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1954-55 Theatre Catalog, 12th Edition, Page 226 (190)

1954-55 Theatre Catalog, 12th Edition
1954-55 Theatre Catalog
1954-55 Theatre Catalog, 12th Edition, Page 226
Page 226

1954-55 Theatre Catalog, 12th Edition, Page 226

THE MODERNISTIC FRONT of the Little Carnegie. New York, creates a mood of sophistication and it is important that the lounge areas of the theatre are so decorated and furnished so as to enhance this mood.

The asphalt tile was laid directly on the concrete floor, which is below grade. It is greaseeproof and waterproof, giving an air of underfoot luxury to the lounge. Best of all, according to Harold Spero, manager of the theatre, re-decoratng costs of the floor have been eliminated and an occasional waxing maintains its high style colors and brilliance so the tiles look as new as the day they were installed.

The entire wall opposite the roonfs entrance is mirrored in platn glass, adding spaciousness to the lounge. Another large plate glass mirror is centered on one side wall, which is painted a soft, restful green. Warm terra cotta paint was used on the other two walls and to highlight the interior of a telephone niche. The soundproof ceiling is a rosy beige with indirect flush lighting fixtures.

Warm Spanish brown tweed upholstery covers three luxurious divans, each large enough to seat four persons comfortably on deep foam rubber cushions. Several upholstered armchairs provide additional s-ating space.

Among the interesting accents usczl in the lounge is a largo round white marble top coffee, table, with delicatc black veining and black iron logs. Two black-topped lamp tables support a pair of large reading lamps with black hascs and rose-beige shades. These lamps and an indirect floor lamp of aluminum add a soft glow of richness to tllt' elegance of the decor. Gleaming aluminum urns, sand-filled for safe disposal of cigarettes,


large glass ash trays, half a dozen plantings of fiowers and leaves, and a modern black tiled drinking fountain are other well planned features of the lounge.

An indirectly lighted terra cotta colored column rising from floor to ceiling has been made into one of the focal points of the lpungeh Itxcenters a square black painted wooden Hower box, whose lush green leaves echo the green marbleization of the floors asphalt tiles.

The lounges, like the rest of the theatre including the top floor executive offices, are completely air-conditioned.

Generous Waiting Space

John J. McNamara, well known New York theatre architect, confirms the, trend toward the intimate art house type of motion picture theatre, which has met with marked success. He emphasizes the necessity of including unusually generous waiting space in the plans for all modern thEatres.

In designing the completon rebuilt Little Carnegie, another New York midtown art theatre, this architect planned roomy lounges, a televisionemusic room, an art gallery, and a small modern kitchen-pantry adjoining the large main floor lounge whcrc coffee regularly is served.

Gay and brilliant colors are used to give an air of sophistication and opu. lence to large midtown motion picture palaces, where a highly dramatic atmos phere seems most desirable as background for colossal stage productions and wide screen or first run presentations. Here, too, patron comfort and pleasure are adequately achieved only through skillful planning of furnishings in combinations contrived for greatest effectiveness.

Exciting red is an obvious first choice as key color for a big center city theatre decor, since most people associate all shades of red with activity and stimulation. Crisp Cardinal red, carnelian, deep Toledo red, or dark-toned quarry red combine beautifully with shades of tan or beige, citron yellow, gold, off-white, orange and green.

The daily wear and tear on floors caused by heavy traffic, and the marring and soiling of wall finishes, whether plaster, paint or wallpaper, add up to damage which requires expensive and regular renewal or replacement. This especially is true in theatre lounges. Inevitalily greasy popcorn or peanuts, sticky candy or other refreshments, are ground underfoot and careless fingers stain the walls.

Wall and Floor Coverings

For walls of permanent beauty, smart coloring and long life, which require little upkeep and eliminate the need for regular redecoration, theatre owners more and more are using Kentile asphalt vinyl, rubber or cork tile for wall coverings as well as fioors. Available in a wide range of plain and marbleized colors, plus a wide range of decorative insets which give unlimited design possibilities in eye-catching motifs, directional signs and traffic lanes, these resilient tiles give low cost colorful beauty and modern efficiency to theatres.

The Roxy Theatre, Kansas City, Missouri, one of the Durwood Theatres, with seating capacity for approximately 1,000 persons, installed vinyl tile in front of the concession stand and special grease-proof asphalt tiles, which are three-sixteenths of an inch thick, behind the stand. Adjacent to the lounge, 720 square feet of asphalt tiles were used on rest room walls and 320 square feet on the floors, choosing a combination of Rouge Acajou red and Sicilian blue. with black feature strips for one, and Cippolino dark green and Gardenia light green with a floor of Grammont light brown for the other, with double black feature strips and black KenBase.

Richard M. Durwood. theatre supervisor of Durwood Theatres, highly praises both the asphalt and vinyl tile,

which have been in use for over a yearj

uWe have found it to be a very finc tile and most effective," he says, "Forms erly we had trouva with wallpaper being cut up by vandals and children, but we do not have that trouble with the tile and have not had to replace any sections. in addition, the colors have brighte cncd up the rooms and made them modern and attractive. Both the Kenr Flex vinyl tile and the special (creaseproof Kentile asphalt tile have held up magnificently under exceedinqu hard wear about the refreshment section without showing any signs of use. We would repeat the procedure in ro-doing any of our other theatres."

1954-55 Theatre Catalog, 12th Edition, Page 226