Boxoffice (Jul-Sep 1947)

JUS! Off 1 BdDS Architectural renderings in early-stage visualization of new theatre building projects soon to be erected or now under construction. The completed projects will be pictured and described in greater detail in forthcoming issues of The MODERN THEATRE section. Plans are copyrighted by Victor A. Rigaumont, Theatre Architect; all rights reserved. Exterior in perspective of the Penn Theatre for Blairsville, Penn., as rendered by Architect Victor A. Rigaumont, Pittsburgh designer of theatres, for his client Lipsie Brothers Enterprises. The new Penn, plans of which are now out for bids, will be started as soon as the government gives it the green light, according to Mr. Rigaumont, who is a charter member of the Advisory Staff of The Modern Theatre Planning Institute. When completed, the Penn will have 800 seats, all on one floor, and will be entirely fireproof in construction, with a mez zanine floor housing the projection room and television quarters. A ventilating duct will carry refrigerated air in summer and heated air in winter to all points of the premises by entirely automatic operation. There will be a room for commercial enterprise on the corner, with a mezzanine and basement and the entire front of the structure will be of structural glass and glass show windows in aluminum frames. The sign and marquee will be of enameled steel. Interior treatment will consist of acoustical plaster ceilings, stretched drapery walls, and the lighting system is to be completely indirect. TQ BE CONTINUED V. A. Rigaumont Architect WESCA Names McLean Advertising Manager Tony McLean has been appointed manager of advertising and sales promotion of Western Candy Distributing System by Herbert R. Ebenstein, general manager. McLean was formerly display director of the W&J Sloane Fifth Avenue store in New York City. Prom there he became assistant promotional manager of United Artists in New York City. Two years ago Mr. McLean came to California, where he had charge of promotion and exploitation at Warner Brothers’ Hollywood Studios. Mr. McLean, in cooperation with Mr. Ebenstein will inject a new note into the advertising and promotion of candy. McLean will apply to candy many of the principles he used so successfully in merchandising for the big retail stores on New York’s Fifth Avenue. He feels that candy properly dressed and displayed with good taste and an eye to the spectacular, can help make the public more candy conscious. Combining display techniques with a style of advertising that has been proven by the motion picture industry, they will strive to hit a new high in the candy advertising field. Overworked words, such as “luscious” and “delicious,” and tired phrases like, “melt in your mouth” will be avoided. Their psychology will make use of familiar phrases not related to the candy business; but words that will create a pleasant picture in the prospective buyer’s mind. An extensive campaign is now being planned that embraces every phase of operation in the candy field, including the merchandising of the popular confection throughout the theatre field. THE VOICE IN "STIR" Hard-boiled criminals are going to hate Altec Service; but they’ll love Altec Lansing, Altec Service’s subsidiary, according to Harold Wengler, Altec’s advertising man. They’ll hate, says Hal, because the projection room of the FBI in Washington is going to be serviced by Altec, which means that every word the “baddies” are caught saying by the FBI sound camera sleuths, will be heard with devastating clarity when the sound film is screened for Mister Hoover’s young men. However, the guys in durance vile at the Illinois state penitentiaries at Menard and Joliet will love Altec Lansing because, continues Hal, “because of the ‘Voice of the Theatre’ speaker systems, just installed. Theatre Confections Bars — Box Chocolates — Gum NEW LOW PRICES — Effective July 2l8t ALL TOP STANDARD 5 & 10c BARS 85 Cents a Box i.o.b. Chicago, per case. Now Available LOBBY DISPLAY CASES in 3, 4, 5 and 6 ft. lengths. Information on request KAYLINE COMPANY Hollycourt 9009 1538 W. Jarvis Ave. Chicago 26. Dl. 24 The MODERN THEATRE SECTION