Exhibitors Herald and Moving Picture World (Oct-Dec 1928)

October 27, 1928 EXHIBITORS HERALD and MOVING PICTURE WORLD 63 SUNBEAMS SOLICIT SAVINGS AND PROFITS FOR YOU When you install SUNBEAMS you engage real money-savers and profitmakers. SUNBEAM theatres are reducing current and carbon costs, while enjoying greater box office receipts, because of the better quality of the projected picture. Sunbeam Reflecting Arc Lamp SUNBEAM Reflecting Arc Lamps produce a pure white, steady light, eliminate the dark corners and project clear and clean-cut outlines on your screen. As a part of your careful buying, send for the SUNBEAM FOLDER which will sbow you why SUNBEAM users are more than satisfied. THE LITWAR COMPANY 200 W. Second St. Wellston, Ohio, U. S. A. Power Plants Refer to LIGHTING AND POWER PLANTS t$ Printing, Theatre Refer to THEATRE PRINTING Programs Unusual progress has been made in the publication of theatre programs in the past few years. Today the program is one of the outstanding advertising mediums of the motion picture house. It goes into the home where it is perused by the family. In obtaining programs the exhibitor need only specify the names of the attractions and the dates. Within eight hours programs containing effective copy, suitably illustrated, are completed. This is possible through the efficiency of highly organized and ably manned printing plants devoted exclusively to this work. Copy provided in theatre programs carries a well balanced selling "punch" creating a desire to see the attractions. The programs are amply illustrated and complete facts concerning stars, players, author and other matters of interest are included. In the dissemination of theatre programs many theatres have regular lists of patrons to whom programs are mailed each week while others distribute the programs to patrons as they leave the theatre. Prices range from $7.75 per thousand in one color to $8.50 per thousand in two colors. Prices decrease with additional thousands. Prominent concerns specializing in this work are : EXHIBITORS PRINTING SERVICE. 711 South Dearborn street. Chicago, III. Filmack Company, 730 South Wabash avenue, Chicago, III. Screen Publications. Box 216, Applet on. Wis. NATIONAL PROGRAM & PRINTING COMPANY, 729 South Wabash atenue, Chicago, III. Star Program Company, 1799 Jerome avenue. New York City. fc?^ Program Covers Construction of bigger and better theatres has developed a demand for a higher class of advertising. Offset color program covers are representative of the efforts of theatre owners toward increasing artistry and dignity in their advertising. These colored program covers are highly artistic and colorful. The fact that they are extensively used has enabled produc tion of program covers of this type at a very reasonable cost considering their beauty and effectiveness. In fact, the use of program covers has enabled exhibitors to attain a highly desirable individuality in this phase of their advertising. These program covers combine all the elements of a program announcement with the necessary distinctive features of a high class house organ. Prices range from $3 per thousand to $7 per thousand, depending on size of cover. The Hennegan Company, 311 Genesee street, Cincinnati, O. Projection Booths The projection room, or booth, because of the fact that it is one of the nerve centers of the motion picture theatre, is becoming standardized. Not in size, naturally, but in general construction, and the high standard of equipment, etc. The projection booth, because of the very nature of the purpose it serves, must be fireproof and ideally ventilated. Though standardized in the general meaning of the word, the booth, in its placement, construction and equipment, should have individual treatment for each theatre. The skilled projection engineer should be consulted on this vital phase of motion picture presentation. Atlas Metal Works. 2601 Alamo street, Dallas, Tex. E. E. Fulton Company, 1018 South Wabash avenue, Chicago, III. O. K. Harry Steel Company. 2333 Papin street. St. Louis, Mo. JOHNS-MANVILLE CORPORATION, 292 Madison avenue. New York City. v& Projection Booth Equipment There are many things to keep in mind in the purchase of projection room equipment. Certain parts of this equipment must conform to the building codes, it must be practical, it must satisfy the projectionist and it must lend itself to better projection. It is wise in a majority of instances to consult a skilled projectionist before purchasing this equipment, for his knowledge of completeness and product is broad. The projection booth today is an efficiency room with an expert in charge, and the equipment purchased should be selected with that in mind. COXSACKIE HOLDING CORPORATION. Coxsackic. N. Y. ENTERPRISE OPTICAL MANUFACTURING COMPANY, 564 West Randolph street. Chicago, III. E. E. Fulton Company, 1018 South Wabash avenue. Chicago, 111. Holmes Projector Company. 1632 North Halsteil street, Chicago, III. INTERNATIONAL PROJECTOR CORPORATION, 90 Gold street. New York City. THE NATIONAL THEATRE SUPPLY COMPANY, 624 South Michigan avenue, Chicago, III. (^5 ttT^ Projection Machines It is the expressed belief of theatre owners and projectionists that practically ideal projection is possible with equipment available at present provided it is in the hands of a competent operator. The three most widely used projectors today are the Motiograph, Powers and Simplex. Each is the result of many years of improvement and development to meet the ever-growing requirements for the best possible screen results. While thousands of dollars are frequently spent in many other departments of the the atre an apparent indifference to the importance of the best possible projection has been manifest by theatre owners in the past. Fortunately this attitude is undergoing a very marked change and projection is coming into its own. The motion picture theatre, despite the many trimmings connected with its construction today, offers to the public as its chief attraction the film story on the screen. That it should be of the finest quality possible to produce by modern machinery and engineering skill goes without spying. One of the handicaps to the securing of proper projection in the past has been in the delay given this phase of the theatre at the time plans for the house are made. In a measure responsibility for this may be placed with the architect who, in his desire to create a palace of beauty and grandeur has apparently failed to consider that such facilities are without purpose unless the thing which the public pays its money to see — the picture on the screen — is of a quality to produce the highest type of entertainment. It is not the desire nor the intention here to go into any technical details concerning projection machines. It is rather aimed in these columns to impress upon the exhibitor who is not already alive to the fact that projection in his theatre should have his keenest attention. The picture on the screen is his biggest drawing card and any skimping in detracting from its quality ultimately will be reflected in decreased receipts. Prices of the standard projection machines range from $625 to $1,150. Baird Motion Picture Machine Company, 31 East Runyon street, Newark, N. J. THE COXSACKIE HOLDING CORPORATION, Cox sackie, N. Y. ENTERPRISE OPTICAL MANUFACTURING COMPANY, 364 West Randolph street, Chicago, 111. E. E. Fulton Company, 1018 South Wabash avenue, Chicago, 111. Helios Corporation. 7544 South Chicago avenue, Chicago, 111.