Boxoffice-November.24.1951

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THEATRE IT"
A simple marquee, orderly display areas and a ghssblock boxoffice helped transform the old Billings Theatre, Billings, Okla., into the attractive Roxy.
BEAUTY
TREATMENTS
FOR THE SMALL THEATRE
Repeatedly through recent years, exhibitors in the smaller
situations have discovered that there's nothing like a facelifting
job to give business a lift. Even in these days of material
restrictions, it is possible to carry out some very effective
remodeling. The Dickinson circuit, for example, uses glass bocks
effectively in its redo jobs, as is show/n in the Ozark and Belasco
theatres. This midwest circuit carries on a continuous remodeling
program in its more than 45 theatres. The technique
used in the Ozark places fluorescent lighting behind the glassblocks,
which brightens up the entire front. Neon tubing is
used extensively on the marquee. The Roxy Theatre, shown
above, was renamed by the owner, Edwin Folk sr. of Billings,
Okie., when he acquired the Billings Theatre several years ago.
The remodeling of the front, which was part of on overall project,
was not too expensive an undertaking— but, says Folk, the
expenditure certainly has paid off in improved business.
The Ozark and Belasco theatres of the Dickinson circuit were given a
simple modern look by extensive use of glossbricks. This treatment not only
provided additional light to the interior of the lounge and office areas of
the theatre, but the fluorescent lighting placed behind the glass gives the
houses a lively wideoviake look at night. Use of the glassblocks also has its
daytime advantages as it gives the interior helpful natural light.
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The
MODERN THEATRE SECTION