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1948-49 Theatre Catalog, 7th Edition, Page 123 (112)

1948-49 Theatre Catalog, 7th Edition
1948-49 Theatre Catalog
1948-49 Theatre Catalog, 7th Edition, Page 123
Page 123


1948-49 Theatre Catalog, 7th Edition, Page 123

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The Valley

El Paso, Texas

Drawing from a 10,000 populationed suburban area as well as the 100,000 population of metropolitan El Paso, this theatre opened on Labor Day, 1948.

This new house, in a predominantly American-Mexican section of the United States, operates under the policy of three feature changes weekly with an admission scale ranging from 44 cents to 9 cents.

Presenting a strikingly modernistic front elevation of porcelain enamel in light, medium, and dark blue tones, with

maroon tile under the marquee, The Valley has a theatrical fiair that seems keyed to its patronage. A towering, delicate pylon structure, extending many feet above the roof, closely resembles a laymanis impression of an atom-smashing cyclotron.

An unusual feature of this house is a semiaregular polygon driveway from the main highway to the theatre entrance which permits patrons to pull out of the regular trafiic lanes and disembark safely. In this manner highway





REFERENCE DATA

OWNER: H. Sorenson & C. C. Dues. OPERATOR: E. L. Collins.

ARCHITECT: Raymond Smith. SEATING CAPACITY: 850.

COST OF BUILDING: $102,000. COST OF EQUIPMENT (including air conditioning): $31,000.

SIZE OF LOT: 195' x 295'. ACOUSTICAL MATERIAL: Plaster. AIR CONDITIONING: by U. S. Air Conditioning Corp.

CARPETS: 4 frame Wilton, by Thomas L. Leedom Co. .

CHAIRS: by Irwin Seating 00'. CHANGEOVERS: Strong-(Zipper?

CURTAIN CONTROLS & TRACK: by Vallen, Inc.

DECORATOR: J. E. Morgan & Sons.

DISPLAY FRAMES: by Poblocki & Sons.

DRAPERIES & STAGE CURTAINS: by Modern Theatre Equlp. Co.

GENERATORS & RECTIFIERS: 75150 Robin Imperial Generator, by J. E.

Robin, Inc.; 2-80 amp. rectifiers, by Strong Electric Corp. LENSES: Super Snaplite, by K011 morgen Optical Corp.

PROJECTION LAMPS: Strong Mogul, by Strong Electric Corp. PROJECTION MACHINES: Motiograph AA, by Motiograph, Inc. REWINDERS: by Goldberg Bros.

RUBBER MATS: by American Mat Corp.

SCREEN: by Da-Lite Screen Co., Inc.

SIGN & MARQUEE: by Baumaln Electric.

SIGN LETTERS: Silhouette Letter Co.

SOUND: Mirrophonic, by Motiograph.

SUPPLY DEALER: Modern Theatre Equipment Co.

TICKET ISSUING MACHINE: 4 unit, by General Register Corp.

TICKET CHOPPER: Stub control, by General Register Corp.

Plastic, by Adler



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traflic is not affected. A small semicircular island at the center of the private drive has been adorned with dowers as have been the sides of the driveway.

To further eliminate any highway congestion, a 400-car parking lot is provided for theatre patrons.

Once through the lobby doors, and past the side boxofiice, the patron discovers an attractive lobby with a ceiling in two tones of blue and maroon side walls, complimenting the exterior decorative scheme.

In the auditorium, this color combination is again encountered. The auditorium, of stadium type, uses the seat staggering system of only four rows of the center elevated section at the rear of the house. On the main fioor, the center section of seats is laid out in straight formation. The two side sections are angled slightly toward the screen to afford the best possible viewing angles. On one side of the rear of the auditorium, a cry room for children is provided.

THEATRE CATALOG 1948-49
1948-49 Theatre Catalog, 7th Edition, Page 123