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For the past ten years in Philadelphia's North City — out where Broad Street is crossed by Sixty-seventh Avenue and Old York Road — considerable building activity has been in progress. Throughout the depression years, the area adjacent to swank Oak Lane has steadily gone forward, but the newcomers have been obliged to travel over a mile in any direction to reach a theatre. To remedy this situation, Charles Kahn planned to build a theatre on the strategic corner, where travelers coming from all possible directions could not fail but to be attracted to the edifice. Once planned, it was not long before a long-term operating lease was signed with the Warner Brothers theatres. The architect chosen to develop the new house was David Supowitz, who received as his assignment the task of developing a cinema which would be the last word in comfort and luxury yet at the same time retaining that degree of quiet sumptuousness enjoyed by the potential clientele. How well he achieved this difficult combination is revealed on this and the following two pages.
THE
NEW
LANE THEATRE
Philadelphia, Pa.
Architect
DAVID SUPOWITZ, Philadelphia Owner
CHARLES KAHN, Philadelphia
Size oi Lot 125 x 70 Seating Capacity 650 Cost without ground $75,000
A movie quiz
PICTURE
h DAMON RUNYON’S
STRAIGHT, PLACE AND SHOW
THE MARQUEE, designed so that it would be visible lrom all the many arteries of traffic that feed and cross Philadelphia s famed Broad Street, on which the theatre is located, is distinctly different from the many tried and true designs that have so often been used. Hundreds of incandescent lamps in the soffut illuminate the Carrara and Vitrolite structural glass front. This night view further emphasizes the brilliant effects that may be achieved through the use of modern silhouette letters for marquee program boards and through the utilization of neon in the theatre name.