Boxoffice (Apr-Jun 1939)

9t!i Smani TO BUY COOLING EQUIPMENT WITH A 15 YEAR RECORD FOR DELIVERING COMFORT COOLING AT THE LOWEST DOLLAR COST UNITED STATES AIR CONDITIONING CORP. MINNEAPOLIS, MINNESOTA Do Your Seats Need New Upholstery? Then Upholster With The Imitation Leather That is ... . distinctive Used by Leading Theatre Circuits ★WATERPROOF ★WASHABLE ★DURABLE ★FLEXIBLE Most numbers in roller grain, eliminating plate marks. All numbers in stock for immediate delivery. Send for our sample books. ATLANTIC MERCANTILE CO. 100 M est 64th St. New York, N. Y. A FEATURE IN YOUR LOBBY THEY'LL APPLAUD FOR YEARS Romo?c|1aoi^ distinctive furniture It's, good business to modernize the lobby and lounge with Royalchrome. Patrons love the sparkle of the finish . . . the richness of guaranteed Tuf-Tex leatherette. What's more, Royalchrome is ideal because it resists wear, and because it is easy to keep clean. No wonder theatre managers everywhere favor it! Write today for big catalog. See for yourself how economical it is to install Royalchrome. ROYAL METAL MFG. CO. 1138 S. Michigan Ave., Dept. G-l CHICAGO NEW YOKE LOS ANGELES TORONTO NEW TYPE REFLECTOR CUTS LIGHTING COSTS Hundreds of sparkling little reflectors intensify the light from low wattage lamps in the recently modernized marquee of the Midway Theatre, in Chicago. Deciding to dress up the fronts and as well the interiors of their three neighborhood theatres in Chicago and to make them more attractive to passers-by in the busy shopping centers in which they are located, Gollos Brothers, Inc., recently effected some striking changes in the Ray, Woodlawn and Midway Theatres. The lighting medium used for the renovations is a relatively new development, Climax Reflectors, sparkling little bulbs of low wattage that provide a brilliant, colorful lighting effect. At the Ray Theatre, beautiful and attractive color effects have been attained by graduating the colors on the marquee from deep reds and golds into white, and at the corners dark amber and Signal green have been used with marked effect. The interior color lighting is of interest in this instance also. The foyer is beautifully illuminated by a continuous cove lighting also in Signal green and this cool lighting effect is carried out in the ceiling and side-lights of the auditorium as well. An outstanding advantage of the new lighting installation is the fact that colors may be changed to correspond with the season of the year by the interchanging feature of the roundels which may be obtained in various colors. This type of lighting has also been installed in the soffit at the Ray. The Woodlawn Theatre utilizes the new development equally well. At this house, the same gradation of color is used on the running border and brilliant soffit lighting makes the front most attractive. A glow of gold blending into soft green is the motif of the interesting effect ob tained in the foyer and the interior of the house is entirely lighted by Signal green reflectors so placed in concealed side-lights that a restful soft green glow lights the auditorium during the showing of pictures. The Midway Theatre with its running border of Signal green reflectors and many hundred crystal sparkle-lights in the soffit presents an attractive sight that can be seen for many blocks. The interior of this theatre is also lighted in soft greens and golds. The theatre’s very large proscenium area is illuminated at both sides by pillars of glass in back of which the reflectors are placed. Concealed lighting is most effectively used on pendants, wall brackets and in the ceiling lights. Perhaps the most interesting angle involved in the three installations referred to is the economy of operation effected. According to George N. Gollos, president of Gollos Brothers, Inc., a saving of about $200 a month on current bills for the three theatres has resulted from the improvement. Posture-correct seating goes a long way toward making satisfied customers. When they are relaxed and comfortable, patrons are more receptive to whatever program may be presented. A new screen may be all that is needed to improve the quality of projection and sound. Obviously, a yellowed or dirt-clogged screen can have disastrous effects on picture definition and audibility. 40 The MODERN THEATRE SECTION