The Moving picture world (November 1926-December 1926)

GUoup Equipment M Serulcefor lloa^-^Jheatre Oivmr-^BaUder'StudiD-^ ^ Caboraiori/ ~ Sxchanqe txecative ^Jrom yourJncjle 6dited bi{ d. Van Quren foojell The House of Smiles is a House of Profits LAUGH MONTH gives exhibitors a big play for public favor because there is an inherent love of laughter in the American people which you can readily turn into dollars by using the effective campaigns devised by Mr. Will Hays' organization and the many efficient exhibitor bodies which are co-operating. You can drag in the handkerchief dampeners once in a while ; but you can hook the chuckle lovers any day. Use the force of Laugh Month to bring the people into your theatre, to build up public favor; then, when you have it, do something to keep these folks coming your way all the year round. Don't confine your smiles to the screen. Put a smile all over the house. House of the Smile Sells Tickets by the Mile Make your theatre the house of smiles. This doesn't mean that you ought to run slapstick or farce every minute of your show. It means to run your house with a cheerful atmosphere, where there is nothing to induce the groyclT or the grumble. You can't do this unless you have perfect projection. Unsteady or delayed pictures, eye-strain, will kill the joyspirit. You can't get the smile atmosphere without the utmost in comfort and convenience. Sprung-spring seats, stumblecoaxing floor coverings, tin-pan music, foul air — these sour the disposition and work against you. Put over Laugh month with a bang! It will help you a lot. And while you're doing it, put over the community service that your theatre renders all the year through. Make your theatre so much a part of the community that good-will can sell your tickets against the unavoidable opposition of summer weather, outdoor enticements and dad's tendency to stay home after a hard day at business. While SelHng Lausrh Month Sell Your House, Too Tlie salvation of the smaller house is the community tendency to foregather in the mass, to see different folks in the most cheerful surroundings. Laugh Month will bring them out. Then it is up to you to put across the one place of real community service, the theatre of convenience, comfort and cheery atmosphere. Be sure your projectors and screen are in perfect condition, that you music is the best they can get, that your seats and everything else that make for comfort are living up to the requirements — then go ahead. J* Hallherg to Distribute Perfected Reflector Arc Lamp WHEN in the fall of 1922, J. H. Hallherg resigned from the Vice Presidency of the United Theatre Equipment Corporation to become Directtor of Experimental Research in the Burnett-Timken Research Laboratory, many of his friends predicted his eventual return to the motion picture industry, in which he had always been such a prominent figure. That this prediction was justified, is evidenced by the recent announcement that Mr. Hallherg has established himself in new offices on the seventh floor of Chickering Hall, 29 West 57th street, New York City, where in addition to the display and marketing of the recently developed Hallherg Reflector Arc Lamp, a new model of the celebrated Hallberg Motor Generator and other projection apparatus, he will maintain an experimental developing and testing laboratory for electrical and optical devices. Mr. Hallberg's connection with the motion picture industry commenced in the fall of 1907, through a number of patents on electrical apparatus wliich he possessed, which were found to be of great value in the control of projector arc lamps. In January, 1908, the famous Hallberg Electric Economizer for alternating current was produced and the device immediately proceeded to save thousands of dollars to exhibitors operating with the alternating current. Later, the Hallberg A. C. to D. C. Motor Generator, the first constant current ma J. H. Hallberg chine for Projector Arc Lamps was introduced and became popular by reason of its economy to the exhibitor. Economy has always been the keynote of Mr. Hallberg's career — economy in the operating costs of the projection room coupled (Continued on next page) Dupe Negatives Of the finest quality, on special duping stock perfected by Eastman Kodak Co., solely for this purpose. Made by the firm which thoroughly understands its handling through experience gained in three years of continuous use in making millions of feet of the finest dupe negatives ever produced. Why risk printing from original negatives when Dupe Negatives of equal or better quality can be made so cheaply? Dupe negatives, equalizing wide difference of original printing density, 15c per foot for first negative, 8c for additional. Reduction Printing From 35 m/m to 28 m/m and 16 m/m by the Pioneer of this Industry. THE PATHESCOPE CO. OF AMERICA, Inc. 35 West 42nd Street New York