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1952 Theatre Catalog, 10th Edition, Page 165 (131)

1952 Theatre Catalog, 10th Edition
1952 Theatre Catalog
1952 Theatre Catalog, 10th Edition, Page 165
Page 165

1952 Theatre Catalog, 10th Edition, Page 165

FRCED WITH STRUCTURAL GLASS In two shades is this 45 foot lower of the Sterling in Sterling, Illinois. Besides attracting customers to the theatre. the "lower of qlass" is easily cleaned .cmd presents few upkeep or repair problems. The architect was John R. McClcme, Dixon. Illinms.

The initial step in practical modernization is to make sure that the architect provides a plan that answers the primary needs of such designea plan which will literally make the property a theatre showcase. Therefore, any acceptable design should have as its endpoint the creation of a theatre that (1) quickly identifies itself; (2) pleases the eye; (3) attracts the interest; and (4) actually exerts a pull on the patron toward the interior.


There is perhaps nothing more important in good design than the identification factor. By this is not meant simply the arrangement, proper placm ment, good taste and good proportion of the theatre sign and marquee, although these are necessarily serious considerations, but more than that, is meant the overall impression of the exterior form of the building in its distinctive appearance as a theatre.

Eye Appeal

Blended with and almost inseparable from this is the pleasing quality of the Structuresthe picture window effect, the display case factor. Here, the proper choice of structural material is paramount. The tone, the color, the texture, the contrast and the harmony of materlals must be considered, as well as the


general atmosphere of the design which can refiect personality, comfort and character.

Produce Action

Having identified the structure and provided visual pleasure, it is necessary to attract and hold the patrons interest and then, induce him to go inside. Here enter the intangibles which must center in the front and lobby. This is where the actual selling is done.

The entrance should unobtrusively guide the patron from the street to the interior. It should suggest a feeling of welcome. The entrance Walls and displays should not create the effect of separation from the lobby but should merely provide protection from the elements and act as a means of enclosure. There should be no feeling of distinct demarcation from the front and the interior. Here, light and color assume great proportions since they can be made to actually induce traffic flow. The colors in the majority of cases should be light in value, pastel shades, with dark accents so as to give visibility to the display features of the lobby rather than to divert attention by too startling a series of contrasts. The lighting should bring out the finest qualities of the coloring, heightening the tones where emphasis is needed, softening where subdued blending of space is desirable.


It is obvious that glass and glass products can and should be used as the perfect answer to each of these requirements.

Glass, in its transparent Iorm, provides the maximum in visibility and display. In its structural form, it is colorful and decoratively brilliant. In mirror form, its rehective qualities enlarge and brighten. Glass is safe, sanitary, permanent, impervious to cheniicals and resistant to abrasion. It is readily fabricated, can be molded and bent to an infinite variety of contours. It is produced in any practical thickness and is fatigue-proof, always seeking and holding its original shape. It is resistant to temperature changes*retaining or repelling cold and heat where desired.

Glass in its many shapes and forms is today the most versatile of all materials.

Qualities of Glass

New and improved tempering processes combined with the natural, physical characteristics of glass have made it a durable, permanent material with four to fiVe times the protection against shattering found in ordinary untempered glass. it is non-porous and non-absorptive so that acids, alkalis, chemicals or liquids of almost every kind have no effect on it, while its surface structure is hard, dense, smooth and brilliant so that it is, therefore, exceptionally resistant to abrasion and surface scratches. Glass can be cut to pattern, drilled with
1952 Theatre Catalog, 10th Edition, Page 165