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The display case (center) is set against the wall of an alcove. Accentuotc depth by building an ornamental arch several feet in front of the regular wall line for shadowbox effect with side returns. Side and overhead lighting from behind arch using strips of fluorescent tubing or cold cathode fixtures to avoid heat. Word "Candy" in neon. Case terraced with glass sliding doors on front. Arch facing of tufted fabric, painted, or trellised with lattice.
Ideas To Sweeten Your Confection Profits
Arthur Knorr, Roxy Producer Art Director Tells How To Glamourize Selling
Confection sales have been commanding everincreasing respect on the part of theatre operators and experience shows that sales volume depends largely on the degree of attention given to the manner of merchandising. Arthur Knorr, producer and art director of the New York Roxy, who has executed a series of designs deal
ing with theatre renovation exclusively for this section, recently addressed a merchandising conference in Chicago. This speech, since reproduced in brochure form, emphasized the importance of glamorizing the article to be sold through attractive display and dramatic lighting. We asked him to tackle the problem of theatre
merchandising of confections and the highly original and striking illustrations on these pages are the result.
Knorr designed a special candy display case for the Roxy lobby. That display literally glistens yet the utmost dignity is maintained (Continued on Page S3)
Canopy and all woodwork finished in blond veneer. Dowel supports from case to canopy. Lighted with concealed spots using Fresnel lenses or spill rings, recessed in canopy. Picture frames of wide, blond moulding in backbar support recessed glass or mirror shelves for merchandise display and lighted from above by concealed strip lights to create shadow-box effect. The display case which is designed to conform in shape with the canopy was planned for construction of glass. The top may require fabrication in several sections and the glass cutters will have to use great care in accurately joining the units. The base of the case is to be made of blond wood-veneer. The entire arrangement is planned for use where an alcove of sizeable proportions can be utilized.