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1952 Theatre Catalog, 10th Edition, Page 164 (130)

1952 Theatre Catalog, 10th Edition
1952 Theatre Catalog
1952 Theatre Catalog, 10th Edition, Page 164
Page 164

1952 Theatre Catalog, 10th Edition, Page 164

GIass-Versatile and Unrestricted Material

Always in Abundant Supply, and with its Many Uses, Glass Can Play a Big Hole in Theatre Modernization

There is no doubt of the great need of rehabilitating Americas theatre properties. Historically, theatre owners have spared no expense in providing their patrons with the most lavish, up-to-date equipment and surroundings that it was possible to obtain. Architectural achievements and innovations in this field have not only set the pace for theatre building throughout the world but have been the bellwether for many improvements in general building construction, as well. Actual, detailed copies or adaptations of Americas theatres may be seen in every country where motion pictures are shown and every change and improvement has been noted, watched and used wherever local conditions made it possible.

Unfortunately, the theatre industry has neglected this most important phase

BRIEF: The many advantages of glass as a utilitarian and decorative construction material fulfill many of the basic requirements of successful theatre modernization . . . When usod as a major component of front and lobby design . . . it is unsurpassed in providing a distinctive appearance, an air of welcome, and in attracting and holding the interest of potential patrons. Probably the most adaptable of all structural materials . . . glass can be made to harmonize with architecture of any type. In addition to such advantages as ease of maintenance . . . attractiveness . . . and its wide variety of applications . . . glass ofers some unique possibilities for theatre insulation. Always available through every emergency and condition of business . . . glass will be used to an increasingly greater extent in modernizing the theatres of today . . . and in planning the theatres of tomorrow.


of successful operation during the past decade and, as a result, the long established properties are, in the main, far behind the newer contemporary construction in comfort, quality and appeal. There can be no question that this in itself has caused a serious drain on boxofiice business even though many other factors may be credited with their individual and combined effect on the

.The editors express their appreciation to the Libby-OWens-Ford Company, the Pittsburgh Plate Glass Company, and the Pittsburgh Corning Cor poration for supplying source material contained in this article.

attendance of the average movie-goer.

However, the industry has reached a point of no return in its struggle through fiercely competitive conditions forenot its survival, for that was never a serious questiongbut for its revival in obtaining its legitimate share of the spendable entertainment dollar. For those owners who intend to remain in the field, rehabilitation is a iimust" and it is to the everlasting credit of the majority of them that such action is either actively under way or seriously contemplated in the future.


Quite naturally, the approaches to successful theatre modernization are as numerous as the individual demands of the millions of patrons and the personal desires of the thousands of theatre owners. There is no detailed, hard-andfast rule-of-thumb solution that can be unequivocally said to be acceptable to all. It is basically true, however, that modern design, unlike that of the past,

does not concern itself with art or beauty as such but, rather, with the use of art and beauty so as to provide the maximum sales impetus to every area of the establishment. Every effort should be made with a utilitarian end in View and that end is, of course, the attraction of impulse customers who must become the foundation of greater steady patronage in the days to come. Basically, this means the greatest possible use of color, light display, visibility and all factors which combine in the maximum of pointof-purchase appeal for the casual passerby.

In this connection, glass must play an imposing and expanding role. Its product advantages neatly dovetail with the basic requirements and primary needs of suc4 cessful modernization. The ever increasing use made of the many types and kinds of glass and glass derivatives fully attest to the important part that it must continue to play in achieving an objectively designed, functionally modern and beautifully utilitarian theatre structure.

IMAGINETIVE USE OF GLASS BLOCK is seen in this stairway area of the Auburn, ROCkiord. Illinois. Not only IS an imposing conformity in decor obtained but also a saving in daytime lighting.




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1952 Theatre Catalog, 10th Edition, Page 164