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

October 27. 1928 EXHIBITORS HERALD and MOVING PICTURE WORLD 89 Spanish — An atmo-phere of Sunny Spain in New Sheyboygan Theatre in Wisconsin. Designed and Constructed by United Studios. June 9, pg. 39. Colonial — A Theatre Distinguished by Colonial Design Is the New Colonial in Milwaukee. Designed by Dick & Bauer. July 7, pg. 15. Egyptian — Where the Small City Is No Deterrent to the Theatre Beautiful, the Egyptian at Scottsbluff, Neb., by J. C. Jenkins. August 4, pg. 10. French Modernistic — French Modernism, a New Motif in Theatre Design, Predominates the New Forum in Philadelphia. Designed by W. H. Lee. August 4, pg. 31. Hindu Art — The New Fox in Detroit Is One of the Country's Finest and a S>nchronized House. Designed by C. Howard Crane and Associates. September 1. pg. 11. and September 29, pg. 27. Atmospheric — A Worthy Addition to the Atmospheric Clan, and Built for $250,000, the Uptown in Wichita. Designed by Boiler Brothers. September 29, pg. 13. Minimum Expenditure, Maximum Results, Achieved in New Chelten in Chicago. Designed by Betts & Holcomb. March 17, pg. 26. Mirror Room Is Unique Feature of Capitol theatre, Madison. Designed by Rapp & Rapp. April 14, pg. 13. A Theatre of Charm in a Small Town, the New Ritz at Charlton, la. Designed by William L. Perkins. April 14, pg. 18 and 37. The New Warner Brothers Theatre in Hollywood. Designed by G. Albert Lansburgh. April 14, pg. 29; July 7, pg. 11. Where Open Trusses Proved Beautiful, a Description of the Catlow Theatre at Barrington, 111. Designed by Betts & Holcomb. April 14, pg. 51. Gorgeous Lighting Effects in New Loew Theatre in Yonkers, N. Y. Designed by M. H. McGuire. May 12, pg. 14. Richness of Effect Obtained by Glazing Process in Wall Decoration in New Des Plaines Theatre. Designed by Betts & Holcomb. May 12, pg. 41. Orient Modernizes Its Theatres, the New Capitol in Shanghai. May 12, pg. 51. Rare Old Tapestries in New Portland Theatre. Designed by Rapp & Rapp. May 12, pg. 55. The Seattle, New $3,000,000 Wesco House. Designed by W. S. Hammons. July 7, pg. 50. To Seat 750 in a House Costing $42,000 Was the Problem of Harry C. Holbrook. Architect. August 4, pg. 33. Cry Room and Free Parking Are Features of Fischer's National in Milwaukee. Designed by Dick & Bauer. June 9, pg. 50. Planning a Motion Picture Theatre for a College Community, the New Missouri at Columbia. Designed by Boiler Brothers. August 4, pg. 7. The Alabama in Birmingham Is a Civic Dream Come True. August 4, pg. 41. Splendor and Room for 3,000 in This New Small City Theatre, the Emboyd at Fort Wayne. Designed by A. M. Strauss and Charles Eberson. August 4, pg. 45. A Dramatic Theatre Full of Ideas for the Picture House, the Lobero at Santa Barbara. Designed by George Washington Smith. September 1, pg. 31. An Atmospheric House for $175,000, the New Seventh Street in Hoquiam, Wash. Designed by O. T. Taylor. September 1, pg. 40. A Theatre That Demonstrates Modern Efficiency in Lighting Control, the Loew State at Syracuse. Designed by Thomas W. Lamb. September 29, pg. 37. Spanish Splendor Transported to Louisville in New State Theatre. Designed by John Eberson. Cost $2,000,000. September 29, pg. Theatre Builders See ARCHITECTS and ARCHITECTURE Theatre Costs See EQUIPMENT COSTS and THEATRES Theatres, Remodeled Engineering Skill Modernizes the Sun Dial in Montana. June 9. pg. 25. Tickets See LEGAL Vaudeville Ventilation See PRESENTATION See AIR CONDITIONING w Who's Who See ARCHITECTS, PERSONALITIES and the listings in this issue of manufacturers and distributors of equipment^md supplies. Loew Projection Staff Considers Sound Pictures (Continued from page IS) suffering from the mistakes made by architects who knew more about art than they did about the practical construction of a motion picture theatre. Rebuilding to provide adequate space for the sound equipment meant tearing down and building new fireproof walls, which made the projectionist work under pretty bad conditions before the job was completed. Of course there must be no interruption of the show, and the projectionist undoubtedly did very well under all the adverse conditions created through the introduction of sound equipment. We have found it absolutely necessary in many instances to thoroughly overhaul the old projection equipment or replace old with entirely new equipment. This also involved much extra work and difficulty for everyone. As is generally known, the screen now used to secure better sound transmission lacks the best reflective qualities, and this is indeed a very serious problem to the projection department. We hope that eventually a better screen will be provided and in the meantime are doing everything possible to maintain proper visual projection standards. The projectionist sometimes finds it necessary to greatly increase the light at its source to compensate for the loss on the screen, and it then becomes a problem to hold the heat down to a point where it will not damage the film or projection equipment. These and many other problems were encountered in all theatres in which sound equipment has been installed. Loew, of course, has everybody else's problems, plus those of installation on a much larger scale than that of some other circuits. We are now opening from one to five theatres a day, and this quantity gives us some difficulties that are all our own. Even where there is a limited number of theatres, the regular projection staff will have con CIRCUS HCRM.DS DmwcsTfcw EXHIBITORS Printing Service 711 South Dearborn Street CHICAGO, ILL. siderable trouble in looking after installations and the instruction of projectionists, but the size of our task has compelled us to develop a staff capable of looking after much of the work which heretofore has been under our direct supervision. We have to keep in mind at all times that something more than mere technical knowledge is required to provide the highest form of entertainment in theatres. The motion picture projectionist in most instances has an excellent practical technical knowledge and in addition thoroughly knows the show business. Technical knowledge in this field must be backed up with knowledge of the show business if the patrons of the theatre are to be provided with a. quality of entertainment to which they are accustomed in first class theatres. The skill of the projectionist lies in maintaining and developing these high standards of visual and sound projection, and it is the duty of the projection department to get the right kind of men to do this and provide them with every facility to do good work. We are making satisfactory progress, but the sound picture situation is one which changes from day to day, and wc are aware that results which are satisfactory today will be far from acceptable next week or next month. The projection department of Loew's, Inc., intends to maintain and improve the quality of sound and visual projection and we are receiving the support which enables us to meet the situation as it exists and to make changes as the need for them develops.