Boxoffice-January.07.1950

^M
JANUARY 7, 1950
Vol. XVII No. 1
o n t n t
Elegance with Economy Hanns R. Teicbert 8
Four Foyers in the Modern Manner 12
Carpets That Carry Charm 14
Small-Town Indiana Theatreman Credits Confection
Sales to 'Change of Scene' 17
A Survey of Refreshment Service in
Hartford, Conn Allen M. Widem 20
Building Bigger Boxoffice Eugene A. Conklin 24
At the Drop of a Coin 30
Smartness and Charm Added to New England Theatre 32
Protecting the Patron From Himself George J. Bevans 34
Four-Screen Drive-in Design Affords Flexible Operation 42
Clever Advertising Plus Customer Convenience Sells
Wometco Drive-in Kitty Harwood 46
DEPARTMENTS
Refreshment Service 17 New Equipment and
Developments 52
, .^ .
Literature
co
58
Readers Bureau 39
Drive-ins 42 About People and Product 60
ON THE COVER
Advertising Index 40
For the cover of an issue devoted to interior decoration,
certainly no neiv theatre offers a better example of tasteful
modernity than the recently completed Lake Theatre in Cleveland.
Ohio. The theatre's many innovations in design and decoration
are the result of combined planning by architects Matzinger
and Grosel of Cleveland, and Rex M. Davis of the
Hanns R. Teichert decorating studios in Chicago.
The cover illustration shoivs the Lake's hospitable lobby with
white patent leather tufted settees, artificial "plantings" of
plastic leaves and the wide baiids of plain-colored carpeting in
alternating colors.
%rHILE the new trend toward
lunctionalism in exterior design of the
modern theatre is toward austerity,
the some trend in decoration of the
theatre's interior seems to lead more
in the direction of softness and opulence.
This can probably be explained by
the very meaning of the term " lunctionalism,
" for on entering a theatre
the patron usually wishes to forget the
humdrum outside world and enter a
realm of make-believe.
Softened lighting, muted colors, thick
carpeting and exotic themes in wall
and ceiling decoration are being used
more and more for foyers and lobbies
where the patron is bridging the transition
from "street to seat."
With the vast improvements that
have been made in recent years in
fabrics and other decorator materials,
a luxury and softness in treatment has
become possible where formerly coldness
and formality were the order of
the day for de luxe theatres and other
public buildings.
In postwar years many new factors
have entered the field of decoration.
Greater convenience for the patron has
advanced in stride with increased
safety through fireproofed materials
and fabrics.
Improved dyes, stronger textiles, the
introduction of plastics for wall covering
and furniture upholstery have
brought added blessing to the exhibitor
also in terms of simplified maintenance
and longer life.
In this issue of Modem Theatre
have been collected some of the latest
ideas in decoration for large downtown
theatre and neighborhood house
alike. The opinions, theories ctnd
examples of some of the country's most
outstanding architects and decorators
are presented in picture and word as
a guide to the theatre owner.
KENNETH HUDNALL, Managing Editor HERBEBT ROUSH, Sales Manager
Published the lirst Saturday o! each month by Associated Publications and included as a
section m all editions of BbXOFFICE. Editorial or general business correscondence relating
to The MODERN THE.ATRE section should be addressed to the Publisher, 825 Van
Brunt Blvd., Kansas City 1, Mo. Eastern Representatire: A. J. Stocker, 9 Rockeieller Plaza,
New York 20, N. Y. Central Representative: Ralph F. Scholbe, 624 So. Michigan Ave.,
Chicago, 111. Western Representative: Bob Wettstein, 672 So. Lafcryette Park Place. Los
Angelas, Calif.