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DEVOTE A CORNER TO
4.
A rear-screen projection unit and comlort' able armchairs combine to ofier an ideal retreat ior the comfort of customers.
CUSIOfllHS
dimensions would have to be increased only in length, by adding 20'/2" for 400' reels, 31" for 1200' reels, and 33" for 1600' reels. Fitted with 600' continuous attachment in place over-all dimensions are 30" x 16" x 16 V2".
What Advantages Has Sound?
* For the first type of film usage — that of attracting the attention of the passerby — the great advantage of the talkie is obvious. Light and motion are the two basic eyecatchers inherent in the motion picture — to this the talkie adds sound, the greatest ballyhoo medium known. However, the sound must be clear, pleasant and well modulated, and stay that way, so that there will be no objection from fellow exhibitors who will certainly be up in arms if "sour" and uncontrolled sound is employed.
For other types of motion pictures, the extent to which the talkie is superior to the silent film depends on the subject matter, and on the conditions under which the films are shown. The great advantage of the talkie is that in addition to showing your product you can tell the audience about it, always in the identical carefully-prepared words, with full recourse to the world's finest music and to telling
sound effects which add a "fourth dimension" to exhibit salesmanship.
By eliminating long explanatory titles the talkie gives about 25% more footage for your picture story, as well as overcoming loss of interest among people averse to reading. The footage gain is offset, however, by the greater speed at which talkie film is run.
Continuous-automatic operation and control is practicable only where used with 1 6mm. projectors of highest dependability. For the 1934 Fair a new 600' attachment was perfected by a projector manufacturer for a standard model. This 600' continuous attachment has proved to be so satisfactory, particularly in meeting the severe demands encountered in exhibit work, that it is the only type of continuous attachment which this company now supplies, whether the film to be run is 600' or shorter. An automatic safety control stops the projector in case of film trouble, and push-button devices can be furnished to enable audience or attendant to start a film cycle at will. Those continuous projectors can also be arranged to fit right into an electrical or mechanical cycle-control-device, so that motion pictures will serve as a definite part of some broader demonstration program.
HOW TO USE FILMS IN EXHIBITS