The Bloor Cinema sign, by contrast, was installed in the 1980s flush to the wall, so it faced across the street. Blue Ice decided to return to the Midtown era somewhat, with an art deco-inspired—but decidedly modern—sign that could again be seen far along Bloor Street.
“The Bloor Cinema sign was on sheet metal lining the wall surface,” says Cox. “At first, Blue Ice was just going to leave it, but once the reopening was pushed back, there was time to change it, starting in December. We couldn’t just paint it, so we took the whole canopy down. We did consider an old-style sign, but the time frame wasn’t quite long enough for that, as we still needed to get a permit and variance from the city, so instead we designed a new red sign to bring attention to the entrance. We’re giving Hot Docs a real presence on the street.”
The new sign provides visibility far along Bloor Street. The dark grey lettering for the words ‘Hot Docs Cinema’ was chosen for its contrast levels by day and night. Photo by Peter Saunders
The architects worked with Hot Docs representatives to design the lettering for the sign. Again with the community in mind, it was seen as more important to emphasize ‘Bloor’ than the Hot Docs brand.
Greenford Construction, the contractor for the renovations, co-ordinated the installation of a structural steel beam and an electrical contractor’s wiring inside the theatre to support the new outdoor sign, which was manufactured and installed by Pattison Sign Group. The beam was connected via steel plates and bolts through the façade to a steel tube outside.
The sign used powdercoated aluminum and red channel letters illuminated by an LED and control panel package from Philips Color Kinetics, designed to provide a warm light. Pattison suggested the dark grey letters for the words ‘Hot Docs Cinema’ because their contrast levels would allow them to be seen clearly day and night.
The cinema reopened in March 2012, in time for the Hot Docs festival in April.
“There’s been a lot of positive feedback on the renovations,” says Cox, who continues to meet with the landlord and tenant to arrange further tweaks to the reborn venue.
With files from Exp, ID and Hariri Pontarini Architects. For more information, visit www.exp.com, www.identadvert.com and www.hariripontarini.com.
