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1948-49 Theatre Catalog, 7th Edition, Page 183 (172)

1948-49 Theatre Catalog, 7th Edition
1948-49 Theatre Catalog
1948-49 Theatre Catalog, 7th Edition, Page 183
Page 183


1948-49 Theatre Catalog, 7th Edition, Page 183

In Wareham (Mass.) THE WAREHAM, under its former name The Warr, had been sadly neglected for more than a decade, and was in great need of modernization. Recently purchased by one of the large chains that wished to attain modern standards of design and appointments at a minimum cost, a secondary problem was to conform to the architecture of its area.

The remodeling produced a 558-seat acceptable theatre, and cost $38,500. Native New England materials were used in a contemporary manner which harmonized with the traditional architecture but expressed the function and esthetics of the modern era. The lobby and vestibule were widened; the island boxofiice was moved to one side and wrapped around a small round column which replaced a large masonry pier; and the effect of greater size was further accentuated by an oversize marquee stretching on either side of the entrance. While simple in line and treatment, attention was commanded through contrasting materials and strong lighting.

RESULT: First run pictures at an increased admission scale (60c); and a pronounced increase in patronage. Added display and efiicient merchandising of confections further increased the gross.































































ORCHESTRA
1948-49 Theatre Catalog, 7th Edition, Page 183