Showmen's Trade Review (Jan-Mar 1947)

SHOWMEN'S TRADE REVIEW, February 1, 1947 E-17 d^TTh OITl Skouras' "Pre-Fashioned Til** 1 K Theatre of the Future" V>IX1J-JU -■ at Long Beach, California to serve as a tuned antenna for the reception of television programs. The pre-fabricated components are assembled according to pattern, and it is expected that when materials are available and production is steady and assured, a complete theatre similar to the Crest can be put together within 6 to 8 weeks. The Crest seats 1,164. It is located at Atlantic Boulevard near Carson Street, Long Beach, California. Opening day was January 23rd with a gala premiere in typical Hollywood fashion. Foyer panels shown in the illustration are of aluminum. Lighting is neon in soft and constantly changing colors. The foyer decorations are pre-fabricated, easily removed and changed for others, or shifted to different locations. Continuous music plays in the foyer, lounges and rest rooms. The foyer davenport is still another unique feature, being air conditioned. Its upholstery is spun rubber. Partitions of the office and some of the rooms can be altered at will, since they consist simply of sections bolted in place at top and bottom, easily shifted to and bolted in another location. Rest room draperies are of spun glass, as are the stage drapes. Ceiling and lighting coves domes are made of plastic. The auditorium, with 1,164 Kroehler push-back chairs spaced 36 inches back to back, is soundproofed with panels of spun glass fibre mounted behind metal grilles. Noise absorption is said to be superior to that obtainable with any other material. The glareless lighting brackets are finished in gold. Aisle lights were specially designed. The sectioned ceiling is pre-fashioned of plastic leatherette, studded with chrome nails. Heating and air conditioning are provided by a completely automatic system, incorporating a 60-ton refrigeration plant. The heating arrangements are unique, utilizing hot water from an instantaneoustype water heater. Eight fans provide a complete change of air every six minutes. Ventilating ducts are fitted with banks of ultra-violet, germicidal lamps. The manager's office is equipped with switches that give him complete control of temperature and ventilation at all times. The pre-fabrication idea has been extended to the projection room, which is built around pre-wired panels for the connection and powering of all equipment. The sound system has an output power of 150 watts. (The Academy Research Council standard for a house of 1,200 seats is only 25 watts). Hearing aids are available for patrons that need them. Mass production of Crest-type theatres is not planned for the present, because of building restrictions, high material costs, labor shortages, and the general more or less chaotic condition of the building industry. Charles P. Skouras is convinced that a vast potential market for pre-fashioned theatres exists, primarily in many smaller cities and towns in the United States, but also in bombed-out areas in Europe and Asia and generally throughout the world. Inquiries about the new theatre have already come in from such distant and varied places as China, South Africa, India, Mexico and the Argentine. "This new type theatre heralds a startling new era in theatre construction," the FWC chief said in an interview. "When materials become available, an assembly line in Los Angeles can roll out such theatres as fast as orders arrive. Every item — walls, ceilings, plumbing, decorations, box-office — the entire theatre — can be cut and built at the factory and assembled in record time at the site." Twenty-five thousand persons were present at the gala opening. A grandstand of 5,000 seats had been erected for fans, but proved far from adequate. Harry Crocker, movie columnist, served as master of ceremonies, announcing and introducing film celebrities as they arrived. Among those present were Walt Disney, Nelson Eddy, George Jessel, Joan Bennett, Walter Wanger, Rod Cameron, Robert Stack, Charles Korvin, Jeanne Crain, Peggy Ann Garner and Yvonne DeCarlo. (#7). RICHLY ORNAMENTED auditorium, fitted with push-back seats spaced 36 inches.