Boxoffice (Apr-Jun 1940)

Warning! The Night Raiders Are Gathering Strength Daily (Continued from page 42) taken as the right answer to the oft-repeated question: “What’s wrong with theatre business?” The entertainment value of motion pictures has been improved tremendously over those old thrillers of the heyday. The art of cinema photography and production technique is at a peak of perfection. Certainly it can’t be argued that all our competitive difficulties are due entirely to poor product, the worst possible of which would probably have filled most any old house to capacity a few years ago. People today are simply more difficult to please. Theatres themselves must attract patronage with something more sincere and satisfying to human nature than merely what appears on the screen. Theatre men seem to have made the important discovery that providing comfort and all conditions contemplated in the use of the consoling word is their one best weapon with which to ward off competition. Picture showing has plenty of rivalry today— more than ever before in its history. Yet it’s too big a business, too necessary as a public utility and still far too firmly entrenched in public favor to give any quarter to any kind of competition without a good, stiff fight. These modern theatres, ever increasing in numbers, are equipped to put up a good fight for business and they’re giving the night raiders plenty of resistance. Show business has only begun to fight back. Best Introduces New Display Lamp Unit The “Lowboy” lamp holder, a new adjustable lamp unit of modern design, balanced to retain the G-E-R-40 bulb without tipping, has been produced by the Best Devices Company of Cleveland, manufacturers of special theatre lighting equipment and stereopticons. It is especially designed for attaining more effective, distinctive appeal for advertising displays. The holder is equipped with eight feet of approved cord and plug. The No. 17 Lowboy is in crackle black finish with cast metal base, while the No. 17-C Lowboy has a highly polished chrome finish. Additional details may be secured by addressing The Modern Theatre Information Bureau. Advertise the comfort to be found in your air conditioned theatre during the summer months. Blazon it on the boards! Let the public know that the theatre is the most comfortable and most healthful place in which to spend their time. Have plenty of brilliant light outside the theatre to serve as a beacon from afar and when potential patrons are brought closer to inform them about the program by means of legible display. Advance Announces New Model Popcorn Machine A new line of popcorn machines, one model of which is illustrated here, has been announced by the Advance Manufacturing Company, of St. Louis, Missouri. Information issued by the manufacturers states the new machines are modernly styled and have incorporated new features such as color, illuminated signs and attractive chrome and porcelain cabinets to help increase the sale of popcorn by added “flash” for eye-appeal. One of the new and improved features mentioned is the all-electric streamlined popping unit, said to be a departure from conventional design, but one which has been found to have added popping capacity and greater popcorn volume. The machines have the same basic design and popping mechanism, but vary in size and capacity. There is one counter model. The other cabinet models increase in size to one model 76 inches high and having a popping capacity of $20.00 worth of popcorn per hour. Figures given in literature issued by the manufacturer show that popcorn pays a profit of 70 cents on every dollar in sales, further that popcorn is not seasonable contrary to public notion, but does in fact sell steadily throughout the four seasons. The machine illustrated here is all-electric and comes completely assembled, ready to plug in and operate. LITERATURE The following concerns have recently filed copies of interesting descriptive literature with The Modern Theatre Information Bureau. Readers who may wish copies of such literature may obtain them promptly by addressing The Modern Theatre, 332 S. Michigan Avenue, Chicago, Illinois. Advance Manufacturing Company, of St. Louis, Mo., presents a colorful broadside on four new Streamlined “Moneymakers,” their latest developments in popcorn machines. Features of the new machines are outlined, prices given and other concession equipment is also described and pictured. Alexander Smith & Sons Carpet Co., of New York City, announces a new comprehensive brochure entitled “Woven Light,” which gives complete details on the amazing new principle of carpet beauty achieved by the use of fluorescent properties in the weaving of carpet. Clinton Carpet Company, of Chicago, offers an informative booklet entitled “Proper Care of Carpets,” including spot and stain removal methods. Information on Ozite carpet linings is also provided as the best means of insuring long life for theatre carpets. Charles P. Cochrane Company, of Bridgeport, Pa., announces the recently formed Cochrane’s Theatre Carpet Advisory Bureau which will give advice on theatre carpeting decorative effects without charge or obligation. Individual problems are treated most intelligently. Dayton Safety Ladder Company, of Cincinnati, Ohio, presents a catalogue on 4Star Safety Ladders with the new non-skid safety shoes. The book shows various types of ladders and outlines uses for which they are particularly adapted. Forest Manufacturing Corp., of Newark, N. J., files two new pieces of literature on the Forest Universal Trim Lamps and Forest Rectifiers for Power Conversion. The folders picture and describe the new products most understandably and advantages are outlined also. General Electric Company, of Bloomfield, N. J., offers a brochure entitled “Air Conditioning for Business.” The booklet outlines air conditioning practice in all its phases and contains much valuable information for theatre men. Gibbs Boardtile Corp., of Chicago, files a folder on Gibbs Boardtile giving a color chart and containing pictures of the wall covering material in various uses. Specifications of designs, finishes and sizes are also given. Recordall Manufacturing Co., Die., of Los Angeles, Calif., submits a profusely illustrated loose-leaf booklet on Recordall sound recording instruments with Constant Groove Speed. Specifications are given on various models and accessories. Notice: Manufacturers of all products adapted to theatre modernization or maintenance are invited to file latest copies of their catalogues or descriptive literature with The Modern Theatre Information Bureau.— The Editor. 44 The MODERN THEATRE SECTION