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1948-49 Theatre Catalog, 7th Edition, Page 334 (321)

1948-49 Theatre Catalog, 7th Edition
1948-49 Theatre Catalog
1948-49 Theatre Catalog, 7th Edition, Page 334
Page 334

1948-49 Theatre Catalog, 7th Edition, Page 334

entrance to their make-believe world is an attractive series of doors, upholstered and covered with plastic, and studded with maroon buttons which harmonize with the colors of the carpet: The rear wall has been acoustically conditioned with a sound absorbing material and is finished in a richly colored damask.

"Overhead, the ceiling design picks up all the colors of the carpet, the plasticcovered doors and the theatre draperies. In the scalloped, concentric semi-circle design, the color pattern begins with maroon and works into rose and ecru, each color area being definitely sepan rated from the neighboring one by silver scallops whose metallic essence is akin to the chrome hardware furnishings below.

"The organic unity of this entire space between the lobby and the auditorium creates a feeling of spaciousness and provides a definite waiting area without claustrophobic eEects. That is, there are no actual walls to oppress the patrons and intrude on their transition from reality to dreams.

uThe auditorium, for the patron, is the ultimate goal and the haven in which he finally settles down to forget ordinary affairs and really enjoy the evening. He is grateful, in a subconscious way, for the widely spaced, fully upholstered chairs which insure optimum comfort and convenience.

"Although he is probably too engrossed in the show to pay any attention to details, the chances are that he feels very pleasantly surrounded. The damask-covered side walls which enclose the auditorium do not create a feeling of restriction. Instead, the striped design leads the eye (at least the corner of the eye) to the pleasing contrast where plain surfaces meet the damask on each side.

"Up above, the very gay main central motif of the ceiling design diverts the eye to the stage and the picture. This overhead design has ingeniously incorporated prominent air conditioning outlets into the design, effectively camouflaged them and transformed them from prosaic emblems of air control into unique focal points of interest. In another respect the design exhibits great utility. The darker tones of the central motif in fiat colors help to minimize reflection from the bright projection light beam.

"The auditorium walls curve gracefully in at the screen end of the theatre and, leading almost imperceptibly to the stage, present a transition area on each side, the bottom half of which is plain except for an exit and the top half of which has been decorated with a dreamlike, unreal landscape in a light, carefree, holiday mood. The proscenium as such is non-existent, with the result that the main draperies help to give the patrons the psychological illusion that they are actually within the limits of the scene being projected on the screen. On the whole, then, our decorative efforts seek to convey a new world of dreams mto the patron's consciousness and to do this by exploiting the psychological pose SIbilities present in design, color and light},

The powerful emotional reactions ongendered by decoration forms the theme 0f the Novelty Scenic Studios philos 1948-49 THEATRE CATALOG

ABOVE may be seen the inner lobby. candy stand, and rear auditorium wall of the Copley, Akron, Ohio.

ophy. In fact, they lead off with the basic premise that in any consideration of trends of design and blending of colors in theatres, the primary objective is to create an atmosphere which will be both cheerful and restful.

Mr. Kessler of Novelty Scenic Studios, Inc., gives the following views: ffNow it is a well-established fact that decoration can definitely affect our emotions, either beneficially or adversely depending on the elements in the design, and their utilization. Harsh, discordant colors afford no ease or comfort. The best and most interesting effects are obtained by the generous use of soft, neutral colors. Deep, rich and vibrating tones, valued for variety, should be used spar ingly and only for contrasts or for com pleting a color scheme. In short, decoration must provide a controlled environment in which the movie-goereincluding Mr., Mrs., and Miss can attain maximum relaxation and happiness. Theatre operators are becoming increasingly aware of this patron requisite and are beginning to do something about it.

ftIn some fifty theatres decorated by us in 1948, we discovered wide acceptance for treating auditoriums and public areas in light, airy colors. The interesting fact is that the totally darkened and depressing theatre interiors of yesteryear are passing into the discard. With projection far brighter and clearer than it has ever been before, a modicum of visibility is advantageous in the audi torium.

NOVELTY SCENIC STUDIOS considers the Fairview, Cleveland, Ohio. an outstanding achievement.
1948-49 Theatre Catalog, 7th Edition, Page 334