The Exhibitor (1961)

Construction WARNER, Hollywood. Concession stand in decorative gold and white surroundings. CINEMA, Menlo Park, N.J. Luxury, dignity, and comfort are excitingly combined with bold architectural expression to make the Cinema Theatre, Menlo Park, New Jersey, a distinctive new addition to the General Drive-In Corporation’s string. The 1600-seat unit, opened to the public in October contrasts natural materials with opulent ap¬ pointments to offer its patrons a dramatic and luxurious change from their usual entertainiment experiences. Avoiding the archaic “box-approach,” de¬ signer Elliot Willensky, now head of New York’s Architectural Design Group, has de¬ fined the Cinema’s distinct elements in an 1 intriguing play of forms which attract the at¬ tention of thousands of motorists who daily pass it on heavily traveled U.S. Route 1. As a result, the building is an advertisement for itself and stands out boldly amidst the clutter of roadside construction in this fast growing suburb of New York. Careful consideration is given throughout the theater to the patron’s comfort and to making his stay as dramatic and luxurious a change from his everyday experiences as pos¬ sible. A spacious reception lounge and art gal The Cinema, designed by Elliot Willensky. lery enclosed in glass and dramatically roofed in reinforced concrete is provided for the re¬ laxation of those individuals who may arrive in plenty of time for the start of a feature. The auditorium, designed in close collabora¬ tion with theatre consultant Ben Schlanger, attempts to heighten as much as possible the illusion of reality implied by wide-screen stereophonic projection. The space is acousti¬ cally treated to be sound absorbent permitting the echoes and reverberations incorporated into today’s sound tracks to be appreciated to their ultimate by the audience. The screen is 26 feet by 58 feet and is reputed to be the largest indoor screen in New Jersey. It is housed in a white-walled environment which reflects the predominant color values of the projected image and extends that image as far as possible toward the audience. The seating, provided by Capitol Motion Picture Supply, is all of the push-back type and is upholstered in vibrant red on the or¬ chestra level and in a gold-colored fabric in the prestige balcony level where smoking is permitted. In order to provide necessary exits the balcony sweeps in a gentle arc to stair¬ ways on either side of the screen recalling the appearance of golden horseshoes in opera houses. In order to harmonize with the suburban location of the theatre natural materials are used extensively in its construction. Rich red brick set into black mortar is the predominant exterior material which is also carried through to the three-story high circulation lobbies adjacent to the rear of the auditorium. The soaring 35-foot-high brick walls thus created in the lobbies act as foils to the opu¬ lent red carpeting, the spiralling stairways, and the milk glass chandeliers illuminating the spaces. Projection equipment is located in a deep throat far behind the rear of the loge making PHYSICAL THEATRE Vol. 16, No. 12 December 13, 1961 'il December 13, 1961 it impossible to see the projection ports and minimizing the distractions caused by the projection beams where they are most highly concentrated. The projection room occupies the space above the rest room core and in¬ cludes provision for the eventual adaptation to 70mm projection. A dumb waiter is pro¬ vided between the projection level and that of the main entrance to facilitate the delivery of reels of film. The Cinema Theatre occupies its own site which is surrounded by streets on three sides. It is set back from its two main front¬ ages and the space remaining is used for landscaping and parking. Utilization of both its own parking area and that of the neigh¬ boring shopping center creates an ideal situa¬ tion for the patrons, all of whom can park very close to the theater entrance. Because of its own attention-getting appear¬ ance, the operators of the unit have kept the number of signs on the building to a minimum. Two signs, each reading “Cinema,” are located so as to face Route 1 and the shopping center. They are carefully integrated into the design of the structure. In addition, a free-standing sign, double faced, is located just off the main road intersection providing excellent visibil( Continued on page PE-6 ) Warner, Hollywood, designed by Carl Moeller. PHYSICAL THEATRE . EXTRA PROFITS DEPARTMENT of MOTION PICTURE EXHIBITOR PE-5