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Casual Comfort for "Art Film ' Patrons
How Milwaukee's Coronet smartly serves the elite
Gallery lounges of the Coronet theatre — the
new outer lobby and (top view) inner lobby. after reaching skid row as the city's old Hollywood.
r
t is axiomatic among recognized theatre architects and designers that new theatre construction and the remodeling of old theatres should carefully take into consideration the kind of showplace a specific establishment is to be. This includes, among other things, careftd weighing of the type of patronage to be served as well as the kind of product to be shown. A good example of sound remodeling along these lines is the new 800-seat Coronet, formerly the Hollywood, in Milwaukee.
The Coronet is a 30-year-old house, and when Edward Shulman and Louis Sher took it over not long ago, it was in sad need of repairs, especially so in view of the fact that these gentlemen warited to operate it as a modern “art” theatre. Renovations were very much in order then, but these had to be in keeping with a policy that would draw an artistically inclined clientele.
1 he old Hollywood theatre had shabby auditorium chairs, damaged walls, and a rather garish red and pink color scheme, not to mention a run
down air-conditioning system. About 530,000 was put into the remodeling job, which included replacement of damaged seats, installation of adequate air-conditioning, new fixtures, new flooring and carpeting, wall painting, new projection equipment, and the latest in lounge furnishings. Most of the structural work was concentrated in the inner and outer lobbies.
As the accompanying photos show, the lobby area of the Coronet now provides, in addition to a spacious, comfortable lounge in itself, an artistic atmosphere that enhances the basic objective of this type of theatre— which is, patrons’ enjoyment of the “fine arts,” on the screen and elsewhere.
ART EXHIBIT IN LOBBY
It is generally understood that “art theatres,” for the most part, attract a particular kind of moviegoer, usually with definite creative interests. With this in mind, Barbara Hanley, the new manager of the Coronet, arranged with the
Bresler Galleries in Milwaukee to supply the theatre with a new art exhibit at intervals of from four to six weeks, or whenever there was a change of feature. The galleries make their own selections, then mount the pictures and hang them in the lobby of the theatre. Spun aluminum spotlights in the ceiling are directed at the pictures so that they show to their best advantage. Audience reaction, judging from the messages slipped into the suggestion box Mrs. Hanley has conveniently placed inside the lobby, is extremely favorable
To achieve the desired informal gallery-like effect, the walls of the outer lobby were painted pearl grey, except for the section opposite the entrance, which was done in sky blue. The ceiling was painted white, and block lighting fixtures were installed. Also in the outer lobby, a new covering of black and offwhite vinyl plastic tiling was laid over the beat-up terrazzo floor.
The. arrangement and color combinations of the lounge chairs throughout the lobby contribute much to the feel
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MOTION PICTURE HERALD, OCTOBER 13. 1956