We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
e14
SHOWMEN'S TRADE REVIEW, October 9. 1948
Picture and Patrons First
Design of Swank Theatre in New York Subordinates Architectural Flourish to Accent Show on Its Screen and Activity of Its Patronage
An ultra-swank, ultra-sophisticated theatre in which the auditorium was intentionally designed as a self-effacing "neutral shell" surrounding the all-important picture, Pathe Cinema's new Paris is located in the heart of New York's society and shopping center, at 58th Street and Fifth Avenue. It presents foreign language pictures to the city's elite at decidedly elite prices, with heavy emphasis on French product. Lounge facilities include a complete kitchen from which coffee, tea and bouillon is served, and which prepares buffet lunches for women's groups who make gratis use of the lounge for morning and afternoon meetings.
The structure is the first in New York City to benefit by the new building code, which permits offices to be erected above an auditorium with more than 299 seats. The theatre is at the bottom of a sixteenstory office building.
The facade of the theatre proper is limestone, off-white in color, above the marquee, and limestone and marble below the soffit. Poster cases are aluminum,
Located at Fifth Avenue and 58th Street in the heart of New York's society and shopping center, the new Paris Theatre features outdoor and indoor lighting focussed on patrons and their activity, not on theatre architecture. Auditorium design and color scheme are intentionally subdued to bring out screen and picture as the central and practically only attraction. A downstairs lounge with a fully equipped kitchen serves coffee, tea and bouillon, and complete buffet lunches to women's groups.
entrance doors Herculite glass, lobby flooring terrazzo. Marquee attraction boards and letters are by Adler. Soffit and lobby lighting are from recessed incandescents, planned and placed to dramatize the people and movement about the theatre.
Lounge Visible From Street
The lounge is on a lower level. It can be glimpsed from the street through a window at the left of the box-office, and also by glancing down the stair well while passing through the lobby. The mural decoration on the wall beside the lounge stairs is the Pathe rooster, familiar on so many American screens prior to World War L
Among attractions of the lounge (aside from the refreshments) are eleven built
in, illuminated glass cases carrying miniature displays of French and other foreign artistic and industrial products; fresh flowers changed daily; simple home furnishings of conventional design, and tables for bridge, chess, checkers and backgammon. General color scheme of the lounge is beige, gray and natural oak.
Gray and terra cotta form the general color scheme of both lobby and foyer, while that of the auditorium is gray, with (Continued on Page E-22)