The Moving picture world (November 1926-December 1926)

QIoup Equipment H Service for Vou^Jheatre Owner^Builder'-Studb'^ ^ Caboratori/ Sxchanqe ixecative ^Jrom IjourJiuile SditeoL bif dl. Van. Burea foaiell o Sell Fatrons Something They Never See ALTHOUGH motion pictures make their appeal through the eye, sound showmanship demands of the exhibitor the ability to sell his public something they cannot see — the community service which the picture theatre represents. The community service idea is a sound one on which to work. This is established by the fact that the wisest heads of the biggest chains in the country are selling it to their public. If they can do it with enormous seating capacity, the theatre in the smaller communities can accomplish even more, because the community spirit, the bonds of community interest are more sharply accented where everybody knows everybody else. Get the I^ea Then Sell It Get the idea firmly fixed in your own mind that your theatre is a real community service, that the community is a better place through the existence and functioning of your theatre. Then you can go out and put the idea across with the enthusiasm born of conviction — and enthusiasm will carry it to your community. When the picture doesn't happen to hit on all six, or there is a rival interest in to'Wn, you will need the community partisanship. When — if — censorship, blue-smearers, over-zealot reform, lifts any of its many-phased squawks in your vicinity, that community good will is just the thing to have handy. Don't Sell What You Can't Deliver Don't go out to sell something you haven't the goods to deliver on. If your projection isn't of the best obtainable quality, kept at that point by constant vigilance and frequent replacement— if your music is not symphonic at least in quality if not in volume — if your seats are not utterly desirable, your conveniences and courtesies anything less than plus — you won't be able to put your community service idea across. You don't have to have a lavish house — -just a "real" theatre of the modern type, and you would be surprised (supposing your house isn't fully that type just now) how easy it will be to make it what it should be by a little judicious l^lanning and buying. ^^Best Projectatory^^ Sought in Contest Inaugurated hy A. P. S. ABLY ENGINEERED by its President, Otto Kafka, its Treasurer, F. E. Nealy, and its secretary, R. Wetter, Jr., the American Projection Society has launched a contest in which prizes will be awarded to those presenting the pictures and descriptions of what may be adjudged the most perfect "projectories" : the purpose behind the contest being the creating of greater interest in better projection and better projection equipment and conditions. Editor's Note: " Projectatory" is the modern appelat:on for the part of the theatre alloted to projection apparatus and kindred uses; formerly a "coop" and "booth," it became a "projection room" and now, because sometimes this room is flanked by rheostat room, generator room. Him vault and rewind room, as well as projectionists' lavatory room, the suite is dignified by the new term. The American Projection Society announces that Projectionists who desire to enter the contest must fill out the Entrance Blank which they will furnish upon application to their Society offices, 160 W. 45tli St., New York. The rules of the contest will be supplied with a blank on request. They are simple and straightforward, requiring the filling out of a questionnaire and the Entrance Blank, and the furnishing of a photograph of the entered Projectatory, under conditions which will guarantee fairness in the decision to be made by the judges who are carefully chosen from motion picture trade papers and from among representative projectionists and projection engineers. Fifteen Awards to be made The awards in the contest comprise three classes. Cass A for the best designed and equipped propectator in a theatre having seating capacity above 2,001 : Class B for best projectatory in theatres having seating capacity above 2,001: Class B for best projectatory in theatres having seating capacity between 750 and 2,000 : Class C for best projectatory in theatre seating under 750. The area of the United States and Canada will be divided into five zones, three prizes to be awarded in each zone, one in each three classes, A. B. and C. In case of a tie, contestants concerned in the tie will each receive full prize award. The amount of prizes is to be anounced soon. Contest Arouses Enthusiasm In projection rooms as well as in projectatories, among engineers of projection, and throughout the ranks of the projector manufacturers, the contest announcement has brought out expressions of enthusiastic approval. E.xliibitors who are interested in the welfare of the projection which they concede to be the. heart of the theatre, indorse heartily the slogan adopted for the contest — an adaption of the slogan which Mr. P. A. McGuire, advertising Manager for International Projector Corp., conceived and made a part of the projection vocabulary— Better Projection Pays — in the adaptation of which the American Projection Society has made the term "Better Projection Equipment Pays." The contest, now open, will close March j1, 1927. The Judges chosen are: Lester Isaac, Supervising Projectionist, Loew's Circuit ; Arthur Gray, Lancaster Theatre, Boston ; John Griffith, Ansonia, Conn. ; F. H. Richardson, Moving Picture World ; F. M. .\bbott, Motion Picture News ; George Edwards, formerly editor American Projectionist; Roger M. Hill, U. S. Motion Picture Service; Lester Bowen, New York; J. H. Hallberg, New York; J. Hopkins, Public Theatres, New York; Frank Nealy, editor American Projectionist ; H. H. Holquist, Exhibitors Herald. DETROIT, MICH.— Aronberg & Fried, pare C. Howard Crane, 34.'5 Madison avenu<^,' New Yorlc, have contract for 10-story theatre and office building:, 200 by 32.5 feet, to be erected on west side Woodward, between Colnn\bia and Afontcalm, for William Fox Corporation, inth avenue and .'j.'ith street. Estimated cost, $2,000,000. CLINTON, MO. — Liberty Amusement Company is converting Crancer Building Into theatre. KANSA.g CITY, MO.— Ground has been broken for new moving picture theatre on Valentine road. House will be operated by Valentine Amusement Company. .ST. L.OUI.S, MO. — Aronberg Fried, care C. Hoard Crane, 34.t Madison avenue, NewYork, have contract. for IH-story moving picture theatre and office building to be erected on west side Grand, between Washing-ton and Olive streets, for William Fox Film Corporation, lOt'h avenue and 55th street, NewYork. Estimated cost, $5,000,000.