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Queens Theatre Gets $100,000 Face-Lifting
A $190,000 refurbishing and remodeling of the Strand Theatre in the Astoria section of Queens, N. Y., was recently completed by veteran theatre operator Sidney Dreier, including full external face lifting with a new marquee, front and boxoffice.
The interior design, including new fireproof fiberglass gold curtains by Chevron Fiberglass and fiberglass walls is strikingly but simply decorative, featuring floor to ceiling etlectrified panels on the orchestra floor. Even the ceiling over the loge portion of the 1000-seat house features special lighting effects and was supervised by Harry Pear of National Theatre Supply.
Booth installation was under the direction of Bill Nafash of N.T.S., and includes Ashcraft Corelight lamphouses with water circulators and new rectifiers. A red floral pattern carpeting of Alexander Smith is a matching companion for the Phil Furst seating in the auditorium, allowing 40 inches from back to back for maximum seating comfort. Seats in the loge are in midnight blue as is the wall color. Orchestra curtain design was achieved by Manhoff Studios. The marquee, using Wagner letters, was installed by Joseph Berman Neon Co. of Brooklyn. The new front was the work of Superior Front Co. of the Bronx.
Dreier recently acquired the Julius Joelson circuit
A broad, graceful lobby greets Strand theatre patrons, and offers a variety of concessions from a convenient area away from traffic.
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in the Bronx in association with Harry Brandt. He is a director of the Independent Theatre Owners Association of New York, and operates the first-run art house Astor in Brooklyn, also in partnership with Brandt. iP
An old friend with a new face — that's the Strand theatre in the Astoria section of Queens, N. Y. Joseph Beoman Neon Co. of Brooklyn furnished the new marquee shown in the photo above.
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Red floral carpeting, by Alexander Smith, compliments the subdued tones of the Phil Furst seating in the Strand auditorium.
International Projectionist
July, 1964