The Charlotte Observer from Charlotte, North Carolina • 29

-gwgigw 11 -ft-fet i 1 1 urit JjJwjwi 1 1 mui 1 iYfiiWiHiwnMMiwniBMnHinMiBwMiiiwMMMiiiiiBwiwiiiiiMiiiiMaiiiJfnfrmrifrni iiimiii win firm ri mn mil i 11 irirrrrifi rT" uar THE CHARLOTTE OBSERVER TUe Foremost Newspaper of Tile Two Carolinas SUNDAY FEBRUARY 17 1935 New Imperial Theater Opens Here Monday Night Tirst Theater In Carolinas Built For Sound Pictures 1 NEW THEATER IS LAST WORD IN BEAUTY AND AC OUSTICAL PERFECTION OPENS AT 6:45 TOMORROW NIGHT PUBLIC INVITED FOR INSPECTION Everything is in readiness for the opening of the new Imperial Theatre tomorrow evening at six forty-five when the doors will swing open to the public for the first time since it has been completely rebuilt and furnished and made one of the most modern movie houses in the state From opening time until seven fifteen the public will Will Be Comfortable at All Times With Air Conditioning System The above photo shows two interior scenes of the new Imperial Theatre which will be formally opened to the ublic tomorrow evening On the left is a view of the mezzanine lounge dnd the right is a view of the stage and proscenium looking from the back of the auditorium North Carolina Theaters To Operate New Imperial have the opportunity to inspect it throughout visit the mezzanine floor to see the beautiful appointments and view the atmospheric sky effect in the ceiling from the balcony Starting promptly at seven fifteen the inaugural ceremonies will take place on the stage at which time the theatre will be formally presented to thetheatre-goers of Charlotte Following the brief ceremonies the screen pro-am will be presented which includes as the feature attraction Claudette Colbert in Gilded the latest Metro news and other varied short subjects all especially selected for the first night audiences The second show of the evening will start at approximately nine fifteen when the complete show will be presented again with the exception of the inaugural ceremonies Beginning Tuesday the theatre will open each morning at ten forty-five The Imperial is scheduled to play the outstanding attractions from the various producers Among some of the features now scheduled for early showing are Will Rogers in County Charles Shirley Temple and Lionel Barrymore in Little Eddie Cantor in as well as the best in short subjects and added features The management of the Company Operates 45 Show Places In Carolina Monday Evening -Feb At six forty five o'clock tomorrow evening the doors of The New Imperi Theatre will swing open and Charlotte will claim another institution as erial her own Inaugural ceremonies will be presented starting promptly at seven fifteen o'clock One of the things that will attract the public to the new Imperial Theatre is its comfortable coolness during the hot summer No matter what the temperature is on the street guests I of this theatre are assured enjoyment of the program through the modern air-conditioning system which has been installed at a cost of many thousand dollars The new Imperial is the second theatre in Charlotte and the fourth in the state of North Carolina which has this modern scientific equipment The guest entering the fiew playhouse is in an atmosphere of manufactured a scientifically healthful atmosphere maintained at the ideal condition 1 The cooling system was installed by the Carrier Engineering corporation which ha3 offices in principal cities in the United States Carrier engineers for 25 years the leadng specialists in air conditioning have extended their service to theatres for the health and comfort of the public Theatre-goers of Charlotte will find The Imperial rich in magic beauty Its soft tones and luxurious comforts its modern air-conditioning equipment its service will make it a popular meeting place It will be a distinctive show place of Charlotte a definite contribution to the welfare and happiness of the community It's your theatre and you'll be proud of it The operation of the new Imperial Theatre is in the hands of North Carolina Theatres Inc a company which started in this state in 1927 wifh about seven theatres operating in Greensboro Durham Fayetteville and Raleigh Today the company consists of approximately forty-five show places operating in all the principal cities of North and South Carolina with Charlotte as the general offices The North Carolina Theatres company is something more than a business concern conducted along the lines of management deemed necessary for efficiency of operation It is indeed the embodiment of ideals ideals which make the company the synonym not only for the jest in entertainment but for comfort and genuine service The officers of the company have had vast experience in their field ranging in service from ten to twenty-five ears in theatre operation in the South Their managers have come up to their present positions from the ranks most of them having started as ushers several years ago and through intense training in service operation and selling have earned promotion At the present time the company operates theatres in Greensboro Durham Raleigh Winston-Salem Columbia Spartanburg Greenville Salisbury High Point Goldsboro Rocky Mount Fayetteville Wilson Sumter Concord Hendersonville Lenoir and other important cities throughout the two states THE NEW Imperial will be under ISrvii rvine Stone a young man ALL THIS WEEK ALL THIS WEEK of many years of theatre experience His home is in Greensboro where he started with the company a number of years ago Since then he has managed theatres in Durham Newport News and Danville The Imperial will be under the supervision of Eugene Street manager of the Carolina Theatre and Roy Smart district manager for North Carolina Theatres Inc the operators of the Imperial This Little Resistance Is Low xV'v-' vy-' 'vT-v R- PRICES This Attraction OF SPANISH DESIGN FAMILY ENTERTAIN MENT A program selected especially for the entire family Moke a noise like the walls of Jericho falling! aid to dukes end meant it buLchbench in the park 'TV A a bog of popcorn with a i ploin ordinary mugg who 30c MATINEE Comfort And Relaxation Easy At New Imperial NIGHT 40c Children 10c could'oik foAanything more? u'wi Beautiful Effects Are Achieved by Designs and Decorations 5 te in the kind of a role that made you rave obout "It Happened One Night" OPENS DAILY AT 10:45 A I 1 One of the features of the new Imperial will be the overhead cloud effect While patrons are enjoying movie they can get the of the open spaces Sfift clouds float lazily overhead while on all sides are beautiful scenes designed against a Spanish -architectura background The effect is soothing and restful and conducing to that relaxation which most people seek after the work is done Comfortable seats throughout the theater add to the enjoyment of patrons And people wishing to meet friends on the mezzanine floor will find a well appointed lounge room beautiful rest rooms and many other con- veniences A Frigidaire drinking cooler installed by the Pound Moore company safeguards the health of patrons of the theater The Imperial in addition to its perfection as a talking picture house has stage facilities for vaudeville as well Dressing rooms have been constructed below stage in-the event of vaudeville artists appearing from time tp time The new theater is absolutely ncwt from top to bottom Only the bare walls of the old theater which burned PHONE Dial 2-3864 for starting time of feature and other information First show starting daily at 11:00 A man met Other Selected MICKEY MOUSE IN BENEFIT A MUSICAL GEM THE LATEST METRO NEWS EVENTS several years ago were left standing Everything except the four walls is brand new and of the finest possible Coming 5oon: Will Rogers in County Shirley Temple in construction.