Motion Picture Herald (1954)

The auditorium of the Plaza with its new screen practically spanning the width; and (below) the foyer, showing the refreshment stand as recessed in the rear wall at the sacrifice of two rows of seats. Entrance from the lobby is opposite the stand. The walls have been papered, the floor recarpeted. A major part of the remodeling consisted in opening up the entire front area to the street. This necessitated removal of a set of inner lobby doors and their wall. The ceilings of the lobby and foyer were redone with acoustical material to absorb street noise. Besides reconstruction of the screen area, changes in the auditorium inluded redecoration and installation of air-conditioning ducts and outlets. BEN POBLOCK1 , who in this article relates that he originally intended to make only such changes in the Plaza as were necessary for widescreen presentation. But the reaction of patrons from the outset of his revisions was so enthusiastic that he modernized the lobby and foyer, and then went after the front. When he had done, he had invested $ 45,000 in improvements. He adds: “We still feel that our remodeling and re-equipping was necessary, and that further improvements should be made to maintain public interest in outtheatre as a place of recreation.” which needs, not name calling, but cooperative investigation by all branches. The theatre I purchased and started to operate last winter lost $2,500 the year before I bought it. In the parcel was the State theatre as well as the Plaza. This was a 400-seat house operated only during the summer months, when Burlington, which is surrounded by several lakes, is a popular summer resort. The State was just a “joint.” I was ashamed of it, so tore it down and sold the lot to the city for parking. The city has five free parking lots that can accommodate 3,000 cars. Razing of the State left only the 600-seat Plaza, in a city of 5,000 regular population, which increases to more than 15,000 during July, August and early September. If we can see our way clear to profitable operation, we — my six sons are with me in the theatre as well as the manufacturing business — intend to add 30 feet to the Plaza in order to increase the seating capacity, especially for summer patronage, and to locate the screen at least 25 feet from the first row. Our present screen is 34 feet wide, extending practically the full width of the auditorium. IMPROVEMENTS MADE But we already have invested $45,000 in remodeling and new equipment. The marquee and signs are brand new. We removed all the old wood doors and installed Pittsburgh plate glass doors and box-office. The marquee is faced with maroon and cream Vitracon, a new porcelain enamel product, very flat and with the appearance of architectural glass. We removed the second set of doors and surrounding wall in order to make the interior visible from the sidewalk. The ceilings of the lobby and the foyer were redone in the best grade of acoustical material to block off street and outer lobby noises. To make room for an attractive refreshment nook we took out the two last rows of seats. Refreshments offered are candy, popcorn, ice cream and soft drinks, three carbonated and three non-carbonated. The entire auditorium was redecorated and push-back seating was installed throughout. Rear exits were closed up and a new exit was installed off a side walkway. We put in air-conditioning, 25 tons of it. Since in providing for a new screen we had BETTER THEATRES SECTION 15