Boxoffice (Oct-Dec 1963)

DUAL USE FOR LOUISVILLE THEATRE Continued from page 16 curtain were installed for the screen area. The 35mm projection equipment was removed from the old booth and reinstalled into the new booth, which was now to project for the downstairs (United Artists) theatre. The 70mm projection equipment that had been taken out of the Brown Theatre was brought out of storage and installed into the old booth that would now serve the balcony (Penthouse) theatre. House light circuits had to be revamped to remove all balcony lighting off the downstairs circuits and vice-versa. An escalator was installed in the lower outer lobby to lift patrons to the balcony lobby or mezzanine. The escalator is run in the direction of the traffic flow as needed. The balcony stairway is adjacent to the escalator for opposite direction travel. Since all restrooms for the entire theatre were located on the mezzanine, new facili CREDITS: Carpet: Stephen-Leedom Changeable Letters: Wagner Escalator: Peelle Lamps: Peerless Lenses: ToddAO Plumbing: American Standard Projectors: Philips, Todd-AO Screen: Technikote Sign Manufacturer: Wm. J. Rueff Sign Co. Sound: Ampex MAKE MONEY WITHOUT EFFORT LET US HELP YOU SELL THE PICTURE AT NO COST TO YOU!! PROFIT WITHOUT WORK BY USING ROMAR OUTDOOR DISPLAY FRAMES THEY PULL IN THE CROWDS, BECAUSE • They are eye catchers . . . they are weatherproof and out selling in all kinds of weather • They sell both your current program and your theatre • They make your town theatre conscious YES, NO EFFORT OR COST TO YOU: We select good locations, arrange for installations and make all replacements without cost to the exhibitor at any time. Have this nationally known and widely used service build your business too. { Step up your concessions j ( traffic with our attrac i >tive laminated signs, j (Ask about them. Write or call us today for details ROMAR-VIDE CO. Chetek, Wisconsin ties were constructed on the main floor for the downstairs theatre patrons. There is no cross traffic of patrons from one theatre to the other. The Penthouse can truly be called a “Jewel Box.” It is an intimate, small (810 seats) well-appointed arena type theatre. Every seat has an unobstructed view of the screen. The new seats are roomy and comfortable, the carpeting and decorating regal. Business in the Penthouse has exceeded our expectations. The creation of a roadshow and grind theatre in the same space formerly occupied by the 3,200-seat operation, splits the former overhead and gives the new operation a sound, economic outlook. For more information about products described editorially or in advertising in this issue use Readers' Service Bureau coupon on page 65. Looking for the RIGHT SCREEN ■' the RIGHT PRICE? • THE WORLD’S FINEST THEATRES RELY ON HURLEY SCREENS FOR QUALITY PROJECTION AND REAL ECONOMY SUPEROPTICA Lcnticulated pcorl surface. More Light. Designed to meet every projection need. SUPERGLO Non-lenticulated pcorl surface. Top quality. Beats competitive prices. MATTE WHITE Extra white, durable, efficient. See your independent theatre supply dealer. Or write: HURLEY SCREEN CO., Inc. 96-17 Northern Blvd., Corona, N.Y. 11368 Golf Franchise — No Franchise Fee Own LOMMA CHAMPIONSHIP MINIATURE GOLF COURSE Write: Director of Marketing Installed Indoors or Outdoors. 18-Hole Courses Starting at $5,900. LOMMA ENTERPRISES scranton, pa. 38 The MODERN THEATRE SECTION