Showmen's Trade Review (Oct-Dec 1943)

October 9, 1943 SHOWMEN'S TRADE REVIEW 33 Clever Design Puts New Face on Old Theatre Modern, Streamline Effect Rejuvenates Former Gayety, Now Broadway Film Theatre The tlieatre on Broadway and 46th Street, New York, until recently the Gayety, was redecorated and renamed the Victoria. The new name is in order, for the front and lobby give the impression of a completely new theatre architecturally. The Victoria has only a 25-foot front on Broadway, so all old portions of the entrance were easily effaced. The interesting thing about the decorative treatment is that a modern, streamline effect was obtained by a free interpretation of an old style. The Victoria is frankly roccoco, with cupids and drapes around in the manner of King Louis' France and Tony Pastor's Bowery. But there is a great difference : the cupids are a motif only, and whereas the original roccoco decorations were a mass of figures, drapes and other fancy do-dabs in gilt, the Victoria lobby uses just two cupids, and one large drape done in plaster over the entrance. The remainder of the lobby is severely plain, and the whole thing is finished in flat white. The result is a modern feeling of streamlining that commands attention both by reason of its originality and its good taste. FOR YOUR SHOWMEN'S SERVICE SECTION PATRONS DISLIKES . . . A lazy cashier who makes customers over-reach for their tickets and change. A cashier who hangs on a telephone while they wait to be served. Brusk treatment accompanied by a "dead-pan" or icy stare instead of a pleasant smile and a sincere "thank you" from cashier and doorman. A lobby littered with candy wrappers, cigarette butts or other dirt. Hunting a seat in the dark while ushers stand idly by. Sitting down in a screeching seat or one that is loose and jiggles. Sound volume which is too strong or too weak. Having the show ruined by bad changeov«rs or film breaks. Sitting in a foul-smelling auditorium which has not been properly scrubbed, cleaned apd aired. Having odors from the rest rooms permeate the theatre. Being frightened by rodents playing tag in the aisles during the show. Another phase of tiie lobby plan is the absence of large display frames. Instead the walls have been recessed for tiny 22 x 28 shadow boxes patterned after old style picture frames with the frames modernized through their white plaster treatment. The resulting effect produced is that of tiny jewel boxes that attract closer scrutiny because of their unusual size. The copy space is naturally small but the content is scaled down proportionately with equally efficient sales effect. The displays command closer observation. Instead of screaming their message they whisper. The principal selling on the theatre's attraction is accomplished on the massive sign covering the Times Square face of the building. This sign has been expanded in size to rival that of the famous Astor Theatre next door. Framed in a huge white moulding the copy is boldly painted to do the screaming which the lobby avoids. The Victoria marquee has been com^ pletely modernized with neon and new letters with the underfacing creating a sweep which carries into the lobby, broken only by the heavy drape inside the sidewalk line. The box-office, equally modern in a regal sort of way is "tied" to the left hand sidewall of the lobby just off the building line. A cashier sitting in this circular and unbroken glass enclosure must be beautiful to cope with her surroundings. The effect of the box-office is equally jewel box to the crowds which pass this heavily traveled spot. The face-lifting at the old Gayety, more recently known on Broadway as the Laughmovie was accomplished in record time and it is a pleasantly refreshing addition to a street already lined with world famous sliowplaces. Photograph from "A LADY TAKES A CHANCE'' as prodiicetl by RKO R.ul,„ l>. BACON, EGGS, A DESERT MOON -AND JEAN ARTHUR What a tempting combination for war-wearied managers, hard put projectionists and distraction-seeking theater audiences that title suggests! "Escapist entertainment," RKO calls "A LADY TAKES A CHANCE" with captivating Miss Arthur, steer-roping John Wayne and ever-laugh-provoking Charles Winninger. "Escapist" because it films nostalgic, pre-war, pre-ration, prepriority America when one could not only ORCHIDS TO . . . Director: William A. Seiter . . . Cameraman: Frank Redman, A. S. C. . . , Soundman: Roy Meadows. take a vacation but take one going places and doing things —SITTING DOWN! Tomorrow it will be like that again all over the world. 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