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1945 Theatre Catalog, 4th Edition, Page 463 (437)

1945 Theatre Catalog, 4th Edition
1945 Theatre Catalog
1945 Theatre Catalog, 4th Edition, Page 463
Page 463

1945 Theatre Catalog, 4th Edition, Page 463

HAND-PAINTED DISPLAYS added their glamour to New Yorkls famed Gay White Way, to bring the spectacular to bear on exploitation when the attraction of light was curtailed. This "Mexican Hayride" Varga girl was, perhaps, the most alluring of this type of mammoth oil-painting art. She was a gorgeous creature and


Two spectaculars have recently been completed. One is for Ruppertis Beer. This sign is to be located on the north corner of Duffy Squareea spot which is featured in all stock shots of Broadway that one sees in pictures. A 40-foot beer glass will be the center of attraction. Approximately 5,000 lamps and 2,000 feet of neon tubing will flash and twinkle to make this one of the most outstanding displays on Broadway in all the many years of spectacular signs and displays.

The other spectacular is constructed on a roof overlooking Times Square, and visible from any angle. The name of the product is written in script letters 20 feet tall. A neon, animated figure will model the apparel which is being advertised. Across the bottom of the sign face will be a traveling message sign advertising the stores where the product may be purchased.

Traveling Messages

The moving sign has been installed in various cities throughout the country



for newspapers and radio stations. The sign operates with a Trans-lux sign control, and is so developed that as rapidly as the operator can typewrite is how rapidly the message can be changed on the sign. This type of sign can be called a ttservice" sign. This is the electric sign which first renders a service to its audience, and incidentally-in an aside, so to speakemodestly mentions the source of this service. These are the news signs, such as has made the Times Building a landmark and a cynosure for all eyes.

Clock signs which give the time and the product of the advertiser who gives the time; barometers, thermometers, weather signs, and the like. All these unfailingly get the publicis attention, and also its good-will by the services they render-eand in this way establish a feeling of warmth and perhaps uncone sciously, gratitude, towards the advertiser and his product.

The Wondersign

No story on Broadway signs, or any signs, would be complete without the inclusion of the most wonderful sign of

won tremendous publicity for Producer Michael Todd, the picture, herself, and -to those noting the signatures in the lower left and right corners-Artkraft Strauss. Thus did non-electric signs of gigantic proportions keep alive the spirit of Old Broadway developed over the years through eyevcatching, breath-taking displays.

them all. It stands alone in the annals of all sign history as the most outstanding, unequalled in its intricacies of workmanship. That sign is the Wondersign.

With the lifting of the dimout, the RKO Palace Theatre, famous Broadway house, asserted its dominance with this gigantic electrical super-sign, covering the entire eight-story front.

Dominating and part of the new front is this marvel of electrical engineering, which presents a constantly changing series of animated electrical displays. It can make over a complete new sign every 20 seconds, the only sign in the country so equipped. Red, white, green, and yele low light bulbs, totaling 27,000 individual lights, and one mile of luminous neon tubing, form the dazzling spectacle which is nightly viewed by thousands of persons.

Under the Wondersign is a big attraction display with four rows of three-foot letters. An additional feature is a newsograph, consisting of letters 31/2 feet high, copy on which can be changed instantaneously in contrast to other lightstrip tickers which require more than an hour to change copy. This is equipped
1945 Theatre Catalog, 4th Edition, Page 463