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1948-49 Theatre Catalog, 7th Edition, Page 191 (180)

1948-49 Theatre Catalog, 7th Edition
1948-49 Theatre Catalog
1948-49 Theatre Catalog, 7th Edition, Page 191
Page 191


1948-49 Theatre Catalog, 7th Edition, Page 191

In Fall River (Mass.) THE STRAND was situated in a thickly populated area of industrial workers but the years had made it obsolete and inadequate for its three-changeweekly policy. The problem was to provide a completely new environment.

The entire shell of the building was gutted from marquee to screen; the auditorium was completely redesigned; the condemned balcony was removed and a new projection room added; new menls and ladies, lounges were provided; and a portion of an adjoining courtyard was incorporated to enlarge the candy sales area. The front and lobby were streamlined and a spacious effect gained through mirrored walls and glass doors. Costs: $85,000 for remodeling, and $30,000 for equipment.

RESULT: A 1080 seat modern theatre; an increased admission scale; and a sizeable increase in patronage.



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1948-49 Theatre Catalog, 7th Edition, Page 191