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ILLUSTRATION FOUR: Modern effect in inner lobby of the Lafayette Theatre has been achieved mostly by eliminating unnecessary old detail and the application of dynamic new color treatment. Architectural changes have been held to a minimum, yet effect is that of an entirely new interior.
Notice, too, how the old ornamental plaster is not missed but that the plain deep turquoise walls bring out the rich simplicity of the black and white marble areas, giving them an extremely new feeling. The brushed brass of the lighting fixtures is repeated in the inside framing of the largest coming-attraction board, which is inset over the area formerly taken up by the arched mirrors and illuminated indirectly, while brass is also the smart door framing for the glassed area to the inner lobby. This latter feature, besides getting rid of the fuddy-duddy doors, serves to invite the patron visually into the theatre proper. Now let’s see how it looks on the other side of these doors.
INNER LOBBY
Our third illustration shows the inner lobby and its former atmosphere of outdated neo-classicism. The same objections apply here that we brought up in reference to the outer lobby. Now take a look at the fourth illustration and see if you don’t think it beautifully clean-lined and compelling. It is now all-of-a-piece with the first area, and as practical as it is up to the minute. Here, again, is the contrast in lighting. See how the former glaring hanging fixtures and torcheres have been replaced by general and indirect lighting.
See how dignity has been given the coming-attraction banner by scaling down the area but keeping it noticeable with a brushed brass frame. See how the area has been made more productive by the opening of a candy recess to the right rear. And those smartly modern doors that replace the fusty old dark ones are, believe it or not, the same ones, only paneled over in plywood with cutouts for accents. This inexpensive and effective idea, alone, is enough to give the whole lobby a new air inasmuch as it is such a focus for patrons’ eyes as they come in. But perhaps the greatest lift in that direction is given by the changing of the decorative panels that form the feature of the upper part of the room.
So far we think you will agree that considerable change has been affected here for the better, and mostly through the elimination of unnecessary old detail and the application of a dynamic new color treatment. Architectural changes have been held to a bare minimum, yet the effect gained is that of an entirely new theatre interior.
Our next and concluding article will show you before-and-after views of Basil’s Lafayette foyers and auditorium, which is an even greater study in contrasts. Perhaps a few ideas of how your property can
ILLUSTRATION THREE: Inner lobby of the Lafayette Theatre with former atmosphere.
be improved, if it is of this type and condition, will occur to you as you see what has been accomplished here. For the Basil chain is noted for its astute management, and Basil’s new Lafayette is the brightest and strongest link in the chain.
BOXOFFICE :: October 9, 1948
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