Page 8 - Fall 2023 inLEAGUE with Historic Theatre Resource Guide/Allied Member Directory

EVOLVING

MARQUEES

Submitted by: Mike Hurley, Bay City Cargo

In the theatre business “the show starts on With the spectacular growth of theatres and
the sidewalk” and directly above that side- movies, theatregoers could not get enough.
walk is the theatre marquee. To ensure that Theatre designers and owners rushed to
theatregoers were being transported to a compete and stay ahead of each other.
better place than all their other choices for All theatres built in this age had a variety of
entertainment, theatres quickly evolved, in- “changeable copy” letters to tell patrons
side and out, and became ever more glori- what was showing be it live or cinema. Man-
ous and inviting. But exactly what were they ufacturing had leaped into providing many
inviting everyone to see or hear? choices and it was the age of metal; plastic
had yet to be invented.
The theatre facade and the marquee took
on that job of communicating the show with The most successful at the time were Ad-
artwork, posters, lights and, from the earliest ler and Wagner (not to be confused with
times, “changeable copy” sign letters to tell today’s Wagner Electric Sign Company).
a different story quickly and easily. In the The “Adler Silhouette” with its elegant ap-
beginning the job was done by painters but pearance, beveled edges, painted silver
theatre owners wanted something easier and black, with many patents and a highly
and less reliant on a talented artist and the finished appearance quickly ruled theatre
first “changeable copy” were simple letters marquees. They were heavy
cut from wood or metal. This was before
letter manufacturers and every theatre did it (story continues on page 8)
themselves.

Some of the letters were lighted from behind
with oil lamps and then electricity, and these
letters included “Moon-glo” where the light
came through the letter rather than outlin-
ing the letter. Moon-glo was popular and
evolved into the first manufactured “change-
able copy” with white milk glass.

PAGE 6 | INLEAGUE League of Historic American Theatres