Boxoffice barometer (1944)

Carpet Supply Situation Now Static But Most Promising (Continued from page 34) ucts needed to fulfill an increased demand for the finished materials. Anticipate Needs Determining the amounts, types and qualities of floor coverings needed by the consumers will help postwar production problems greatly. It would be wise for every planner of a postwar theatre or remodeling to figure out what he is going to need and want as far in advance as possible. Thus he could get his order in early and in many respects secure better attention and service when civilian production actually resumes. In the meantime, the best advice to be followed is the proper upkeep and coddling for conservation of present floor coverings. They may have to serve for quite some time yet; even possibly a year after the end of war. If present properties are well maintained in this interim, it may even be of advantage to wait until the new 194V products are available. Triple Function Foreseen In Theatre Lighting (Continued from page 30) in the achievement of good structural and decorative style. With architects and decorators of our theatres working closely with lighting engineers, it is possible that an entirely new concept of amusement place design will result. Even at present, emphasis is placed upon lighting in achieving effects rather' than upon applied decoration of the plaster and gilt variety. Smooth, clean modern lines are infinitely enhanced by light in colors and various treatments. The play of ligh. upon contour is also an economical means of achieving decorative beauty and of attaining a more frequent change of appearance. Proof that Translucent Plastic Changeable Letters are here to stay is to be had in the great number of theatres that are replacing their old style solid opaque letters with these new attention magnets. They are doing this because they afford sharply silhouetted copy by day and the colorful brilliance of neon by night, thereby attracting more attention and increased business. Permitting fullest utilization of the light which shines through them, these strong, durable letters work equally well outside on the marquee or inside in Wagner Lobby Displays. Available in four beautiful, non-fading colors that go all the way through the letters. There is no surface color to chip or scale off. They never require painting. Obtainable without priorities in 4" and 10" sizes, and in fonts of assorted colors (red, green, blue, amber and opaque black) from 76 letters up. Wagner Lobby Display units are quality constructed of prewar materials. Made of sheet steel, with attractive white enamel finish, they are easy to install in any desired length. Letters are mounted on the bars in the middle or firmly held in position at the top or bottom by slipping under the clips. NOW AVAILABLE Aluminum letters for replacement and for those who believe that greater durability is more important than advertising value. See your theatre supply dealer or sign man, or write for literature and name oi nearest dealer. This trend will go forward in postwar theatre design and in application to already existent theatres as well when they are remodeled or decorated again in a manner to keep pace with the theatres to be built in the postwar era. Illumination, spectacle and decoration will really come into their own as the solution to many greatly more expensive structural and design problems. PAINT YOUR OWN s I G isr WITH LETTER PATTERNS Avoid sloppy work amc(, wasted tiaae. NO EXPERIENCE NEEDEDyin EXPERT WORK. WRire FOR FREE INTERESTING SAMPLE. JOHN E.RAHN-/V/33(7 CENTRAL AyE-ZW\ZNoK:, CANDY (BAGS and BARS) NUTS Satisfy your patrons and MAKE MORE PROFIT by selling the KAYLINE. WRITE FOR PRICES. KAYLINE COMPANY Room 705 STAte 98S6 29 E. Madison Si. Chicago 2, 111. We have for immediate delivery Pedestals — Rewind Tables Film Cabinets — Hand Rewinds and Parts for SIMPLEX — POWERS and MOTIOGRAPH PROJECTORS and Parts for Peerless Lamps Edw.H.Wolk 1241 S. Wabash Avenue CHICAGO 5. ILL. BOXOFFICE BAROMETER 43