Boxoffice-November.24.1951

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I ILi. lllii jfKOJI «tU til (Oil ffi»t IlliW One of the year's luxury theatres is the Terrace, built by the Volk Brothers in suburban Minneapolis. The sunken lounge shown here is a high spot in patron comfort. In the background is the foyer. The usual standee area has been eliminated to provide the more commodious lounge features. iiliiliih (rtd There is a quiet and reserved elegance to this lounge area in the Park Avenue Theatre in New York. The decorators have striven to create an atmosphere of dignity through the use of the open and delicately-wrought staircase rail, the reserved wall mural and charm of the love seats. (IB( sl|liig X. 28 The MODERN THEATRE SECTION :iOF
Elegance in the Lounge HttllltlC More than ever, exhibitors are paying special attention to the details of patron comfort which make the motion picture theatre a more informal meeting place. While there remains the same flair for smart decor, the theatreman is recognizing that there is more to exhibition than getting the patron in and out of the house. He now seeks to create an atmosphere of leisure and comfort, and one which suggests an invitation to linger for a while. Today's furnishings seldom are formal in styling. More often than not the exhibitor has taken a leaf out of the home-furnishing notebook and created conversation groups, taking advantage not only of the lounge area to place these informal groupings, but the little nook and corner which normally was left barren of any touch of interior styling. When the Frisina circuit decided to remodel the Roxy Theatre in Springfield, III an old vaudeville house which was first redone for motion pictures in /927, (he theatre was changed from boxoffice to screen. A highlight of the remodeled house is the mezzanine lounge, shown here. The pattern of the carpeting was carried through in the fabrics of the couches as well as in the wall decoration ELEGANCE IN THE INFORMAL MANNER uBOXOFFICE There is complete informality in the Holiday Theatre, built as port of a new suburban shopping center in Park Forest, near Chicago, by the H&E Balaban circuit. As the interior decorator, Leoh Fink, says: "We retained texture of the building materials used, such as brick, finished brick and cinder blocks to achieve a feeling of nonchalant elegance." Chairs, tables and lamps ore all in grayish-brown tones of an oak used in the framing around the boxoffice. Red and black tweed fabric used on the main upholstered pieces is contrasted with the gray matting used on pull-up chairs. Throughout there is a resort lodge atmosphere, keynoted by the living room type lobby and its modern fireplace— visible to the shopping area which lies outside the expansive picture wndow. 29
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I ! IMM I ne ru^ o^t/ie "T^hîcm T^
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Li,.. . . whether . . . are Wometco
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pKliv^, ruKWMKD... GOING FORWARD...
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Fox Earnings for '52 In an Upward T
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I . .TESTED ... and PROVED imh CEHT
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DuMont Cannot See Thealre TV Profil
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L . . . King . . Handed . . And ôU
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f'3 '^// er o/- er '^^'^--^/^î 'O;
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i \If you're part of the amusement
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T-shirts CHESTER FRIEDMAN EDITOR MO
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s California Managers Turn Full Ste
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5t tl*' fm H' Animation in Display
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Virginia Exhibitors Plan Theatre Cl
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Thanksgiving Boosts Grosses; Vadis
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New York Paramount Has 25th Birthda
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. . The . . The . . Lippert . . Sar
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NEWS AND VIEWS OF THE PRODUCTION CE
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New Mary Pickford Suit In Goldwyn S
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J..._ Montana Theatremen Hold Annua
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kl.. . . . Gene . . Ben . . . Aldri
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Twin City Homewood Trial Is Resumed
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. . After 'Paris' Grosses 250 In Tw
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Hawarden, la.. Comet Is Gutted by F
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aptaiD 'Pat, William Truog Dies; UA
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J CAROLINAS TOA ASS'N ELECTS BOB BR
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Picture Trademark Gone; Stage Is Fi
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Audience Expanding For Adult Pictur
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ATLANTA \risitors on the Row: Horro
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Movietime Reports To Okla. Exhibito
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! a { Wanda I men. ! attending I Li
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Two at Milwaukee In Theatre TV Loop
