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1952 Theatre Catalog, 10th Edition, Page 172 (138)

1952 Theatre Catalog, 10th Edition
1952 Theatre Catalog
1952 Theatre Catalog, 10th Edition, Page 172
Page 172

1952 Theatre Catalog, 10th Edition, Page 172

Perma-Stone for Dramatic Remodeling

Resembling Real Stone, This Molded Concrete Veneer Has a Variety of Indoor and Outdoor Applications


It would be interesting to know how many thousands of theatremen are seriously seeking a satisfactory answer to the problem of what material to use for an exterior veneer on their theatre fronts as well as for interior facing on lobbies and foyers.

This is a problem common both to the operator anticipating a remodeling job and the one about to build a new structure, Regardless of the actual type of construction, the finished job must not only be substantial but it must look the part. Many owners are embracing PermasStone as an answer to their problem.

They want a material flexible enough to follow any contour. It must


BRIEF: Perma-Stone . . . a material and process for casting a stone-like facing directly on a prepared wall by means of molds . . . suggests many interesting possibilities as an exterior veneer on theatre fronts . . . as well as for interior facing . . . and as a logical decorative material at drive-ins.

While steel reinforcing must first be applied to frame or old concrete walls . . . only a base coating is needed on other surfaces. The special Perma-Stone mixture is poured into a hand mold . . . pressed onto the prepared surface . . . and the result is a perfectly simulated quar ried stone . . . which requires no additional treatment.

At a time when government restrictions pose an obstacle to remodeling . . . PermaStone may prove to be an especially valuable aid to modernizing the theatre

. . . at a cost generally below that of other types of surfacing.

\ blend well when used in combination with other materials. Since choice of color varies widely in different localities and among individuals, it must be available in a wide color range. Fireesafety is a prerequisite to safeguard their patrons. Space is often a factor so it can not be too bulky. Neither new construction or remodeling is undertaken frequently so it must have long life. Maintenance costs must be controlled so it should require little, if any, attention. It must have eye appeal and, most of all, it must have the attractiveness required of a theatre.

Penna-Stone has all of these qualities. Being 21 Portland cement product, it is as durable as the sidewalk in front of the theatre. No matter what color or combination of colors is selected, additional work to take care of expansion, or patching to handle alterations, can


Penna-Stone Company. Columbus, 0.

be accomplished with perfect color


At the Drive-In

For the drive-in operator, it is a boon. Many outdoor theatres were built. with simple and not always attractive materials. After a couple of years, operation the general appearance begins to look a little shabby and maintenance costs are high. To attract business and keep up with newer competition, something must be done to brighten up the buildings-to give them a prosperous look.

Perma-Stone fits into such a situation perfectly. It can be used sparingly in combination with other materials, if necessary, and can be expanded later, if desired. It is often used in a band at the base of a wall, starting just below the grade line and running up several feet. This not only gives the effect of a stone foundation but does away

with unsightly discoloration caused by mud splashing.

On boxoiiices, refreshment stands, restrooms, flower boxes, planters and other small buildings, its use takes them out of the commonplace and gives them an air of permanence.

When applied to the screen tower, whether partially or completely, it overcomes the tibillboard" look so often present. The patrons immediately conclude that this operator has confidence in his establishment or he would not build a stone tower.

The very nature of the drive-in business requires the use of large areas. It also exposes all improvements to the ravages of the elements. Unfortunately, the owner cannot do much about the weather but he can do something to hold the damage by exposure to the minimum. The use of proper materials at the most serious points of exposure will go a long way toward controlling maintenance expense at opening time. Lumber, paint and the labor to use them are at an all-time high, and sometimes are not too easy to get at any

A BEAUTIFUL SETTING which could well be a comer of an extremely appealing theatre lounge showing an imaginative use of Perma-Stone. Its pessibilities for such interior work are limitless.

1952 Theatre Catalog, 10th Edition, Page 172