Motion Picture News (Jul-Aug 1916)

508 ACCESSORY NEWS SECTION Vol. 14. No. 3 /FLORAL THEATRE DECORATIONS \ m Summer Repairs ^ r^URING the warm summer months, when the ^= '-^ "movie" crowds begm to drop crff, theatre ^= ^= managers avail themselves of the opportunity ^= to tempor arily close their doors long enough to == — -= renovate their interiors. =; = If you plan to repair your theatre this sum = ^= mer, you'd do well to install ^= These ceilings combine the beauty of moulded ^= plaster with the strength of steel, materially ^= adding to the attractiveness of the theatre and ^= ^= assuring safety for the audiences. ^= ^= They are reasonable in cost, easily and quick = ^= ly erected, and permanent. ^= Send for full particulars and " Classik" Book J The Berger Mfg. Company | ^ CANTON, OHIO J Branches: — Boston New York Philadelphia ^= ^= Chicago St. Ix>uis Minneapolis T — - San Francisco iiii^illlllilll^ ARTIFICIAL FLOWERS AND SHRUBBERY MAKE THEATRE REFRESHING OASIS IN HOT WEATHER DURING these hot summer months the thermometer is the exhibitor's worst enemy, and he finds it hard to lure patrons into his house no matter how many " 20 degrees cooler inside " or " coldest place south of the pole " signs he displays. At this season, more than at any other, it pays to make the interior, and especially the lobby of the theater, as attractive as possible to the perspiring passer-by. A most effective way to make the lobby look cool and inviting is to decorate it with artificial flowers and shrubbery making it seem a refreshing oasis compared to the sweltering street. When it comes to selecting artificial floral effects, the manager has a wealth of material from which to choose. In fact, there is hardly a plant, shrub, flower or vine in nature that has not been faithfuil}^ reproduced in form and color by the manufacturers of cloth botanical decorations. This material may be had in the form of garlands, wreaths, sprays, shrubbery and single flowers. There is no additional charge for having these articles fire-proofed. No less a variety is offered in containers for these articles. There are on the market especially designed pedestal and hanging baskets, vases, stands and other fixtures suitable for displaying them. Decorative baskets are colored dozens of different tints and two-tone finishes. These fixtures are made of reed, willow, alabaster, cement and other material. A very attractive finishing touch to your lobby is given by an aquarium on a wicker stand, or, better yet, one or two running fountains. These fountains give a most decided air of coolness to the entrance, and they are really useful, too, because they humidify the air. Fountains for this purpose usually consist of a wide bowl set on a woven wicker or bas-relief plaster stand. A number of jets set around the outside of the bowl shoot streams toward the center, where they strike each other and fajl back into the bowl. A larger spray in the middle gushes straight in the air and falls back over a tinted electric light bulb in thei center. The action of the fountain is controlled by a 110 volt UniTersal motor that will connect with any electric light socket and run on direct or alternating current. The same water is used constantly, so no piping is necessary. The cost of such fountains is moderate. Having onc» attracted the patron into the theater by means of the cool-looking front, the problem still remains to keep him in a frame of mind so he will come again. You may have the most perfect ventilators, fans, blower, ammonia pipes, or other cooling devices made, but if the patron thinks he is hot, he will be. Here again a little psychological diplomacy can be exercised. \Vall baskets of artificial green vines and delicate flowers, with vases of ingeniously wrought shrubs will do wonders with his mental temperature. A few potted palms often go well in the decorative scheme. Both plants and containers should be in harmony with the other decorations. This is easy, because of the great variety offered by the manufacturers. Many managers have installed, fountains inside their theaters. The best place for these is on the stage, on either side of the screen, or in niches higher up and fairly close to the screen. These fountains do not divert the attention from the pictures when the film is being run, but on the contrary, seem to give the pictured scenes a better perspective. During intermissions the sutdued sparkle of the splashing water is a pleasant and restful sight. A tasteful installation of artificial plants is equally pleasing in the winter time, because the springtime atmosphere the flowers give is a welcome . contrast to the blustering weather. Certainly no decorative material is more adaptable, beautiful or cheap than artificial botanical material. MONEY MAKING ADJUNCT TO THEATRE IS POP CORN MACHINE AiMONG the money-making adjuncts to the modern motion picture theatre, none is gaining in favor so rapidly as the pop-corn machine. Sales of pop-corn from especially constructed machines, installed in the lobby of the theatre have furnished so satisfactorily a source of revenue in many cases that a new machine has been put out, especially for this purpose, and is attracting considerable attention. A good or bad impression is most always gained by the first glance. FLORAL DECORATIONS GIVE ARTISTIC ATMOSPHERE It produces charm — delights your patrons. Artificial flowers are practically everlasting and need no care — the effect is the same as natural ones. Our expert decorators are at your service — ready to give you ideas and estimates. Write for beautifully colored catalog — mailed free to you BOTANICAL DECORATING CO. MANUFACTURERS OF ARTIFICIAL FLOWERS AND PLANTS 210 WEST ADAMS ST., CHICAGO, ILL. We quote absolulely the lonesl prices ever offered on relianle goods. Be sure to mentiop " MOTION. PieT.UKE NEjyS'" when writing to advertisers.