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1948-49 Theatre Catalog, 7th Edition, Page 305 (292)

1948-49 Theatre Catalog, 7th Edition
1948-49 Theatre Catalog
1948-49 Theatre Catalog, 7th Edition, Page 305
Page 305

1948-49 Theatre Catalog, 7th Edition, Page 305

ABOVE IS A COMPLETED INSTALLATION oi the new Poblocki marquee on the FoxeGariield, Milwaukee. Wisconsin. Height is gained by this design. rather than lost. and the tact that a room is hidden behind the attractive sign is far from obvious. This particular installation is a Poblocki "A" design.

it necessary for the letters to be laid out on the sidewalk while just a few of the entire collection are being hung in place. A fairly high incidence of breakage results from this practice; a hazard almost completely eliminated by storage of letters inside the new marquee. In addition, lamps are conveniently located for replacement; and cleaning materials are always available within armis reach.

New Advertising Effects

All these features give this marquee an outstanding performance value. However, the new attraction effects which may be used with it make the Poblocki marquee an extremely effective medium of on-the-spot publicity. There are two

IN MANITOWOC, WISCONSIN. a second innerroom marquee is scheduled to be installed on the Capitol. This installation will be a round type rather than a point. Below is a rendering.

kinds of effects now possible-more will probably be developed.

A color changer can be installed within the marquee, enabling the operator to change the overall color of the attraction boards, according to season, type of picture, or program. A motor driven color wheel can be utilized to transmit various colors through the sign, producing an animated effect that will undoubtedly double the attraction value of the marquee.

Still more arresting is the use of a new type stereopticon machine which can be used to project a life-sized actor, in conjunction with his name and part in the pictureestationary or in motion -on one section of the attraction board.

AT THE RIGHT. top, should workmen use a straight ladder it could prove hazardous to letters, workmen, patron. and pedestrian. Small incandescent bulbs are claimed to be less efficient.

Trailers of coming attractions can also be run, duplicating those on the indoor screen. Or a trailer of the current attraction might be dashed on a marquee section a few minutes before the feature picture begins. Thus, the compelling psychology of motion greatly augments the attraction of light and color that already provides so much appeal.


The Fox Garfield Theatre, Milwaukee, Wisconsin, is the first house to utilize the new marquee in an ffA" type design. The second installation-4a. round type marquee-is the Capitol Theatre in Manitowoc, Wisconsin. These will be followed by others, especially in locations eager to take advantage of all new developments in theatre design and architecture. The basic idea of the Poblocki marquee is a good one, in fact, a highly efficient one which recommends itself to every theatre owner considering building a new house or remodeling an old one.

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1948-49 Theatre Catalog, 7th Edition, Page 305