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1953-54 Theatre Catalog, 11th Edition, Page 404 (366)

1953-54 Theatre Catalog, 11th Edition
1953-54 Theatre Catalog
1953-54 Theatre Catalog, 11th Edition, Page 404
Page 404

1953-54 Theatre Catalog, 11th Edition, Page 404

16mm Film Developments That Merit Attention

A 745-Seat Industrial Theatre, and a Home-Applied Magnetic Sound Track, Provoke Interesting Speculation

In theatres it is called Showmanship, in community affairs it goes by the name of public spirit, and on the business front the term used is industrial relations. However, when stripped to their essential function, all three are identical in purpose; performing a service beneficial to all concerned. Ever since it evolved from a series of silent, halting lights and shadows, film has played an ever increasing role in the daily lives of John Q. Public.


BRIEF: With the conversion of 35mm professional prints to acetate (safety) film base . . . formerly used only by the industrial and amateur 16mm . . . only the equipment and size of picture difer. The day may be close when new pictures will be available on either gauge as desired. But, even now . . . for small, unconventional theatres . . . for local newsreels . . . and for local little theatre groups . . . 16mm film and equipment warrants consideration. The ability to shoot a cheap silent print . . . and add the desired commentary through a magnetic sound track . . . that can be changed at will . . . opens wide exploitable vistas to the thinking showman.

The past few years have seen the rapid growth and expansion of television. Too many have shown a tendency to throw their hands up in despair and bow in submission to the great god TV. Others have attempted to ape the ostrich, hoping that the menace will roll over and die if it is ignored. The plain and simple fact is that television is here, and here to stay. Wailing, or the turning of backs will not meet this challenge, but initiative, imagination and the full utilization of all the facets of this great sprawling giant called movies, can and will.

One virtually untapped phase of the film industry, is the 16mm theatre. The great fiexibility and simplicity of the medium gives it a huge number of uses and variations. On the industrial level the Armstrong Cork Company has taken the idea of the 16mm theatre and made full use of its potential.

A Typical 16mm Theatre

Fully aware of the importance of good labor-management relations the Armstrong people decided to construct an auditorium in their main headquarters in Lancaster, Pennsylvania. It was also decided that this would be the most modern and fully equipped theatre possible. Many a Wonderful scheme has been a failure because those who initiated it failed to carry through to the proper conclusion. However, from the outset the Armstrong organization had in mind a place that would be both

functional and appealing to the eye, and one which would create a sense of pride in both employer and employe.

Selecting the Companyis General Offices as the site, the structure was built with the best materials, decoration and design available. With a seating capacity of 745, the theatre is equipped to handle an infinite number of activities. The stage would do justice to many professional houses, as would the public address and lighting systems. There are also facilities for radio broadcasting and an electric organ, in addition to the 16mm equipment.

The large inner lobby is used as a display area to exhibit all Company products. The floor covering material is Linotile, an exclusive Armstrong product which is used on all of the fioor areas. Lighting is supplied by Holophane fixtures and the ceiling is an incombustible material called Travertone.

Inside the auditorium,.the decoration and color schemes used throughout are rich and warm, and yet are completely consistent with modern theatre atmosphere. The side wings are de-emphasized with darker colors so as to focus attention upon the stage. The design of the fiooring, which is a gradual transition from the dark color at the sides to a light color in the center by the use of inset bands, all tying in with the color transition of the wall and ceiling coves, is an important part of the decorative

scheme. An interesting feature of the auditorium is the specially designed upholstered chairs. When in place the seats, which are in cool aluminum trim and metalic gray covering, are comfortable and give an appearance of permanence. However, they can be folded and removed in 15 minutes, leaving the auditorium clear for dancing, or other activities requiring open floor space.

Outstanding stage, projection and lighting facilities have been provided. The spacious fireproof eight-port projection booth is completely treated acoustically, and houses the Bell & Howell 16mm Filmoarc machines plus powerful slide projectors and assorted spotlights. Complete stage and decorative auditorium lighting is available with switchboard control to obtain an infinite number of lighting effects and combinations for any type of stage production.

In keeping with the general feeling of the entire project, the stage itSelf is ample and practical. Inside the proscenium arch the opening is 221/2 feet high and 44 feet wide. The stage is supplied with a disappearing Iectern. To facilitate the smooth working of any type of function being offered, there is an inter-communication system from stage to projection booth and control booth at the rear of the auditorium.

A completely professional center for business and social affairs, the Armstrong 16mm Theatre has a fully equip THE AUDITORIUM LOBBY also serves as exhibit are: for Armstrong's products. The floor is Armstrong Linolile and the ceiling. Armstrong's non-combustible acoustical material. Traverlone.

1953-54 Theatre Catalog, 11th Edition, Page 404