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1954-55 Theatre Catalog, 12th Edition, Page 237 (201)

1954-55 Theatre Catalog, 12th Edition
1954-55 Theatre Catalog
1954-55 Theatre Catalog, 12th Edition, Page 237
Page 237

1954-55 Theatre Catalog, 12th Edition, Page 237

Home Beauty Treatment for Theatres

A Look at the Various Uses to Which Plastic Wail Tile May be Put in Theatres, and Installation Instructions

Ever since the introduction and adoption of the various new projection and sound techniques, the nations theatres have been undergoing a number of changes. It is important, however, that these changes not be confined only to the auditorium and the projection booth. The movie-going public has been gradually taught to expect, and demand the finest. There is a fierce struggle for the entertainment dollar today, and it would be less than human if the average moviegoer did not take advantage of this wooing by demanding more for his money.

BRIEF: The public has been the subject of one tremendous wooing campaign in recent years . . . put on by all segments of the entertainment world . . . The struggle for the entertainment dollar has become a mighty one . . . and the public has learned to expect more for its coveted patronage . . . One thing that the average patron is demanding these days . . . is theatres that not only present the newest and finest films . . . with the newest and finest equipment . . . but he also insists that the theatres be up-to-date in their appearance and services.

One area of the theatre which should be given special attention . . . particularly by the small exhibitor . . . is the wash and rest rooms . . . This article discusses the possibilities of redecorating these areas with colored plastic wall tiles . . . The advantages of such a move are analyzed . . . along with a complete description of how this can be done without the need for professional help.

The material and photographs for this article were supplied by Hachmeister,

Inc., Pittsburgh, manufacturers of Coronet Plastic Wall Tile.

This situation has forced many theatre operators to remodel their houses, and do all in their pOWer to make their theatres comfortable, attractive, and completely up-to-date. For the thousands of small exhibitors this has placed a further strain on their resources. With the present premium prices on labor and materials, anything which the staff of the small theatre can do by itself is of great importance.

Appearance lmporfanf

One of the areas of the theatre which can greatly help or hinder business at the boxoffice is the rest rooms. A thentre may be equipped with the finest wide screen on the market, and show the.

HERE-is an oxamplo of how those tiles may be mod In. a lobby or layer area of a theatre. It il pomblo to obtain tile- iu varioul colon.


brightest, sharpest picture in town, but let the patrons find the wash and restrooms to be dirty and dingy, and they will curl up in front of their home television sets in great numbers.

One product which can transform even the smallest rest room into a bright and wholesome looking part of the theatre is plastic wall tile. Plastic wall tiles are available in a great variety of colors, making it unnecessary to adhere to the traditional white. It has been fairly well established by research undertaken in various fields, that pastel colors will often be much more pleasing and attractive in areas and products that have for years worn a pure mantle of white. This can be seen in such things as the traditionally white refrigerator. Today there are a number of these on the market that are finished in yellows, greens, and

other colors more pleasing to the eye. Even hospitals, probably the most generous users of white, are bringing in more cheerful, if less antiseptic appearing colors.

Color Fac'l'or

This switch to a greater use of color in furnishings should certainly apply to the motion picture theatre where the trend toward more and more films in color has become the rule of the day. Therefore, it would be wise for the exhibitor who is thinking of improving the appearance of his rest and wash rooms to look into the use of colors. Plastic wall tiles are ideal for this purpose because they are available in a wide range of hues, and just as important, they do not fade or look drab after a short period of time. In most caSes a
1954-55 Theatre Catalog, 12th Edition, Page 237