The Exhibitor (1960)

Photo shows remodeled marquee of the Beverly Hills Music Hall. Notice recessed lighting, attractive poster case, terrazzo floor, and precast stone aggregate panels THE BEVERLY HILLS MUSIC HALL recently remodeled, making it another outstanding theatre in the Herbert Rosener circuit. Incorpo¬ rating modem design with excellent deco¬ rative taste, J. Arthur Drielsma, well-known California architect, supervised the com¬ plete remodeling, preparing the theatre for widespread pa¬ tron eye-appeal. Ed Budd, of the B. F. Shearer Company, supervised the instal¬ lation of the new equipment and seats, while Abe Skier did the general contract¬ ing work. Herbert Rosener, pioneer in art film ex¬ hibition and distribu¬ tion on the West Coast, invested more than $125,000 for the complete refurbish¬ ing of the theatre. The marquee fea¬ tures indirect, high power, all new 425 M.A. slim-line light¬ ing. It is forty feet, with three exposed sides. The vertical sign is thirty feet long. Fifty recessed 150-watt floods un¬ der the marquee help spotlight the theatre front a block away. The outside lobby features full-view glass doors cmd a new outside terrazzo floor. The front of the theatre has facing panels of colorful, precast, stone aggre¬ gate. Thirty by forty-inch encased shadow boxes are on each side of the theatre front, and a four by six-feet shadow box is located on the side of the lobby for advertising current at¬ tractions. The box office is in modernistic red Italian glass mosaic, with a black marble base. Two ticket windows — one facing the street and the second on the side ready for road-show re PHYSICAL THEATRE Vol. 15, No. 3 March 16, 1960 served ticket engagements, were built. Tt^e luxurious carpet for the lobby and the auditorium was especially woven by the Alex¬ ander Smith Carpet Company, using special rich color se¬ lections to match the decor. Five-feet green Italian mosaic plant¬ ers ore on each side of the lobby, which is bordered by lacestone screens on both sides. Most of the lighting throughout the the¬ atre is modern re¬ cessed, giving a soft tone to all walls and interior space. Lightwells and doors were installed on the sides leading into the au¬ ditorium to prevent noise disturbances and outside light re¬ flection on the screen. Seating includes the latest innovation in the new HeywoodWakefield relaxed recliner seats. New spring-filled back seats for utmost com¬ fort were installed. The seat installation is staggered, thereby eliminating obstmctions and the incon¬ venience of looking over the heads of people in front seats. Extra space was provided between rows, allowing more stretch room and passing space. The seating capacity was reduced from 900 to 725, permit¬ ting more leg-room and wider aisle space. All seats were numbered, in preparation for hard ticket sales. The forty foot screen is a Stewart Trans Lux, with high reflective gain of 1.6 to 1 for even light distribution and better viewing. The stage curtain is gold hammered satin drapery from ceil¬ ing to floor. A draw title curtain, oper¬ ated remotely by electric motor control, (Continued on page 38) Above photos show lobby and auditorium of remodeled Beverly Hills Music Hail. This Herbert Rosener theatre was designed by California architect J. Arthur Drielsma. Photo at left shows concession stand, attractive and modern lighting, and colorful carpet with lively pattern. Notice how spacious the concession counter is, thereby providing extra room for patrons waiting for service. The carpet design was specially woven by the Alexander Smith Company. Photo at right shows Heywood-Wakefield seats, with adequate spacing between rows. March 16. I960 PHYSICAL THEATRE • EXTRA PROFITS DEPARTMENT of MOTION PICTURE EXHIBITOR 27