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1947-48 Theatre Catalog, 6th Edition, Page 112 (100)

1947-48 Theatre Catalog, 6th Edition
1947-48 Theatre Catalog
1947-48 Theatre Catalog, 6th Edition, Page 112
Page 112

1947-48 Theatre Catalog, 6th Edition, Page 112

Glass-Walled, Visual Lobby 3 Cinema in Westmount, Quebec

. The Avenue Theatre

The Avenue Theatre, on Greene Avenue, in Westmount, Quebec, owned and operated by the United Management Corporation, Ltd., was designed by the architectural firm of Luke, Little, and Mace.

0f fire-proof construction, the 850-scat theatre OI the stadium type is erected from rinforced concrete and steel, with facing materials of brick and polished granite on the walls. Cost of the project was approximately $195,000, including $35,000 for equipment and air-conditionmg.

The front features a visual lobby, with full-view glass walls on the outside. A marquee covers the sidewalk, coextensively with the glass walls. Only the theatre name, in stand-up script type, neon-lined letters, is used for the outside advertising. According program announcements are made by posters in sev THE AVENUE THEATRE, on Greene Avenue, in Westmount. Quebec, is an example 0! a cinema that is all-theatre, yet, by the usual design and architectural standards at the United States, quite untheatrical. The lobby is entirely glossed in on the two out sides, making the whole area per

eral easel frames in the lobby which can be read by passersby. The front is faced with pink-buff brick, polished red granite, and Alumilite.

The foyer-lounge is hoored in slate tiagstone, with the walls paneled in prima vera plywood with marble trim. Large room-type carpets add a touch of hominess to the area. Ceiling is redfiocked.

The auditorium provides for a standee area between the last row of seats and the stadium rise. The walls and ceilings are done in shades of red to buff, with a turquoise blue panel over the proscenium. The walls (that are 12 inches thick: 8 inches of concrete block and 4 inches of facing brick) are overlaid with a metal furring which on the screen edge splays out to a distance of 12 inches. Into the cove formed by the splays have been placed lighting fixutres for the gen eral illumination of the auditorium. The '

side walls are plastered over the furring, while the real wall has been treated with Acousti-Celotex.

The mens and ladies toilet rooms have tile floors, with 7-foot dados. In the powder room, three vanity shelves have been provided.

Other features of the theatre include a vault built-in as part of the manager's otiice; built-in telephone facilities; checking service; candy counter; and a private viewing room.

The theatre, located in a neighborhood shopping district will draw from an estimated 35,000 population, mainly of English-speaking Canadians. As the theatre opened, it was the policy to operate as a first-run, showing the best of the English pictures, with, perhaps, from time to time, supplementing the program with the better Hollywood productions.

tectly visible to the passer-shy. Coextensive with the glass walls is a marquee, surmounted, as to be read from two directions, two name signs done in neon-lined script letters. Materials used on the exterior ot the theatre include such items as pinkvbutt brick, red granite, and Alumilite.



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1947-48 Theatre Catalog, 6th Edition, Page 112