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1945 Theatre Catalog, 4th Edition, Page 564 (538)

1945 Theatre Catalog, 4th Edition
1945 Theatre Catalog
1945 Theatre Catalog, 4th Edition, Page 564
Page 564

1945 Theatre Catalog, 4th Edition, Page 564



USE OF ARTISTIC PANELS in advertising lay-out is tough! through the study of such designs as these. With such hand drawn displays, it is sometimes easier to fit the picture's mood to the iheoire's.

Among the subjects studied are how to select theatre locations and sites, theatres and commercial buildings, the advantages and disadvantages of various theatre types, how to plan a theatre, how to determine floor pitches, what sight lines are and how to lay them out for the best viewing of the stage and screen.

Theatre Construction Regulation*How to make a theatre safe and comfortablea what to do and what not to d%gives information on how to arrange seats, how to determine capacity, and many other subjects.

Projection Room DesigneeThe well designed and located projection room is studied from the standpoint of how to determine the best location, how to design the room, and how to determine the size. Also in this lesson are covered projection equipment, screens, how to select best equipment for a particular situation.

Stage Design-eGoing back of the scenes in the design and layout of the stage, such subjects as proscenium curtains, stage blocks, and counterweight sytems are considered. Also studied are stage lighting and its control, color circuits, types of footlights and borders, switchboards, and dimmers.

Theatre Lighting, Part laTo learn the principles of making theatres artistic and enhancing beauty and entertainment values are studied, such subjects as how to measure light and its units, how to light an auditorium for general illumination and for decoration, how to secure atmospheric effects, how attractively to light lobbies, rest-rooms and other parts of the theatre, how to use seasonal lighting, how to light the orchestra, and how attractively and effectively to illuminate theatre exterior.

Theatre Lighting, Part ZeThe different lamp types used in the theatre are discussed, along with their advantages and disadvantages. The different mediums are studied for the various uses. Considered also is how to select the most effective electric signs for the different classes of theatres, and how to operate and maintain them.

Theatre Ventilation-Vari0us ventilating systems and their methods of operation are studied, as are the principles of making a theatre inviting and comfortable at all seasons.

Theatre Advertising

Advertising is a very important branch of the theatre business. The success of many theatres has been traced to well directed and arranged advertising by a trained advertising man. Theatre adververtising comprises the subjects of newspaper advertising, theatre programs, lobby display design, and exploitation. The lessons cover all phases of theatre publicity.

Theatre Advertising I)rinciplenghe fundamentals of theatre advertising give the background upon which all theatre advertising is based. Shown systematically is the how and why of selling entertainment, the fundamentals of advertising, the requirements for effective advertising, various mediums, the theatreis message, sources of information, functions of advertising, fundamentals of attracting attention, and selling points.

How to Use TypeaA knowledge of type, so that the theatre message will be placed effectively before the public, is gained through a study of the classes of type, how type is measured, and how to

tell type faces suitable for theatre advertising.

SCHEMATIC DRAWINGS, such as this one of a theatre sound system, present to the student graphically the order of processes and the placement of equipment. Thus it is seen how, from the exciting lamp and photoelectric cell, the sound goes through the film pick-up and amplifier, then through the foder, amplifier, output control panel (to which a monitor speaker for checking purposes can be attached), and finally to the horns in back of the screen.


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HAND-DRAWN ADVERTISEMENTS, such as the portion shown here, are studied by the [siudenis for a. better understanding of fitting the layout to the picture to get the best return for the newspaper space bought.

Theatre Illustrations, Cuts, and BarderseA complete understanding of illustrations suitable for theatre advertising and the photo-engraving processes is given in order to understand how to order and use engravings. Among the subjects considered are uses of illustrations in attracting attention, selling entertainment, and selling institutional features, photo-engraving processes, line cuts, classes of drawings for line cuts, halftone and combination cuts, determining cut sizes from illustrations; electrotypes, mats and stereotypes, plain and ornamental borders.

Layout MechanicseHow to make and arrange advertising layouts to attract attention are considered from such subjects as elements of display, arranging type and illustrations, layout material and size, layout directions for designating the border, headlines, and body matter, and making the layout and proofreading.

Theatre Advertising Copy, Part leInstruction is given on how to develop attention-compelling copy to sell theatre entertainment. A complete study of theatre copy is made, With such subjects as elements of copy, headlines and their selection, catchlines of all kinds.

Theatre Advertising Copy, Part 2eSubjects here include subheadings, supporting cast names, credit lines, play dates, schedules, admission prices, short subjects, stage attractions, music, slogans; summer and success advertising, body-matter copy for all occasions.

Newspaper Display Arrangement, Part laThrough this subject is shown how to attract attention with type and how, with proper and effective arrangement, an advertisement can be emphasized and made to sell. The subjects covered include emphasis, capitals, italics, underscore rules, headline display arrangement, headings of various styles, headline type sizes, white space around headlines, letter spacing in headlines, minor headline words, and catchline display.

Newspaper Display Arrangement, Part 2*Subjects included are theatre name locations, displaying supporting cast names and play dates, panels, displaying schedules and short subjects, and stage units, displaying the slogan; displaying

the body matter, odd body-matter shapes,.

and subheading display suggestions. Newspaper Display Arrangement, Part :iASubjects are arranging the display elements, composition in the layout, how to balance the display, attention attract THEATRE CATALOG-1945
1945 Theatre Catalog, 4th Edition, Page 564