Showmen's Trade Review (1945)

44 S H O W M E N 1 S TRADE K E V I E W October 13, 1945 New Ideas and Tools for Frontal Display How will you meet the trend toward the ultra-modern, spic-and-span new theatres appearing on the Main Streets these days? Whether building a new theatre or revamping the old, you are going to be faced with that old demon, competition. Your front will need that jewel-box touch, your poster displays will need a new lift and to accomplish the ideal result you will be looking for a material which will look spiffy at all times without the application of too much spit and elbow grease. Appearance will be the prime consideration, but ease of maintenance will run "looks" a close second. Sealuxe Display Systems, manufactured by the Universal Corporation, Dallas, Texas, and distributed nationally by National Theatre Supply through its branches, seems to hold one of the promising answers to this problem. Frames, matching hardware and even entire fronts and box-offices of glossy, gleaming aluminum are now available in any required quantity. The day and age of all metal theatre construction has arrived and as a result of the vast wartime production undertaken by Universal, their designers and metallurgical researchers are today prepared to deliver attractive aluminum units finished in the glamorous "Alumilite" colors. Sealuxe frames are built of aluminum "extrusions," or hollow tubular shapes of hightest aluminum alloy. Corners are interlocked by dove-tailing the meeting angles of the extrusions, and are reinforced with solid cornerbars mechanically locked into the tubular sections. To the aluminum finish is added a process called "Alumilite," which produces a surface treatment to add eye-appeal and resist 0 ?,'-f. HICKORY it«3 • » ?» .■■!■> i An attractive install' stmcturol glass facing of ti> Alumilited and glazed lobby display frames Alamada Theatre, Houston, Texas. Arcadia Theatre, Dallas, Texas, facade is shown at left and above before and after being renovated. The transformation is a credit to its designers and the Sealuxe Display Frames which blend well with the front treatment. Lower center is a cut-away view of the Sealuxe frame door assembly with piano hinge, accurately mitered joint and heavy extruded aluminum construction. ance to scratches, abrasions, finger marks, and weather stains. Alumilite becomes a part of the metal itself, and thus does not chip, crack, or peel. The finish is permanently polished to a silvery gloss or a frosty, platinum tone. It can be furnished to order in bright colors. Such displays become an integral phase of decoration. Sealuxe displays can be designed to the specifications of architect or builder while standard frames can be readily installed by local contractors, or some types simply mounted in lobby or exterior without marring a wall. Stills from current or coming attractions provide the final come-hither, since properly proportioned frames permit photos to be mounted in an attractive setting, neatly set apart, and easily seen to do their full job of selling. Standard shapes to fit practically every need are included in the company's line. Easel Type Frames The Sealuxe line also includes easel type display frames. They can be used, within local fire regulations, to control or turn traffic flow within the theatre as desired. Such frames are useful for sidewalk display where permitted. . As a special service feature to the showman desiring to build a new theatre or renovate an old one, Universal is in a position to supply rough plans and prepare estimates on their complete line of display and extruded metal building accessories. These products include, aluminum window frames, louvres, stair rails, treads, thresholds and doors, all of which can be had in the Alumilite color finishes in order to contrast or blend with any required color scheme. The company's designers are in a position to conjure-up unique treatments for all-metal lobbies or foyers which will be keyed to the trend of modern beauty, easy maintenance and long years of service. J. P. Travis, Universal president, and his firm have geared their plant and personnel to think in terms of tomorrow as starting today.