The Exhibitor (1957)

Figure Four more amazing to local residents because of the elaborate amusement area (Figure Two). Innovations at the Metro include bilingual speakers, the first in the world, which pro¬ vide sound from an Italian track run through the projector simultaneously with a track in English running on another sound head. The viewer flips a switch for the language of his choice. This feature is an important one in view of the number of English-speaking tour¬ ists visiting Italy, the U. S. personnel sta¬ tioned in Rome, and the eagerness of Italians to learn English. Because the Italian automobile population cannot be compared to that of the U. S., another innovation is a parking area for scooters and motorcycles, adjacent to a grand¬ stand with area speakers for the riders of those vehicles. The boxoffice at the entrance (Figure Three) admits both autos and the smaller conveyances. The 800-car theatre features a screen meas¬ uring 150 feet, seen in Figure Four from in¬ side concession building. American food products are offered concession customers, including hamburgers, frankfurters, sand¬ wiches, and ice cream. Pizza, appropriately enough, takes its place beside the other foods. The concession stand itself and an outdoor terrace overlooking the screen are seen in Figures Five and Six. According to Italian law, a drive-in can be constructed only near cities with a popu¬ lation of one million or more, one to a city. Loew’s is preparing to build drive-ins near the other Italian cities which so qualify, Milan and Naples. Outdoor situations are planned for France and Germany also. The ( Continued on Page PE-18 ) Figure Five Figure Six October 9, 1957 PHYSICAL THEATRE • EXTRA PROFITS DEPARTMENT of MOTION PICTURE EXHIBITOR PE-7