. THE moving picture theatre, as the center of interest and gaiety in most American shopping districts, in recent years has assumed more and more the role of architectural pace-setter. In the trend toward modernization now sweeping the country, picture theatres are playing a dominant role. In scores of communities they have been first to adopt striking new ideas in design and to make advantageous use of new structural materials. This is due, in large measure, to realization by theatre managements that they have unparalleled opportunities for making their establishments the “pride of the neighborhood.” They find that when 8 . theatre gains that position, its natural drawing power is enhanced far beyond the pull of its day-to-day film attractions. It becomes the “show place” as well as the show house. Increasingly popular in the refurbishing of theatre exteriors are the recently-perfected structural glass materials which combine with modernity the important quality of remaining ever new in appearance. A recent “dressing up” job on Hunt’s Liberty Theatre, at Cape May, New Jersey, is a good example of the effectiveness of emphasizing neatness and brilliance, while shunning gaudiness. The Liberty’s new front is composed chiefly of vitrolux, a tempered glass which is coming into wide use because of its unusual strength, light-transmitting properties and adaptability to both daytime and night-time lighting conditions. The old “shingled” marquee and the rows of exposed light bulbs are gone. In their place is an ultra-modern marquee of translucent glass, which appears an opaque colored material by day and glows with unifori illumination at night. In the opinion of William D. Hunt, secretary of Hunt’s Theatres, Inc., operating along the New Jersey shore, the use o. vitrolux translucent signs for theatre marquees represents “the greatest forward stride in sign lighting since the advent of neon.” “The reaction from our patrons on the improvements has been splendid,” he said. “Many have gone out of their way to stop and offer congratulations to the manage # ARCTIC-NU-flIRE— Fresh air in motion # KOOLER-AI RE— Washed air in motion • KOOLER-AI RE -For 55° water New Low Prices WRITE UNITED STATES AIR CONDITIONING CORPORATION MINNEAPOLIS, MINN., U. S. A. Look to GENERAL for your biggest theatre seating dollar's worth. Built with the finest of materials, product of the most skillful labor, yet actually For the most economical new chair or re-seating job, consult GE NERAL'S trustworthy dealers, they will give you "A SQUARE DEAL CHAIR DEAL." M GENERAL i.I.i.I.i.I.iJ GENERAL SEATING COMPANY CHICAGO costs you less. INSTALL A bTABILAPC Motor Generator and be assured of a DEPENDABLE, UNIFORM Power Supply for yiqhf\9ntMisily The most complete line of motor generators on the market. 42-60-80 VOLT MULTIPLE 35 VOLT UNITWIN (Requires No Ballast Rheostats) AUTOMATIC DEVICES CO. 1035 Linden St. Allentown, Pa. Export Office: 220 W. 42nd St., New York City Also Manufacturers of Allentown Steel Curtain Tracks and Curtain Machines 68 The MODERN THEATRE SECTION