Boxoffice (Apr-Jun 1939)

90RI& KARLOFFS DB nm Mem Ayai monster tsas ! ADP1B MARCH Of Tile feet of their adaptability. Likewise, silhouette letter display was born about that time. Today, its use is almost universal in the theatre field. Spirit of Progress Reflected Other new display lighting ideas have been presented in the several world’s fairs which have taken place in the years since 1933, and each year has shown more dependence by fair exhibitors upon unique lighting for greater attraction. Likewise, theatres throughout the country which have been built or remodeled during these none too fertile years have reflected the progress spirit of modern display lighting as first presented at these expositions. We of the theatre industry may look about at our structures with excusable pride in most cases, because it is true that a majority of good showmen were first to absorb and make use of exposition-presented technique in their places of business. In almost every community, the theatre has led in modernization of its property — with profitable results. Particularly is this true of theatre front modernization. And in almost every case, the neighboring shops, restaurants and competing forms of business have kept pace, taking their cue from the community bright-spot — the cinema. The unfortunate case of the theatre which has become obsolete, however, in the face of all this progress generated by the great world’s fairs and their farreaching publicity, is becoming known to all. Patronage will not support such a place of entertainment when it has been and is being still further educated to expect and demand functional modernism and the beauty of newness. Indicative of progress in theatre application of ideas which undoubtedly were fostered in some measure by recent world's fairs are a few theatres, the brilliantly displayed front elevations of which are pictured here. It is only natural to assume that the modernity shown in their effective lighting display out-front is carried through in the interior. And they certainly do appear to be examples of what moving picture theatre patrons expect and will support in the v/ay of places of entertainment. These few examples, picked at random, are typical of the times. The Cabrillo Theatre, at San Diego, and the Tower at Sacramento, California, are both typical of what it takes to turn public attention toward the boxoffice. Both have artistic fronts of the streamline type which serve as an effective setting for informative advertising display in “streamline” silhouette letters. (Photos courtesy Adler Sign Letter Co.) Examples of Interest The Meralta Theatre, a new house in Los Angeles, is outstanding in many respects. It has been planned architecturally to take advantage of the latest provisions offered by modern scientific lighting and it fairly gleams with beauty. A beacon-like-name-sign of unique design tops the three-sided marquee, which has more than ample space for advertising the complete program. Silhouette letters in various sizes on a brilliant white background form an advertising medium that is potent yet refined and attractive. Another California theatre, the Tower, in Sacramento, is also a worthy example of a small exposition in its own right. In this project, the simple architectural lines of the theatre building have been outlined strikingly in neon. The brightly lighted exterior lobby with centrally located boxoffice as a focal point also shows astute planning by the architect, William B. David. A three-sided attraction board equipped with 12 and 16-inch changeable silhouette letters is located above the circular canopy to form an innovation in theatre front construction. And it is most effective. The Central Theatre, located on Times Square, in New York City, provides an interesting example of a “face-lifting” project. With competition from many sources close by, plenty of light was necessary to make this theatre stand out in the crowd. Remodeling the marquee to make use of A modern marquee makes a marked change in the appearance and display efficiency of the Temple Theatre, in Los Angeles, as will be noted in these “before” and “after” views. (Photos courtesy Wagner Sign Service, Inc.) more light and varied sizes of silhouette letters proved to be the answer. Exhibitors, please note: The “before” picture shows the Central advertising two features and a suspended price sign reads “25c”; the “after” picture, also taken at night, more strikingly advertises one feature and the price sign proclaims “all seats 35c.” Apparently prices went up with the improvement and an extra “feature’ was discarded. From Coast to Coast Back to the West Coast again, to San Diego where a very successful world’s fair took place not so long ago, we may study the Cabrillo Theatre, one of the most interesting small theatre display projects in Southern California. It has a semi-circulaf marquee outlined in rose and gold fluorescent tubing, on which three lines of silhouette letters stand out against a flashed opal background in brilliant relief. The name “Cabrillo” across the front of the building is on an art glass background with five-feet high raised (Continued on page 55) tlW MARSHAuJ BOXOFFICE :: May 27, 1939