Building theatre patronage : management and merchandising (1927)

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408 Building Theatre Patronage Humidity. The quality of the air is most important. This is not a matter merely of degree of warmth or cold. It includes also the proper degree of humidity. Humidity is moisture carried by the air. The amount of moisture the air can carry depends on the temperature. Warm air will carry more moisture than cold air. Warm, dry air takes moisture very rapidly from the surface of the human body. If a room at 40 degrees is heated to 75 degrees without the addition of more moisture, the humidity decreases as the temperature increases. Humidity has a direct bearing on comfort, both in summer and in winter. For example, with the temperature at about 70 degrees we feel very warm. Yet in the winter within our homes, with the temperature at 70 degrees, we may feel chilly. The difference in feeling is due to humidity. In the summer months with a heavy percentage of humidity in the air, perspiration or body moisture does not evaporate quickly, and because our bodies cannot throw off their heat quickly because of the blanket of moisture, we feet the heat and the oppressive weakening mugginess. In any heated enclosure during winter the dry air takes moisture off quickly and causes the chilly feeling because there is no blanket of moisture to keep in the heat. The motion picture theatre, regardless of extremes in weather outside the theatre, has a serious problem in the very fact that many people within an enclosure radiate heat and moisture. Besides, the theatre lights also radiate heat. Moreover, the sudden change in the number of people present causes rapid change in temperature and humidity. It is a simple matter to keep the theatre properly heated. But patron comfort does not depend alone on degree of heat. Looking at a thermometer to determine patron comfort is ridiculous. It is like measuring the square feet of an area by considering only the width or only the height. Comfort depends on a proper percentage of moisture at a given temperature. Both temperature and humidity must be considered. The humidity condition of an enclosure is calculated by reading a hygrometer. This is a double thermometer with one bulb exposed to the air to register the temperature; the other