Boxoffice Magazine article about the Guild Theater

AN ART HOUSE FOR LAS VEGAS A LONG-TIME DREAM came true for Lloyd Katz* vice-president and general manager of Nevada Theatre Corp., with the recent dramatic remodeling of the circuit's former Palace Theatre, Las Vegas, Nev., into a "daringly different new approach" to motion picture exhibition in ? P the form of the Guild Theatre. The new characterization of the thea-tre represents far more than a different name and a new coat of paint?it com-prises a $75,000 rebuilding job which completely changed everything from the sidewalk to the screen, plus the conversion of the 20-year-theatreman's ambitions and pet peeves into an ideal showcase where some of the common faults of theatres have been corrected and where he can do what he wishes to do in pre-senting selected films from world film capitals in an atmosphere and environ-ment which allows complete enjoyment of the productions. CULTURAL FILMS FOR LAS VEGAS "The Guild is a serious effort to make available cultural motion picture produc-tions to Las Vegans," Katz says. "I have always felt that people elsewhere have the idea that all we do here is to carouse and gamble. I know differently?the great success of the symphony orchestra presen-tations here proved that." Although the films already shown at the Guild since its opening in late October and booked for the future, are of the art- 6 A gay. Continental note is struck in the imagina-tive treatment of the exterior, setting the mood of the interior, of the Guild Theatre, Las Vegas, Nev., formerly the Palace. Sgraffito (a scratch design), an old Italian art, was employed to achieve the modernistic patterns which were first scratched into a smooth cement surface before it hardened; then painted in bright hues when the cement had hardened. The former marquee (photo right) was torn down and replaced by the simple, two-line reader board surmounted by the name sign at either side. Oddly enough for Las Vegas, no neon is used. A Continental-type sidewalk with color insert designs was installed in front of the theatre, and the potted trees add a gracious, welcoming touch. Door to boxoffice is at right. house type, Katz says: "I would not want the public to think the Guild will be 'arty' ?the only restrictions we will make on pictures shown here is that they must be selected and of superior quality?whether they are produced in Hollywood, London, Paris, Stockholm, New Delhi, Berlin, Mos-cow, Tokyo or anywhere else in the world." This is the type of screen fare which rarely was shown in Las Vegas before, and it is being presented in a Continental atmosphere which has proved charming to the enthusiastic patronage it has drawn. "Response to our new theatre has been most gratifying," Katz says. "We have been playing to people who, by their own admission, have not been in a motion pic-ture theatre for four or five years. "The big attraction in getting them to visit us is our extraordinary and complete Espresso Bar where we not only serve eight varieties of Cafe Espresso, but also spumoni, tortoni and imported candies. Customers like to have the opportunity to linger and discuss the film they have just seen or are about to see." Everything has been changed in the creation of the new Guild?even an artis-tic new sidewalk with potted trees greet-ing the visitors. The old Italian art of sgraffito has been simulated on the face of the building?the exterior front was covered with a smooth coat of cement and a modern scratch design was added. After it was dry, the color pattern was brushed on in bright hues. Included are the masks of tragedy and comedy. This exterior treatment of the Guild, as well as the luxurious interiors, was con- Continued on page 9 The MODERN THEATRE SECTION L The refreshment service in the old Palace Theatre was offered from this comparatively small stand. One of the most intriguing features of the new Guild Theatre is the Espresso Bar shown at right which replaces the former candy stand (below). Patrons love to visit it before or after the picture to sit and chat and enjoy one of eight varieties of coffee espresso, spumoni, tortoni and imported candies. Soft, stereophonic music adds to the pleasure of patrons in this handsomely designed cafe with its Continental outdoor atmosphere en-hanced by the round tables and wire chairs of an-other period. The arched mirrors, conforming to the arches in the false ceiling above the patio reflect an art exhibit on the opposite wall. Not only new life, but beauty and charm are shown in this photographic study in con-trasts of the new and old lobby of the theatre now named the Guild. It's the same stairway, but what a difference has been achieved by the wrought iron and brass chain balustrade! The intricately beautiful lighting fixture adds its own charm and helps to point up the coming attraction poster at the top of the stairway. On the right wall of the lobby is a featured selection of nine attractive paintings, the work of Mrs. Emalita Terry, one of the outstanding Las Vegas artists. Adding a final note of distinction to this inviting lobby, is the carpeting by Bigelow-Sanford in the illusion pattern. BOXOFFICE :: March 6, 1961 7 GUILD THEATRE ? Las Vegas . . . Cont'd The basic decorative color in the Guild is orange with large ex-panses of pale gold. In the audi-torium, walls were treated in rectangular panels made up of geometric shapes, with exception of the circle, in compatible colors. Some panels are predominately rust and gold, others, Indian red and mauve; shades of blue and green, hues of yellow and gold. A rubber-based paint was used on rough-textured walls. Note the wide spacing of seats on 42-inch centers for real patron comfort. Above, is the former screen area at the Palace, and at right, the present one at the Guild. The stage curtain is pale gold to which new side legs were added to match. Seating was reduced from 560 to 420 and the American Bodiform chairs were not only relaquered in a brilliant orange, but were recovered with a nylon fabric in the same color. A polyurethene pad was used in each seat cushion to provide greater comfort. The loge section is carpeted, not only in the aisles, but beneath the 85 seats for which no premium is asked. Wall sconces provide sufficient but subdued light. ceived by R. Ashley Eckels, San Francisco designer, and executed by his associate, Homer Sterios, artist. Gertrude Sperling is president of Nevada Theatre Corp. which also operates the Fre-mont and the Huntridge in Las Vegas. The auditorium seating offers a pleas-ing change, one Katz long has wished to make. " I t always has been a pet peeve of mine that in practically all theatres one's knees bang up against the back of the next row of seats," he said. " I t can't happen at the Guild?we've got wide aisles and the rows of seats are so far apart that there is room to walk without seated customers having to rise." Some other things which please adults is the restriction that no soft drinks may be taken into the theatre and no popcorn will be sold?incidentally tickets for children will cost full price. Their attendance is discouraged unless they are accompanied by adults. The interior boxof-fice at the Guild is reached through a separate entrance to the right of the two sets of doors which serve for exit. Pa-trons enter the spe-cial entrance, pur-chase their tickets and then enter the lobby through an interior open door-way. The special lighting f i x t u r e above the cashier's desk, like those used in the lobby and auditorium, was spe-cially designed by Lightolier. The wall space for art exhib-its will be shared by members of the artist's colony. BOXOFFICE :: March 6, 1961 9