Page 10 - Fall 2023 inLEAGUE with Historic Theatre Resource Guide/Allied Member Directory

Marquee Letters

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and breakable, and we can only imagine
what people on ladders went through to
change letters. But the times were changing,
and plastic was knocking on the door.

The advent of plastic created many differ-
ent, less expensive, dimensional “change-
able copy” letters. And just as important,
they were much lighter and easier on the
people making almost daily changes. Adler
quickly switched over and made plastic “Sil-
houette” letters to compete with a wave of
competitors. Gemini created the immensely
popular Snap Lok letter in different fonts and
sizes from 4” to 31” height and any number
of colors. The Gemini Snap Lok system used
metal hooks riveted to the plastic letter on
the top and a clip snap riveted at the bot-
tom that firmly held the letter to the ubiqui-
tous and iconic metal grid we can still see on
today’s glowing historic marquees.
For many years Gemini and Wagner enjoyed
It wasn’t just that the plastic letters were a dominance of the marquee letters market,
lighter and less expensive, but due to the and everyone was happy. Then a less expen-
ability of theatres to afford ever larger light- sive letter started to emerge that was printed
ed marquees and to compete with all the on a clear plastic panel. It was much more
other theatres, plastic letters made it easier affordable and made changing letters even
and cheaper to get the theatre’s message easier for that kid on the ladder. Wagner Zip
out loud and clear. The age and importance are no longer manufactured. Gemini Pronto
of the impressive neon and back lighted is now the industry leader. While affordable
marquees had arrived. Theatregoers were and popular to use these letters, marquees
deciding not just what show to see but which must be reconfigured with new track and
theatre to see it in. Theatre design and ac- much of the historic and design appearance
coutrements were essential to theatre de- are thought to be lost.
velopment and the marquee letters were a
small but important part of the whole. Big changes for all marquees arrived in 2022
when Wagner Zip ceased to exist (not to be
Wagner and Gemini both added “Slotted” confused with today’s Wagner Electric Sign
plastic letters, which are flat dimensional Company), and Gemini announced they
letters about ¾” deep and varying heights. would no longer manufacture Slotted or
Slotted letters featured angled side slots that, Snap Lok “changeable copy” dimensional
as the letter slid down onto an angled metal letters. Today the letters that thrilled us and
track, it was firmly held in place, doing away drew millions like moths to a flame are hard
with the need and the expense of the Snap to find and getting more so every day.
Lok metal hooks and snaps. (continues on page 11)

PAGE 8 | INLEAGUE League of Historic American Theatres