Showmen's Trade Review (Apr-Jun 1939)

S H O VV M iN ' S T RAD K VIEW Page 43 ERPI Holds Conference On International Sales EKPl's tirst international sales conlcrence, at which the many problems of merchandising new sound and booth equipment in the worldwide market were discussed, was held last week at the Company's othces in New York City. Among those attending were : G. S. Appelgate, managing director, Western Electric Company (Australia) Pty. Ltd.; William Demello, representing the Western Electric Company of Brazil ; Edwin Clinc, operatingmanager of the Western Electric Co. Inc. of Argentina ; P. L. Palmerton, managing director of Western Electric Co. Ltd., who is in charge of all European territory ; John Riley, Chief Engineer of ERPLs London organization ; H. B. Allinsmith, manager of the Western Electric Co. Inc. of Cuba ; E. S. Gregg, general foreign manager of ERPI. F. E. Peters, general manager of Dominion Sound Equipments, Ltd. of Canada, and G. L. Carrington, vice president of Altec Service Corporation, also attended the sessions. Newest Sparks House Is Hearing Completion A theatre to be known as the Florida is now under construction at Ft. Lauderdale, Fla. It will be an addition to Sparks chain which has houses throughout Florida. At first it was to have been known as the Broward, as shown in the accompanying architect's sketch, but later it was definitely decided the house would be known as the Florida. The building will be 60 ft. by 176 ft., and will be located in the heart of the business district. Designed to have a seating capacity of 1,266, the theatre is costing approximately $200,000 to construct. When completed, it will be equipped with Westinghouse air-conditioning, the most modern seats from the American Seating Company, Simplex Projectors and RCA sound system. A novel lighting effect in front will be carried out by the electric sign and marquee in neon with flashers. This will be enhanced by the inside illumination of glass brick, and colored glass facing the entire center section of the front of the building, making a very unusual and attractive combination in colors and lights. Tentatively, the Florida is scheduled for opening August 1. Roy A. Benjamin of Jacksonville, Fla., is the architect. Other houses in Ft. Lauderdale operated by the Sparks interests are the Sunset and Queen. RCA Servicemen to Use Academy Reels for Sound Tests Cooperating with the Academy of Motion Picture Arts and Sciences in its efforts to raise the standards of sound motion picture reproduction in theatres, the RCA Photophone Division has arranged for its field service engineers in all parts of the country to utilize the new Academy test reel for judging sound quality. The test film was assembled by the Academy in co-operation with all the major producing studios to furnish a reliable "listening" test for speech and music, based on the current quality standards of the various studios. One section of the test reel is designed for checking the power handling capacity of amplifiers and speakers. Sign is Fixed Asset A unique type of sign has been installed on the Walter Shafer Theatre at Garden City, Mich. With an entire display front of porcelain with enamel finish to match the building facade, the sign was built in as an integral part of the structure, thus eliminating all chains and guy wires. Real Advice On Reels How are your reels? Are they wobbly? Is it getting harder for the projectionist to attach the film to the hub in order to keep it from slipping out? Don't take any chances. Better stock up with new reels now. Those made of aluminum are especially practical. Watch for White Streaks If there are white streaks running either up or down when titles are flashed on the screen, better have your projectionist regulate the speed of the shutter. Wide Use of Glastone For Theatre Building Indicated A new product, Glastone, made by integrating opaque-colored glass with lightweight concrete block has been developed by the Libby Owens Ford Glass Co. Because its structural properties make it a load-bearing unit for buildings and not merely a facing material, wide theatre use of the new line is indicated. Vitrolite structural glass, bonded by haydite, a concrete known for its lightness, strength and resistance to fire and moisture, is the main composition of Glastone. A layer of asphaltic mastic is fcetween the glass and the concrete. A hidden rustproof metal binder around the perimeter of each glass facing section further anchors the concrete and the glass. One Who Will Succeed The exhibitor who pays as much attention to the physical appearance of 'his theatre, the quality of his projection, and the comfort of his patrons as he does to merchandising of the attractions he plays is the exhibitor who will succeed. Stuart Heads Cooling Dept. Announcement has been made of the appointment of Stuart M. Crocker as manager of General Electric's air-conditioning department. Assigned to the air-conditioning department are GE's commercial refrigeration activities. GENERAL SEATING COMPANY