The Moving picture world (April 1920-May 1920)

740 THE MOVING PICTURE WORLD May 1, 1920 Better Equipment CONDUCTED BY E.T. KBYSER How to Cash in on Catering to the Thirsty Kid and the Tired Shopper with the Individual Drinking Cup Company's dispensers and cups. The exhibitor who installs this device and then capitalizes its possession by tea BAW I wanna dink." You exhibitors know the cry and you have been dreading its greater prevalence during the coming warm weather. And you are not the only ones who do not like it. Those in the immediate vicinity of the thirsty youngster commence to audibly find so many extenuating reasons for the late Mr. Herod's actions that the kid's mother, becoming visibly embarrassed withdraws with her progeny and the house has lost the good will of several patrons. It's a feature of the psychology of happy childhood to become suddenly and iiiordinately thirsty at the most inconvenient times and wise mothers, reckoning on this, often hesitate to enjoy the pictures as often as they would like, solely for this reason. The unwise ones who do not wake up to the fact often become a storm centre that ruins a feature picture and the proprietor's peace of mind. But, once let the mothers know thi^t proper drinking facilities are a feature of your picture theatre, there will be a sudden and gratifying increase of family attendance at thtf matinee shows. Pure Box Office Velvet. And the increased attendance will not be confined to mothers and kids either. Many a tired and thirsty shopper who has arrived at that stage where soda fountain decoctions are but an aggravation will figure that a long, satisfying drink of pure cold water from a new and sanitary cup combined with a few minutes restful contemplation of your pictures is the best possible wind-up of her afternoon. All of which will be pure velvet to the box office. .And. it is the simplest matter possible to add such an extra attraction to the features of your picture theatre. The Individual Drinking Cup Company, of 220 West Nineteenth street, New York, furnish a santiary cup vender particularly adapted to picture theatre service. Where this system is installed the patron may obtain a drinking cup at a cost of one cent, thereby allowing the house to cash in on a big attraction. The vendors are of glass and nickelplated metal, attractively constructed, and occupy but thirty-one inches in height and four and one-half in width, standing out but five and one-half inches from the wall. They may be installed on the rear aisle or at intervals along the side aisles, according to the seating capacity of the house. The cups are packed in sanitary, dust-proof cartons and the dispensers keep them equally well protected until a pull of the feed lever, which any child can operate, brings one into the patron's hand. The Cups Are Attractive. The cups are neat and attractive and absolutely isanitary and immediately impress the drinker with absolute confidence in their cleanliness. No small amount of the patronage enjoyed by the big chain of Exchange Buflfet restaurants of New York City is due to the fact that these eating places are equipped Dixie Cup. Water from this clean, new tumbler will taste particularly good. turing it on his screen, in his newspaper advertising and programs and in his out-door and lobby displays will find that he is cashing in, not only on i.icreased patronage but also on the liberal revenue afforded by the sale of cups. If You Are Building or Renovating These Ornaments Will Interest You The Dixie Cup Vendor. Showing machine at rest and vending cup after insertion of coin. FOR the benefit of the exhibitor who contemplates the erection of a new house or the dolling up of his present theatre, we illustrate some typical examples of what may be obtained in the way of plastic relief ornaments. These are stock designs and mav be ordered in just the quantity required for each individual the.Ttre. Each item may I)e obtained in several styles of ornamentation and design and in varying dimensionsto harmonize with the architecture and decorative scheme of the house. Number 2545 is a bracket for use under balcony boxes where the rise from a lower to a higher floor level occurs between boxes. It has a projection of forty-six inches, a drop of thirty inches and is eight inches wide. The leaf design at sides combined with beaded tflPect of under surface and the drop button make it particularly ornamental. Attractive Fan Brackets. Illustration Number 2471 shows an attractive fan bracket or shelf. It is nine inches wide, projects eleven inches and has a drop of nine and one half inches and combines practical utility with beauty. For the proscenium arch columns, number 2412 shows a pleasing design. This has a fifty inch drop, projects thirteen and one half inches and is eighteen inches wide. The ornamentalion of wreaths and leaves is pleasing. For use over the jambs on the auditorium side of entrance doors from foyer to auditorium number 2404 shows what may be obtained in the way of ornamentation. The specimen illustrated projects si.x inches has a drop of twenty-three and one half inches and ten inches wide. The flower and leaf design of number 2360 is for use as a centre piece on balcony facia. The ornament is thirty-four and a half inches wide at top, tapering to a twenty inch bottom width, and drops twentyseven inches. The style shown would be in harmony with elaborate interior decorations. For a centre piece to be used over the procenium arch, number 3516 is a suggestion. The design shown measures thirty inches in width and is twenty-three and one half inches high. Ventilating Grilles. Figures 4503 and 4524 show two designs of ventilating grilles. The former is a basket weave design, with a centre rosette. It is thirty nine inches in diameter with a three inch relief. The second grille has a rosette border design and is forty-four and one half inches