Boxoffice (Jul-Sep 1947)

Signs That Sell Are the Features in This Foursome . . . (Continued from page 22) the beacon-type is outstanding. Different architectural design, however, makes of each house a personalized individual. The aforementioned Agnew Theatre has the tall pylon extending well above the building itself, and indeed this tower is the tallest illuminated structure in the surrounding territory. The name of the theatre, set vertically in large modern letters, occupies three sides of the pylon. thus making it visible in all important directions as befits a corner location. The letters are black silhouettes in daylight, but at night they gleam with all the brilliance of the three strokes of neon which form each letter. Each side of the pylon is bordered in neon to make the effect truly eye-stopping. The marquee of the Agnew is wedgeshaped, extending around the corner entrance and providing visibility in three directions. It also is equipped with many horizontal lines of bright neon. Two large attraction boards offer the ultimate in visibility and selling through the latest letter advertising technique. The attraction panels are equipped with clean-cut silhouette letters. The Plains Theatre in Roswell has an w The types of motion pictures that attract each meml)er of the “great American family” to the neighborhood theatre may differ. But about one attraction, opinion is always unanimous . . . the tvashroom must be clean! A clean washroom plays a vital role in keeping the great American family in “box office” line. In getting Dad, Mother, Sis and Brother to return regularly. In your own theatre ... be sure that this sanitary atmosphere — the added feature that never shows on the marquee — is included in the price of admission. CLEANSING DISINFECTANTS • INSECTICIDES • KOTEX VENDING MACHINES PAPER TOWELS • AUTOMATIC DEODORIZING APPLIANCES • LIQUID SOAPS One of West’s functions is to help theatre washrooms pass the most critical patrons “eye and nose” test. West Washroom Service is efficient, thorough, economical and profitable. Consult one of West’s trained representatives. Products That Promote Sanitation 42-16 WEST STREET . LONG ISLAND CITY 1, N. Y. WEST DISINFECTING CO. LTD. MONTREAL, QUE., 5621-27 CasRraln Ave. • TORONTO, ONT., 2299 Dundas SI, W. CALGARY . EDMONTON HAUfAX . REGINA ■ SASKATOON ■ VANCOUVER • WINNIPEG equally interesting use of the namesign and marquee as .■selling elements. As explained by the architect, it is his idea to give a lot of flash and color to the fronts of smaller theatres wherein the interior is kept comparatively plain. The Plains indeed has a lot of “flash.” The namesign in this case is located off-center, thus to play up the unusual contour of the facade which is enhanced by the reflected illumination. Huge letters forming the name of the theatre on the large wing-shaped sign are lighted by neon tubing, as are decorative lines of the sign. The marquee of this house is massive, extending across the entire front. It carries an unusual amount of brightly colored neon in interesting ornamental designs. Large attraction boards reaching nearly across the two sides of the semi-circular marquee carry the new multi-sized silhouette letters in both black and colored plastic. The new Boomer Theatre in Norman, as befits a theatre catering to the college element, plays up the university colors, red and white, in its display. The large namesign at one side of the facade towers well above the building to form a beacon. White neon on white block letters against a red background are the principal ingredients of this impressive namesign. The marquee in this case, also painted red, has horizontal lines of white neon running around its wedge shape. Large attraction boards carry the latest plastic silhouette letters, principally in red. The May Theatre display makes up for lack of facade by a magnificent sign tower which sets this house distinctly apart from the usual. The sign tower, formed of concrete with interesting architectural treatment, is beautiful by night when its horizontal lines are accented by bright neon bands. Large block letters forming the name of the house are superimposed on the front of the tower to be visible in two directions, if not all. The lettei’s are neonized, as is also the structure holding them. The marquee of this house runs completely around the front entrance to gain complete advantage from the corner location. Its unusual contour is enhanced by bold horizontal lines in neon. A large attraction board serves each street and is clearly visible due to the application of far-reaching silhouette letters. Entrance Lighting Drawing the patrons toward the theatre is no more vital than leading them in through its entrance doors. Hence proper illumination of the front entrance and auxiliary display is no less important. In all of the latest theatres, this improvement of the theatre’s front entrance is to be noted. Illumination of the Agnew Theatre entrance is indicative of the trend toward subtlety. Here the soffit of the marquee provides bright yet subdued illumination r FIRST CHOICE IN FINE THEATRjj seating. American Seating Company • Grand Rapids 2, Michigan 40 The MODERN THEATRE SECTION