Motion Picture News (Oct-Dec 1929)

O ct obc r 1 9 2 9 1J41> Problems of "Sound Merchant" Discussed by Specialist in Acoustics that will find application in some of the huge motion picture palaces that are to be built in the downtown sections of the large cities of the country. THAT there is a method of weighing and measuring every commodity offered for sale and that this "applies to sound as well as light, heat, flavor, etc.," is the contention of J. Harold MacDowell, specialist in acoustics, who has practiced the principle of sound control and direction in buildings of all descriptions. Mr. MacDowell is the author of a booklet entitled "Sound," which has been prepared by his organization, the Mac Dowell Associates, Inc., of New York, for distribution to theatre owners. On the subject of "merchandising sound," the author says, "sound for sales purposes must be pleasing to the public. It costs money to produce. It must be sold at a profit. If the sound merchant does not know how to measure and weigh it, he is out of luck and his profit and loss figures will show up red. Talking of the things that happen to sound in "the average moving picture house" the author "in the vernacular," lists the following: "Bumpy melody. This is where the sound coming from the stage is bounced off walls, ceilings and other objects around the auditorium, including the bald beads in the audience, and when it reaches the ears of the auditors it arrives in sec1 tions, having lost its co-ordination en route. "Acid Acoustics. Otherwise known as 'Sour Reception' is something an intelligent audience detects at ance. And any member of any audience who pays the box office real money may be classed as intelligent. It is not generally suspected that the theatre auditoriums may be responsible. In this case it is less the material from which the walls are fashioned than it is the shape of the room. You can't make a singer if the contour of the 'vox humana' is spoiled with adenoids. "Dead spots. These cause arguments among the patrons of theatres and moving picture houses. One auditor says she hears and another auditor says she does not hear. Each of these auditors is in the same house in the same evening, but sitting at a different point. If a theatre is any good, the sound waves will reach each spot equally, not necessarily directly from the stage, but surely by reflection." Basement Parking Space at Convention Hall (Continued from page 1216) ists seeking parking facilities. The heavy attendance at the Roxy was reflected in the greatly increased demand for space at the auto park nearby. There is no way of gauging the added business that the Roxy was able to attract due to the convenience of the park to the theatre, but theatre men set a high estimate on the amount of business brought in which otherwise might be lost because people who habitually use their own cars will hesitate to start out for a theatre with knowledge beforehand that they will have difficulties in finding space to park near their destination. Real estate values, of course, make it impossible to arrange for either open air parks or garages within easy walking distance of theatres in city locations. The self-contained garage, located below the main auditorium may offer a solution Trackless Train Completes Tour Around World ( Continued from page 1244) Trackless Train may see further service, in another sensational idea of showmanship for motion pictures, however, no decisions have been arrived at yet. Its return to New York last month from Egypt was the signal for another demonstration in Manhattan. It was received at the City Hall and then paradea up Broadway. HUB PRODUCTS FROM SERVICE TO SOCKET THE LARGEST HUB SWITCHBOARD OPERATES IN THE WORLD'S BEST PAYING THEATRE THE world famous Roxy Theatre in New York City has grossed an average of more than $100,000.00 a week since its opening on March 11, 1927. It is, doubtless, the best paying theatre in the world — and its outstanding success is due to its excellent allround programs — including its marvellous stage presentations. And the gigantic Hub Switchboard — the largest we have ev.-r instated has played an important part in the success of this theatre. EtacrcicGt Footlights Border Lights Stage Pockets Cove Lighting Exit Signs Complete Theatre Lighting Equipment Factory and General Offices 2219-2225 West Grand Avenue Telephone Seeley 6440-1-2 Down Town Chicago Sales Offices Suite 323—155 N. Clark Si. Phone State 7%6 New York City (457 Broadway Phone Wisconsin 4813 Toledo. Ohio 1220 Madison Ave. Ph..i,P ^damn 5518 Milwaukee. Wis. 123 Second St. Phune Grand \5W Spot Lights Service Boards Panel Boards Usher Signals Directional Signs Flood Lights