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1952 Theatre Catalog, 10th Edition, Page 63 (29)

1952 Theatre Catalog, 10th Edition
1952 Theatre Catalog
1952 Theatre Catalog, 10th Edition, Page 63
Page 63

1952 Theatre Catalog, 10th Edition, Page 63

A FOCAL POINT, or "trade-mark" building. at one extremit oi the center. have a thin outer skin of asbestos board pan

are ttdry-built" above foundation level. All have a thin outer skin of asbestos board panels. In the Cinema, these panels are held in place by aluminum T-members bolted to the structural frame of the building. This lightweight envelope requires less structural steel, less construction time, and is less expensive than conventional masonry walls.

The sparkling gray-white background provided by these four foot by eight foot panels and their aluminum framing members is an excellent foil for the dull black enclosing walls of the theatrels balcony fire exits and its red

enamel ttCinema" sign letters. There are two sets of these illuminated letters, each placed high on the theatre walls. One faces south towards the Worcester Turnpike, the other faces west towards the central green. Between them, they spell out the theatres name to the entire shopping center and the adjacent highways.


The design of the Cinemals auditorium created a stir in the motion picture industry. An RCA 25 by 30 foot mask less screen has been integrated with


y of The Shopper's World is the modern new CINEMA. The main walls. in common with the rest els held by T-members to the structural frame as a light-weight envelope. This uses less steel.

purely functional auditorium design in such a manner, including control of screen light throughout the area of the audience, that a definite physical scheme is offered for the advancement of motion picture exhibition. The result is a screen performance altogether free of extraneous influenceethat is to say, free to seize and hold the mind.

This end result was achieved through careful re-evaluation of every element of auditorium design*space, structure, circulation, audience sightlines, acoustics, lighting, materials, colors, equipment. The architects of Shopperls World invited 'a battery of experts to collaborate with them: Ben Schlanger, architect; William A. Hoffberg, engineer, and Edward Content, acoustics engineer. The team also included Severud-ElstadtKrueger, structural engineers, and V. L. Falatico Associates, mechanical engineers, both consultants for all of Shoppers World. All agreed that the Cinema offered an unusual opportunity to design a motion picture theatre in fresh and logical terms.


The space problem for approximately 1500 seats was given first consideration. It was found that if this total seating capacity were distributed between a main floor and balcony, sightlines and viewing distances could be best controlled for both good visibility and com< fortable seating. The main floor was

BALCONY and projection room levels are shown in this composite. The former has its own lounge and toilet rooms plus space tor employees rooms and storage. Air conditioning equipment is above.
1952 Theatre Catalog, 10th Edition, Page 63