> > > >

1945 Theatre Catalog, 4th Edition, Page 203 (179)

1945 Theatre Catalog, 4th Edition
1945 Theatre Catalog
1945 Theatre Catalog, 4th Edition, Page 203
Page 203

1945 Theatre Catalog, 4th Edition, Page 203

Trends in Theatre Design and Construction

A Greater Utilization of Materials, Light Seen as Features of the Post-War Building

As theatre construction enters upon a new era#-a period of resumption if not entirely new ideas-it is well to stop a moment and take note of what the present situation is in regard to exterior appearance.

Perhaps the most outstanding development is a continuation of that which has been going on for years: the everdecreasing amount of gingerbready ornmentation, and the ever-increasing amount of decoration stemming strictly from materials themselves and the way various combinations of materials are handled.

Here in the eleven theatres presented on these pages will be noted the utilization of the decorative possibilities inherent in the materials themselves. (All the pictures, save that of the Kaywood Theatre, have seen used through the courtesy of the Adler Silhouette Letter Company and Ben Adler, its president.)

Second noteworthy trend to be noted in the increasing use of light, not only

LiDO THEATRE, Mexico, D. F., Mexico, is strikingly ditterent from American theatres, with the semi-circular marquee, over which towers a name-bearing spire, Here possibilities of advertising have been cut to a minimum, and even the marquee is more redolent of art than commerce. However, it suits a corner site.

as Iver-Alix, Dull!



as a background for current-attraction advertising, but also for the more subtle -at least, continuingeaspects of institutional propaganda. The development of the silhouette letter can, to a great degree, be considered as giving the impetus to the greater use of light. Not only have these developments been observed in the conventional type theatre in the business areas, but the trends are apparent in the drive-in type of cinema. Perhaps the outstanding example of the utilization of possibilities is that exhibited by the Valley Drive-In Theatre, where the gigantic screen-tower structure becomes, by day or night, a mighty ttmural" on the landscape. , It is, perhaps, in night photographs that the true ability of a designer is revealed, for then it is the theatre itself that becomes the dominant feature, to attract or not depending on how light has been handled. With the Huntridge Theatre, the power of light has been utilized in its simplesteand perhaps

most potent--form. After sunset the first thing that attracts the attention is the theatre name, gleaming forth against the backdrop of night, and then the brilliantly lighted marquee, and finally the posters and the light-lined box otiice.

Special mention should be made of the manner in which the Mexican architects have used decoration, particularly on the Lindavista Theatre. Here indeed was the chance to "go gingerbreadyil but the architect wisely restrained himself, using only that which would accentuate the over-all motif of design.

Thus it is here, as shown in these pictures, that American design and constructioneand that of the world, tooe resumes its march of progress toward better and better theatres, and it may be presumed, from these manifest trends, that future cinemas will more and more accentuate the inherent decorative possibilities of construction materials and all augmented by the judicious use of light and color. '

LINDAVISTA THEATRE, Mexico, D. F., Mexico, with a circular marquee, seemineg apart from the theatre proper, is in striking contrast to most theatres. But here, with a massive name-tower rising from its center, the marquee befits, in theme and decoration, the almost "mission" motif of the theatre proper.
1945 Theatre Catalog, 4th Edition, Page 203