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16
SHOWMEN'S TRADE REVIEW, February 5, 1949
UP
r ^IMPROVED
COCONUT OIL POPCORN. SEASONING
BUTTER LIKE FLAVOR! GOLDEN COLOR!
POPPING METHODS and
POPCORN PROFITS
Recent field studies show that popcorn sales can be increased 15-20% by employing correct popping techniques. If you are not certain that your
■ present popping I methods are per
■ feet, write to us w for information.
Simonin of Fhiladelphia
PHILADELPHIA 34, PA. ★
SEASONING SPECIALISTS TO THE NATION
>-Seat Magnolia, Seattle, Is Twentyseventh in Sterling Circuit
Requiring a year for construction, Sterling Theatres' new 1,000-seat Magnolia, Seattle, is designed and ornamented in what its planners call the "modern but not modernistic" school. The auditorium is lavishly decorated. The refreshment bar, featuring Manley popcorn and CocaCola, begins at the ticket taker's place and parallels the path of the patron across the foyer. Rest rooms and cry room are on the mezzanine; and the parking area, to the rear, is floodlighted at night.
The facade of the theatre is finished with Roman brick and concrete, in pastel shades of green and brown. The attraction board of the marquee is flanked by huge magnolia designs in neon. Box-office is at the left of the entrance; outer and inner lobby doors are tempered plate glass.
Carpeting — featuring white magnolia blossoms on a background of deep old rose — begins an the foyer, which is further ornamented with mosaic murals pieced together out of 23 different kinds of wood. These wooden mosaics are believed to be unique in theatre decoration.
Outstanding feature of the auditorium are the carved panels, each 20x22 feet, which flank the screen opening with modernistic versions of the Magnolia blossom in gold and silver leaf; the flowers themselves being white and silver. Auditorium side walls are deep bottle green trimmed with metallic bands; the rear wall is finished in salmon.
B. Marcus Priteca was architect of the Magnolia; A. B. Heinsbergen designed its interior.
AUDITORIUM (above) features carved magnolia blossoms in silver leaf and white, on a background of gold leaf. Walls are deep bottle green at the sides, salmon at the rear; basic ceiling tone is golden yellow. Facade (left) is finished with brick and concrete in pastel tones of brown and green, and ornamented with magnolias.
REFRESHMENT BAR (right) is located where the Magnolia's patrons encounter it as soon as they pass the doorman, and stretches along on their left as they walk across the foyer toward the auditorium. Coca-Cola and Manley popcorn are the most featured refreshments. The popcorn machine is nearest the entrance doors. Between the popcorn machine and the Cola bar there is a candy showcase, and two additional showcases are placed beyond the Cola bar, closer to the auditorium. Refreshments are also displayed in the show window which is on the left of the patrons as they approach the glass doors leading to the foyer, reminding them not to put their change away just yet.