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1952 Theatre Catalog, 10th Edition, Page 187 (153)

1952 Theatre Catalog, 10th Edition
1952 Theatre Catalog
1952 Theatre Catalog, 10th Edition, Page 187
Page 187

1952 Theatre Catalog, 10th Edition, Page 187

Possibilities of a Screen Tower Entrance

Unique Plan of the Joy Drive-In Has Much Value And Suggests Some New Features in Future Design

One of the reasons why the nations drive-in theatres draw increasingly greater attendance each year and continue to prosper even in periods when the grosses of roofed theatres decline is the remarkable physical development of the drive-in since its conception two decades ago.

The outdoor theatre has developed from a mere roadside novelty into an established recreational institution within such a relatively short span of time because it has improved its patronattracting facilities to such a point that it now surpasses the roofed theatre in

luxury and convenience, in many respects.

A Unique Entrance Plan

Typical of these refinements in the physical development of the outdoor theatre is the through-the-screen towerentrance which was introduced in the design of the Joy Drive-In, a 14uacre Showplace recently built in Texarkana, Tex., after four years of research and planning.

The entrance is so designed that patrons drive off the highway to a small boxofiice placed under the 60-foot



screen tower, proceed in two lanes through a tunnel cut through the center of the tower base, and drive out onto

BRIEF: With the rear of its screen tower transformed into an imposing facade . . . complete with marquee, attraction signs, and a permanent lighting display . . . and with the entrance to the theatre leading directly through the screen tower . . . the Joy Drive-In, Texarkana, Tex., combines the attraction power of its facade and the placement of its manageris ofhce and staterooms in a single building at the base of the screen tower . . . with the psychological and tangible advantages of its unusual entrance plan . . . to produce an important new development in outdoor theatre design. Noteworthy in itself, the plan of the Joy takes on added significance as a point of departure for further development in the evolution of the drive-in theatre.

the parking area via a paved road which leads to the ramps. This simple innovation provides some extraordinary advantages.

The rear of the screen tower thus becomes an imposing facade, complete with marquee, attraction signs, and the name of the theatre spelled out in large, colorful neon letters. From the highway, the drive-in appears to be a large roofed theatre, and uses its novel facade as an elfective patron-puller just as the indoor theatre capitalizes on its permanent front display to attract customers. With the rear of the screen tower transformed into the uface" of the theatre, there is an excellent opportunity to dress it up with many kinds of dramatic decorative effects to catch the eyes of passersby.


In addition to being attractive, lending an air of permanence, and giving the drive-in an integrated, unified appearance, the through-the-screen towerentrance has an important psychological effect: it gives patrons more of the feeling of entering a theatre rather than

11' LOOKS LIKE A THEATRE. Rather than a meadow with a fence around. or a neon lighted carnival lot, the screen tower entrance producean imposing facade with a normal theatre flare.
1952 Theatre Catalog, 10th Edition, Page 187