Quote:
Originally Posted by officedweller
Cineplex's marketing people must have forced them into consistency with their branding and trademarks.
It is on the small side - depth and height. It should extend well above the roof line - unless the City objected to anything too big.
Even the new Winners sign looks undersized.
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I don't think the City would have objected to a taller sign, but the are some serious structural problems with having something higher than the building. The new sign extends above the original facade to the height of the roof above the newly added floor above and behind the facade. Higher than that, you start to have to accommodate much greater wind forces on the sign and still meet seismic code as well. The sign must be anchored through the old facade into the new frame behind, but the top floor is set back, so there's a limit to how high up the building it can be fastened.
The solution in the 1960s, when it was the Coronet, was to have a huge steel pylon attached to the roof, and then boxed in, (and that was before seismic codes existed). With the additional floor on the new building, that wouldn't work particularly well.
Cinema treasures