The Moving picture world (November 1926-December 1926)

our Equipment Service for yoU'-^-Jheatre Owrwr^BuUder^Studb--' Caboraiori/ Sxchancje ixecutioe ^Jrom yourJiujie Sdited biji dl. Van Quren foiudUL The Less You Save, The More You^ll Have EXHIBITORS who realize a profit on their theatre investments these days do so because they operate them as a business, not as a "venture." It takes level-headed business ability as well as showmanship to keep the year's balance from tobogganing into the red ink. The basic principle of sound theatre business can be taken from the book of the good salesman — "Have something that you can sell." The second, and even more important rule for the theatre man is, "Have something to sell that will bring repeat orders on its own merit." If picture vending to an audience ended your business responsibility, acumen, ability to hit public taste, would end your troubles ; but you have to wrap the package attractively, advertise it cleverly and then give a premium considerably more appealing than the other fellow's in order to hold up the sales record. "Flash" May Sell Once But "Quality" Brings Repeats A swell and flashily lit lobby may grab you the first patron's curiosity; nifty seat coverings and a gilded organ console may impress the first time they are used. But if the lobby is built of stodgy stuff that doesn't keep up its appearance; if the seat covering hides springs that sag and the gilt is only the cloak for cheap organ construction— your patrons are going where the quality holds up the second year. You can undoubtedly save something if you buy cleverly, whether it's in the materials that go into the construction of your new house or in the refurnishing, reseating, reprojecting of the old one. Price Shaver Is A Two -Edged Blade But look out ! Clever buying doesn't mean using the methods that hold good in the bazaars of the East where a man argues the price down as a matter of habit. In equipment matters the reputable dealer, the man who has the goods that will stand up, doesn't hand you a first price which he expects you to shave a couple of times. He has a price based on quality. He offers quality for a price that will enable him to deliver that quality to you and not only hand you a printed guarantee, but stand behind that guarantee. You can save a lot, often, by buying from a man who has something made cheaply enough to let him shave off a lot from his original price — if you paid that he'd drop dead. But you get what you finally pay for — and the next year it's going — going — gone ! The less you try to save on equipment through cut price stuff, the more you'll have, to prove that you're a business man — and the more certain you can be that what you sell your patrons with their entertainment today will still be there for repeat business next year. Mr. Ostenberg, Jr., now owns and controls under the name of the Midwest Amusement and Realty Company the Orpheum Theatre at Scottsbluff, Nebraska, the Sun Theatre at Scottsbluff, Nebraska, the Danceland, which is the most modern and beautiful ballroom in Scottsbluff, and the Rialto Theatre at Bayard, Nebraska. He is also influential in almost everything in the Scottsbluff Valley. HOL.GATE, O. — Bert Deisler has purchased store building as site for new moving picture theatre. Bring Out Usher Light A compact light prepared to meet the needs of the motion picture theatre usher has been devised by a company which has been in the theatre equipment business for twenty years, brought out by the Usher Flashlight Company, of Omaha, Nebraska. The flashlight, eighteen inches long, allows the usher to place the beam of light exactly where wanted. Using standard batteries and bulbs, the flashlight is easy to keep in condition, and because of its excellent nickeled finish, this handy accessory adds to the class of the house. W. H. Oetenherg Plans To Add to Qrowing Activity Mr. W. H. Ostenberg, Jr., of Scottsbluff, Nebraska, formerly of Omaha, Neb., has just announced that he is about to start erecting a theatre in Scottsbluff, Nebraska. It will be a one hundred and twenty-five thousand dollar theatre and will be erected in the Ijest locality of ScottsljlufT. LOCAL MOVIES FILL THEATRES Perfect Pictures Guaranteed with the DeViy Standard — Automatic Movie Camera ^ A Professional Camera at $150 DeVry Corporation, 1115 Center Street, Chicago TYPHOON COOLING QYSTEM I TVPHOON FAN CO. 3A5W.39--ST. NEW YORK WHY PAY MORE? Roll Tickets Your Own Special Wording 100,000for$15.50 10,000 for $4^0, 20,000 for $7.50 50,000 for $10.00 Standard Rolls of 2,000 KEYSTONE TICKET CO. Dept. W., SHAMOKIN, PA. The Union Label if you want it Have been printing Roll Tickets for 10 years and no better can be had at aay price.