Boxoffice (Jul-Sep 1947)

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LIGHT AND LETTERS FOR LUMINOUS DISPLAY DISCRIMINATING EXHIBITORS COME TO headquarters/ the oldest, most experienced technicians, engineers ond producers of Block Light materials and equipment, Switzer has the know-how that assures satisfaction. Fascinating murals and dramatic atmospheric effects are eosily and inexpensively created with "GLO-CRAFT" PERMANENT FLUORESCENT PAINTS AND LACQUERS and THEATRICAL BLACK LIGHT EQUIPMENT A recent installation of 10 and 16-inch Adler "third dimension" letters on removable-panel, glassed-in frames adds unusual sales appeal to the gracefully curved marquee of the RKO Hillstreet Theatre in Los Angeles, Calif. The 10-inch font is finished in blackface with silver bevels; the 16-inch letters are red-faced with silver bevels. Installation by QRS Neon Corp. of Los Angeles. fm/ Write today for detoiis on how to give your theatre distinction in decoration. SWITZER BROTHERS, INC. 1110 HURON ROAD CLEVELAND 15, OHIO Am CD "THIRD DIMENSION" HULliI MULTIPLE SIZE SILHOUETTE LETTERS and Exclusive "REMOVA-PANEL" Glass-in-Frame Units ADLER SILHOUETTE LETTER CO. 3021 W. 36th St., Chicago 1451 B'way, N.Y.C. Irwin Seating Company Introduces "The Comet" Irwin Seating Company’s new theatre chair “The Comet” featuring an extended steel rear panel, a smooth steel seat bucket and the automatic folding hinge, is introduced in this issue and will be exhibited in Booth No. 49 at the TESMA Trade Show in Washington, D. C., later this month. The extended steel rear panel of "The Comet” protects the seat when it is in the raised position, so that patrons in the row SHABBY, WORN THEATER CHAIRS? REFINISH LEATHERETTE, LEATHER AT LOW COST WITH FLAME RETARDENT JleatUzncoie FOR RE-UPHOLSTERING BRUSH OR SPRAY IT ON-DRIES IN 10 MINUTES Now Y°u can avoid the heavy expense of re-upholstering theatre chairs. Just apply LEATHERCOTE, the new FLAME RETARDENT leather lacquer, to make leather and leatherette beautiful and lustrous again. LEATHERCOTE comes ready to use with spray or brush. Dries in 10 minutes to a tough, pliable, long-wearing surface. Chairs con be used one hour after coating. Does not crack, flake or rub oft. If shabby, worn theatre chairs are your problem, apply LEATHERCOTE tor quick, new beauty. Ask Your Theatre Equipment Dealer for LEATHERCOTE or write LEATHERCOTE COMPANY, INC. 4609 Prospect Ave. Kansas City, Mo. behind cannot use the seat as a foot rest. The curled edge on the back protects the upholstering material from wear when patrons pass in and out of rows. The smooth steel seat bucket completely houses the automatic hinge. The spring unit is of the arch type of spring securely fastened to a removable steel frame and the upholstering material is fastened over the springs and onto this steel frame by means of steel clips, so that cut or worn seat covers can be easily and quickly replaced. “The Comet” can also be equipped with foam rubber over the spring unit if desired. The automatic hinge raises the seat gently to a three-quarter fold, so that it is not so far back that a patron can “miss it” when attempting to sit down. End and middle standards are steel and the middle standards are the closed type. Armrests are seasoned maple and can be furnished in either natural lacquer or a lacquer to match the steel finish. Comfort, construction and ease of reupholstering the seats are cited by the manufacturer as outstanding features of the Comet. The new chair is already in production. A spokesman for the company also states that Irwin will continue to manufacture the standard line of chairs, including the chair with a plywood back and seat. New carpet makes a remarkable improvement in the appearance of the theatre’s interior. Carpet is now available to those who placed their orders early. Get your order in at once if that detail has been overlooked up to now. Sanitary maintenance must be carried on at all times. But improvements in house hygiene should be made regularly to insure the best possible conditions. , 46 The MODERN THEATRE SECTION