Boxoffice (Jan-Mar 1941)

standards in pleasing harmonious color schemes suggest comfort even before the patron is seated. Other innovations include colorful new upholstery fabrics in mohairs, corduroys and leatherettes; special life-time enamel finishes for metal parts, and as previously mentioned the foam rubber cushion which either alone or cleverly combined with steel springs of various improved types provides all that can be called for in theatre seating comfort. The Delivery Situation While the National Defense Program requirements on American industry have not as yet seriously affected the manu Detroit’s new Parkside Theatre promotes comfort and relaxation as highlights of its recreational policy. For this purpose, 862 single chairs and 14 love seats in the new “Commodore” model spring back style were selected by its owners, Erving and Sidney Moss, and Architects Bennett & Straight, to serve as real comfort facilities for the patrons. The exact model (inset) has all the posture and ease qualities available today and for beauty it is entirely harmonious and complementary to the auditorium decorative scheme. Red aisle standards with cream colored trim are used with clover red mohair backs and ivory leatherette seats. (Photo courtesy American Seating Company). matical in view of present conditions; but all indications lean well toward the probability that theatre seating costs are lower now than they will be in many years to come. Meanwhile the theatre seating industry remains entirely at your service. facture and delivery of theatre seating, it is anticipated that some interference is to be expected soon, especially in a possible shortage of steel and certain upholstery fabrics. But certain of the manufacturers have already protected themselves well against such events by laying in huge supplies of such materials that may be affected by defense measures. One such concern advises furthermore that they are standardizing or grouping their lines of seating, so that with a quick interchangeability of stock seats, backs and standards, they can accommodate theatre trade with delivery of the finest in modern theatre seating on even shorter notice than has been possible heretofore. The price situation is seriously proble The Loop Theatre in Mobile, Alabama, a new Saenger house, has all the elements of comfort and beauty highly exemplified by its seating installation. An insert panel chair was selected (inset), having all-steel welded construction and a metal rim on the back for the protection of upholstery material. The seat cushion is of standard 20-coil construction giving extra comfort without additional cost. To harmonize with and complement the color scheme used in the Loop’s auditorium, the chairs are upholstered and enameled in delicate shades of coral and peach, thus making the installation by Wil-Kin Theatre Supply Co., decoratively beautiful as well as extremely relaxing. (Photo courtesy International Seat Corp.) Special Advantages of Rubber Seat Toppings Among the remarkable advantages of the new development of foam rubber seat topping for theatre chair upholstery, the following are pointed out by manufacturers of the material, seating companies and buyers of new theatre seats as well: The material provides the most comfortable seat cushioning ever developed. It can’t pack down, can’t bulge or lose its shape. It actually outlasts the ordinary spring unit, and it is absolutely dustless, proved germ and moth proof. Upholstery covers last longer over its smooth, flexible surface. It puts greatest strength at the most vulnerable point for seat wear. Furthermore, the material actually improves acoustics since it is a known sound insulator. Any customer survey will indicate the value placed on good seating. This new development is one way to assure seating comfort. The MODERN THEATRE SECTION