Originally published in The Vidette-Messenger of Porter County on March 3, 1936.
PREMIER’S NEW SIGN TURNS NIGHT INTO DAY; ADDS BEAUTY TO CITY BUSINESS DISTRICT
Nightfall on Valparaiso’s main thoroughfare in the vicinity of Lafayette street is the signal each evening for a brilliant burst of color and dancing light as Premier Theatre’s magnificent new electric sign is turned on.
There’s reason enough too, for over 800 light bulbs and rows of red and blue lighted neon tubes, flashing on and off, form artistic patterns on the huge canopy-sign.
Work on erection of the attractive structure began last week after the old sign, which had been in use since the opening of Premier Theatre in 1921, was dismantled. It was turned on full blast for the first time Monday night, making the street nearby almost daylight.
Each end of the twenty-five and a half foot sign, which is ten feet high, is painted black and red with the word “Premier” in large, red letters, lighted with neon. Above the name is a sun-burst of light, while below are three sign-width rows for display of coming attractions. Letters in this section are of cast aluminum. Similar arrangement covers the front of the sign-canopy, while underneath are three red and blue neon tubes, lighting the entrance to the theatre.
The display is praised as a creditable addition to Valparaiso’s business district.