Modern

Using Color
Scientifically
(Continued from page 44)
lamps or shining light areas) which causes
the vision to fog. Good seeing also requires
the reduction of extreme contrasts within
the range of vision, inasmuch as the iris
has trouble adjusting for both. And a third
condition of good seeing is that the eyes
shall not be tired by being required to
view both far and near distances constantly,
for the same reason as above, in that
it causes continual adjustment. Lack of
the foregoing three conditions ultimately
produces eyestrain, which brings on body
which will interest you spe-
fatigue . . .
cifically at this point because fatigue in
your theatre patron leads to boredom, lack
of interest, fidgeting and general loss of
enthusiasm for the evening he has spent
in your auditorium. And he is apt to remember
that feeling the next time he is
in the position of deciding whether to go
to your show or remain in his comfortable
home listening to the radio.
FAVORABLE CONDITIONS
Now how do we go about it, scientifically,
to bring about the most favorable conditions
of light and color for any specific
purpose?
Bearing in mind all of the foregoing
physiological processes of seeing, we add
to them the knowledge of the physical
natures of light and color. For these two
are impossible to disassociate. We now have
a body of research to draw upon in this
fairly new field through the pioneering
of such authorities as Albert H. Munsell
and William Ostwald; while Faber Birren,
Louis Cheskin and many others have tested
these theories and principles and reduced
them to practical commercial scope. Without
lengthening this into a whole library
for the body of literature on this subject
is now vast ... let us just enumerate
.
some of the things now proved about color.
To begin with, we know that color is
light, and that light and the various pigments
which are in the earth are related.
We know that color is illumination, in that
darker ones absorb light while lighter ones
reflect it. We know that colors are temperature,
in that they absorb or reflect heat
as they do light. We know, from research
in color blindness, that color is in the eyes
and that red, green, yellow and blue are
the physiological primaries. We also know
that, through association, color is psychological
and affects man's emotions. And
we know that color is symbolic to man,
also through association and tradition.
A RESEARCH BUREAU
The MODERN THREATRE PLANNING INSTITUTE
825 Van Brunt Blvd.,
Kansas City 1, Mo.
Gentlemen:
for MODERN THEATRE PLANNERS
ENROLLMENT FORM FOR FREE INFORMATION
9-11-48
Please enroll us in your RESEARCH BUREAU to receive information regularly, as
released, on the following subjects for Theatre Planning:
n Acoustics
D Air Conditioning
D Architectural Service
n "Black" Lighting
n Building Material
D Carpets
D Coin Machines
G Complete Remodeling
Decorating
n Drink Dispensers
n Drive-In Equipment
n Lighting Fixtures
n Plumbing Fixtures
n Projectors
Projection Lamps
n Sealing
n Signs and Marquees
n Sound Equipment
Television
n Theatre Fronts
Vending Equipment
We know, through the latter two facts, that
color shades, tones and tints each have
their own personality and produce their
own measurable and predictable effects.
And we know that these effects vary measurably
and predictably with varying geographical
and cultural groups, races, ages,
climates and other conditions. Last, we
know that color is beauty, and that that
beauty is also understood, like "the universal
language of music" all over the world
by both the individual and the social group
in a universal manner.
It is a temptation to enlarge on the above
general statements to show, for example,
how color affecting the emotions can act
either as stimulant or depressant. Or how
it can and does affect your appetite. And
how purposeful all of the above can be
made when they are harnessed, through
knowledge or experience, to work for you.
(And in passing don't forget that the lack
of knowledge or experience in this field can
cause these principles to work against you
just as quickly and thoroughly) .
But tieing
down each one of them to a particular illustration
would be another article in itself.
Furthermore, we are hoping, as you
read this, that you will see where in all
of our previous articles we have tried to
demonstrate these principles in specific
and individual examples of theatre decorating.
Making this great general body of
color and light knowledge a practical force
working for you in your own theatre is
what we mean as "scientific color control,"
••functional color," "color engineering" or
••color conditioning."
When the above principles are enlarged
through the knowledge and use of the right
type of color for the right place, the right
surface for the specific need, the right application
for the right result, the right colored
lighting to enhance the effect and the
right handling of all co-related factors,
well ... the result may be art but it's first
and foremost a science.
Atlanta Theatres to
Install Sprinklers
Owners of eight neighborhood theatres
in Atlanta, Ga., are taking steps toward
compliance with city and state building and
fire safety laws in receiving bids for
sprinkler installations in their theatres.
Properties of the Community circuit listed
as being involved in the sprinkler installation
project were: The Cascade, Euclid,
Gordon, Little Five Points, Plaza, Sylvan,
Techwood and West End Theatres.
D Other Subiecis
Addrass
City
Seahng Capacity
State..
Fox Safe's Sale
The Fox Theatre of Montrose, Colo., has
a new Diebold three-part safe, installed
in a concrete base. The safe was buried
to a depth of about three feet in 500 pounds
of concrete. It is further protected by
having a combination opening, below that
a door unlocked by a key, and below that
a third door also unlocked by a key.
Signed..
(Ovruw-McnooM)
The MODERN THEATRE SECTION