Boxoffice-January.08.1955

NEW CONCEPT IN THEATRE DESIGN
Continued from page 10
the theatre, the design is called "Stars Over
Capri."
The art gallery and Rosenthal sculpture
achieved immediate patron acceptance and
have been the reason for much publicity for
the theatre.
The initial reaction to all this would be
to assume that the Capri is an art house.
It is not. Although located in a neighborhood
area, Pai-amount, RKO. United Artists
and Warner Bros, are now permitting
Jones to bid for first run San Diego product
against the large downtown houses. However,
he has confined his bidding to pictures
that have specific adult appeal, not
admitting children under 17 unless accompanied
by an adult.
In this respect, he has been following
a policy of presenting, at exceptionally
high prices, pictures of unusual quality
and merit that have the potential of extended
runs. Admission prices are $1.25,
general, $1.50 for loges and 50 cents for
children. Other local first run prices are
about 90 cents.
That this piolicy, made feasible by the
modernization, has paid off is attested to
by the tremendous patronage increase
since Jones took over this Fox West Coast
divestiture house.
To achieve the resulting astronomical
The attraction board features 18 ar)d 36 inch letters
of black Masonite and is frontlighted by spots and
floods. The boxoffice canopy and window mullions
ere black metal, and all exterior gloss is Solex-type
blue glass.
leap at the boxoffice, the theatre's entire
appearance was changed. Gone are the
ornate pillars, the pretentious trappings,
and gone is the Egyptian.
The building's new facade, flanking the
broad glass front, is of plaster, painted
white with a Zolatone spray containing
large black globules creating a white
razzo effect. Two moderate-sized dis
cases are inset within the facade
topped by a large signature sign ag£
the wall, both illuminated by charme:
neon black light.
the canopy and eliminates the usual (
Topping the boxoffice and projec
partially out over the sidewalk is a na:
frame canopy painted a flat black, wi
luminous plastic eggcrate ceiling. The
crate openings are about ^i-inch sq
and permit an even and intense
spread from 14 6-foot cool white Luml
For additional light type R-40, 150-
down lights with louvred reflectors
set in the soffit of the canopy, fou
each side.
The attraction board is separate
bination with a neon-flashing mart
Letters, of black Masonite 18 and 36 ir
high, fasten to the perforated Tra
board with spring clips through the
forations. It is front lighted by floods
spots rather than the usual luminous
lighting. The signature sign over the t:
is of vari-colored plastic with neon
lighting and raised letters. For pa
entering the theatre, Jones install
turnstile in conjunction with the cas
eliminating the necessity for a door
The boxoffice is entirely glass enc
over a black terrazzo base wdth a
rounding marble ledge as a deal plat
Continuing a modern trend, is th
Continued on pc
R£'SiAT with the
I R
W I
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•
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12 The MODERN THEATRE SEC