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Motion Picture News
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AVow 6"j,9« Installation . Fox Broadway Theatre, Portland, Ore.
NEW DEVELOPMENTS IN ELECTRICAL DISPLAYS
Elaborate Effects Feature Theatre Name and Special Attractions in Three Noteworthy Signs of Recent Installation
THE trend in electrical displays advertising theatre names and particular attractions is decidedly in harmony with every other phase of motion picture development— it becomes more elaborate, more intricate in plan and more ingenious in design.
Three of the most recent examples of elaborate electric signs are illustrated on this and the adjoining page. All three emphasize the value which is placed upon this form of theatre advertising by showmen and as well illustrate newer ideas being worked out by manufacturers and designers of the electrical display form of advertising.
Above is shown the huge Neon installation recently erected at the Fox Broadway Theatre in Portland, Ore. This unusual installation employs more than 700 feet of Neon tubing. The letters "F" and "B" in the large sign over the entrance are about 20 feet in height. The same material is used to outline architectural features of the building, an arrangement which suggests an idea which may be expected to find increasing favor in theatres of the future.
One of the most unusual as well as one of the most elaborate signs which have been erected on Broadway is illustrated on the adjoining page in the photograph of the installation at the Astor theatre for the run of "The
Broadwjiy Melody." The coloring is particularly noteworthy, the various letters in the main title being colored in pastel shades. These letters are controlled by a device which combines a flasher and a dimmer. The lights brighten from a very dim illumination to a very bright lighting, then flashing off completely.
AX< >THER of the great achievements in display lighting is shown in the photograph of the "Noah's Ark" built across the entire front of the Winter Garden on Broadway.
Langdon McCormick, electrical engineer and scenic artist, is responsible for the dazzling effects produced by a sign which has set all Broadway talking.
This, the largest electric sign on any Broadway theatre is almost a full city block in length. A pictorial reproduction of the Ark dominates the display. Other lights superimposed on it covey the illusion of a driving rain storm.
What is probably the outstanding effect, are the illuminated clouds of steam rising from the marquee and the top of the sign, giving the impression of leaping flames.
The electric sign is 210 feet in length and contains 28,000 bulbs.