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1HIIVK IN THEATRES
SECTION
ONE of the most unusual drive-in the¬ atres in the southwest is situated near Texarkana, Tex., a typical bust¬ ling town in the heart of a prosperous farming area. Owned and operated by Joy’s Theatres, Inc., of New Orleans, the de luxe Joy Drive-In features an entrance directly under its mammoth screen tower. The huge screen itself, said to measure 60' by 60', was specially designed to convey a remarkable three-dimensional effect by high-intensity light which gives an illusion of depth.
Covering 14 acres of ground with 45,000 square yards of paving, the Joy is capable of accommodating approximately 700 cars, and is reported to represent an invest¬ ment of nearly $75,000. It was opened to the public with colorful ceremonies on Thanksgiving Day, 1949. A circular drivein 280 feet long marks the novel entrance to this unique ozoner. Prospective patrons approach the “island” type boxoffice, which is stainless steel with a glass en¬ closure at eye level, past carefully tended lawn areas. After payment of admission, drivers proceed through a tunnel-like passage directly beneath the screen and emerge in the broad expanse of the ramp area. The entire route is painstakingly lighted and marked with directional arrows. Once inside, cars are guided to suitable ramp vacancies.
Centered in the parking area is a gigan¬ tic concession building which may be truthfully described as being of arena-like proportions with its 100-foot length. It is furnished with 64 tables and 128 chairs decorated in red with touches of chrom¬ ium. Patrons may enjoy food and drink while they view the picture from a patio outside. Rest rooms for both male and female members of the audience are located in this structure as well.
The projection booth is located a few ramps in front of the refreshment build¬ ing and is enclosed with an attractive white picket fence. Motiograph equipment has been installed to furnish excellent sound tonality and clarity of image on the screen.
Included also in the ramp area is a fully equipped playground for the entertain¬ ment of juvenile patrons. A wide variety of apparatus has been provided with which youngsters are free to besport themselves while they and their parents await the start of the evening’s show. No additional charge whatsoever is made for the use of these recreational facilities, for the man¬ agement is fully conscious of the im¬ portant role which the “small fry” play in maintaining a steady volume of business.
THE AT
A PICTURE TAKEN FROM THE AIR serves to convey some impression of the vast acreage covered by the Joy Drive-In. Aside from the entrance under the screen tower, another unusual feature lies in the marquee which extends across the full length of the front to indicate attractions being shown at the time.
Drive-In Under A Screen Tower
The Joy In Texas Features Unusual Entrance With A Separate Lane For Outgoing Traffic
ONCE PAST THE TRIM BOXOFFICE, entering cars proceed directly under the screen tower along a route shown by arrows. Lights under the marquee illuminate the roadway clearly, while spotlights direct attention to the posters on the far wall. Automobiles leave by another lane to stop traffic congestion.
ING CABALLERn * RENALD0
ROPE
March 7, 1951
PHYSICAL THEATRE DEPARTMENT of EXHIBITOR
PT-17