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1948-49 Theatre Catalog, 7th Edition, Page 166 (155)

1948-49 Theatre Catalog, 7th Edition
1948-49 Theatre Catalog
1948-49 Theatre Catalog, 7th Edition, Page 166
Page 166

1948-49 Theatre Catalog, 7th Edition, Page 166

Assembling this information will enable your contractor to schedule the work which must be completed on the premises in order to be prepared for the installation of the items referred to. Such work should be started just far enough in advance to be completed when the shop work will be delivered ready for installation. If a small amount of time and effort is spent on these schedules, the actual elapsed time which the theatre will have to be torn up, with the resulting inconvenience to the customers will be reduced to the minimum.

Closed For 10 Days

Some of the work can, of course, proceed without closing down the theatre. Most major alterations as described above, if properly scheduled, and the schedule followed, should require the theatre to be closed down for not more than 10 days or two weeks. This, of course, may involve overtime, which, in many jobs of this nature is unavoidable. It is money well spent, though, since daily receipts will be curtailed to a lesser degree.

Should the remodeling, or, in this case, refurnishing, include Very little actual construction work, but consist mainly of redecorating, new carpets, seats, etc, this work can be scheduled so as not to interfere with the regular operation of the theatre.

For redecorating the auditorium, rolling scaffolding is available. The scaffolding may be rolled to one side during show time. Seats may be replaced in sections between closing time one night and opening time the next day.

All this requires careful planning and cooperation between the diEerent trades affected and the management. It is well to employ, if possible, contractors who make a specialty of, and have had experience in, theatrical work. They will understand that the sooner the theatre can be reopened, the more satisfied the owner will be.

In this connection, it has been found by theatre operators who have had considerable experience in remodeling and altering their theatres that it is good advertising and a boon to their business to clOSe down the theatre for a few days, and reopen with ballyhoo and an advertising campaign.


The spearhead of any remodeling job is the theatre front. If the remodeling budget is smalle often, happensriit will be good judgment naturally to spend money where it. will do the most good. In most instances. this will be at the theatre front. with new or rmnodvlcd signs, boxommt, entrance doors, etc. An attractive front will help draw trade rr'gardlcss of the feature. attraction.


Some of the older theatres present fronts which appear cluttered and unin 1948-49 THEATRE CATALOG

THE TOWER. St. Louis, Missouri, represents a good example of what can be accomplished through the complete remodeling of an antie quoted theatre. Long past its prime, the old Florissant owned by St. Louis Amusement Company had only location and seating capacity remaining. Architect Leo F. Abrams designed and supervised a major overhauling that has now given it :1 new lite (or many years to come. The main entrance was moved to the more advantageous corner. The entire lront was torn out and rebuilt along modern simple lines. Bull terra cotta and stucco were combined to good eitect and a modern changeable letter marquee, added to name signs of neon, complete a front that is lorcetul and patron inviting. By contrasting these two views, the manner in which the auditorium box was retained can be easily noted.

viting to the public. This condition is most apparent where the lobby is narrow, and a center or island boxotiice is used, dividing the entrance in half.

This condition may be greatly improved by moving the boxofiice location to either side of the entrance. It results in one opening with better appearance,

DURWOOD THEATRE, Inc., converted the old Liberty, Kansas City, Missouri, into the new Romy and thereby gave Kansas City a new first-run. Of tremendous value in such remodeling programs, is a well designed modern marquee with adequate space for proper show selling; and on under-marquee area that is bright and trash, heralding to the public an inviting interior.

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1948-49 Theatre Catalog, 7th Edition, Page 166