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1952 Theatre Catalog, 10th Edition, Page 248 (212)

1952 Theatre Catalog, 10th Edition
1952 Theatre Catalog
1952 Theatre Catalog, 10th Edition, Page 248
Page 248

1952 Theatre Catalog, 10th Edition, Page 248

THIS MAGNlFIED VIEW shows its solid, seam-tree nature and sharpness of the individual designs. It is such embossing and debossing that, while helping to resist scutting. also makes it immune to finger marks.

the following results: The original cost of each Rigidized Metal seat back was $3.09, and in ten years required cleaning with regular soap and 'ater, representing a maintenance cost of $12 for the period. Since these seat backs required no painting or other re-finishing whatsoever, the total cost of each was $15.09 at the end of ten years.

The painted steel backs originally cost $1 each, and required $12 worth of cleaning with soap and water in ten years, but they required painting or other refinishing amounting to an additional $10, to bring the original cost

of each in the ten-year period up to $23. The plain, high-lustre steel backs, originally costing $2.80, with $12 spent to clean each and $10 more going for refinishing, cost $24.80 over the entire period. The savings in maintenance offected by the use of Rigidized Metal ranged from 53 per cent to 60 per cent over those with non-textured metals. The extremely severe abuse which a seat back in a bus, subway, trolley, or train would receive in daily use is somewhat comparable to the hard use the heavy traffic areas of a theatre would receive each day. With patrons

kicking and scuffing walls and doors, refreshment stands, and lounge fixtures and vandals maliciously marring washroom walls, it is easy to understand how the wear-resistant qualities of Rigidized Metal and the economy of maintenance it makes possible could soon compensate for the original high cost of the product.

Rigidized Metal is used in many products manufactured for theatre use, among them, lighting fixtures, cabinets, switch plates, refreshment counter signs, outdoor attraction signs, towel dispensers, trim and kick plates on vending machines, juice dispensers, and air conditioning units. Many theatres have surfaced the entire under-the-marquee areas with textured metal paneling to achieve a bright, modern appearance while protecting the front from the ravages of weather and hard everyday wear. The good looks of Rigidized Metal paneling are especially evident here at night when somt lighting highlights the texture of the metal. As the surface is anti-mirroring but highly refiective, the effect is brilliance without garishness. It is also possible to obtain interesting effects with color, using dyed or anodized metal, or enamelseeither in solid shades or two-tone designs. Highlighting the raised portion of the pattern with color also gives an attractive contrast.

Highly adaptable to any use which requires attractiveness, durability, structural strength, or easy maintenance, or a combination of any and all of these qualities, Rigidized Metals have great versatility, and the applications suggested here merely hint at the great potential of the product in theatrical use.

While metal shortages may make it impossible to obtain steel, aluminum, and copper in Rigidized Metal from time to time, the interesting possibilities and proved theatrical value of the product make it well worth waiting for, if necessary, to bring rich, durable beauty to new and renovated showplaces.

AT THE DUKE, DETROIT, textured rigid metal is used extensively on the modem trout and most particularly at the patron contact point which is the boxoffice.

1952 Theatre Catalog, 10th Edition, Page 248