The Exhibitor (1961)

EDITORIAL A Salute to Design At the reopening of the Stanley Warner theatre in Hollywood (see Design & Construction, this issue), S. H. Fabian, president, was presented in absentia with an impressive citation by the Holly¬ wood Chamber of Commerce for his “distinguished leadership” and “his faith in Hollywood and the cinema.” In a letter to R. H. Anderson, president of the Chamber, thank¬ ing him for the citation, Fabian said: “We have unbounded confidence in the future of the motion picture industry. Nothing has appeared upon the technological or artistic horizon to suggest that the motion picture theatre has lost its primacy. It is still the indispensable setting for the finest presen¬ tation of motion pictures. “The theatre communicates an aura which is not present in any non-theatrical place of entertainment. There is a magic in sitting in a theatre seat which is the exclusive power of theatre architecture, decor and the proscenium arch. These elements embody the glamour which persuades millions around the world to go out to a movie. “And as long as this allure pervades the theatre, it will remain the supreme edifice for entertainment.” We agree with Mr. Fabian that theatre architecture and decor possess a power that is capable of arousing public interest in motion pictures. Too often this fact is overlooked. The theatres that are well-designed, well-kept, and carefully renovated to satisfy the improving taste of the American public, reap benefits far in excess of any extra effort required to keep the physical appearance of those theatres in indisputably attractive condition. For this reason, we are proud to display, in this issue’s feature, “Design & Construction,” a few of those theatres with an awareness of their duty to themselves and the public . The Warner Theatre, Hollywood, has been completely reno¬ vated, providing a setting of comfort and beauty in which pations will submit themselves to the magic of motion pictures. Designed by Carl Moeller, the power of architecture and decor is there for all to see. Another of the featured theatres is a new constiuction, con¬ ceived by The Architects Design Group of Brooklyn, headed by the talented architect Elliot Willensky. His latest contribution, the Cinema Theatre, Menlo Park, New Jersey, is a distinctive archi¬ tectural expression of luxury, dignity, and comfort, combined with the convenience of a shopping center location. To Elliot Willensky and Carl Moeller we offer salutations. We regret not being able to cite all the men who are designing our theatres, but we mean for these two to act as their representatives. They are designing a better future for the motion picture in¬ dustry. We appreciate that, and should give them all the help we can. PHYSICAL THEATRE • EXTRA PROFITS • Sectional depart¬ ment of MOTION PICTURE EXHIBITOR, published once a month by Jay Emanuel Publications, Inc., 317 North Broad Street, Ph.ladelph.a 7, I eg”y,Jan,E“-. J contents copyrighted and all reprint r.ghts reserved. Bob Garner, Ed.tor. STRIKE! Have your patrons gone on strike against saggy, lumpy, uncomfortable seats? Don't compromise or arbitrate. The only way you can win is to call us for our low estimate on a complete rehabilitation job. You won't even miss a performance . . . and after it's done, every performance will find more of those bright, comfortable seats occupied!. • •••• NOW AVAILABLE ••••••• The NEW "Urafoam" • SEAT CUSHION • • More durable, more comfortable, safer! # Fire & moth resistant, won’t lump, sag • or discolor. Molded to “breathe” & may be © cleaned. Priced reasonably. A*-k for samples. © WRITE, WIRE OR PHONE CHAPEL 2-2561 MANUFACTURERS Foam Rubber & Spring Cushions. baclr and seat covers. DISTRIBUTORS Upholstery fabrics and general seating sup¬ plies. THEATRE SEAT SERVICE CO. A Division of Changeable Letters' STANDARD or BALLOON Attraction Boards Avail¬ able. Write for Literature and Prices. Wal/antyne BALLANTYNE INSTRUMENTS AND ELECTRONICS, INC. A DIVISION OF ABC VENDING CORPORATION a. . r — _ »V' i aUL d ** i>*ii eeember 13, 1961 PHYSICAL THEATRE . EXTRA PROFITS DEPARTMENT of MOTION PICTURE EXHIBITOR PE-3