Boxoffice barometer (1941)

10. STAGE EQUIPMENT The elemental importance of the allefficient sound screen as the prime piece of stage equipment in the moving picture theatre of today cannot be denied. However, for some time this industry has been negligent in regard to its condition when it becomes older. More frequent replacement of picture screens is certainly to be encouraged and resurfacing of old screens should be avoided as a plague in the interest of better projection. During 1940 several new developments were made in sound screens which probably will again renew interest in the subject. A plastic substance has been applied to the fabric in some instances to give higher reflective efficiency, greater contrast and more depth of photography in projection for both black-and-white and colored subjects. Improvement in sound perforations also has been accomplished to enable better sound transmission and greater life service. Curtain tracks and controls also showed improvement in efficiency and novel applications. This illusion providing mechanism adds so much to the beauty of a theatre auditorium and to the smoothness of program presentation that it has become a necessity of today’s operation. Dependable service and new economies are outstanding in modern equipment for this purpose. 11. STRUCTURE In the field of theatre structure, the materials of a functional type, as usual, led the field. A structural material which does not afford efficiency as well as beauty is simply not to be countenanced in theatre construction. Exterior building materials, the structural glasses, porcelain enamels, terrazzos and stucco types led in providing eyecatching beauty as well as ease of maintenance and long life. Plastics, glass blocks, extruded metals and incidentals of like form were used in a more widespread manner and give promise of greater adaptability in the future. Insulation materials, so necessary to proper air conditioning and fuel-saving, have become a necessity in material provision for theatre construction or remodeling. The economy of using insulation materials at initial building, or indeed of installing them after a building is in use, cannot be discounted. The cost of investment in such materials is more than paid for by fuel-saving in winter and current cost for air conditioning in summer, to say nothing of the comfort they lend to an interior. Conclusion The past, 1940, shows us what has and can be done in the adaptation of functionality to theatre operation. The trend of the future is based on the past and it will not be disappointing. We may expect progress to continue despite general conditions and wise is the showman who keeps pace with progress. He is the one who profits and his patrons are the ones who show their appreciation at the boxoffice. ary trend which may eventually be as provoking as was the origin of sound a bit over a decade ago. Regardless of the commercial success or lack thereof which may attend this production, its new trisonic sound principle appears to have sufficient boxoffice possibilities to justify a belief that it will attain industry acceptance in a reasonably short time. It appears that modification of many existing sound systems to trisonic reproduction will be possible. It is the present view that only a small percentage of today’s sound systems will be rendered entirely obsolete by these new developments. The number of systems which will become obsolete depends somewhat upon the type of sound which is adopted as the industry standard. It is probable that one of the systems with intermediate advantages may be universally adopted. The developments have not been brought to final commercial form by any one company alone and there is nothing about them which puts any particular manufacturer in the position of monopolizing the market. Regardless of the way the pendulum swings, wide-awake contract sound service people will be in a position to care for exhibitor needs and there need be no apprehension of bewilderment to come in the sound element of theatre operation. You CAN attract and hold more patrons with Nu-Wood — the exclusively-styled interior finish that gives any theatre a “come hither” look. Nu-Wood FADEPROOF colors are soft — harmonious — luxurious. Its velvety texture is unduplicated. It absorbs sound — corrects faulty acoustics. Nu-Wood insulates — saves fuel, increases the efficiency of your air conditioning apparatus. What a package of value to get at low cost ! Find out why Nu-Wood is the popular interior finish in theatres from coast to coast. Mail the coupon ! Wood Conversion Company Name . Dept. 134-2-22, First National Bank Bldg. St. Paul, Minnesota Address Gentlemen: I want to know more about Nu-Wood for Q New Construction Q Remodeling NU-WOOD . . . Products of Weyerhaeuser . . . BALSAM-WOOL 178 BOXOFFICE BAROMETER