Showmen's Trade Review (Jan-Mar 1940)

February 3, 1940 SHOWMEN'S TRADE REVIEW Page 45 Exterior of the new Shea theatre for Buffalo, It is the main feature of a building proiect to occupy a complete square on a site in the Am\ (residential) section of the city. The building extends 200 feet on the street frontage, with several stores included. Parking space for cars will be provided for in the square behind the' theatre and stores. Auditorium of the theatre will be 160 feet in length. The project involve an expenditure of about $250,000 for land and building, exclusive of theatre equipment. Michael J. De Angelis, Architect. Fire Losses A loss of $22,000 was sustained when the Gem Theatre, Colusa, Calif, was destroyed by fire. Ned Steele, the owner, said that the house would be rebuilt. Fire of undetermined origin completely destroyed the Star Theatre at Star City, Ark., entailing a loss of $15,000. The building was owned by A. J. Johnson and the theatre was operated by Robert Mitchell. The Plaza Theatre at Harrison, Ark., burned to the ground recently with a loss of $20,000. The building had been recently remodeled. C. H. McCroskey, owner of the Allied Theatre, Dermott, Ark., has announced that he will completely remodel the theatre following a fire which damaged it to the extent of $7,000. McCroskey said he would spend an additional $2,000 in improvements. The blaze was caused when film in the projector exploded. The 40-year-old Bristol Theatre at Bristol, Conn, was completely gutted by fire ij last month, causing a loss of $50,000. ■ Warner Bros, operated the house. Dr. A. A. Womack, owner of the Lyric Theatre, Manchester, Tenn., has announced that work on the reconstruction, following a disastrous blaze last month, will start as soon as possible. The Dixie Theatre at Huntsville, Ark., was badly damaged by fire last month. The blaze started in the projection room. Thee $1,000,000 Capitol Theatre building in Pittsfield, Mass., was badly damaged by fire last month. The house was operated by the Goldstein Brothers, operators of the Western Massachusetts Theatre Circuit. It was built in 1922. The building and equipment of the Colonial Theatre in Troy, Missouri, were damaged to the extent of $6,000 in a fire last month. The theatre was operated by Charles Rudolph. The Mardi Gras Theatre at Coney Island, New York, a famous old landmark, burned to the ground last week. White Neon Tubing Seen As Brilliant Illumination Neon lighting has advanced considerably since it was first introduced a few years ago. Almost every electric sign in every town, hamlet and large city throughout the country is illuminated by neon — a fact that speaks more for the practicability of this method of illumination than all the words anyone could write. Those theatres and other establishments replacing their electric bulbs with neon tubing have, in the majority of cases, gone in for red, inasmuch as this color is especially brilliant and quickly attracts attention. But so strong has been the trend to red, that when one looks down the street of almost any community, all that greets his eye is one conglomeration of crimson. It is difficult to distinguish one sign from another. Wise were the heads of the Roxy Theatre in New York when they chose to use green neon tubing in the huge vertical "Roxy" sign. Among all the reds, this green sign stands out like a beacon in a storm; it can easily be seen blocks away. Not a color at all, the new white neon is as bright and brilliant as any colored tubing we have yet seen. So far we have seen only one installation of this "white lighting," but that one observation has convinced us that this "opposite of black" can make all the colors, including red, green and blue, seem pale and dismal in comparison. Also springing up here and there is a "lavender" shade that easily draws the eye away from other colors. Take a look at your own theatre front and sign. Does your neon lighting blend in so well with that of other signs that it is next to impossible to distinguish your theatre from the dozens of other establishments? Whether you are now using neon tubing, or whether you plan to replace your light bulbs with the new form of lighting, it would be wise to consider carefully before you select the color. Make sure that your illumination is in marked contrast to that used for other signs. Make sure that your theatre is the brightest spot in town, outside as well as inside. A/olieleii ALL-STEEL CURTAIN TRACKS AND AUTOMATIC CONTROLS For Every Size and Type of Stage Installed in Leading Theatres Everywhere Vallen No. 11 Aero Speed Curtain Control These world famous curtain tracks and controls are built with precision for smooth, noiseless operation and safety; durable and strong; accurate in detail; easily installed; fool-proof and trouble-proof; permanent in service and covered by an absolute guarantee of lasting satisfaction. Write for literature and prices, describing your requirements. VALLEN I N C AKRON, OHIO