Boxoffice-January.07.1950
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CARPETS THAT<br />
CARRY CHARM<br />
V^ARPET TEXTURES, COLORS. PATTERNS and cven their basic<br />
construction have undergone great revolutionary changes in the<br />
post-war years. While advances have been made in all kinds of<br />
carpet, theatre cai-pet in particular has undergone a most dramatic<br />
transformation.<br />
Carpet has always created a sense of luxury, minimized noise<br />
and added color to theatre interiors. Today's new products do<br />
this and more. They are now so patterned and textured as to be<br />
the very key to much decorative planning.<br />
The theatre manager of today is vei-y much interested in<br />
creating a luxurious atmosphere in his theatre—and atmosphere,<br />
that intangible element, is no longer an accident, but can be<br />
scientifically created by the use of carpet keyed to the proper<br />
color scheme. The character of this atmosphere will naturally be<br />
determined by the size, location, and the patronage of the house.<br />
Another point to be considered is the growing decorator consciousness<br />
of the American theatregoer. The incresising popularity<br />
of "house and garden" type of magazines has made Mr.<br />
and Mrs. America more aware of their surroundings. The alert<br />
manager will naturally try his best to please them in order to<br />
win their interest and continued patronage. Since the carpet<br />
is one of the largest single color areas in the room, its effectiveness<br />
in building acceptance cannot possibly be ignored.<br />
If you are now considering buying carpet for your theatre, it<br />
will pay real dividends to consider the following points:<br />
• The kind of patronage to which you are catering and<br />
the over-all effect you want your theatre to create.<br />
• The size or floor area of your place is important. The<br />
carpet pattern scale can either create a sense of openness,<br />
or on the other hand, one of cozy intimacy. Plain<br />
colors can make an area seem larger, while a figured<br />
design makes rooms seem smaller.<br />
Many<br />
• The carpet colors should be chosen carefully.<br />
decorators today use one and sometimes several of the<br />
carpet's colors to build the color scheme for the entire<br />
room. Walls, draperies, upholstery, and other accessories<br />
may be successfully keyed to the carpet colors<br />
themselves. The result is a harmonious balance.<br />
• Installation and maintenance expense is a vital point.<br />
Remember that it costs just as much to install and<br />
maintain a good-quality carpet as a poor or medium<br />
grade one. The initial expense will be greater, but in<br />
terms of longer years of wear, the purchase of a quality<br />
carpet will prove more economical.<br />
One big reason for the large boxoffice receipts of many theatres<br />
today is that the owner knew his market from the very<br />
beginning and the tastes of the particular group to whom he<br />
With this knowledge he employed<br />
was presenting entertainment.<br />
many techniques in decoration, design and film selection to<br />
please the patrons to whom he catered.<br />
TOP: Gulistan Constellation carpet in the foyer of the Stamm Theatre in Antioch,<br />
Calif. Note how the large scale pattern creates great spaciousness<br />
and complements the theatre's decor.<br />
CENTER: This large scale Gulistan carpet, Persian Sunburst, is vibrant in<br />
colors of electric blues and grays. Note the contrast in scale with the general<br />
decor of the theatre and how they enhance each other. This installation is in<br />
^, ^"^ ,-r*% ^^.^^ ~<br />
BOTTOM: In the Bird of Paradise carpet pattern in the Laurel Theatre in<br />
Son Carlos, Calif., the contrasting colors create a great sense of luxury and<br />
spaciousness.<br />
the United Artists Theatre in Los Angeles, Calif.<br />
The MODERN THEATRE SECTION