Showmen's Trade Review (Jan-Mar 1947)

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E-4 SHOWMEN'S TRADE REVIEW, January 4, 1947 lime u"»iVi-k"" w*nM BLUE" « S JUNE. "V. Lc GEORGE MONTGOMERY KiLDi££,SHOW SAT 10.00 AM fa West IM's Los Angeles The new Fox-West-Coast Loyola in Los Angeles represents a striking departure from the pre-war trend toward rigidly unornamented functional treatment, and a return to classical ideas of non-functional ornament as an aid to beauty. The basic pattern of both structure and decoration, repeatedly stressed throughout every part of the theatre, is that of the free-flowing curved line and surface. It is reproduced in the architectural trimming and lighting lines above the marquee; in the lighting tube pattern under the marquee; in the heavily ornamented island box office; in the spreading, armsstretched-wide-in-welcome curve of the two rows of poster cases that invite passersby toward the entrance doors; in the curving walls of lobby, lounge and auditorium, in the auditorium decorative pat GRACEFUL CURVATURE of outdoor architectural lines and lighting tubes is reproduced indoors in the curving walls of the entrance lobby and swirling pattern of the carpet. tern, the proscenium treatment, and the scroll-like carpet design. Puritanically rigid functionalism is nowhere in evidence. Two stores are included at either end of the facade. A large parking lot is provided at the rear of the theatre. Fox West Coast Design The entire house and all its furnishings and decorations were planned and designed by the Fox West Coast organization, under the supervision of Dick Dickson, Director of Purchasing, Maintenance and Construction, and member of STR's Theatre Advisory Council. A number of its unusual and striking features are details which are at present exclusive with that circuit. The highly ornamented island boxoffice is their own, so are the interesting popcorn and candy cases, lighting fixtures, lounge furniture and draperies. Many of these designs were carried out by local organizations: — Solar Lighting Company of Los Angeles fabricated the special lighting fixtures, Theatre Upholstering Company the unusual curved lounge furniture and Grosh Scenic Studios the drapes. The Loyola is the latest addition to the first-run Los Angeles group consisting of Grauman's Chinese, Loew's State and the Fox Uptown — theatres which play exclusively the top product from 20th CenturyFox. The new house is located at Sepulveda and Manchester Boulevards, in the rapidly-growing Westchester development at the southwest side of the California metropolis, and within a mile of the new Municipal Airport. Construction was started two years ago when business and residential leaders of the new community pointed urgently to the need for a firstclass theatre. The impressive outdoor decorative