Cinema News and Property Gazette Technical Supplement (1924-1925, 1943, 1946)

26 Supplement to THE CINEMA NEWS AND PROPERTY GAZETTE. OCTOBKR 2, 1924. COMFORT IN THE CINEMA. CATERING FOR THE EXHIBITOR. Advice without practical experience is cheap — and, if acted upon, generally in the end proves very expensive. The exhibitor to-day is being surfeited with a good deal of this type. Fortunately, the majority of exhibitors know their business ; what they do not know, and cannot be expected to know, is the real, unvarnished merits of the many propositions, especially relating to the equipment of the cinema, that are being submitted from different quarters. The exhibitor is well aware that, after all, the interior of his theatre is to all intents and purposes his "showroom." Like the ordinary trader, he must make it attractive to patrons. But before he ventures on any new scheme, he will be always on the safe side by consulting the expert of standing — not those of mushroom growth in the business. The expert with knowledge knows that what the exhibitor needs is something that is efficient and, at the same time, inexpensive. The exhibitor himself is fully able to appreciate what will meet his requirements. It is quite superfluous to offer him platitudes. He does not want to be told that a shabby lobby and interior drive away trade. Many exhibitors have been too painfully aware of this in the past. But even a cinema exhibitor's pocket has its limitations, and he, like every other business man, naturally seeks the best value for money. The exhibitor, therefore, will be well advised in obtaining the assistance of matured experience, in which, from his personal knowledge, he has complete confidence, especially when it is available free of charge. Whilst he is not unmindful of the good services of the inventor and manufacturer, it is only reasonable that he should be satisfied beyond all doubt how far their particular offerings are suitable to his special case. And in regard to what is in good taste, he is equally able to judge for himself after he has listened, as he should do, with care and attention to the opinions and views of the expert. But he is not prepared, and wisely so, to blindly accept every proposition for " dressing " his " window " that some may attempt to foist upon him, and in many instances by those who have no qualifications to speak. The fact that so many cinemas are now undergoing reconstruction or renovation is sufficient evidence that exhibitors are alive to what is most essential to the success of their business — comfort for their patrons. But this does not necessarily mean extravagance. Very often the most effective displays are those in which simplicity is the dominant note — nothing jarring, no violent forcing of the attention, and nothing tawdry. And it is in this direction that sound expert advice should be sought. CINEMAS VEHSUS THEATBES. The cinemas to-day are, generally speaking, much more largely patronised than the legitimate theatre. Why is this? Simply because the cinemas have studied the comfort of their audiences, especially in relation to that most important point of seating. In what are called the legitimate theatres, this is a matter that has too often escaped attention. People do like to take their enjoyment in comfort, which they can do in the majority of cinemas, whereas in the theatres, although sometimes exorbitant prices are charged even for the low.er places in the house, this is impossible. Hence the complaints which are often heard amongst those who do frequent the theatres. It is for this reason that cinema exhibitors are seriously considering the question of their seating accommodation, and are ready to examine any new and more up-to-date designs. BEST AND ENTEBTAINMENT. One of the most comfortable chairs that can be utilised in a cinema is that which possesses a full depth back, having about two inches curve, and fixed at a correct angle, so that the occupant can have rest and enjoyment combined. Of course, it is essential that seats should not monopolise too much space — a most salient feature in discussing the question of reseating a theatre. Many furnishing firms have dealt with this problem, amongst them being Messrs. J. Springer and Co., of Wardour Street, whose expert, Mr. George Pixton, has made a special study of the subject. This will probably account for the fact that the firm have found it necessary to make considerable additions to their factory at High Wycombe, where the latest machinery is being installed. The new premises will enable them to employ 200 extra hands, including high-class cabinet makers, chair makers, polishers, &c. RUBBER FLOORING. Another thing which is essential to an atmosphere of comfort is a warm and attractive floor. Rubber is now coming into great prominence in this respect, and is obtainable in various designs. Amongst its many advantages is its durability as compared with carpets, its hygienic qualities, and it deadens all sound, thus preventing any disturbance by the tread of late-comers. From an economical point of view, rubber can more than hold its own. It can be effectively used in lobbies and entrance halls, for it is obtainable in tile patterns, as was evidenced only the other day by an inspection of the varied stock which Messrs. Springer have on hand. DRAPERIES, &c. In considering the comfort of his audience the keen exhibitor is well aware of the important part which artistic draperies inevitably play. They are obtainable in a wonderful range of colours, as the writer can testify, for he was shown only the other day some most attractive designs in the most modern materials by Mr. E. A. Roberts, the courteous and able manager of Messrs. Springer, who explained that his firm undertook the personal supervision of the orders entrusted to them — that is to say, they carried out their own work and did not sub-contract for any portion of it. Every exhibitor recognises that a tasty display of draperies adds brightness and gives not only an atmosphere of real