Boxoffice-July.01/1950

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JULY 1
, 1950
Vol. XVII No. 7
o n t e n t
Feature Your Floors as You Do Your Films William Mueller 8
House Appeal From the Carpet Up Merrill A. Watsor) 10
Carpet Fashions Designed to Create Atmosphere. ..Me/vo Cbesrown 12
Carpeting to Suit Climates and Customers John Vassos 16
Hollywood-Style Premiere Heralds Opening of
Suburban Vancouver Showhouse 20
A Showhouse With Appeal to
Intellect
and Emotion Hartns R. Teichert 24
Merchandising Candy for Summer Profits Nevin I. Gage 29
Checklist for Arc Lamp Maintenance Don Swanson 36
Martin Circuit Forms Drive-ln Construction Plan 38
Modernize Your Drive-ln George M. Petersen 46
DEPARTMENTS
Refreshment Service 29 Advertising Index 52
Projection 36
^ew Equipment and
Developments 55
'^^'^e-'"^ 38 Literature 65
Readers' Bureau 51 About People and Product 67
ON THE COVER
Into the delineation of a theatre entrance and refreshment
service counter by theatre architect Dietz Lusk jr. have been
laid swatches of two patterns of the new line of RCA theatre
carpeting. Those illustrated are Sophisticate and Acanthus
Leaf, designed by John Vassos and loomed by Leedom.
P,ROBABLY no item of theatre
construction or decoration performs as
vital a combination duty as carpeting
and other flooring materials.
They must be wear resistant to withstand
the tread of thousands of feet
each day, in many cases. In modern
decoration technique, however, carpeting
has come into its own as a medium
for setting the tone of a theatre's
decor. The proper selection of carpet
pattern and color con make a foyer or
lounge seem large or small, cool or
warm and luxurious merely by the
feeling it conveys.
Not only are patterns in carpeting
constantly changing, but with relentless
research the laboratories of many
firms are developing new materials
and longer wearing fibers to further
enhance both the beauty and life of
carpeted areas in the theatre.
Beyond the field of carpeting, how-
new decorative qualities are be-
ever,
ing added to terrazzo, asphalt tile,
rubber tile and other hard surface
floorings every day.
Individualized floors containing the
theatre's name or decorative designs
can be custom tailored from various
tiles at reasonable costs.
Maintenance methods for all types
of flooring are being made easier and
more effective through the application
of new soaps and cleansers and new
machines, so that this phase of theatre
housekeeping is one which no
longer need be any sizeable problem
for the progressive exhibitor.
Floor maintenance is important not
only from a decorative standpoint but
also because of the safety factor in
avoiding costly damage suits.
Hard surfaced floors that are allowed
to become slippery from either
spilled liquids or over-enthusiastic
polishing share equal billing vnth torn
and ragged carpeting on aisles or
stairways as top danger spots
KENNETH HUDNALL. Managing Editor HERBERT ROUSH. Sales Manager
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