The Pittsburgh Press from Pittsburgh, Pennsylvania • Page 35

I i Other Press Departments, Court 7200 THIRTY-FIVE THE PITTSfeURGH PRESS Want Ad Headquarters, Court 4900 FRIDAY. MARCH 21. 1941 MEW SHADYS1DE THEATER WILL OPEfJ J0BS BESWEIJTS USTRieT TMOMT i Vffll.l. Ujji lll'IJll I II x-o JJUI Latest Neighborhood Movie II Sri, frf Has Deluxe Building Theater Expected To Aid Business Shadyside business firms have hailed the opening of the new Shadyside Theater, because there is an axiom in the mercantile The latest step in Warner long range program of the area for several decades, the Hahn Cleaning Co. is likewise long-established firm and serves patrons throughout Pittsburgh, and Vincent Naccarati has built a clientele throughout the city during the past 27 years of tailoring women's clothing.

Other progressive business houses on Walnut Street near the new theater the Luta Bakery, the Shadyside Real Estate Co, Samuel E. Smith, grocer, the Hart Service Station, Brackmann's Pharmacy, and Philip Indovina and Sons, food market. -111 MM fP i business: "Trade follows the movies." a statement, recently made by vice president Joseph Bernhard, of neighborhood theater operation will be taken at 6 o'clock tonight, when the new Shadyside Theater is opened at 5518-20 Walnut Street. Pittsburgh. Many theater men have long proclaimed the need for a deluxe type of theater in the Shadyside residential section, but things began to happen only after the Mt.

Oliver Theater Com- Aw- pany, in partnership with Warner ELtQ 0T UrflulC Warner Bros. The lineup of businesses In the Shadyside district is varied, most of the firms being located on Walnut Street. The York Upholstery has been In I 9 'v-4T WL Theaters Past The era of ornate theater palaces is over. In its place has come the functional theater, whose beauty is designed to further the requirements of sound, projection and comfort. WELCOME We of Shadyside ready to serve, are proud of the newest addition to our community.

We invite Pitts-burghers to visit Shadyside Theater for a good movie, and to visit ns for fine values and service. That's the opinion of Warner Bros. architectural and management departments. Instead of being gilded, the in terior color and warmtn are achieved by means of draperies, pastel colors, and indirect lighting began to secure options and leases for the new theater. Before the plans of the theater vere submitted to contractors, an analysis was made of the amusement needs of the Shadyside area.

Then the contracts were let. The latest features in theater 'st ruction have been included in the Shadyside, such as the most expensive projection and sound equipment now sold, soft indirect lighted large comfortable seats with specially designed backs, comfortable lounging rooms and draftless air-conditioned ventilation. The outstanding productions of various motion picture studios have been scheduled to play the new Shadyside, according to Harry Kal-mtne, zone manager for Warner Bros. "The result of the Shadyside's opening." Kalmine said yesterday, -will be that residents of the district who heretofore had to go at least several miles to see the latest movies, will now be able to attend shows in a modern playhouse in their own neighborhood." The booking policy of the Shadv- in the new Shadyside Theater. 'd I JfeMMJI The decorating of the Shadyside was executed by the Novelty Scenic Studios of New York.

Rollier Bros. of Pittsburgh, furnished the pastel paint shades for the interior. "fL Jere tbe il HAHN CLEANING CO. Rugs Carpets specialty 5524 WALNUT MA. 07St LUTZ BAKERY Tasty baked goods 5525 WALNUT MA.

209 VINCENT NACCARATI Ladies clothes, custom-tailored 5529 WALNUT MA. 4217 SHADYSIDE REAL ESTATE COMPANY 5539 WALNUT MA. 21 It SAMUEL E. SMITH Beer distributors. Home delivery.

5409 WALNUT MA. 4518 YORK UPHOLSTERY Established since 1886 S4II WALNUT MA. 5913 HART SERVICE STATION Gasoline Oil Accessories 5416 WALNUT SC. 9404 Brackmann's Pharmacy Prescription specialists 5425 WALNUT MA. 7692 Assuring patrons of 10 times more fresh air than they would get in their own homes, the York air-conditioning machine in the new The The lobby of the Shadyside (top) carries out an early American motif.

The interior (below) is a blend of soft color schemes and indirect lighting. The seats have been specially designed for comfort. I tt-l. I.I Nl II' II ater would be capable, if put to a test, of supplying even the big downtown Stanley Theater with fresh Hardware in the theater is in stalled to be decorative as well as Bide theater will be three complete! utilitarian. All hardware was sup one of the newest type marquees, built by the Flexlume Sign Co.

and designed to be part of the decorating scheme. The walls of the lobby and foyer are unique in design, trimmed with fine grained walnut wood, furnished by the E. M. Hill Lumber Co. plied Dy tne 'ort Pitt Hardware Co.

Built to be airtight and watertight, the roofing and sheetmetal work was handled by the Mandel PHILIP INDOVINA SONS "35 Woli-MA 4545 Complete modern food market. Free delivery projection booth, eliminating any fire hazard. The projection equipment was supplied by and S. Steinberg, Inc. One of the most beautiful theater fronts in the city has been erected, with Allegheny Metal used exclusively.

The metal, also used throughout the theater as a trimming material, was furnished by Joseph B. Shaw, Pittsburgh. So that "He who runs may read," the Shadyside Theater has erected rtoonng uo. Innovations In Projection Room All of the latest innovations in motion picture projection have been incorporated in the booth of the Shadyside Theater. After a survey of the equipment market, Ben Brown, head of Warner Bros, projection department in the Tri-State area, purchased two Super-Brenkert projectors, specially designed for the new neighborhood auditorium.

