VERTICAL THEATRE SIGNS: 1997
By Joseph R. DuciBella, ASID
Some tidbits on the UPTOWN THEATRE, Chicago (Rapp & Rapp, 1925) came to light just as the Chicagoland press was touting the reproduction of the original 1921 vertical sign on the CHICAGO.
Ben Hall commented on his first visit to the UPTOWN in 1969, “What a shame the original vertical is gone.” Actually, many people presume the UPTOWN must have had a lavish vertical sign not unlike the 75-foot monster on the CHICAGO, yet original photos reveal that while the UPTOWN had three marquees and two roof signs, the simple cut-out letters are all that ever graced the main facade. The only change made was from incandescent bulbs to neon in the early ’50s.
The drawings below reveal there was a concern early on that the UPTOWN was missing something. Without the budgetary constraints at work when the UPTOWN was planned, Balaban & Katz paid for a new terra cotta facade on the building immediately to the theatre’s right; clearly they were at least willing to entertain proposals for a proper vertical.
The drawinqs show proposals from three different sign companies: General Outdoor, LuMiNus and (probably) White Way. All the originals from which these prints were made are very large pencil drawings on thin paper, and bear handwritten notes. History does not tell us why nothing was ever done.
LEFT: This design, 15 feet wide by 98 feet high, features an unusual letter style calling for 3,018 bulbs.
CENTER: an Art Deco style inconsistent with thearchitec ture of the building: 18′ x 113′.
RIGHT: The design that would have blended best with the building is also 15′ x 98′, but would have used 3,114 bulbs plus neon for the letters.
BOTTOM: Variations on an Art Deco theme, with rays of light sketched in, probably during the presentation. All are over JOO feet high. Maybe the light rays would have been effective if the air was damp and cloudy; otherwise, lights projecting into the sky would have been useless.
In the society’s archives are other proposals for very large signs. There are two for the Chicago PARADISE, made after its opening late in 1928, for signs on top of the 1 JO foot facade. (That’s 21 stories to a modern builder.)
If you find this story fascinating, we have a treasure trove of information about the history of your favorite theatres. Sign up for an account on historictheatres.org and enter through the STAGE DOOR!
For nearly fifty years Theatre Historical Society of America has been celebrating, documenting, and promoting the architectural, cultural, and social relevance of America’s historic theaters. However, we can’t do it alone. Support from cinema lovers, architects, historians and people like you are paramount to our success. Become a member today, and help us preserve the rich history of America’s greatest theatres.