Chicago Tribune from Chicago, Illinois • 17

17 38j MOTION PICTURES NEAR NORTH SIDE MOTION PICTURES NEAR NORTH SIDE MOTION PICTURES MOTION PICTURES NEAR NORTH SIDE MOTION PICTURES NEAR NORTH SIDE MOTION PICTURES MOTION PICTURES NEAR NORTH SIDE MOTION PICTURES NEAR NORTH SIDE NEAR NORTH SIDE NEAR NORTH SIDE ESQUIRE OFFERS FINEST IN ULTRA MODERNJESION Leading Theatre Specialists Set New Standards. FOREMOST FIRMS UNITE TO BUILD PERFECT THEATRE New Landmark for Near North Side. CHICAGO DAILY TRIBUNE- WEDNESDAY. FEBRUARY 16. 1938.

"i'JJi" i i ilium in .11 4 Jjiif rf f' i ''ie t'' Esquire theatre at 58 East Oali street presents to Chicago theatre Scouring the country for lumber and millwork, the Hart-man-Sanders company has put into the Esquire the finest domestic and imported woods. With all interior trims of mahogany and other mill- work the finest obtainable, they have SSS (5)) Rvfti admirably lived up to their reputation of Chicago's outstanding quality lun ber dealers. Designed by the Bigelow-Sanford goers every new idea and innovation in motion picture theatre construction. Paschen Brothers Construction company of Chicago, contractors of repute, were the general contractors selected to erect the new Esquir theatre. Speed and experience were the requirements for this tjTe of construction and for that reason Paschen Brothers Construction company, who have erected a great many theatres, skyscrapers, hotels, and schools, wers selected to erect this magnificent fireproof structure.

Among the leading theatres built by them are the Chicago, Tivoli, Uptown, and Southtown. They have put into the Esaui Carpet company, world's largest man ufacturers of carpeting, the floor cov erings in the new theatre set a new standard of excellence. With design completely eliminated, and the colors fit the carpets themselves lending lone to the theatre, Bigelow-Sanford offered a new mode In theatre floor coverings. Deep, luxurious, and long best that their staf could create to wearing, produced In this country by the finest domestic weavers, the car marK a new epoch in building con i n. III' -i -1" 'i peting is different than any ever In stalled in a theatre.

struction. The huge canopy and vertical sign in front of the theatre was built by the White Way Sisrn comDanv. Con The contract was handled through Thomas Maddock one of Chi taining a total of 2,100 feet of neon cago's largest carpet contractors, and tubing and 3,500 lamps, it will pre the leading theatre specialist In car pets for many years. It was Mr sent a colorful view for the entire near north side. Maddock, himself, who personally Electrical Perfection.

The electrical installation on th iupervised the job and offered many valuable suggestions in the carpeting lav-out. Constructed in wide pieces and with the scams completely elirn Inated, the entire lobby carpet was put down in one piece, in itself a Herculean task. Hardware Specially Designed. The radically new and distinctive building hardware in the theatre was supplied by the I. W.

Kent company, 223 N. La Salle street. Featuring chrome and stainless steel, the hardware was specially designed to meet the strict requirements of the architects, Including door pulls, locks, knobs, and many other details. The new type and color silhouette letters on the canopy were created by Een Adlcr of the Ben Adler Sign company. For the first time in a theatre, maroon is used for the background color of the letters rather than the conventional blue or black.

In addition special glass, imported from Czechoslovakia is used for the new theatre is another accomplishment of the Dearborn Electrical Construction company, 1 North La Salle street, who have been identified with theatre installations in and about Chicago for the last twenty-five years. The outstanding feature of the electrical system in this theatre is the soft lighting effect in the auditorium which was obtained by the use of more than twelve hundred feet of blue neon tubing cleverly concealed behind plaster coves. Electrical supplies in the Esquire theatre were supplied by the Hyland Electrical Supply company and achieve many new brilliant effects in lighting developed through months of experimental work. As agents for the West-inghouse Electric and Manufacturing company, Hyland was well qualified for this most exacting work. Fresh, Cool Air.

The complete cooling 3ystem for the theatre was furnished and installed by the Kroeschell Engineering company, one of Chicago's best known air conditioning engineers and contractors. Forty-one thousand cubic feet of air per minute is dehumidified, cooled, and conditioned by means of copper fin type refrigerator coils. Refrigeration is produced by two large, completely sealed, motor driven, refrigeration units, which are the latest development of the huge Westing-house laboratories. The entire system will operate under full automatic control. Although no part in the actual physical construction of the theatre was done by the Filmack Trailer company, they have made a generous contribution to the effects of the performance with their outstanding trailers.

Screen trailers are the mouthpiece cf the theatre and as the background for the letters. These Jetters are another of the many details about the theatre that were specially designed for the Esquire. Even the racks from which the letters hang are a complete new departure from former theatre practice. Enjoy New Lighting. Lighting fixtures In and about the theatre were made by the Lee Pereira company, 106 E.

Hubbard street, and an was the case with so many other details in the theatre, were specially designed for the Esquire. All furniture in the Esquire was supplied by Davidson's, 412 Orleans street, wholesale furniture dealers. Here again, newly designed effects were instituted. With the rough details supplied by the architects, Pereira Pereira. Davidson's, worked out lobby, studio room, and miscellaneous furniture that harmonized with the essential movement of the theatre.

Using leathers and begins creators of the Esquire theatre trail ers, the Filmack Trailer company haj done an outstanding job. Wvm5 New Seats a Thrill. The new "push-back" chairs in Esquire bids aii Chicago wdco me. Come, share its Leauties, its innovations for your comfort, its delightful departure from the beaten path of entertainment. stalled in the Esquire theatre mark i -1 r- 1 a revolutionary new improvement in seating comfort.

