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1947-48 Theatre Catalog, 6th Edition, Page 226 (212)

1947-48 Theatre Catalog, 6th Edition
1947-48 Theatre Catalog
1947-48 Theatre Catalog, 6th Edition, Page 226
Page 226

1947-48 Theatre Catalog, 6th Edition, Page 226

Review of the Use of Signs and Letters

Pictorial Presentations of Installations

Showing the Trend in Modern Front Design

First appearances being lasting ones, one of the major considerations in theatre design is the facade, and particularly the marquee, which of course, includes signs and letters. While on the interior a designerls fancy may be given free rein, the outside must be considered not only from the standpoint of a definite building in a definite community, but also that of advertising and the enticement of potential patrons.

There can, naturally, be no hard and fast set of rules by which this blending of civic fitness and theatre functionalism can be achieved, each situation must be faced individually and its problems solved in the best possible manner. Among the considerations entering the solution of the problems of the facade are those of the site of the theatre in relation to the position of the house in the exhibition setup of the area and to the community as a whole.

In these pages an attempt has been made to show a wide variety of theatre fronts, with divers ideas expressed concerning marquee shape and lighting and the use of modern, silhouette or translucent letters.

Most recent entrant in the field of sign letters are those Which have been

THE DON THEATRE, Shreveport, Louisiana

designed of plastic in such a manner as to give a ribbed, beveled appearance, this third dimensional effect being particularly noticeable when the background glass is illuminated.

Translucent letters are made of a plastic material, known as butyrate thermoplastic. The material is tough and is claimed to be the best of the plastics for use outside against the elements, for it stands temperatures of sub-zero to above 160 degrees. The construction of some letters, center webbing enforces it against both breakage and warpage. By utilizing the lug method of fastening, the rigidity of the letter is not affected. The letters come in different colors.

Manufacturers of letters for theatre signs do not, as a rule, make the signs or attraction boards, these being purchased through the sign man of choice. When signs are designed and built to utilize multiple-size changeable letters, a new message can be displayed every day, adding a powerful point-of-sale advertising force both day and night. There can be displayed special items and prices, services, and attractions.

Changing copy is simplicity itself, tak ing but a few seconds to change yesterdayls advertising message into todayts

new and freshly interesting one. With a variety of styles and sizes of letters available, it is possible to display signs that shout and possess appealing eyeinterest.

Color is easily injected into such displays as an added force by the use of translucent plastic letters. Persons and scenes can also be employed through the use of full-color transparencies.

Another display variation is the use of word units. These units consist of miniature frames easily mounted on the standard bar or spacing provided on-the sign. Such units save space, permit the better use of space, and make word plates unnecessary.

Pictures of the Don, Plaza, Roosevelt, Broadmoor, Loewls Canal, Royal, RKO Hillstreet, and Colosseum Theatres were provided by the Adler Silhouett Letter Company.

Pictures of the Arden, Bell, Alpha, Coronet, Lakewood, Belmont, Lido, Culver, Boulevard, Bay, Park In, and Ritz Theatres were provided by Theatre Specialties, Inc.

Pictures of the McVickers, Duke, Lancaster, Joy, and Paramount Theatres were provided by Wagner Sign Service, Inc.

THE PLAZA THEATRE. Oklahoma City, Oklahoma

THEATRE cit/nos 1947-48
1947-48 Theatre Catalog, 6th Edition, Page 226