Exhibitor's Trade Review (May-Aug 1925)

May 30, 1925 Page 55 THEATRE EQUIPMENT AND ACCESSORIES News and Facts Bearing on the Design and Improvement of the House and Its Facilities. DEVICES ATTRACT THRONGS TO EXHIBIT OF EQUIPMENT MEN Milwaukee. — Hundreds of exhibitors from all parts of the United States, Canada, England and France witnessed one of the most elaborate and attractive displays of accessories at the opening of the Motion Picture Theatre Equipment Dealers' exposition at the auditorium. Lights flickered, shadows darkened the various booths, while change tinkled from various devices used in cashiers' booths. Every device known in the motion picture industry that aids the exhibitor was on dis play Projecting devices by which the stereopticon can associate with moving pictures, where moving clouds pass a moon and where rippling lakes shimmer in the moonlight, were displayed and caused much favorable comment. Then comes the machine which is both a moving picture and stereopticon at the same time. Everything that has anything to do with the motion picture industry is on exhibition. While the mechanical part of the exhibits attracted hundreds, many more were interested in the lighting effects for theatres — both exterior and interior. There were several concerns that offered suggestions and demonstrated "that lighting makes a theatre." Screens proved to be an attractive feature at the exhibit. One firm demonstrates that its screen cannot be torn. It is silver in appearance and is embedded with many white shiny stones that is credited with giving the projection of a picture a better view to all sections of the house. Another firm covered a black derby hat with the material used in the screen they manufacture and said they were out "to win the derby." Draperies, drops and other mysteries of shadowland were displayed. There was the noiseless curtain that folds itself together, the drop that glides gently from the loft and the plain curtain that also falls when the final embrace is written on the screen ! Lobby frames, machines that clean old films and even portable moving picture machines which can be used in schools or at home on display. The exhibition was said to be one of the most complete and diversified ever held. Who turns "on" and "off" your lobby displays, electric signs, etc? Let me do it. I am a TORK CLOCK. I turn electric lights on and off regularly. Get description and prices by return mail. TORK COMPANY 8 West 40th St., New York Take a Lesson From Your Wife Become a housekeeper to your theatre, and you'll have no trouble with the heai When Springtime comes around it means golf to some people, it means fishing to others, etc.; but to Mrs. Housewife, it means simply "CLEAN UP." What happens? The floors are painted, the wood-work washed, curtains are changed, covers are put over the furniture wherever plausible, the pictures from the living room are transferred into the dining room, and vice versa. The chances are too, that there will be new paper on the walls before the racket is over, and the ceilings painted besides. And you can take it from one who knows, this cleaning is NO SECRET. Everybody in the neighborhood knows all about it; everybody hears so much about it that they are anxious to see what really has happened when it's all over. Take a lesson from your wife. Your theatre is your home, and you should be its keeper. Springtime is here. CLEAN UP! Take a few days off to do it, if necessary. Don't close your theatre for the summer because of bad business due to the lack of comfort in your house during the summer. Rather close up for a day or two days, and CLEAN UP. Tell your patrons that you are cleaning up. Make a display in front of your theatre or in the windows of neighboring stores for whom you arrange for the purchase of trimmings and stuff. If a local paperhanger is going to renovate the house, let him advertise the fact in the newspapers. When you change your draperies have an experienced decorator make the choice for you — and tell the world that an "experienced interior decorator" is making the choice. Inquire from your women patrons whether you ought to have "rose colored chair covers with blue trimmings" or "white, with a bizarre black stripe" effect. Say, they like that sort of thing, and it is not going to do you any harm to let them in on it. And if you have at last decided upon the undeniable value of an air conditioning and ventilating system — man, you can get more publicity out of that installation than a half dozen ballyhoos on fair to middling pictures. You can even go as far as to inaugurate a "Clean Up and Keep Cool" week for your town. Think it over, and see your mayor about it. You can't go wrong. EQUIPMENT DEALER PRESIDENT CHARGES UNFAIR TACTICS Criticizing unfair competition in the industry, H. J. Smith, president of the Alotion Picture Equipment Dealers' Association, outlined a program of cooperation among the members at the opening of the convention of the association at the auditorium. The meeting was the third since the inception of the organization and the report of B. A. Bensor of Chicago, who is secretary and treasurer, showed more than S3, 000 in the treasury. Mr. Smith opened the meeting and was followed by an address of welcome by Harry B. Mortimer of the Association of Commerce. Mr. Smith graphically narrated the history of the organization and some of the reverses it has met with. He declared that the lack of cooperation has caused many members to view the spirit of the association with doubt, uncertainty and skepticism. Declaring that unfair competition should be eliminated and that all members of the association should work amicably together, Mr. Smith made an earnest plea for solid cooperation. HEADQUARTERS / Qy FOR / <Cy THEATRICAL / {J DRAPERIES / ^ 4, Keep Your Screen Clean With Our New SCREEN PROTECTOR and watch the difference in your pictures Reliable Decorative Co., Inc. 17 N. 10th St., Philadelphia, Pa WORLD'S LARGEST EXCLUSIVE AMUSEMENT TICKET PLANT TWENTYEIGHT YEARS EXPERIENCE AT YOUR SERVICE ROLL ISA FOLDED ArcusTTcket/s / 352 N. ASHLAND AVENUE \VJ TICKETS CHICAGO, ILLINOIS bjst eor the hast money quickest dmivery correctness guaranteed