Boxoffice (Jul-Sep 1940)

EXPLOITED The latest provision for better projection— the purchase of new projectors — was made the subject of lobby exploitation recently by Wayne Sweeney, manager of the LaPorte Theatre in LaPorte, Indiana. In the display shown above it is interesting to note that among other salient points brought out by the attendant posters, projection that is “kind to the eyes” and “programs exactly as Hollywood intended you to see them” are called to the attention of the customers. (Photo courtesy National Theatre Supply Company, Chicago.) Motiograph Adds Three New Mirrophonic Models On August 26th, Motiograph, Inc., annoimced the addition of three new models to its sound system line, particularly designed for smaller theatres. The addition now makes the line complete with nine models designed to meet the requirements of every theatre from the smallest to the 7,500-seater. A special system for drive-in theatres is also announced. All models were designed and engineered by Electrical Research Products, Inc., and are built by Western Electric Company with the exception of a de luxe reproducer set which is manufactured by Motiograph, Inc., and based on designs of Erpi. A booklet giving complete description of the line is now available. New Oil Prepared for Projector Mechanisms After a period of exhaustive practical tests of lubricants manufactured by America’s leading oil producers, the research department of International Projector Corporation now strongly urges the use of the new specially compounded oil for Simplex mechanisms. For the purpose for which it is intended it is said to be superior to any other oil now on the market. Although sold at no additional charge, the new lubricant is far more efficient and therefore more economical, and when properly used it will reduce lubricating prob lems and serve as real protection for projector mechanisms. The new oil, which takes the place of the regular and extra heavy oils formerly supplied, is of a yellow color and different viscosity. The can in which the oil is shipped remains unchanged. There’s one sure way to win back the regular patronage of the white-collared clientele. More House Appeal is the answer. Merely because the hot weather season is waning, don’t lose interest in your air conditioning system, if any. You’ll be needing it this winter, too. BIG lOB How capacity can be attained without sacrifice of comfort is apparent in the seating of the new Hall of Music at Purdue University, recently dedicated at Lafayette, Indiana, where 6,208 theatre chairs of the newest modern comfort type were installed. The chairs, manufactured and installed by Ideal Seating Company of Grand Rapids, Michigan, are one of the “Aristocrat” line of popular models introduced to theatre trade a few months ago. The successful movie theatre must dominate and outshine its surroundings. Amazing new way to step up pulling POWER OF ATTRACTION LETTER PANELS ! riGURE 1 ->This modern theatre front uses green MAZDA F lamps and regular hlameot lamps in the attraction letter panel and for variety uses gold Mazda F tamps and filament lamps in the name sign. FIGURE 2 This shows the MAZDA F lamps are positioned alternately between rows of 60-watt filament lamps. The entire panel may be constructed in sections and wired in the shop and assembled on the job. NOVEL COMBINATION OF MAZDA F LAMPS AND FILAMENT LAMPS PRODUCES LIGHTING EFFECTS NEVER BEFORE PRACTICABLE Theatre owners and operators can now build “box office” with a new type of luminous sign with unusually high attraction value. This new method uses G-E MAZDA F (fluorescent) lamps to obtain high color values and MAZDA C (filament) lamps controlled to change in brightness. For example, in the attraction letter panel in Figures 1 and 2, green MAZDA F lamps in combination with regular filament lamps are used with letters having transparent centers of red glass or plastic. With only the green F lamps burning, the attraction letter panel has a luminous green background against which the letters with red glass centers appear as opaque silhou ettes. (This is because the green F lamps have no red light available to be transmitted by the centers of the letters). Then as the filament lamps (connected to a dimmer with automatic timing) are turned on, the transparent centers of the letters appear red. This is because filament lamps are high in red energy. At the same time, the socalled white light produced by the filament lamps dilutes the green produced by the fluorescent lamps, and the luminous background becomes practically white. Other colors may also be used for variation, and lighting effects never before practicable can be obtained. For details write General Electric Company, Dept. 166 BO-I, Nela Park, Cleveland, Ohio. G-£ MAZDA LAMPS GENERAL @ ELECTRIC BOXOFFICE :: September 14, 1940 49