The Exhibitor (1952)

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nitlVE-IN TIIKATRKS lights On ! Times Square Glamour on the Highways The imaginatively designed attraction boards and novel lighting displays of the nation’s drive-ins have transplanted bits of Times Square glamour along highways winding from the rolling New England countryside, through Kansas wheatfields, to the very shores of the Pacific. The showman’s touch in dressing up the front of the outdoor theatre in an inviting manner is a factor of consider¬ able import in the phenomenal growth of the drive-in from a roadside curiosity to a vital component of the entertainment industry in the span of two short decades. Outdoor theatres, now numbering about 3,000, account for about 18 per cent of all theatres, and about 20 per cent of all grosses. Each year finds the drive-in assuming a position of increasing impor¬ tance. Just as the magical glitter of lights has played a key role in the physical transformation of the nickelodeon into the magnificent movie palaces representing the best of today’s showhouses, the imagina¬ tive use of lighting has been an equally important factor in the coming of the age of the drive-in. Pictured here are a few dramatic ex¬ amples of how lighting can serve as an effective drawing card when used imag¬ inatively on drive-in fronts. Backs of screen towers, painted with murals or trimmed with bright swirls of neon and mazdas, are converted into imposing facades. Marquee-like structures, towers, panels, and all sorts of ingeniously de¬ signed lighting mounts serve as attention getters and distinctive signatures. The unusual applications of front light¬ ing depicted here are but a few of the various types in use today, and suggest countless other possibilities. Developed with taste and imagination, the drive-in front can exert a surprising power of attraction, and will bring continued divi¬ dends in increased patronage. All installations shown on this page are by W' AG^ ER S/CiV bERl ICE^ /iVC., Chicago BRIGHT LEAF GARY COORER lAURSN BACALL IGUES SHERWOOD FORES SQUARE DANCE SHOW OUTDOOR REFRESHMENT, SERVICE from Coast to Coast 1 over y4 Century Refreshment Service for DRIVE IN THEATRES March 5, 1952 PHYSICAL THEATRE DEPARTMENT of EXHIBITOR PT-19