Exhibitors Herald (1927)

58 BETTER THEATRES SECTION OF March 19, 1927 “THIS IS AN AGE OF SPECIALIZATION” FOR 16 YEARS WE HAVE SPECIALIZED IN THEATRE AIR WARMING AND VENTIUTING OUR ENGINEERING DEPT. CAN BE OF SERVICE TO YOU. B. F. REYNOLDS & co 118 W. OHIO ST. ESTABLISHED 1881 CHICAGO, ILL. What impression does the public get of your theatre? Are people passing by your own theatre to go to one a few doors away, because the other has an attractive marquise over its entrance? The addition of an A. M. P. Marquise over your entrance will add a distinctive metropolitan atmosphere to your theatre, bound to produce increased attendance. Hundreds of progressive theatre owners are doing it every year. They will back up our claim that the cost of an A. M. P. Marquise is quickly absorbed by the increased box office receipts. You will want to know more about A. M. P. Marquise — Let us send the information to you. Architectural Metal Products, Inc. COVINGTON, KENTUCKY Lees TALK This Over in TERMS of YOUR OWN Box Office by reason of the dark background will by contrast be blinding in effect and harmful to the eye. * * * “The decorative scheme of the auditorium naturally effects the general illumination. Gilt and silver even in subdued light may produce annoying reflections and, in some instances, these are responsible for an unfortunately low degree of lighting. “A flock of gilt or silver cupids floating around for decorative effect may produce annoying reflections when the lights are dimmed. Instead of reducing illumination to obscurity it would be better to invest these nude little angels with a coat of dull bronze or to so cover them as to permit of a proper degree of general illumination. “All surfaces which might produce reflections should be guarded against. Light brackets on walls and chandeliers should be dull finished. “At intermissions or changes in program when the general illumination is turned on the current should be carefully gauged and the auditorium gradually brought from a state of semi-darkness to full light. A sudden or too rapid turning on of light is not only irritating but may be decidedly harmful to the eye. “Investigations reveal that managers of motion pictures have no scientific way of determining whether or not the general illumination of the_ auditoriurn is what it should be and, in fact, this is governed by the judgment of the management which may take into consideration certain factors and entirely disregard others of equal or greater importance. if: * * “Practical tests and measurements are reported which demonstrate the feasibility of sufficient general illumination of the auditorium during the showing of the film to permit reading of program and this without detracting from definition or causing loss of quality in the picture showing on the screen. “Valuable studies have been made but, unfortunately, are not followed or in general practice in motion picture theatres. One such report states: ‘By proper distribution of the light, the general illumination of the interior of a motion picture theatre may be raised to a considerable e.xtent above the values in common use without causing any appreciable loss of quality in the projected picture.’ “A scientific study should be made of this problem and standards of illuinination established for the guidance of the managers so that they may be sure that a matter so important as the general illumination of the theatre during the showing of the picture is scientifically correct and that the eyes of their patrons are not being subjected to strain. “In fact there should be developed a special code of illumination for motion picture auditorium which will cover a field, which is too important to be lett to the judgment of individuals.’ Richmond Leases Bijou at Springfield, Mass. Louis W. Richmond, who resigned as general manager of the Winchester Amusement Co. circuit about a month ago, has secured a lease of the Bijou theatre, one of the best known theatres of Springfield, Mass., for a period of six years with option of renewal for another six years, from Abraham Goodside, who operates other Western Massachusetts theatres. First run features will be the policy and during the summer extensive alterations and improvements will be made.