Boxoffice_May.09.1960

1
DALLAS THEATRE UPDATED BEFORE
BEING REOPENED AS THE CAPRI
i
w,HTLE THE architecture of the
Spanish renaissance in the former Melba
Theatre, Dallas, Tex., was retained, the
theatre was given a thorough refurbishing
before being reopened as the Capri.
The front and marquee were remodeled,
the latter now being equipped with tenwatt
decorator clear bulbs to form a chasing
border, and the theatre name in pink
neon.
In addition to the streetside display
cases, the walls of the outer lobby each
have two 40x60 display cases with a 30x80-
inch mirror between them.
The inner lobby was painted in dusty
rose, moss gray and pale ivory, and the
twin staircases on either side retain the
balustrades of the decor period.
A cai'ousel-type concessions stand with
special light runners around the base of
its spiral top and side of the housing supports
of spiral brass was installed. New
carpet was laid over the original marble
floor.
BROKEN AND PITTED
Replace Them With
HEYER
NON-PITTING
The former Melba Theatre in Dallas, Tex., was
recerttly remodeled and re-equipped with furnishings
and projection and sound equipment. Now
named the Capri, the theatre has a marquee with a
chaser
border.
An unusual concessions menu is offered
for this type of theatre, in that popcorn
and hot dogs are sold. Equipment includes
a Cretors popcorn machine, Glenray hot
MIRRORS COST YOU MONEY!
SHULTZ
NON-TARNISHING
METAL REFLECTORS
The H-S All Aluminum, High Efficiency Metal Reflector gives you
top screen illumination at a New Reduced Price, on a straight
ONE YEAR GUARANTEE
The H-S Standard Rhodium Finish Metal Reflector gives you excellent
screen illumination on a
FIVE YEAR GUARANTEE
Eliminate Reflector Replacement Cost! Ask your Theatre Supply
Dealer for Dependable, Economical H-S Metal Reflectors, or write
for full
Consistent
Maximum
particulars to
HEYER-SHULTZ/ INC.
CEDAR GROVE, N. J.
Light
Greater
Economy
at
DIAMOND
PROJECTION
RINGSDORFF CARBON CORP. plani, East McKeesport, Pa.
SAiES OFficE: 15 W. 44th St., New York 36, N.Y. YUkon 6-1966
A carousel-type concessions stand is featured in
the lobby. The men at right center are, from
left. Gene Welch, Capri manager; Norm Levinson,
general manager Trans-Texas Theatres; and Dick
Boner, assistant Capri manager.
dog grill, Bally ice cream cabinet, three
Selmix dispensers and a Smokeshop cigaret
vender.
In the redecorating, the auditorium also
retained its Spanish renaissance feeling
with full-length columns, period bracket
lights and ornate dome.
A principal feature of the updating was
a change in lighting—a more complimentary
color both to theatre features
and to the patrons. An orange-amber
flametint, accented with magenta, creates
an internal glow of soft, pleasing, yet more
than adequate light.
New projection facilities include Victoria-X
70-35mm projectors. Super Cinex
lamps. Super Cinephor lenses, RCA sixtrack
stereophonic sound system and a
42-foot screen.
An unusual featm-e is use of the Wui--
litzer pipe organ for the first time in 20
years. It was recently restored by the
members of the Theatre Organ Ass'n of
Dallas, and adds class to the theatre operation.
Popscar Award to
MacMurray
Fred MacMurray won the 1959 Popscar
poll and has been given the Popscar
Award, which is presented annually to the
movie performer whose film prompted the
greatest sale of popcorn for his laughprovoking
role in "The Shaggy Dog."
According to Jim Blevins, mayor of Popcorn
Village, Nashville, Tenn., this proves
that moviegoers eat more popcorn when
they're laughing than they do while raising
goose pimples, because MacMurray
Diane Baker,
nosed out the female leader.
who had theatre patrons tensely munching
popcorn in "Journey to the Center of the
Earth," a hair raiser.
MacMurray and Miss Baker will receive
Iheir weight in popcorn, said Blevins. who
conducts the poll each year.
Use Rcodcrs' Service Bureau coupon found on
page 43 tor more information about products
described in this issue.
42
The MODERN THEATRE SECTION