Boxoffice-July.01/1950

Feature Your Floors
As You Do Your Films
by WILLIAM MUELLER*
Colorful terrozzo marble flooring, artfully patterned to lead directly
to the maroon marble boxoffice of the Coronet Theatre in San Francisco,
demonstrates the effective use of flooring in attracting patronage.
X HEATRE PATRONS cxpect to experience
a pleasant dramatic feeling when they
go out for an enjoyable evening at the
movies. On entering through a neat lobby
with tastefully selected decorations including
attractive, colorful flooring, the patron
feels that he is in a cultivated place.
A wisely chosen theatre floor covering not
only creates a favorable impression immediately
on the patron, but also stands
up under the tread of thousands of patrons,
year after year, and still retains its
fresh, attractive appearance.
The four types of flooring discussed here
are widely recommended for theatre use
by leading architects and building professionals.
Theatre front lobbies and vestibules must
meet the severest weather conditions and
the hardest usage. Under such conditions
the most practical flooring is said by many
to be terrazzo because it can be cleaned
quickly without leaving streaks. At the
same time floors in lobbies and vestibules
must be attractive in color and pattern
in order to create the proper atmosphere.
Terrazzo and marble floors were common
types of flooring to Venetians back
in the sixteenth century, and were probably
used in the theatres of that day. Terrazzo
is made of small chips of marble or
granite held together by a bonding material.
The layers of chips of marble and
granite give a hard, smooth surface which
is long-wearing and easy to clean.
Terrazzo is a favorite for theatre lobbies
and vestibules because of its attractive
appearance, durability, easy maintenance,
and overall economy. Terrazzo is also an
ideal choice for theatre elevator landings.
Stairways are subject to less concentrated
wear and may be finished with a more
resilient
flooring.
To carry the floor material of lobby and
vestibule at least a short distance into
the theatre is a good idea. This takes care
of the heavy traffic areas near the entrance
door when the lobbies become
crowded just before a performance.
Thus, instead of a marquee, which takes
up valuable space, the theatre may have
an open vestibule or portico, tied to the
foyer by a terrazzo floor which is continued
as far as the auditorium doors.
ASPHALT
TILE
A noticeable increase in the sale of various refreshment items was observed recently when
the concessions stand of the Roxy Theatre, Renton, Wash., was remodeled. Immediate attention is
called to the niche by the candy stripes on a pillar which might otherwise have been a detrimental
element in the stand design. All eyes (and feet too) are led toward the stand by strong stripes
in the asphalt tile floor which correspond in theme to the stripes on the pillar. Candy stripes
were put into the pillar by means of alternate strips of plain colored linoleum, wound in spiral
fashion down the length »f the column. Erwin J. Fey owns and manages the Roxy.
Once inside the theatre, asphalt tile is
a logical choice as an all-purpose flooring
because of its many adaptable features.
Cleverly executed floor designs and colors
subtly guide the patron to the aisle openings
without the patron's realizing he is
being led. People instinctively tend to
follow a well-marked path. Such guides
may be in the form of a colorful ribbon
of asphalt tile inserts curved toward the
desired
direction.
Luxury and high-style are essential elements
in a theatre's decorative scheme.
Plenty of color is called for but it should
be simple and in good taste, not garish.
'Fioorinq Engineer and Research Manager, Conslruction
{Research Bureau.
The MODERN THEATRE SECTION