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J, . . Reports ST . L PUIS Frank Gl
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ottir^ , Dayton 1 and Variety of Da
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. . Lou Cleveland Does Big On Four
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. . Rowland . . Harry ^'mi j Mrs. C
Page 75 and 76: . . . Free . . Woodrow LOUISVILLE n
Page 77 and 78: . . Irving RKO Starts Buildup For '
Page 79 and 80: ii., Sfieci^ /4«tKcuKcemeHt 'îiSi
Page 81 and 82: Li. fftll mki Death Claims Second F
Page 83 and 84: MONTREAL . . Filmrow The Motion Pic
Page 85 and 86: ' iLt 0)(flFflC[(iiDDiiJJ]i/iJJD£
Page 87 and 88: iwnm Int«rpr«*l«« snalysh af la
Page 89 and 90: * înui^j n Very Good; "^ Good; —
Page 91 and 92: I I' 1 Worpoth . . C ] Hovono . W W
Page 93 and 94: 1l«ll{^ i „ j 4951 I 4952 , 2!5^
Page 95 and 96: Opinions on Current Productions; Ex
Page 97 and 98: I aken I I ATES: ISc per word, mini
Page 99: lovember 24, 1951 ection Two Constr
Page 102 and 103: )k The stage is set for WITH CARPET
Page 104 and 105: For comfort underfoot— For sound
Page 106 and 107: Li 11 "ITIVERYBODY Stands to gain f
Page 108 and 109: ' Let us custom-style your carpet a
Page 110 and 111: i THEATRE REMODELING • Oklahoma C
Page 112 and 113: REMODELING JOB • Oklahoma City Ab
Page 114 and 115: Are You Planning I To Redecorate Yo
Page 116 and 117: p On movie sets . BETTER MOVIES! In
Page 118 and 119: This deep approach to the interior
Page 120 and 121: lOfp ^ FACING THE PROBLEM-DIAGONALL
Page 122 and 123: iu A CASE FOR SMARTNESS IN DISPLAY
Page 124 and 125: IL OUT OF THE ORDINARY :' .•«^S:
Page 128 and 129: 1 In designing the auditorium of th
Page 130 and 131: \ ' iA * iiuiicstfili THEATRE IT" A
Page 132 and 133: Out Into the Open for New Ideas Som
Page 134 and 135: 36 The MODERN THEATRE SECTIO^ U Sti
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Page 138 and 139: DESIGN AND CONSTRUCTION SAVE NOW! E
Page 140 and 141: DESIGN AND CONSTRUCTION Balanced Li
Page 142 and 143: L' 44 M A,ikL Model 420 Majestic Fo
Page 144 and 145: | REFRESHMENT SERVICE You Can Enjoy
Page 146 and 147: . . keeps i j HOW TO INCREASE CANDY
Page 148 and 149: ' i HOW TO INCREASE CANDY SALES Con
Page 150 and 151: PATRONS COME TO DINNER AT THE TROPI
Page 152 and 153: BOXED DINNERS AT DRIVE-IN Continued
Page 154 and 155: m^'^^ CHOCOLATE CREAMS. Doiiljle-wh
Page 156 and 157: REFRESHMENT SERVICE HERE ARE SEVEN
Page 158 and 159: ' | ' HOW TO INCREASE CANDY SALES C
Page 160 and 161: . . CANDY . . OILS . . BOXES . . KE
Page 162 and 163: j ' ' iminate oH Cluster Light Smg
Page 164 and 165: IL A MUST for That Play Area The on
Page 166 and 167: I PROJECTION AND SOUND MEN IN BOOTH
Page 168 and 169: IL PROJECTION AND SOUND Develops a
Page 170 and 171: PROJECTION AND SOUND Here Is How to
Page 172 and 173: RCA Service protects your Box-Offic
Page 174 and 175: Ike (lix^t PROJECTION AND SOUND A V
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i Iki GENERATOR SETS Ask Your THEAT
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j PROJECTION AND SOUND Four Well-Pl
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j ' ; INTERIOR DECORATING 5. Should
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i INTERIOR DECORATING TODAY'S THEAT
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35 YEARS — and still tops! CURTAI
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MAINTENANCE AND SANITATION f The Th
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' j Here 's Your Biff DOUBLE FEATUR
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^^K|[i You Can Avoid Fire Losses by
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I ' ALPHABETICAL INDEX; Specialized
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'. I ^Specialized ^peciai \-t STAGE
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ADVERTISING DISPLAY Use the Index o
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179 Pittsburgh 3114 2753 11001 Frig
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200 ' 243 Chicago CONCESSIONS Use t
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90 919 Phila r 1 DECORATING Use the
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' ' FURNISHINGS Use the Index of Ad
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111 4801 Freeport, 321 W. SOlh SI ,
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"i; • N '1 I I ' PROJECTION Use t
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Semon, L 300 149 1600 848 706 Walte
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SANITATION Use the Index of Adverti
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2747 i STAGE EQUIPMENT Use the Inde
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6222 724 ] DRIVE-INS Use the Index
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Miahavroka, 1035 Cleveland 64 1525
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' ' DENVER 'Graham Bros., Theatre E
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'' i Fire-resistant treatment for,
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. { ' j , I Orange juice dispenser,
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READERS' SERVICE COUPONS For inlonn
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II it's MOVIETIME U.S.A. Are You Pr
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Boxoffice-November.24.1951

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