Exhibitors Herald and Moving Picture World (Oct-Dec 1928)

66 BETTER THEATRES SECTION OF December 22, 1928 Viczv of the auditorium, showing a side wall at the balcony. West Coast Builds the Largest House On the Pacific Coast The Oakland, patterned after Brahman architectural styles, has a seating capacity of 3,800 THE new Oakland theatre of West Coast Theatres, Inc., in Oakland, Cal., is not only the finest theatre in this chain, but is the largest on the Pacific Coast, having a seating capacity of more than 3,800. Two and a half years were given over to the planning of the house, but once contracts were let, actual construction work consumed less than a year. In designing the Oakland, it was decided to have an architecture different from that usually found in theatres, and particularly to get away from the Spanish type which has become so common in the Far West. The architects and engineers, Weeks & Day of San Francisco, drew upon India to produce this theatre that was to be "different." The exterior, which is marked by a high dome, is typical of the Brahman temple of North India. Wide use is made of colored tile on the face of the main facade, giving it a richness of beauty and color that easily makes it one of the landmarks of the district. The gold marquise over the main entrance is in a playful design planned to charm those who may linger beneath its shelter. The large foyer is flanked on either side with malls of imported marble, which form a base for an interesting frieze of figures and animals typical of East Indian architecture, with the elephant especially featured. A huge dome, supported by columns of pink stone rises 100 feet above the vestibule. On the upper wall, opposite the main entrance, is a mural painting by Maynard Dixon, celebrated Western painter, entitled "The Goddess of Fire." Entrance to the main foyer is through mahogany doors, and here patrons are likely to be impressed at once with the spaciousness, luxurious appointments and beautiful designs. The decorated ceiling closely resembles tapestry. On cither side of the foyer are elevators which make the balcony as convenient to reach as the orchestra or loge sections. Use is made of the two SpencerWestinghouse car switch controlled electric passenger elevators, with a lifting capacity of 3,500 pounds at a speed of 250 feet a minute. There is also in use in the theatre a hydro-electric freight elevator to serve the stage, and a hydro-electric rotating console lift. Broad stairways also lead from cither side of the foyer to the mezzanine foyer. These stairs arc heavily carpeted, as is the lounge, which is one of the features of the theatre. The lounge is covered with a deep, figured, red carpet, on which are set especially dosigned furniture and objects of art. The walls are textured and form a beautiful background for the tapestries and wall lamps. From the foyer the women's rest room is reached. This is finished in tones of green, against which are set large plate glass mirrors and vanities. The architecture and decorative scheme of the auditorium, which has more than 3,000 leather and plush opera chairs and more than 7,000 arm loge chairs, is modernized East Indian. The organ grilles, with their wealth of intricate tracery, demand special attention. The upper portions of the screens are in silver, gold and green, from which extends a mass of carved architecture resembling the Temple of Chawmukh at Palitana, India. This towers 50 feet above the auditorium floor. Before the screen, on either side, sits an enormous bronze Budda, or symbolical figure, adorned with jewels. The proscenium arch has the appearance of woven cloth, and it is difficult to tell when the solid construction of the building ends and draperies and curtains commence. This effect of illusion is heightened by the manner in which the gold leaf has been applied, sections having been left loose to move with wandering air currents. Incidentally, no gilt has been used in the decorations of the house, gold leaf having been used exclusively. The grand drape is said to be the largest ever used in a theatre on the West Coast and is a gorgeous piece of work in gold color, on which richly colored Indian figures have been woven and which scintillates in many colors. The draperies and furnishings were supplied by the George Sagar Company of San Francisco and New York. The side walls of the auditorium are relieved by decorative openings, back of which are hung colorful tapestries. The walls are double, to eliminate all street noises and the inner walls have been covered with a cpmposition selected with the idea of making the acoustics as perfect as possible. The ceiling is one of the most interesting features of the theatre and is finished in wood, (Continued on page 73)