Boxoffice (Jul-Sep 1947)

NEW "DRIVE-IN" FOR SOUTHERN ILLINOIS Recently completed at a cost oi about $250,000/ the PhibKron Drive-In Theatre, Bloomington, Illinois, owned and operated by Ken Phillips and Pete Kronas, opened recently to a "packed lot" and has continued to attract patrons at the same pace. One oi the innovations oi the new Phil-Kron, which has capacity ior 850 cars and a throw oi 220 ieet. is the associated Grill, a smartly designed restaurant, serving complete meals. Hot dogs, other sandwiches and soit drinks are available at a "Snack-Bar" built in the back oi the projection room, all equipment ior which, including in-car speakers, was supplied by DeVry Corporation. of the box-office and brightens toward the entrance doors. Neon in lines forming a diamond pattern was the method used to achieve this effect. The soffit illumination also serves well in lighting the poster display cases which flank the entranceway. The Plains Theatre, with its more than usual flash, has an unusual soffit treatment. Lines of neon from the center design of the marquee run down beneath it and into the roof of the box-office to provide the sought-after “leading” lines that are so irresistible to entertainmentseekers. The rest of this soffit is composed of coves containing neon in concentric circles. Interior illuminated display frames set in the front and the entranceway are added display flash. The marquee of the Boomer Theatre serves both at top and bottom as a lighting element. Spotlights concealed in its upper portion illuminate the beautiful architectural fluting of the facade. The soffit carries an interesting neonized design in light which leads directly into the lobby. The illuminated box-office in an unusual position and bright poster displays in the outer lobby add to the selling angles of this house. Unusual brilliance of the wide front entrance to the May Theatre is to be noted at once. Here again the effect was achieved by the application of neon tubing in a lavish manner. Because the marquee of this house runs around the corner, added illumination for the front seems to have been gained. Poster frames set at strategic peints on both the corner and within the entranceway provide adequate illumination from a number of spotlights set in the border of the soffit. As may be noted from this study of the selling technique of theatre display, these four new houses are indicative of the trend toward scientifically applied light and backgrounds. To Sell, a theatre front must be a harmonious meeting place of good lighting, color, and good lettering which puts over the sales message. Luminous display is no longer just lots of light; rather it must be built up of many factors. The architect plus the lighting engineer are the best allies in the achievement of display that sells. When the background is there, the theatre man can then exercise his own ideas in further selling his house. PERFECTION IN CRAFTSMANSHIP DOESN'T JUST HAPPEN In Poblocki pre-designed theatres, and in all Poblocki theatre equipment, that perfection you expect and get derives from years of experience. And it comes, too, from the stringent requirements which each Poblocki product must meet; precise workmanship, highest grade materials and supervisory know-how. Whether your particular need is a complete theatre, a striking front, beautiful and lasting poster cases or a complete boxoffice, Poblocki's studied perfection in craftsmanship will keep you a jump ahead in showmanship. Shown above is the spacious and comfortable interior of a Poblocki pre-designed theatre. Built with an eye to comfort as well as showmanship, it provides a worry-free setting for perfect sound, heating and ventilation. Architecturally accurate plans, complete to the last detail, are available in 323, 423, 537, or 689-seat theatres. Balcony plans add about 125 seats to the above listings. Write now for com J plete information. Visit Booth 46 — See Our Display at the Annual TESMA Trade Show, Shoreham Hotel, Washington, D. C., Sept. 24-29 Shown below — three types of Poblocki stainless steel poster cases. They are custom built to any size to fit the architecture of your building. BOXOFFICE :: September 13, 1947 41