Exhibitors Herald (1927)

March 19, 1927 EXHIBITORS HERALD 57 J. H. CHANNON Corporation, Chicago, has installed complete counterweight system, asbestos fire curtain, draw curtain tracks and Grand piano trucks in the new Orpheum theatre, Madison, Wis. The company has also installed similar equipment in the new Loew theatre. Canton, Ohio, and the new Belpark theatre, Chicago. * * * “KEEP THE THEATRE OPEN Against All Odds !’’ That’s the order from headquarters passed along to every one of the thirty-one National Theatre Supply Company stores. All branch managers have been instructed to furnish all exhibitors whom they serve with “night” telephone numbers to which an emergency call may be made after office hours. Urges Special Code to Govern Lighting of Picture Theatres “TV/rOTION picture theatres are too dark,” Guy A. Henry, of New York, General-Director of the Eye Sight Conservation Council of America, declared in a statement made public yesterday. “People are unnecessarily subjected to eye strain,” he asserted, “in poorly lighted auditoriums.” Investigations reveal that managers of motion picture theatres have no method of determining the effectiveness of the lighting, said Mr. Henry, who urged the framing of a special code of illumination for motion picture auditoriums, following a scientific study of the problem. “The human eye does not function to its best advantage in the dark or in looking at a fairly well illuminated object when the eye itself is surrounded by darkness,” according to Mr. Henry. “There should prevail as high a degree of general illumination as may be consistent with securing clear and easy vision of the picture. * “Too low illumination causes dilation of the pupil to an abnormal degree and provides a coreal area which does not permit of focal accuracy and which tends to distortion of outline. To partially overcome this, segmental action of the ciliary muscle governing the focusing of the eye is induced. Such muscular action can be attained only by great effort. “There is also strain of the iris muscles resulting from the prolonged dilation of the pupil and another objection is that the varying intensity of the light reflected from the screen requires constant iris action more difficult of accomplishment than under normal dilation. “There is constant conflict between the extreme darkness surrounding the eye and the light reflected from the screen. Under such a condition the eye is not only more susceptible to the natural varying intensity of the light from the screen, but the adaptability of the eye is lowered and the slightest flicker or movement is more noticeable and detrimental. “The illumination of the auditorium should be gradually reduced from the rear to the front and all light sources so modified as to prevent glare, especially those which may fall within the spectator’s range of vision. A faulty shade leaking a little light in the orchestra or over the organ will be a source of annoying glare for even though the intensity of the reflected light from the screen may be much greater, the direct light HALLBERG MOTOR GENERATORS and REFLECTOR ARC LAMPS Produce Steady Brilliant Light $225 Buys (1) Lamp — $255 Buys (1) Lamp With Stereo $450 Buys (2) Lamps With (1) Stereo Attachment Free! $789 Buys (2) Lamps, (1) Stereo, (1) Motor-Generator With Panel THE SHORTEST AND LIGHTEST LAMP MADE Fits All Make and Type Projectors J. H. HALLBERG Established 1904 Chickering Bldg., W. 57th St. NEW YORK Full Automatic Carbon Feed of High Intensity Type Reg. 1). S. Pat. Off. TEXTONE THE PLASTIC PAINT Made by the United States Qypsum Company Any Wall Texture or Color — Quickly^ Economically That’s why Textone, the plastic paint, is being favored so strongly by leading exhibitors everywhere. Applied by your own painter-decorator over any surface — new or old. “Period” or modern effects may be obtained quickly and easily. Easily cleaned or re-decorated. Send coupon for color reproductions and full data. UNITED STATES GYPSUM COMPANY Dept. 159, 205 W. Monroe St., Chicago, 111. MAIL T UNITED STATES GYPSUM COMPANY Dept. 159, 205 W. Monroe St., Chicago, 111. Please send me full particulars about Textone. STANDARD BUILDING MATERIALS I Name I Address 1 City State