Building theatre patronage : management and merchandising (1927)

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404 Building Theatre Patronage The Screen. The selection of the proper screen is most important. No screen can add anything to the amount of light received from the projector; but the nature of the light reflected often makes a difference between good projection and bad projection. Therefore, it is false economy not to purchase that screen which is best suited to the requirements of your theatre, inasmuch as the average life of the screen is so long and screen cost so relatively small. The selection of the screen should not be determined by guess work or careless calculation. There are sources of information available for reference in this matter — for instance, the data prepared by the Research Laboratories of the Eastman Kodak Company for cloth, paint, and kalsomine screen surfaces. Masking. The screen should be securely hung and properly masked. Masking corrects the keystone effect and gives a clean-cut edge to the picture, cutting off the fuzzy edges due to dust on the aperture plate of the projector. But, more than this, skillful masking adds depth to the picture. This is why black masking is not as effective as neutral gray or dark blue. Black masking presents too severe a contrast to the screen picture and the eye cannot accustom itself to this severe contrast. The impression of depth is created without the disadvantage of the severe contrast by using the gray or the dark blue masking. It is evident that the masking material should be non-reflective, such as velour or flannel. In theatres where the projection angle is so steep that distortion is serious, it is well to mask off near the screen any perpendicular lines such as pillars, stage props, etc., because these lines in close proximity to the screen call attention to the distortion. A ground cloth of dark, unreflected material on the stage floor will correct the haze effect caused by reflection from that highly polished surface. Light colors or highly reflecting surfaces near the screen should be masked. Glare. Glare spots on the screen caused by reflected light are in