. Bank rate and the money market in England, France, Germany, Holland, and Belgium, 1844-1900; . Chicagos Cine Theatre, erected in 1938, typi-fies the trend toward improvement in out-door technique. Rapp & Kapp, of Chi-cago, designed it. and pedestrians to highly visible marqueeattraction boards that tell the prospectivepatrons what they want to know aboutwhat is going on within. In the projects of 1938 we find ampleevidence of the trend toward better mer-chandising among theatre men. The old,cluttered up, poorly lighted, paper-pastedand cheap banner infested theatre frontis definitel
. Bank rate and the money market in England, France, Germany, Holland, and Belgium, 1844-1900; . Chicagos Cine Theatre, erected in 1938, typi-fies the trend toward improvement in out-door technique. Rapp & Kapp, of Chi-cago, designed it. and pedestrians to highly visible marqueeattraction boards that tell the prospectivepatrons what they want to know aboutwhat is going on within. In the projects of 1938 we find ampleevidence of the trend toward better mer-chandising among theatre men. The old,cluttered up, poorly lighted, paper-pastedand cheap banner infested theatre frontis definitely a thing of the past. Theatreportals today are vastly more inviting thanever before, because in their design thereal function of a theatres front—to at-tract and impress and draw patronage—is not being overlooked. Outwardly, the 1938 crop of new thea-tres, thanks to advanced architecturaltechnique and modern materials, showsthat theatre men are rapidly regainingtheir appreciation of real values in theatreproperty investment. More careful plan-ning than has been applied in the past i
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