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Elegance<br />
in<br />
the<br />
Lounge<br />
HttllltlC<br />
More than ever, exhibitors are<br />
paying special attention to the<br />
details of patron comfort which<br />
make the motion picture theatre a<br />
more informal meeting place.<br />
While there remains the same flair<br />
for smart decor, the theatreman<br />
is<br />
recognizing that there is<br />
more to exhibition than getting<br />
the patron in and out of the house.<br />
He now seeks to create an atmosphere<br />
of leisure and comfort, and<br />
one which suggests an invitation<br />
to linger for a while. Today's<br />
furnishings seldom are formal in<br />
styling. More often than not the<br />
exhibitor has taken a leaf out of the<br />
home-furnishing notebook and<br />
created conversation groups, taking<br />
advantage not only of the<br />
lounge area to place these informal<br />
groupings, but the little nook and<br />
corner which normally was left<br />
barren of any touch of interior<br />
styling.<br />
When the Frisina circuit decided to remodel the Roxy Theatre in Springfield, III<br />
an old vaudeville house which was first redone for motion pictures in /927, (he<br />
theatre was changed from boxoffice to screen. A highlight of the remodeled house<br />
is the mezzanine lounge, shown here. The pattern of the carpeting was carried<br />
through in the fabrics of the couches as well as in the wall decoration<br />
ELEGANCE IN THE INFORMAL MANNER<br />
uBOXOFFICE<br />
There is complete informality in the Holiday Theatre, built as port of a new<br />
suburban shopping center in Park Forest, near Chicago, by the H&E Balaban<br />
circuit.<br />
As the interior decorator, Leoh Fink, says: "We retained texture of<br />
the building materials used, such as brick, finished brick and cinder blocks<br />
to achieve a feeling of nonchalant elegance." Chairs, tables and lamps<br />
ore all in grayish-brown tones of an oak used in the framing around the<br />
boxoffice. Red and black tweed fabric used on the main upholstered pieces<br />
is contrasted with the gray matting used on pull-up chairs. Throughout<br />
there is a resort lodge atmosphere, keynoted by the living room type lobby<br />
and its modern fireplace— visible to the shopping area which lies outside<br />
the expansive picture wndow.<br />
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