Exhibitors Herald (1927)

54 BETTER THEATRES SECTION OE March 19, 1927 No Substitute For Facts/ Since 1914 Minusa Screens have rendered projection results which no other screen has ever been able to equal. The proof of this is the more than 10,000 satisfactory installations, during thirteen years. No stilted claims can alter these facts! ' ' Install a Minusa DeLuxe Special. It will pay you! Minusa Cine Screen Company Bomont at Morgan Saint Louis De Luxe Special if your sign doesn Y mean increased patronage — it doesn^t mean — anything! Milne signs are demonstrated “Patronage Pullers.” They are built under the supervision of men who know the show game, with but one purpose in mind — to get more people into your theatre — and they do it. The Sheet Metal department of the Milne Electric Sign Co., where "showmanship is built into signs." MILNE SIGNS Changeable Letter Marquise or Canopies Send us the name of your theatre and let us submit a colored sketch to you — no obligation on your part. MILNE ELECTRIC SIGN COMPANY 189-5th St. Milwaukee, Wis. be getting by with a few “hokum lovers” but why lower your profession to them, instead make them learn to understand and appreciate the more refined. Hs * * So in conclusion I will say the fate of a “jester” is usually a sad one and so with musicians who are adopting this method of too much “clowning” — they are riding to folly. New Company Will Build House at Medford, Mass. Strand Theatre Co. of Medford has incorporated at Medford, Mass., with capital of $50,000. Joseph M. Levenson, with Mary K. Lynch and A. C. Kilpatrick are incorporators. This is one of the Moe Alark companies and plans to erect a $350,000 theatre in Medford Square which will seat 2, '500. The company has purchased a large lot of land on Riverside avenue and a strip through from Main street to provide for a main lobby on that side. The site procured is the last available site in the heart of the business section. It is across Riverside avenue from the theatre now under construction by Samuel Woolfson, which is in turn across Salem street from the Medford theatre. * * * Boston, Mass. — Mystic Theatres Co., Inc., has been incorporated with $50,000 capital, by John P. Jackson Jr., Medford; Mildred B. Eaton, Roslindale and Frank V. King, Medford. It is understood this company will erect the proposed theatre in the West Medford section of Medford, Mass., with a seating capacity of about 1,500, a site for which was recently purchased in West Medford Square. * Portland, Me. — New Riverton Park Amusement Co. has been incorporated, to conduct amusement resorts and theatres, with capital of $120,000. Henry Cleaves Sullivan and Mary E. Costello are the incorporators. Fallen Broadside Gives Details of High Speed Curtain Control Machine Interesting facts covering the new Vallen high speed automatic curtain control are contained in an attractive broadside just issued by the Vallen Electrical Company of Akron, O. The Vallen broadside, executed in colors, should prove of value to theatre owners. Among other information, it announces that the new high speed curtain control machine will operate curtains at the rate of 135 feet per minute. Description and illustrations are also given in the broadside of the Vallen noiseless track and the Vallen Junior curtain control. An outstanding feature of the Vallen equipment, it is pointed out, is the fact that any curtain can be started, stopped or reversed by the mere pressing of one button. The Vallen company specializes in the manufacture of curtain control equipment for motion picture theatre and vaudeville houses. Would Add 4 Inches Between Chair Rows An additional four inches between rows of theatre seats will be provided in San Francisco theatres if a resolution now under consideration by the board of supervisors building committee is passed.