Exhibitors Herald and Moving Picture World (Apr-Jun 1930)

Exhibitors H erald W or Id ay 10, 1930 If a barrel vault style, decorated in femi-modernistic decorations. At the nd and right side is the grand staircase, /hich turns within a large niche at the inner lobby and receives patrons to the mezzanine foyer, which likewise has neen treated in a grand lobby effect, from the mezzanine level other flights if stairs lead to the balcony foyer, tunlels, etc. The balcony in this house is of a shallow type and is a combination of balcony jind mezzanine, care being taken to sup)ress a large balcony in this particular heatre in order to afford the patrons on be orchestra floor a full view of the itmospheric effect and the architectural :reatment of the auditorium. Sight ines for the different elements or parts of the auditorium have been carefully studied in order that all may have a clear view of this large decorative space. The plans call for the side walls of the grand lobby to be enhanced by mirrors and decorated by etched ornaments. The general color scheme consists in a golden tone. An abundance of the large mirrors will be brought out in brilliant ,colors. The modern spirit of design and decoration has found its place in the forepart of this theatre, such as the grand lobby, , ticket lobby and the different foyers. Colorful painted ceilings on canvas, and painted ornaments on the walls, are featured. SPECIAL furniture and bric-a-brac have been carefully used to tie in with the modernistic background and will be of brilliant colors and fabrics. On the main floor will be a number of small rooms, such as lounges, women’s cosmetic rooms, rest rooms, manager’s office and the like. Ob the mezzanine foyer also are rooms of this character. The architects have endeavored to bring forth a somewhat new and novel feature in an exterior, featuring the great sign which announces the name Perspective drawing of wall treatment on the right side of the auditorium. The atmospheric character of this chamber is given uncommon extension by continuing the sky effect lighting to the floor, thus giving the impressmn of a loom much wider than it really is. of this theatre in connection with the attraction boards. The height from the sidewalk to the tip of the sign is 80 feet. Illumination is by both bulbs and neon tubing. On the either side of this vertical sign are large stone pylons with ornamental decorations carrying out the eff ect of the modern type of design. The large sign is of a “V” shape, which angles back to the wall line of the building. It will be painted in colors to harmonize with the color of the stone pylons at the sides. The large canopy will likewise be painted to harmonize with the building. In other words, the main facade includes the sign as an integral part of the building. It has been discovered that great sav ings in cost can be had by a treatment of this sort, and inasmuch as the large vertical sign plays such an important part in the function of a theatre, the architects have endeavored to make this portion of the facade a feature and have subordinated every architectural element thereto. The soffit of the canopy will contain myriad lights which at night promises to be a mammoth display of lighting effects and which, due to the location, will be seen for miles around. Special precaution, of course, has been taken to plan this theatre in shape and proportions to obtain good acoustics. The entire theatre will be equipped throughout with the latest equipment, ventilating and cooling system. The heating will be by the down-feed system of ventilation, by which air will be forced at the top and at the rear and will find outlet through the lower portions of the auditorium, lobbies, etc.