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1948-49 Theatre Catalog, 7th Edition, Page 278 (267)

1948-49 Theatre Catalog, 7th Edition
1948-49 Theatre Catalog
1948-49 Theatre Catalog, 7th Edition, Page 278
Page 278

1948-49 Theatre Catalog, 7th Edition, Page 278

Guess Work Vs. Certainty

The exhibitor who argues the cheapness of the wood telegraph pole or cinder block masonry type of structure for a minimum investment loses sight of the gamble he is taking in guessing the structural strength of this type of construction as contrasted to the hardfact-engineering and proven-guaranteed principles of the permanent steel tower.

If his soil is bad or the termites get into his poles, in a few years he finds that between replacement and maintenance, he has spent the difference in cost of a sound permanent structure. If niasonry of any sort is used, he faces settlement cracks and other weaknesses that are unpredictable.

The outdoor theatre is here to stay, and the man who thinks and invests with an eye to the future of this enterprise will get a blgge * and better return on his investment.

Time has proven that the well-built and soundly-engineered s t r u c t u r e, whether a bridge, building or sign board, is the least expensive over a period of years. If, by any chance, a location is moved or a theatre enlarged, necessitating the moving of the screen tower, this all-steel, field-bolted structure can be taken down, and reassembled inexpensively. The wood or combination-of-materials type of structure must be destroyed or demolished.

Es'l'hefic Value

For the most part, the men who are in or contemplating the drive-in theatre business are those who now operate, and have operated for years, the conventional type of theatre. To those men, eye appeal is an old and well known part of their business.

The small neighborhood theatre with its well-decorated interior and modern, beautiful exterior is an accepted and essential part of public appeal.

The outdoor theatre, too, is designed to please the customer. The all-steel tower, the tallest eye-catching item in the theatre, has simplicity and beauty in its modern and graceful lines. It contrasts sharply with the ugly squared bulk of the older tower installations.

It is the sign board and marquee the patron sees when entering the drive-in.

THE STRONG. RIGID BENTS are of an all-welded solid steel construction prefabricated in the steel mill. The bents are now transported to the area of the drive-in and the workmen must first bolt and later weld the legs onto the structure and get things ready for erection by the crane. A few minutes later, one bent is already up. and a close-up reveals the wind-bracing struts between the bents. The struts are made oi live-inch steel pipe and are rounded so that the accumulation oi Water and snow is avoided. Then another bent is hauled into standing position and ioins its partner With the crane's assistance. Finally. all seven stand majestically and solidly. Now work on the screen surlace begins as the lAgeinch thick steel plates are set in place. The plates are ribbed and stillened by flat bars and angles welded to the plates themselves. The angles give strength and also serve as a means of securing the surface to the bents. Finally. the tower is seen in its last stages with just a few plates remaining for insertion and completion. A total at only six days' erectron time is needed, so simple is the design.

1948-49 Theatre Catalog, 7th Edition, Page 278