> > > >

1947-48 Theatre Catalog, 6th Edition, Page 276 (262)

1947-48 Theatre Catalog, 6th Edition
1947-48 Theatre Catalog
1947-48 Theatre Catalog, 6th Edition, Page 276
Page 276

1947-48 Theatre Catalog, 6th Edition, Page 276

NO MATTER THE POINT OF VANTAGE, where seen from a landing on the grand staircase, as the carpet of the Mohawk Carpet Mills, Inc., in the top picture, or on the floor of the lobby itself, as the carpet of the Alexander Smith and Sons Carpet Company in the bottom photograph, carpets add an air at luxury. (Top is Belmont Theatre in Los Angeles; bottom, Strand Theatre in New York.)


I have outlined here merely a few of the steps that were taken by the industry in its determination to employ all of the tools of modern distribution to win back a place in the market, lost over the past few decades. There have been a number of other improvements. Manufacturers, selling has improved. Beautifully decorated showrooms, which display carpets and rugs against the best possible background, have been created. Style and design have been injected in carpet and rug manufacturing to a point believed impossible a decade or so ago.

To convince you we intend to carry on our program of self-analysis, I can report that at the present time the Elmo Roper organization is making a nationwide consumer study for us on carpets and rugs.

I have told you something about our efforts to increase interest in carpets and rugs because these developments will be of growing importance to you in the years ahead. Our efforts and the work of other groups in the field are bound to create an ever-increasing consumer interest in the appearance of the home. As national advertising increases, both in interest and scope, as stores modernize, as they do a better job of selling, consumers Will become more aware of the importance of home furnishings in creating better homes and better living. These developments increase the consumers, knowledge of decorative values and color harmony. As a result, consumers will be far more critical of their surroundings than in the past. They will react favorably to the type of tasteful decoration and styling in public places that they have learned to want in their homes. They will react unfavorably to garish display and bizarre ornamentation. In the case of door-coverings, for example, we must expect that consumers, in becoming more style conscious with respect to floorcoverings in their own homes, will also become style conscious of floorcoverings in theatres, hotels, and clubs.

This is the principal point which I should like to make today. In theatres, as in homes, fioorcovering forms the base for decorative effect to be achieved. In the future you will see, we believe, a more careful color coordination in theatre decoration in an effort to impress consumers through more attractive surroundings. This should mean a growing demand from your customers for more fashionable colors and more contemporary designs in figured carpets. Tastefully decorated surroundings, which add to the customers' sense of pleasure and comfort, in themselves exert a certain pulling power.

We believe you are already planning in this direction. In amusements, as in home furnishings, competition for the consumers dollar will increase in the years ahead. For example, the possible influence of television is not yet known to any extent. it seems reasonable to assume, however, that it will heighten competition and encourage an improvement, both in the product shown in theatres and the surroundings themselves. Our industry is aware of these trends, and we will be ready to help you meet them in the years ahead.


T t
1947-48 Theatre Catalog, 6th Edition, Page 276