> > > >

1948-49 Theatre Catalog, 7th Edition, Page 329 (316)

1948-49 Theatre Catalog, 7th Edition
1948-49 Theatre Catalog
1948-49 Theatre Catalog, 7th Edition, Page 329
Page 329

1948-49 Theatre Catalog, 7th Edition, Page 329

Black Lighting Made Easy

The Elementary Facts About Theatre Use and Introduc-ing A New TPackageda, Mural With Theatre Possibilities

One of the latest developments in theatre decoration a black-light murals#utilizes a combination of invisible ultra-violet waves and special fluorescent paints. When the house lights go down, these murals come alive in a rich display of glowing color. Installation of equipment is not a complex procedure; however, there are special electrical and dimensional requirements to be observed. ,

Black-light fluorescent murals can be painted directly on the wall by an artist familiar with the new technique. If the theatre owner desires a simpler procedure, he can order prefabricated fluorescent m u r a l s, which are available in an interesting variety of patterns and subjects. These prefabs make it possible for every theatre-new or remodelled, from the smallest to the largest#to

enjoy the uniquely beautiful decor of black-light art.

The Importance of Decoration

Most of the current discussions of ways and means to get the public back into the motion picture theatres are concerned with the quality and character of the films being produced and exhibited. Once in a while a lone voice in the wilderness raises the question of making


Switzer Bralhers. Inc.

the theatres themselves more attractive, but little heed has been paid to such suggestions. This neglect is all the more remarkable in an age when appearances are recognized as a major phase of merchandising.

The butcher and baker who find business falling off do not seek the remedy in a change of merchandise. If they are good merchandisers, they refurbish their establishments and present a bright new appearance to the shopping public. The change does not always turn the trick because even the best of fixtures cannot overcome the handicaps of poor location, discourteous service, or prices that are out of line with competition. In the great majority of cases, however, the refurbishing has a healthy and immediate effect on volume and profits.

Decoration is more important to the amusement industry-than to any other type of enterprise. True, the ancient Greeks had to produce their plays on a bare stage in an unadorned amphitheatre. But that was a long time ago and the Greeks hardly enjoyed the decorative facilities of twentieth century America. In this country, indeed, the theatre goer has always demanded attractive surroundings along with firstclass entertainment. By and large, your American theatre goer has got what he wanted. Indeed, there are few countries whose movie houses equal our own in elegance and luxury. Nevertheless, it is

distinctly dangerous to rest content with such a comparison, because the American public expects constant improvement. Having the best is not enough. The public wants something still better.

In an effort to please the public, architects and decorators have exercised apparently endless ingenuity. At the moment, the fashion in theatre decorations appears to have made a complete circle. The nickelodeon was an unadorned tunnel with a motion picture projector at one end and a screen at the other. After that, came the era of plush and velvet, followed by painted frescoes, ornamental pilasters, statues and all the rest. Latterly, the soul of the architect has revolted and in the name of modern design, we have been getting theatres with walls hardly less severe than those of the earliest cinemas. There is much to be said for functional design, but the fact cannot be overlooked that in a darkened motion picture house, a plain wall becomes nothing more than a monotonous black space.

It has been argued that the movie goer appreciates a luxurious lobby but that when he enters the auditorium, he is concerned only with the picture on the screen. It might as well be claimed that a man who sits down to read a newspaper in his own home doesn't care whether there is paper on the walls or drapes at the window. He may not seem

A MURAL designed expressly for the medium and use of black light paints by Victor Kosa. (Ply/no [ORV/PI] of Switzer Brat/arm, Int.)

1948-49 Theatre Catalog, 7th Edition, Page 329