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w This view shows many of the unusual features of the La Cosa, including the screen which may be seen in the upper left. The doors lead from the inner lobby, and patrons walk around behind the 5'4-/oo< baffle wall of natural birch to the auditorium seating area which may be glimpsed at the far right. Patrons in the auditorium are not disturbed by others entering the foyer which is a part of the theatre proper, for the inner lobby serves as a break beiweent inside and outside. Candy and popcorn are sold at the concession, beverages from a vending machine. blue, brown and light green. A curving, pendant lighting fixture of natural birch has spotlights in the bottom and a fluorescent tube on the top side to provide both indirect and high intensity illumination. Control of noise both from within and without the theatre has been effectively achieved in the La Cosa, for with the projection equipment in front of the theatre behind the screen from the audience, the projection noise is well removed from even those sitting closest to the screen. ADVANTAGES OF REAR PROJECTION A number of advantages result from rear view projection. It eliminates the light beam over the heads of the patrons in the auditorium, so that smoke and dust particles, which usually act similarly to a fog, no longer diminish the brightness of the image on the screen. Further, it removes the need for high ceilings usually required in theatre auditoriums in order to project the beam of light onto a large screen. It gives much better definition, superior color reproduction, permits seating patrons closer to the screen, and affords a wider viewing angle without distortion. F\irther, as before mentioned, the greater auditorium illumination permitted dispenses with the need of ushers. Also, the use of rear projection adds several rows of seats to the auditorium which would otherwise be space occupied by a stage and front cross aisle. The special plastic screen which is used eliminates the hot spot usually seen in most rear view projection. This is not done by forming the screen thicker at the center, but by a method of diffusion in the screen itself. The screen is formed by being sprayed on a specially prepared surface to a thickness of from .011 to .015 of an inch. After curing, this coating is peeled off. By working on an angle, the projectors can achieve more throw than would be at first apparent. Two regular-type projectors are used, located about 27 feet in back of the screen. Projection is through ordinary portholes, and the secret of the new optical system is the special lens developed by Parr Products Co. for rear projection through a dark screen. PATRONS CIRCLE BAFFLE The concession which is located in the foyer consists of a candy case, popcorn warmer, and cigaret and beverage vending machine. A five and one-half-foot baffle wall of natural birch behind a curved settee separates the foyer from the auditorium. Patrons enter the foyer from the patio lobby and circle around this wall to the auditorium. The patio-lobby contains the boxoffice and has four handsome attraction panels set beneath cove lighting on one side. Walls and ceiling of the lobby are metal industrial decking. A small planting area adjoins a rental store on the left. The theatre is located on a two-acre site, and a 250-car parking lot. surfaced with bituminous paving, is provided. The theatre was built at a cost of $210,000 by Charles P. Vatterott Co. It is subleased from the St. Louis Amusement Co. by Hugh Graham, manager. CREDITS: Architect: Lewis E. Wilson • Air conditioning: Kennord • Carpeting: Alexander Smith • Changeable letters: Bevelite • Projection and sound: Simplex • Seating: American. "TVS' This is the imall lobby between the patio lobby and the foyer. The outer doors are natural birch, the inner ones of plate glass, with a design painted in green, silver and black. This painted decoration is not only attractive, but acts as a light baffle. 12 The MODERN THEATRE SECTIONI::CE

Li. PREMIUM-PRICED COMFORT WITH EVERY TICKET The new Rugoff & Becker BEEKMAN THEATRE in New York City rjfL'CAUlCOS 'ittVER TAKE NO FOfc X "The Airflo Rockinn Chair meets every theatregoer's demands for superb comfort and accvmmodations." K. N. RiKioKK. Prrsidrnt Rugoff & Hixker Theatres Fellheimer & Wagner, General Architects John J. McNamara, Architect, Special Theatre Consultant MANY THEATRES throughout the country are enjoying consistent "sold out" business in their profitable loge sections, thanks to the lavish comfort of Airflo Rocking Chairs. Now, the Beekman Theatre becomes the first to offer this box office hit to its entire audience. The 550 TC 706 Airflo Chairs feature full floating, occupantadjusting, spring backs— coiJ spring edge, self rising seats— and extra wide, double foam upholstered arms. Backs, seats and arms are upholstered in fine, long pile mohair. Each loge chair is equipped with a disappearing, built-in ash tray for the convenience of patrons. Designed for striking beauty, luxurious comfort and uncompromising durability, Hev'wood-Wakefield seating is a sound investment in future business and long-run economy. Write today for a fully illustrated catalogue. A HEYWOOD- WAKEFIELD >v Theatre Seating Dieision MENOMINEE. MICHIGAN Sales Offices: Kaltimore • Boston Chicago • New York BOXOFFICE December 6, 1952 13

Li.<br />

PREMIUM-PRICED COMFORT WITH EVERY TICKET<br />

The new Rugoff & Becker<br />

BEEKMAN THEATRE<br />

in New York City<br />

rjfL'CAUlCOS<br />

'ittVER TAKE NO FOfc X<br />

"The Airflo Rockinn Chair meets every<br />

theatregoer's demands for superb comfort<br />

and accvmmodations."<br />

K. N. RiKioKK. Prrsidrnt<br />

Rugoff & Hixker Theatres<br />

Fellheimer & Wagner, General Architects<br />

John J. McNamara, Architect, Special Theatre Consultant<br />

MANY<br />

THEATRES throughout the<br />

country are enjoying consistent<br />

"sold out" business in their<br />

profitable loge sections, thanks to<br />

the lavish comfort of Airflo Rocking<br />

Chairs. Now, the Beekman<br />

Theatre becomes the first to offer<br />

this box office hit to its entire audience.<br />

The 550 TC 706 Airflo Chairs<br />

feature full floating, occupantadjusting,<br />

spring backs— coiJ spring<br />

edge, self rising seats— and extra<br />

wide, double foam upholstered arms.<br />

Backs, seats and arms are upholstered<br />

in fine, long pile mohair. Each<br />

loge chair is equipped with a disappearing,<br />

built-in ash tray for the<br />

convenience of patrons.<br />

Designed for striking beauty,<br />

luxurious comfort and uncompromising<br />

durability, Hev'wood-Wakefield<br />

seating is a sound investment<br />

in future business and long-run<br />

economy. Write today for a fully<br />

illustrated catalogue.<br />

A<br />

HEYWOOD-<br />

WAKEFIELD<br />

>v<br />

Theatre Seating Dieision<br />

MENOMINEE. MICHIGAN<br />

Sales Offices: Kaltimore • Boston<br />

Chicago • New York<br />

BOXOFFICE December 6, 1952 13

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