Showmen's Trade Review (Jan-Mar 1940)

March SO, 1940 SHOWMEN'S TRADE REVIEW Page 35 To keep your carpeting bright and attractive, see that it is cleaned thoroughly at frequent intervals. Neglect of this important duty limits the life of the covering, and also causes it to become dull. Shown above is an example of the important part played by good carpeting in enhancing the general appearance of a theatre. The scene is the inner lobby of the Harvey Theatre, Chicago. Floor Coverings Deserve Special Treatment Don't Pooh Pooh! Qoo Hoo Identifies Nifty Theatre When one is so used to reading, hearing about and perhaps attending the RivoHs, Capitols, Rialtos, Paramounts, Majesties, Lyrics, etc., anything unusual in a theatre name may loom as a typographical error until one sees it used more than once and sees from a photo in the newspaper that it graces the marquee. So, if this summer you happen to be touring through Arkansas and pass through Gurddn, don't rub your eyes when a theatre marquee bearing the words "Hoo Hoo" comes into view. For Hoo Hoo is the name of the new theatre which opened there shortly after the first of the year under the ownership of K. Lee Williams Theatres, Inc., and the management of Carrollton Allman, who has been associated with Mr. Williams for several years. The Hoo Hoo, after 90 days of labor by carpenters, painters, decorators, sound technicians, etc., was transformed from an old theatre into a modern, streamlined show place. Formerly the Wright, the new house offers . residents of Gurdon and Clark County a new comfort and luxury which, it is said, cannot be found anywhere short of the largest cities in the southwest. On approaching the front, one observes that the box office has been centered in the lobby and moved near the sidewalk, with double doors on either side. Brilliantly illuminated by neon and incandescent lights, a circular marquee has been constructed, and above it rises a modernistic tower sign. Changeable illuminated signs show current or coming attractions, night and day. In the lobby, one observes attractive glass enclosed advertising display frames. Entering the theatre, the visitor finds a spacious outer foyer where more glass illuminated panels and mirrors are provided. To the right is a stairway to the projection room and balcony, the latter reserved for colored patrons. Decorations in both the outer and inner foyers and throughout the theatre are in contrasting pastel shades. The inner foyer, or lounge, is heavily carpeted, and from it two aisles lead to the auditorium. Heavy drapes in deep wine are used to close the openings to the auditorium. At the right is a luxurious ladies' lounge and cry room where babies may be taken. Equipped with luxurious chairs and a loudspeaker which reproduces the same sound one hears in the auditorium, the cry room affords a large double-glass panel from which the picture may be viewed. On the left is a modern rest room for men. The deeply upholstered chairs in the theatre proper are finished in deep blue, with ivory backs and walnut arm rests. The walls and ceiling are decorated in contrasting pastel shades. Three pilasters on each side have tubular glass lighting fixtures that are controlled from the projection room. The screen is covered with heavy velour curtains which open when the picture starts by means of a control located in the projection room. K. Lee Williams Theatres, Inc., was organized by two men who entered the motion picture business more than 25 years ago. Each followed more or less separate paths until January of last year^ when the purchasing of the Grand and Gem theatres in DeQueen, Ark., marked the advent of a theatre firm headed by K. Lee Williams with R. E. Griffith, already a veteran circuit operator himself, serving as partner. The new company, it is said, is strictly an independent setup and is equally owned by the two picture business pioneers. The exhibitor of today can't afford to use cheap carpeting. Now at first glance that statement might seem to contain a typographical error, but if one stops to ponder a moment at the expense and probable damages that can result from an inferior grade of carpeting, he'll realize that the statement is true. At one time carpets were considered a luxury and an unnecessary expense, but that was before the advent of sound pictures. Today, floor coverings not only add immeasurably to the attractiveness of a theatre, but play a large part in acoustics as well. A good grade, of course, must be used. And no matter how good it may be, a carpet can become an expense if it does not receive proper care. The cleaning job cannot be dismissed as simply a "going-over" process to be done hurriedly, with the excuse that it will be done better next time. Theatre carpets take a lot of hard punishment, and for that reason, ordinary cleaning methods are out. On the surface, the sweeper may seem to do a good job, but one must not forget the dirt which has been pressed into the base of the carpet through constant traffic. To get right down to the base fibers, you must have cleaning tools that will accomplish this. And the job must be so thorough that when it's all over you'll know without a doubt that the carpet is absolutely clean. Special Care for Fiber Type Special care should be given floor coverings of the fiber type. To keep the fibers in excellent condition, and to maintain that essential appearance of cleanliness, periodic shampoos are advised. Often rugs may be removed and sent to the dry cleaners, but insist on the cleaners doing a thorough job. In many communities, there are specialists in carpet cleaning who call at the theatre and do the work after hours. While it is necessary to get the dirt out of the carpet, it would be much better to get the dirt before it enters the theatre. One can't stand outside and request the patron to permit him to scrape it off his shoes. Likewise, it would be foolish to ask patrons to wipe their feet before entering. Yet a subtle method can be used, that of placing rubber mattings at all entrances. These mattings are so soft and pliable that they can easily be rolled up and taken inside after the last show. One needn't fear that they will detract from the appearance of his theatre. As a. matter of fact, they often enhance it, since they are available in a number of designs and colors, and in various sizes, too. Thus, while you improve the appearance of your front, you also collect a maximum amount of dirt before it has a chance to be carried inside and pressed into your carpets. Keep Marquee Letters Clean If your patrons keep asking the cashier what's playing, it may be that they are unable to read the dirt-laden marquee letters. Instruct your custodian or sign-changers to wash the letters frequently, especially if they are the transparent type through which a light in the back shines. Dirty marquee letters spoil the effect of an otherwise neat and attractive theatre front. Novachord Installation A Hammond novachord has been installed in Loew's Jersey Theatre, Jersey City. BEN SCHLANGER THEATRE ARCHITECT and Consultant serving the exhibitor and huilder everywhere Obtain the best in Theatre Planning. Modern Theatre Construction requires more careful and scientific study than ever before. address all inquiries to BEN SCHLA]\GER. ARCHITECT 117 W. 46th St. N. Y. C.