A Safety Sentry control has also washed ventilation. Planning of the Shadyside playhouse was executed by Hunting-Davis and Dunnells, engineers and designers. The same firm's work has included a bank, department store warehouse, a railroad company freighthouse, and other buildings. One of the best known theater building contractors in Pennsylvania, J. M.

Baldwin, built the theater. Among his recent jobs were the Boulevard and Squirrel Hill theaters, also for Warner Bros. The long runs of carpet in the Shadyside, chosen to complement the decorating scheme of the entire theater, are from Boggs and Buhl. Extra thick padding has been placed beneath the carpeting. 5 cnanges or program each week.

Two features will play each change. Thus six new motion pictures weekly will be shown Shadyside moviegoers. Admission prices will be 20 cents for adults, on weekday and Saturday matinees, and 25 cents plus tax evenings and all day Sunday. Children's admission will be 10 cents always. The service staff of the new theater has been selected as much as possible from people living in the Shadyside area.

During the construction of the theater, local labor and supplies were used wherever possible. been installed in the sound-proof! DESIGNERS of the SHADYSIDE THEATRE and many other theaters, commercial and industrial buildings. HUNTING, DAVIS DUNNELLS Engineers and Designers ATlantic 6941 Century Building, Pittsburgh Naturally, Boggs Buhl Was Chosen to Supply the Carpeting for the New Shadyside Theatre BECAUSE BOGGS BUHL CARRIES ONE OF THE LARGEST STOCKS OF FLOORCOVERINGS IN WESTERN PENNSYLVANIA! FINE WOODS for basic needs and decorating E. M. HILL LUMBER CO.

2601 Penrij Avenue GRant 5952 A NEW EXPERIENCE IN MOVIE GOING! WARNER BROS. NEW SHADYSIDE THEATRE 5518 WALNUT STREET Gala Opening Tonight at 6 P. M. WITH Boggs Buhl's fame for floorcoverings is founded on the well established fact that few stores in America carry the huge stocks day in and day out, that Boggs Buhl does. This selection includes rugs, carpets and linoleums of all kinds, dependable in quality and dependable in value.

Generations of homemakers have depended on Boggs Buhl finding satisfaction in every transaction. Daily, more and more homemakers are making Boggs Buhl their headquarters for floorcoverings. The LANE SISTERS JEFFREY LYNN FRANK McHUGH MAY ROBSON "FOUR MOTHERS" AND JACK BENNY FRED ALLEN MARY MART IN ROCHESTER we "LOVE THY NEIGHBOR" The Attractive Front on the exterior of the new Shadyside Theater is made of Maul Macotta supplied by Joseph Shaw 6S41 Ohio River Boulevard JUniper 0392-R YOU, TOO. CAN BEAUTIFY YOUR HOME WITH LOVELY. LUXURIOUS CARPETS AND RUGS.

VISIT BOGGS BUHL TOMORROW. What You Can Expect at the SHADYSIDE A New Conception of Theatre Beauty and Comfort -k Air Conditioned Winter and Summer kThe World's Finest Sound and Projection -kAll the Best Attractions Made -A- Warner Bros. Service and Courtesy Continuous Performances Daily from 2 p. m. IMPOLICY AND PRICES 3 Complete Changes of Program Weekly 2 Features on Each Bill MAT.

20c EVE. 25c 5THiLLL 10c COMING ATTRACTIONS PASTEL PAINT SHADES for the Shadyside Theater supplied by a Shadyside firm ROLLIER INC. 5501 Walnut Street MAyflower 3731 Hardware both decorative and practical, supplied for the Shadyside Theater by FORT PITT HARDWARE CO. 807 Liberty Are. AT.

5263 SHEET METAL AND ROOFING for Shadyside Theater by MANDEL ROOFING CO. 1932 Forbes St. AT. 9217 LIFE-LIKE PICTURES The ultimate in motion picture projection, a revelation for your eyes, made possible by BRENKERT PROJECTORS AND LAMPHOUSES and RCA MAGIC SCREEN Installed in the Shadyside by A. S.

STEINBERG, INC. 1705 Blvd. Allies AT. 6156 SUN. MOX.

TUES. "SANTA FE TRAIL" "TOO MANY GIRLS" WED. THURS. "SOUTH OF SUEZ' and "Invisible Woman" NEXT FRI. SAT.

"You'll Find Out" and "Long Voyage Home" SEE- ESJOY OXE OF PITTSBURGH'S MOST BEAUTIFUL COMFORTABLE THEATRES A BEAUTIFUL THEATRE AT THE MARQUEE We arc happy that wc were privileged to handle the building of the new Shadyside Theatre. The handsome outdoor sign will tell you what's playing at the new Shadyside Theater Comfortable Temperature All the Year 'Round Fresh air constantly that's one of the advantages of attending a picture atthe new Shadyside Theater. Supplied by YORK ICE MACHINERY Pittsburgh Office 240O Carson St. HEmlock 1480 INTERIOR DECORATING for the SHADYSIDE THEATRE by NOVELTY SCENIC STUDIOS 320 48th New York, N. Y.

J. M. BALDWIN GENERAL CONTRACTOR Whitfield Building Hlland 3754 Flexlume Sign Co. J. O.

Daker, Pittsburgh Manager 718 E. Carson St. HEmlock 4474 1 I 1 r-.