Boxoffice-January.07.1950

CARPETS THAT
CARRY CHARM
V^ARPET TEXTURES, COLORS. PATTERNS and cven their basic
construction have undergone great revolutionary changes in the
post-war years. While advances have been made in all kinds of
carpet, theatre cai-pet in particular has undergone a most dramatic
transformation.
Carpet has always created a sense of luxury, minimized noise
and added color to theatre interiors. Today's new products do
this and more. They are now so patterned and textured as to be
the very key to much decorative planning.
The theatre manager of today is vei-y much interested in
creating a luxurious atmosphere in his theatre—and atmosphere,
that intangible element, is no longer an accident, but can be
scientifically created by the use of carpet keyed to the proper
color scheme. The character of this atmosphere will naturally be
determined by the size, location, and the patronage of the house.
Another point to be considered is the growing decorator consciousness
of the American theatregoer. The incresising popularity
of "house and garden" type of magazines has made Mr.
and Mrs. America more aware of their surroundings. The alert
manager will naturally try his best to please them in order to
win their interest and continued patronage. Since the carpet
is one of the largest single color areas in the room, its effectiveness
in building acceptance cannot possibly be ignored.
If you are now considering buying carpet for your theatre, it
will pay real dividends to consider the following points:
• The kind of patronage to which you are catering and
the over-all effect you want your theatre to create.
• The size or floor area of your place is important. The
carpet pattern scale can either create a sense of openness,
or on the other hand, one of cozy intimacy. Plain
colors can make an area seem larger, while a figured
design makes rooms seem smaller.
Many
• The carpet colors should be chosen carefully.
decorators today use one and sometimes several of the
carpet's colors to build the color scheme for the entire
room. Walls, draperies, upholstery, and other accessories
may be successfully keyed to the carpet colors
themselves. The result is a harmonious balance.
• Installation and maintenance expense is a vital point.
Remember that it costs just as much to install and
maintain a good-quality carpet as a poor or medium
grade one. The initial expense will be greater, but in
terms of longer years of wear, the purchase of a quality
carpet will prove more economical.
One big reason for the large boxoffice receipts of many theatres
today is that the owner knew his market from the very
beginning and the tastes of the particular group to whom he
With this knowledge he employed
was presenting entertainment.
many techniques in decoration, design and film selection to
please the patrons to whom he catered.
TOP: Gulistan Constellation carpet in the foyer of the Stamm Theatre in Antioch,
Calif. Note how the large scale pattern creates great spaciousness
and complements the theatre's decor.
CENTER: This large scale Gulistan carpet, Persian Sunburst, is vibrant in
colors of electric blues and grays. Note the contrast in scale with the general
decor of the theatre and how they enhance each other. This installation is in
^, ^"^ ,-r*% ^^.^^ ~
BOTTOM: In the Bird of Paradise carpet pattern in the Laurel Theatre in
Son Carlos, Calif., the contrasting colors create a great sense of luxury and
spaciousness.
the United Artists Theatre in Los Angeles, Calif.
The MODERN THEATRE SECTION