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1945 Theatre Catalog, 4th Edition, Page 456 (430)

1945 Theatre Catalog, 4th Edition
1945 Theatre Catalog
1945 Theatre Catalog, 4th Edition, Page 456
Page 456

1945 Theatre Catalog, 4th Edition, Page 456

Modern Theatre: Setting for Showmanship

The Specialty Accessories Now Available Emphasize Points-of-Contact Advertising

Design for the modern theatre is essentially based on the parent blueprint for increasing theatre patronage and continuing that patronage once it is attained. Accordingly, while suitable accommodations for the convenience of patrons are amply provided, and beauty and motif are given every consideration, the show-wise theatre designer stresses effective display of advertising, in front and lobby, as primary factors in the successful planning of new or improved theatre construction.

For this purpose, there has been available for many yearseand the supply continues to increase and enhance-a wide variety of colorful and artistically designed advertising displays which lend the "magic touch of Showmanshipli to the most modern theatre, while proving equally effective in luring patrons to those theatres where the creative touch of the modern theatre designer has not as yet been felt.


Space, size, and design of the front or lobby usually dictate the type of display to be used. Although these displays have become standardized as to size and shape, their versatile usefulness, as well as the wide choice of types of displays, allows for their adaptation to almost any plan for theatre modernization.

PHOTO-ART DISPLAYS, in both 30x40 and 40x60, employ o combination of multicolored silk-screen process and photographs of stars. It is used in shallow display cases where front lighting is quite essential.

:EBlillllllll] ANNEHEVEHE , : 'l lilllll [ilillilliiif Fillil KllBRIlli f


Director of Advertising and Publicity, Nalional Screen Service Corporation

Framed Displays

In fullest appreciation of the value of point-of-contact advertising, the modern theatre frames are designed, in most cases, to accommodate displays, 40x 60 inches in size. Many frames accommodate even larger display arrangements, whereby a 40 x 60 is used in combination with standard lithographed accessories. Accordingly, with the exception of banners, with which we shall deal later, most specialty accessorries-comprising those colorful displays employing the use of poster colors, applied through a highly effective silk-screen medium, photo-art, cutouts, transparencies, and specially appliqued treatments-are prepared in the 40x60 size.

Many theatres, faced with a lack of space in lobby, or front, or both, find it impossible to accommodate the 40x60 frames, and, for their purpose, several styles of specialty accessories are prepared in the smaller, 30x40-inch size. Frequently, exhibitors have found it advantageous to combine in one frame, originally designed to accommodate one 40x60, a combination of a 30x40 display and 11 x 14 photos or stills.

NEG-ART DISPLAYS combine dignity with superlative Showmanship, providing colorful backgrounds with a neon like effect. This type of display is individually produced because of the hand work that is required.


Front-Lighted Displays-Where the theatre has been designed with shallow display cases that do not allow for the inclusion of lighting facilities within the case, or where the design of the case necessitates front-lighting of the poster, a very popular display piece is generally used, employing the combination of silkscreen process in many colors and usually with reproductions of photos of stars and scenes, done in the modern photogelatin process known as Photo-Art. These displays are inexpensive, and are available in both the 40 x 60 and 30 x 40 sizes. Suitable for use in the theatre lobby and front, these accessories are compatible with the most modern innovations in theatre planning, and provide eye-arresting effectiveness against the modern simplicity of the current motif in lobby and front design.

The latest innovation in this type of accessory is just beginning to make its appearance in the form of Colorart posters, wherein silk-screen process is combined with Photo-art in natural colors. This new, colorful poster possesses a beautiful, life-like appearanCe that sets a new high in eye-appeal through color harmony. Economically priced, it offers a de luxe advertising medium at very nominal cost. These powerful displays are available in both 40x60 and 30 x 40 sizes.

COLORART POSTERS utilize both the silk-screen and PhotovArt in natural colors to set a new high in eye appeal. In both 30x40 and 40x60, and economically priced, the posters offer a deluxe advertising medium.





1945 Theatre Catalog, 4th Edition, Page 456