Exhibitors Herald and Moving Picture World (Apr-Jun 1930)

EDITORIALLY Quigley Publishing Company: Martin J. Quigley, President; Edwin S. Clifford, Secretary; George Clifford, Asst. Treasurer Better Theatres is a member of the Audit Bureau of Circulations. All contents are copyrighted 1930 by the Quigley Publishing Company. All editorial and business correspondence should be addressed to the Chicago office. Other Publications : Exhibitors Herald-World, in conjunction with which Better Theatres is published every fourth week : The Motion Picture Almanac, Pictures and Personalities, published annually ; The Chicagoan and Polo, class publications. Money and Legitimate Business Expansion IN viewing the present money market relative to the availability of financial backing for new enterprises and for new buildings needed by established concerns for growth, it is doubtless necessary to an accurate conclusion that the difference be noted between “legitimate” enterprises and expansion, and those which do not meet such a standard. A tendency may be observed to place too much credence in the statements of those who, upon being turned down by several banks which have resumed a conservative policy since the economic “scarce,” harp loudly on the theme that “money is tight.” For a number of years just prior to the wholesale entry of the public in the stock market, money was so readily available that many a commercial venture having a very vulnerable foundation could nevertheless obtain ample financing. Almost any city can point to enterprises (office buildings, for glaring example) which were called unfeasible by level-headed business men long before the present period arrived to compel a more sober type of business judgment. For what we choose to call “legitimate” business enterprises — ventures having some sound economic reason for their establishment— the money market is improving at a rapid rate. Presenting a statistical review of conditions throughout the country, the April statement issued by the National City Bank of New York, comments: “An outstanding development is the sharp drop that has taken place in interest rates, marking the end of a period of credit strain and bringing rates to the lowest point in several years. That cheap money is a tonic for the recuperation of business has been proven by long experience. It works in a variety of ways, by encouraging commercial enterprise, new building construction, public utility, railroad and municipal projects and the stock and bond markets, including the sale of foreign bonds which assist the financing of our export trade.” Particularly .significant is the report of the bond market for March. With a total domestic issue of $552,000,000, March topped February by over $200,000,000, and regarding this single fact, the National City bank letter comments : “The market has absorbed readily this increased volume of new offerings and has shown no sign of becoming congested as it did in January [when the total domestic bond issue reached $720,000,000].” The renewed prestige of bonds is further indicated by this comment : “While there has been considerable speculative buying of new issues, such bonds have apparently been passed on rapidly into strong investment hands, and there is little evidence of any accumulation of bonds on the shelves of dealers.” Factors contributing to the new status of the bond market are the easier money rates, already referred to, and in addition, the reduction in the prices of commodities. The latter, says the National City letter, “has increased the attractiveness of fixed income investments because of their enhanced purchasing power.” Another factor also pointed out is European demand for American bonds. It Su re Is Tough— on LJs! THE tradition is, that regardless of how bitterly the editorial and advertising departments of a publication may be opposed to each other in a specific situation, no love is ever lost between them. Speaking for ourselves, however, we can truthfully say that the worst we’ve ever wished the members of the advertising staff is that they be compelled to muck around in the printing plant from the time the magazine is begun to be “made up” until it goes to press. And there are a couple of things in this world worse than that. But that isn’t speaking with respect (indeed, is respect here warranted?) to the specific situation represented by all those new advertisers listed on this page. Ordinarily, we are willing to give up the space required to list the new advertisers on the editorial page. We can usually concentrate our wisdom to the extent of eliminating a couple of hundred words. jBut when “they” (those ad go-getters) round up so many new accounts that listing them, even in the most economical way possible, “gyps” us out of about 40 picas of space which really should contain hundreds of pearls of editorial wisdom, then it’s just too bad — but too bad, we fear, for only us. Below, then, are the new advertisers welcomed to the pages of Better Theatres with this issue: Ad-Vance Trailer Service Corporation, 930 Ninth Avenue, New York, N. Y. Originators and producers of special promotion services for theatres. The Disc-O-Phone Company, Florala, Ala. This company manufactures sound devices for theatres. Dworsky Film Machine Corporation, Film Center Building, New York, N. Y. Manufacturers of a line of equipment used in production and care of films. Chicago Cinema Equipment Company, 1746 No. Springfield Avenue, Chicago, 111. This firm is announcing their new film cooling system for projectors. Margaret Felch, 54 W. Randolph Street, Chicago, 111. Distributor for candy vending machines. The Foto-Voice Company, Inc., 817-19 Granby Street, Norfolk, Va. Makers of sound equipment for theatres. Guercio and Barthel, 1018 S. Wabash Avenue, Chicago, 111. Theatre equipment dealers and makers of several special products. Hewes-Gotham Company, 520 W. 47th Street, New York, N. Y. Manufacturers of film cement and other products for theatres. Ilex Optical Company, Rochester, N. Y. A dual focus projection lens is the product of this firm. Illinois Theatre Seat Exchange Company, 12-14 East Ninth Street, Chicago, 111. This company is announcing a new replacement box spring seat. The Insulite Company, 1212 Builders Exchange, Minneapolis, Minn. Manufacturers of acoustical products knoum as Insulite Acoustile. Jules Juillard & Company, 175 W. Jackson Blvd., Chicago, III. Specializes in all kinds of insurance for theatre owners. Kewanee Safe Company, 5201 Burlington Street, Kewanee, 111. This firm offers a burglar proof safe for the box office. Mills Novelty Company, 4110 Fullerton Avenue, Chicago, 111. This company is introducing the Mills Magic Music System. National Rug Mills, Inc., 1001 Clybourn Street, Milwaukee, Wis. Manufacturers of acoustical materials and “V elvetstep” rug cushion. Peerless Sound Equipment Company, 617 Iron Avenue, Dover, Ohio, manufactures sound devices for theatres. Radiotone Pictures Corporation, 729 Seventh Avenue, New York, N. Y. Makers and distributors of Radiotone sound equipment. Richards-Wilcox Manufacturing Company, Aurora, 111. This is the manufacturer of the line of “R-W Theatre Curtain Equipment.” Sterling Motion Picture Apparatus Corporation, Rubber Avenue, Naugatuck, Connecticut. The product of this concern is a sound reproducing system. Union Fibre Sales Company, Winona, Minn. This organization sells all forms of sound insulation products for theatres. Wisconsin Chair Company, Port Washington, Wis. Manufacturers of a complete line of theatre seats. Worsket Studios, 151 W. 46th Street, New York, N. Y. Makers of slides for theatre use.