The Moving Picture Weekly (1917-1918)

THE MOVING PICTURE WEEKLY— FroiiteiQiaiK IV o ^ lyety Theatre lobby DsrpUi^ ProMem Solved by inqeniuf Irajtie Combinations. "E are well aware that there is a good bit of : :^ rnce in the size a::, ihape of theatre lobbies, and for that reason, as well as the differences inon, character, and the ; rare of the front as a • each house presents a spe cial problem in the matter of providing and installing a good, business-getting lobby display. It is quite natural that each exhibitor should think that his own particular theatre presented peculiarities of its own. and he is right in a way, but it must be remembered that all theatres are built for the purpose of entertaining the public, and that a large share of the patronage of each and every one of them comas from tile pass crowd. Hiis simplifies the problem a good deal, and a further rwiuction of our diflaculty comes fron: the fact that our ptirpose is to make the lobby attract thes'; passing crowds and that people ire looking to the lobby displays to determine what sort of entertainment each house offers. So no matter what the siz^ or shape of your lobby, or what the class, character or location of your house, your problem is simply to make your lobby and «rour house front the most attractive spot on your street, and this for the sole purpose of getting more business an making bigger profits. The illustrations show a few of the many ways that frame combinations may be built up of standard units. A prominent maker has a set of standards that may be combined to pieet almost every requirement, and these units comprise the following frames for displaying paper and photos: One-sheet. Two one-sheets. Three-sheet. Srs-sheet. Six-sheet size with small frames for photos. These are combined as follows: Photo framies arr drtaeiuble. Centre paoH ha« back^DBBd of vrlanr — mar QS«d (or 3-slwct. [ ornrr w«!l ra-e fcr tw* -sheet. «tanilari] :;--he'-t nia> I»t* u-eii iR tion«^ f ram* — combine Three-sheet, six-sheet, three-sheet. Double one-sheet, six-sheet, double onesheet. Photo frame, six-sheet, photo frame. Three-sheet, six-sheet, double one-sheet with photos. From these few examples you may readily see what an ainiost endless variety of combinations may be made up from the five units listed above. There are to be had in addition banner frames of the regulation 3x10 size, as well as single one-sheets and oval frames for star portraits and artistic card announcements. There is still' another method of utilizing space where that is scarce, the unit being known as a comer display. These are usually placed at either side of the entrance, or both sides depending upon the space available. The frame facing the street may be either a single three-sheet, or a double one-sheet, if the space is wide enough, if not, a narrow panel for photographs is used and the poster frame is placed on the side facing the lobby. .A. pair of these add much to the front in an architectural way, as well as serving their real purpose in displaying announcements of your attractions. One of the greatest advantages of the combination style is the unity and harmony thus auainable. When arranged to nt into available wall spaces, -he various tmits or their combinations look as though they were built into the theatre as a part of its original architectural or decorative scheme. Nothing so detracts from even the most pretentious and elaborate lobby display scheme as a jumble of frames of different material and design. For a time many exhibitors were led to invest in brass frames, on the representation that being of metal they would wear forever, etc.. etc. To their cost the buyers found that it was an endless task to keep them bright and preventable and that they quickly became dented and shapeless.