Showmen's Trade Review (Oct-Dec 1949)

SHOWMEN'S TRADE REVIEW, October 15, 1949 E-21 Tesma Presents New Aids for Showmen {Continued from Page E-ll) "Our business was built on a partnership of fine pictures and fine theatres," he explained. "If Hollywood puts out fine pictures, and if we keep our theatres in fine condition and improve them constantly, we can stand up to any competition." Congressman Carl T. Curtis of Nebraska, member of the House Ways and Means Committee, told the gathering that luxury excise taxes almost certainly will be reduced next year, and that it is up to the theatre industry to see that admission taxes are included in any favorable changes that are made. Drive-In Give-Aways Deplored George M. Peterson, drive-in expert, decried give-aways and free admissions for children as harmful to the outdoor theatre in that they convey the impression of a second-class operation. He advised, instead, adding beauty to the outdoor theatre, and reducing its overhead burden by such devices as swimming pools, games, cocktail lounges, and other additional services to the public. Sale of refreshments in drive-ins, he noted, has already been built up to a highly profitable operation. The convention was entertained by a "genuine theatre television" program piped into the Stevens over co-axial cable and not available nor visible elsewhere. It consisted of a six-round boxing match between professional middleweights, specially staged for the convention at NBC's Chicago studios, and presented on RCA's 20-foot theatre television screen. In an address preceding the showing Barton Kreuzer, head of RCA's theatre television activities, revealed that the equipment is in commercial production and that RCA Service Company field engineers have already been trained in installing and servicing it. Much New Equipment Shown New equipment items displayed at the Tesma trade show that relate to projection and sound, including drive-in projection and sound, are described elsewhere in this issue of STR. Wagner Sign Service presented a novel Highly attractive and eye-catching advertising and directional signs can be assembled by the theatre at almost nominal cost by means of these new Wagner Sign Service letters, demonstrated at the Tesma convention. Letters are iridescent pink plastic in 4" and 6" sizes, mounted by means of adhesive to a transparent and nearly invisible plastic rail. addition to their line of multi-colored, multi-size plastic marquee letters — a series of iridescent pink plastic letters in 4" and 6" sizes which the theatre itself can assemble in any desired combination to form advertising or directional signs. The letters, of Tenite plastic, are mounted to rails of clear Plexiglas plastic by means of an adhesive furnished with them. The rails carrying the message thus assembled can be mounted by means of clips or suspended by a bead chain. These mounting devices are also supplied by Wagner. The theatre can thus produce for itself, at substantially nominal cost, highly attractive signs reading "Popcorn" or "Television Lounge" or "Admission 65 Cents" or whatever other message it may wish to convey. The Plexiglas mounting rail being transparent and nearly invisible, the letters appear to stand individually in mid-air. Adler Silhouette Letter Company's display featured their new 17", 2-tone "LokLip" safety leitter (STR for September 17th, Page E-27) in addition to that company's interchangeable marquee letters from 4" to 24" in height. Theatre Specialties, Inc., showed their full line of marquee letters and display cases; Poblocki and Sons featured specially designed poster cases and "inner service" marquees; Young's Picture Framing Co. had poster cases and tripods on display. "Turn-Key" Drive-In Featured The large Ballantyne Company exhibit which showed dozens of items of apparatus and equipment, featured the new Ballantyne "turn-key" drive-in theatre package (STR for September 17th, Page E-20) whereby the would-be drive-in owner merely places his order and returns in three weeks or so to find his new theatre finished, equipped, and ready to operate any time he turns the key and lets himself in. Other drive-in facilities were extensively featured. A new in-car heater was shown by National Heaters, Inc. Valley Steel Products Co. had playground equipment for children on exhibition in addition to their Vendcar for selling refreshments in open-air theatres. Autocrat, Inc., showed not only in-car speakers with a switch to summon the refreshment vendor and their new Thermocrat in-car heaters but also a new Crosley chassis "Concession Car" — a small automobile fitted with a hot compartment for sandwiches, a warm compartment for popcorn, cold compartments for ice cream and beverages, and a carbonator, in addition to provisions for candy, cigarettes and similar items. Calumet Coach Co., Supurdisplay, Inc., and Walky Service Company also exhibited carts and carriers equipped for peddling warm and cold refreshments in openair theatres. New Popcorn Machines The great practical importance of sales of refreshments — and especially popcorn — in indoor as well as outdoor theatres was {Continued on Next Page) at TOA and TESMA Conventions ...THE RESPONSE WAS / It was the talk of the show from beginning to end. Never was a new idea so eagerly and enthusiastically accepted both by circuits and individuals. Orders have been coming in at a rapid rate ... by phone and wire . . . from coast to coast. Contracts are being signed now for Fall, .1949 and 1950 construction, but because of the rush of orders we must accept them on a first-come first-served basis. We urge you not to delay. Get the complete details from your nearest Ballantyne dealer, or write direct. Sold only through authorized Ballantyne dealers. THE BALLANTYNE CO. 1707 Davenport St., Omaha, Nebraska COMPLETE STAGE LIGHTING EQUIPMENT CAPITOL STAGE LIGHTING CO. 527-529 WEST 45th STREET NEW YORK 19, N. Y. IDEAL SEATINE COMFANy GRANB RAPIIS