The Exhibitor (1956)

International Projector Century RCA Motiograph Strong Electric help build good will from the public, which appreciates the clear stretch of street; act as an invitation to enter the theatre; help prevent costly falls or in¬ juries; and reduce maintenance costs. Lobby An attractive and well-lighted lobby is another worthwhile asset. A quick check might reveal that new or additional crowd control equipment will be of value. If the display frames are on the shabby side new ones can be gotten in a wide price range. A standard unlighted display frame costs about $100, while a more de¬ luxe lighted, recessed frame costs $250. Ticket choppers are important since they are a check on the day’s business. There are many new types of these ma¬ chines available which range in price from a standard manual unit costing about $175 to a deluxe automatic unit for about $300. Rubber mats are another item which can bring a fresh new appearance to a lobby, in addition to performing such im¬ portant tasks as helping to keep the in¬ terior free of dirt that might be tracked in, and reduce the danger of slipping and falling. Rubber mats are available in all sizes, shapes and forms, with many of them decorated with elaborate original designs. The price range for standard rubber matting is about $2.50 to $6.00 a square yard. Interior A theatre’s interior is usually welllighted, and quite often creates the gen¬ eral atmosphere of the theatre. Therefore, no exhibitor can afford to neglect keeping the interior clean and attractive. Carpet is one way in which this area can be given an air of glamor, and dig¬ nity. Of course, there are many additional reasons for the use of carpet, but every theatreman is aware of the importance of this item. Today carpets are available in many patterns, colors and materials, and there is one for almost every possible type of theatre requirement. The pur¬ chase of carpet is a major expenditure, and the theatreman should seek out the advice of an expert. Quite often what seems like an interesting pattern might be a poor purchase because it is only available in a material that does not have the durability necessary to take the daily wear and tear it will get. The installation of carpet is also of major importance, and should only be undertaken by a trained expert. There is a wide price range on theatre carpet. If purchased in a standard 27 inch width, good theatre carpet installed with padding costs about $8.00 to $18.00 a lineal yard. Probably the most dramatic way to give a bright new look to a theatre’s interior is a paint job. Many moods and impres¬ sions can be obtained with color. The smart exhibitor can do much to enhance C. S. Ashcraft his entire operation by selecting colors which are in keeping with the type of theatre he runs. For instance, small art houses could use bright modem colors with yellows and greens dominating. Neighborhood houses could use more subdued colors, and still create a warm inviting atmosphere. The center city houses can use paint to achieve a sense of dignity and importance. In painting, as in every other important job, the services of experts are called for to prevent a wasted expenditure of time, money and effort. According to the esti¬ mates we have gotten a 500 seat theatre can be painted for approximately $1,500. A 1,000 seat theatre will cost about $2,500 to repaint. Lounges and restrooms are two ad¬ ditional areas which very often can use some attention. There are hundreds of low-cost, sturdy and attractive pieces of furniture and accessories on the market available for use in a theatre lounge. The skillful placement of mirrors, planters, ( Continued on page PT13) American Heywood-Wakefield International Bausch & Lomb Kollmorgen Projection Optics December 5, 1956 PHYSICAL THEATRE DEPARTMENT of MOTION PICTURE EXHIBITOR PT-9