Showmen's Trade Review (Oct-Dec 1949)

SHOWMEN'S TRADE REVIEW, November 12, 1959 E-9 Unique Design Sells Theatre Tickets Two months after the opening of the new Baldwin Theatre on South LaBrea Avenue in Los Angeles people are still coming from as far away as Alaska to look at it, Manager Burt Jones reveals, while word-of-mouth advertising of its exceptionally clear sound, comfort and beauty builds repeat business. Elderly patrons, especially, exclaim to Manager Jones about the clarity of the acoustics, and state that they have never before been able to hear a picture completely. Architects, builders and exhibitors have constituted a temporary substantial patronage, often paying their way in see if the Baldwin Theatre is as exceptional inside as out. The 1,000-car parking lot (for a theatre seating 1,800) also draws patronage, Manager Jones believes. For his own part, he stresses service to patrons to keep the business the theatre attracts, and thus to convert it into a steady clients' The unusual oval-arch, laminated-wood construction of the Baldwin, and its novel design features, provide an important cost advantage in addition to their eye appeal, their contribution to sound quality and — as will be noted later — better ventilation. Cost Only $ 1 50.00 Per Seat They have reduced the theatre's first cost by a significant percentage. Current ■theatre construction in the Los Angeles area runs from $200 to $250 per seat, according to figures cited by "Southwest Builder and Contractor" magazine on July 22. The Baldwin, opened September 9th, was erected at a cost of only $150 per seat. Furnishings and equipment came to an additional $42 per seat for a total cost of $192 in all exclusive of real estate. Architect Lewis E. Wilson of Los Angeles attributes this low cost primarily to the arch type construction which minimizes the quantity of material needed to wall and roof the theatre area; and secondly to the peculiar and varying shape of the nine arches. His method of procedure was first to lay down the ideal seating plan; and then plan an oval or elliptical arch to cover only as much cubic capacity as needed at that particular part of the theatre. Thus the arches are higher and narrower — -more nearly circular — in the vicinity of the screen, and wider and flatter toward the rear of the theatre. Arches Replace Facade There is no facade at all in the conventional sense. To provide an eye-catching entrance way, and a structure to support the name sign, attraction boards and marquee, two broad, low arches of laminated wood timbers were built across the whole front of the theatre and linked to it with wooden side and roof lattice-work. In the outdoor lobby thus created a garden atmosphere is maintained by living plants, including palms growing through the overhead openings. This note is repeated by potted, live trees and shrubs inside the carpeted foyer, which is separated from the lobby-garden only by walls and doors of clear glass. Completely opaque plastic doors separate the foyer from the auditorium. Men's and women's rooms open off one end of the foyer, on the same level. The auditorium side walls (above the (Continued on Page E-10) Theatre (top of page) is built of arches of varying size and curvature. Other arches linked to theatre proper by lattice-work form the "facade." Foyer is separated from outdoor lobby by glass only. Auditorium has exceptional acoustics and ventilation, unusually broad aisles, chairs 36" wide.