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(Title registered U. S. Patent Office)
Edited by J. HARRY TOLER
Featuring:
Another Fine Contribution to Industrial Security 40
How These New Materials
Have Simplified Modernizing 42
By Ansel M. Moore
Picture Presentation Needs a
Change of Pace 46
By Helen Kent
•
A Plus Function of Carpet:
The Back-Drop Out Front 48
By Howard P. Hildreth
A Bit of Argument on the Suitability of Equipments 52
By Gordon H. Simmons
•
An Example in Proof of
Our Past Contentions 58
By Hanns R. Teichert
•
Lighting Needs a Thorough
Spring Renovation, Too 62
By Francis M. Falge
Converting an Old Commercial
Into a Modem Theatre Building 64
Health Protection Comes First in Quenching the Public Thirst 66
By Mildred Brennan
•
A Mechanical Detective on
the Trailer of Flutter 70
By E. S. Seeley
Published by Associated Publications every fourth Saturday as a section of BOXOFFICE and included in all Sectional Editions of the AP group. Contents copyrighted, 1938; reproduction rights reserved. All editorial or general business correspondence relating to The MODERN THEATRE section should be addressed to Publisher’s Representative, Harrison Toler Company, 332 S. Michigan Ave., Chicago, 111., or to Eastern Representative, A. J. Stocker, 9 Rockefeller Plaza, New York.
Springtime Calls for a Change of Scenery
Few of our readers need be reminded that the season for a shift of scenery is with us again.
If for no other reason than to dispel the monotony of over-familiarity that has become disinteresting or distasteful to winter-worn patrons, places of business should be given a thorough-going Spring Renovation.
The early invasion of out-door competition is inevitable. Smart theatre management is even now mustering all its resources to sustain the movie-going habit and abate the customary summer complaints.
If property improvements are needed, however incidental, now is the time to apply them for best effect — an effect that has been known to carry many a theatre safely through the summer doldrums.
This publication has long argued persistently and with appreciable success for a complete change of atmospheric effects at the beginning of each new season.
The seasonal change of scenery is no Jonger such an expensive proposition if it is instituted as a policy and proceeded with intelligently, thanks to modern materials and improved methods of application.
The modern theatre, by reason of its simplicity of design and functional appointments, lends itself readily to seasonal changes. Usually the result can be attained by thorough house-cleaning, possibly a one-coat paint job and a rearrangement of lighting and decorative effects. Color changes work wonders.
House Appeal is effective only when it is freshly new. Four times a year is not too often to renew it.
April 1, 1939