Kinematograph year book (1944)

190 The Kinematograph Year Book. exhibitors in this connection was represented to the Board of Trade, but the reply was unfavourable. The Board made it clear that it had been obliged to adopt an increasingly austere attitude ; extra coupons could not be granted for uniforms, except where the uniforms were indispensable for security reasons. It was not possible to grant a concession which had been refused to other trades. Uniforms could be replaced by utility overalls, which were available in a small lange of colours, at three coupons each. Efforts made during the year to obtain additional coupons for usherettes, owing to the difficulty of replacing clothing and also to obtain an extension to other ranks of kinema workers of the " dirty work " concession, were also unsuccessful. Quality of material counts for coupon value, and long-life materials are guaranteed by Alfred Harold (Uniforms), Ltd., who can still supply in a limited range of colours, uniforms and dresses which, in workmanship and art, are not inferior to pre-war standard, although necessarily adapted to meet the austerity regulations of the times. There has been a great demand made upon the renovation, repair and cleaning facilities of this firm, whose work has materially helped to maintain the smart appearance of the Kinema staff. James Beever & Co., Ltd., aie still carrying on a considerable business, and are already planning to meet the anticipated post-war demand for the entire refitting of male and female staffs. New designs are being readied, and provided there is an early relaxation of the control of materials and the use of coupons, foresee an extremely busy period for uniform contractors. A similar outlook is held by Uniform Clothing & Equipment Co., Ltd., who, where coupons are forthcoming, are still supplying clothing of the best quality and distinctive cut. An efficient repair and cleaning service is also available. Other firms, such as Charles Baker & Co., Ltd., are also in a position to meet customers' demands for staff uniforms. PUBLICITY KINEMA publicity as it was in pre-war days has practically disappeared, with the imposition of the various war-time restrictions. It was difficult enough for the exhibitor to overcome the earlier limitations imposed by the black-out, the control of materials and the shortage of labour, but what really proved insuperable were the Fuel Economy Order and the severe restrictions in the use of paper. The two chief advertising adjuncts of the exhibitor — lighting and posters — have been denied him, and his display advertising in the Press has been reduced to a minimum. At one time, some exhibitors endeavoured to employ ultra-violet or " black " lighting of fluorescent materials within the vestibule as a substitute of the exterior neon displays, but it never became really popular, and, in some districts, it was ruled that the intensity of illumination exceeded the limit laid down. With the coming of the Fuel Economy Order, most of these efforts were found to be illegal. Poster display was reduced to a minimum, and even those that were exhibited, had their utility rendered negligible owing to the inability to announce the address of the theatre advertised. Fortunately, this regulation was relaxed during the year, permission being given for the display place names, provided they " could not be read from the air or a rapidly moving vehicle." Many theatres availed themselves of this permission, but in a number of districts. Chief Constables have refused application in this respect. PUBLICITY C I ROSICN LTD. 90, WARDOUR STREET, W.I. PRE-WAR EFFICIENCY FULLY MAINTAINED "THE SERVICE THAT SATISFIES" 3 5 26 Telephone: CERRARD Wll