These new chairs were invented and developed by M. W. Hard, engineer, and Mr. Alan Hale, noted motion picture actor, and embody an entirely new patented prin ciple. The seat moves back to allow others to pass along the row without inconvenience to the occupant of the chair.

Esquire is a theatre for the discriminating for everybody distinctive and original in design luxuriously modern spacious and adequate yet intimate and restful, with many exclusive innovations to make your motion picture hours more pleasant and completely comfortable. New type "PUSH-BACK" seats which actually push back to permit people to pass you easily. More knee space. More room between rows. No tripping, stepping on toes, disturbing yourself or others.

A beautiful auditorium whose special elliptical design creates an improved seating arrangement that assures better vision and better acoustics from every point. They are spacious and luxuriously upholstered. They offer the utmost in restful lounging ease and relaxation. 'Sr. r- ,4 vt tK They were manufactured by the Kroehler Manufacturing company, world's largest furniture wholesalers.

Nothing Spared. Create an ultramodern exterior and interior that will be enthusiastically welcomed by the most fastidious clientele." This was the order Floating, no-draft air-conditioning the given to their architects, Pereira MORE ROOM EXTRA COMFORT In Esquire's New "Push-Back" Seats Pereira, by the owners of the Esquire rare tapestries, they have created furniture which, while modern In treatment, retains all of the many comforts of period furniture. Ornamental metals, exclusive of building hardware, was supplied by the Johnson-Meier company, 1523 Dry ton street. No Drafts. Duct work for the new amazing no cirnlt ventilation was built and installed by the Advance Heating and Air Conditioning company, 117 N.

Des Plaines street. Completely solving the modern theatre's problem of drafts when combined with adequate air delivery, they have built a system that is a marvel of efficiency. All drafts are eliminated and the air is delivered to the auditorium In a smooth flow, gently dropping from concealed ducts in the roofs and walls. Braced completely to do away with all vibration, these ducts are a permanent part of the structure. Tile work In the Esquire, necessary because of the complete fireproof construction was built by the Ravens-wood Tile company, 16 W.

Kinzle $treet. As is the case with the majority of other theatres, the Esquire money pickup and delivery service will be handled by Brinks, 571 W. Jackson boulevard, oldest money transportation service in the country. Brinks was the natural choice when this type of service was considered. Perfect Projection.

The new projection equipment in the Esquire theatre, embodying all of the latest features of modern motion picture presentation, was installed by Joe Goldberg, Inc. From ultra high intensity lamps to new screen, the equipment was graded up to the strict Esquire standard. Other contractors and vendors on the Esquire theatre include The American Radiator company, whose ntw type vacuum cleaners will be used, Photoplay Advertising company, S23 S. Wabash avenue, leading poster purveyors to the motion picture thea Esquire Theatre is the perfect rendezvous for intimate gatherings, providing an atmosphere of quiet dignity and charm in which to relax and meet your friends. theatre.

It was a large order and a difficult one, and has taken over two years to fulfill. The architects, in turn, awarded the painting and deco y's'y, J't i I year around, assuring improved ventilation. Soft, concealed lighting. Intimate foyers and lounges. These and many other innovations together wTith programs of quality and distinction and efficient yet friendly service make Esquire the foremost motion picture theatre.

Come today! Enjoy this theatre of drawing room comfort. UNLIMITED FREE PARKING Lydys, Adjoining Palmolive Bldg. INAUGURAL PROGRAM Introducing On the Screen -At AH Performances "ESQUIRE HOUR" OF NEWS AND VIEWS A digest of latest news events and choice short subjects mirroring the world of today. Plus JEANETTE MAC DONALD ALLAN JONES in Rudolf Friml's famous operetta "THE FIREFLY" Continuous Daily from 1:30 P. M.

rating contract to Hanns R. Teichert, who was responsible for most of the theatrical interiors in this part of the country. The "unusual" and "standard paints and colors did not meet with, the exacting requirements of Teichert or the architect, so chemists and col-orlsts of the Great Western Paint company dug into the problem of creating a special light reflecting paint. They also succeeded in inventing many new colors and combinations especially for the Esquire. Completely Fireproof.

Fireproof construction in the new theatre was carried to the highest possible standard. Many of the suggestions for fireproofing the new Esquire came from Wineman Brothers, who carry all of the insurance for the theatre, and it was through their counsel that it reached its state of perfection. An unusual feature of the Esquire is the deadening of the stage walls behind the screen with a one inch thickness of Sprayo-Flake, which was sprayed directly on the walls. All of this work was done by and under the supervision of the Insulation Engineering Service company, specialists in theatre acoustics. The fireproof roof of the theatre was designed and built by the Jacob-son Roofing company.

Working in conjunction with the architects Pereira Pereira, they have built a completely weatherproof fireproof li-l v7- tres of Chicago, and the Film Chauf feurs and Carriers Union, the ever re- iable film carriers. Here, in the last named company, is a little seen, but all important cog in Chicago's thea tres. Working at night, they pick up the film at the end of its run, re turn it to the exchanges and the same night bring out the pictures for the 4. 5 -iijfryi day's showing. Towel service within the theatre "-ill bo supplied by the Individual Service, 3230 S.

St. Lawrence The most amazing innovation in seat comfort the theatre has ever knoivn. Esquire's "Push-Back'' seats provide more knee space more room between roivs, plus a new adjustable feature which enables people to pass you without cram ping or disturbance. pvenue. Crnamental maccota and stone ork wa3 done by Nelson Friis, 343 Esquire first foyer and spacious stairway leading to the mezzanine set a new standard of excellence in luxurious simplicity and rich yet subdued appointments.

p. Dearborn street. roof..