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HTHE time has passed when the American exhibitor could decide in his mind as to whether or not he would install sound equipment in his theatre. Producers of pictures have decided the question for him. There will not be enough silent pictures produced during the coming season to keep a house open three months. Silent versions, of some talking pictures, will be available, but no producer has yet found a means of making silent versions a box-office draw for any theatre. Despite the sudden necessity for sound equipment, the exhibitor should be very wary before he buys. He is making an investment, equipping his theatre with a device upon which his business will depend for years to come. Quality of reproduction should be the one guiding factor in selecting sound equipment. Nor should one hearing elect or condemn any type of sound equipment. Almost any of them can be made to sound good during a short projection in the demon- stration room of a manufacturing company. The question of tonal quality, and in this is included evenness of sound reproduction, once settled, the construction of the sound device should be inquired into. To buy a flimsily constructed repro- ducing device is as foolish as putting cardboard seats into a theatre. Sound projectors are subjected to even harder wear than projecting machines, and unless the construction is sturdy, and designed especially for long wear, they become nuisances in a matter of a few weeks and useless within a few months. Price should be the last consideration. Any device that cannot provide good tonal quality and stand wear over a period of years is expensive at any price. General Talking Pictures Corporation is in the position of being able to compete with the entire field in the question of price, but the price of DeForest Phonofilm and Phonodisc was set only after the tonal quality had been combined with sturdiness of construction. DeForest Phonofilm and Phonodisc is the only repro- ducing device that was not built to fit a price. All the quality was built in, and then the price estimated. The fact that the price fell more than fifty per cent below that of any of the devices that ap- proached it in quality was due solely to the fact that Dr. Lee DeForest, inventor of Phonofilm and chief engineer of General Talking Pictures Corporation, has been building Phonofilm sound projectors for actual theatre use for nearly ten years. DeForest Phonofilm and Phonodisc at $6,500 is the greatest value in the sound reproducing field. Its tonal quality is surpassed by none and it is built to last forever. The same quality is true of DeForest Phonofilm, only for sound-on-film product, at $5,000, or Phonodisc, for sound-on-disc only, at $3,45 0.