Exhibitor's Trade Review (May-Aug 1925)

Page 60 Exhibitors Trade Review HEAT SUFFERING IS That the uncomfortable feeling of heat is as much a psychological reaction as a physical matter has been proven time and time again by different arrangements of color effects and such. Surely, the fact that a chair has a cover upon it ought to make it no cooler than a chair w thout a cover. Yet it is a recognized fact that the action upon the mind worked by a clean, snugly fitting seat cover makes all the difference between a comfortable and a satisfied patron, and a disgruntled one who will never see a. show during the summer again. There is no magic in these seat covers. There is no cooling system hidden beneath them ; no fans are attached to them. But they LOOK COOL, and that is half the battle won. The delightful transformation of the theatre interior into a cool, refreshing atmosphere ; the smart and individual appearance added to each chair ; the perfect fitting and ease of the summery transformation, these have the desired effects upon the mind of the patrons. Outside, the streets are blown by the hot, warm winds loaded with dust, or the air is deadened, sultry and depressing. That is the time when the mind welcomes the crispness and smartness of a refreshing seat cover. Out in Cincinnati, the Textile Spec alties Company manufactures the "Per-fect-fit" theatre chair covers that fit the situation to perfection. It would be worth your time and trouble to drop them a line for a catalog describing their goods. Or, if you wish, tell us about your desires and we will get them in touch with you. It is part of the Exhibitors Trade Review service to exhibitors. FIG. 405 ii Mecco" Marquise An artistic exterior is just as necessary to success as the right film inside the "house," and no one element adds so much attractiveness as a carefully selected marquise. As manufacturers for years of structural, ornamental and sheet metal building specialties, we have the most comprehensive designs at inviting prices. We can provide a type to suit any architectural scheme, or design one to meet the individual taste of exhibitors or their architects. Consider now the substantial increase in attendance you can achieve; write today for descriptive folder. — E. T. R. The MOESCHL-ED WARDS CORRUGATING Co. BOX 564 CINCINNATI, OHIO Manufacturers of Mecco Ornamental Ceilings and Side Walls and Metal Projecting Booths NATIONAL SCREEN COMPANY HAS INTERESTING DISPLAY AT SHOW Few patrons of motion picture theatres eiiize the important part the screen plays in the projection of a picture. At the exhibition of the equipment dealers in booth 226 at the Auditorium, the National Screen Company of Cleveland, O., displayed its newest to the trade. The surface of this screen is featured by its softness pleasantness to the eyes and decreased fade-away. It is distinctive in quality together with many mechanical innovations. It is a combination of tones which gives the effect of plain white, yet with sharp brilliancy. Millions of tiny round, frosted white glass beads, uniform in size and scientifically embedded in a pure white field of especially prepared composition make up the screen. It produces a brilliant satiny sheen that is durable and washable. * # ^ INTERIOR ELECTRIC SIGNS IDEAL FOR EVERY THEATRE Like the company you keep, many theatres are often judged by the lack of facilities installed for accommodating the public. The Frank E. Plowman and Company had a display in booth 219 at the exhibition of the motion picture equipment dealers which was of interest to every dealer. This company specializes in 'nterior electric signs. The signs showed glowing lettering on a dead black background. These signs include, "Aisle," "Ladies' Rest Room," "Balcony," and many others that are necessary for every theatre. * * * MORELIGHT DISPLAY CAUSES MUCH COMMENT AT EXHIBIT A display that caused considerable comment at the exposition of the motion picture equipment dealers was that of the Morelite Company of New York in booths 222 and 223 at the auditorium. It was really the Aladdin's Lamp of Motion Pictures. The company was demonstrating a full automatic reflecting arc lamp in addition to its regular lamp and it caused much favorable comment among the exhibitors. Alternating current is another feature of their machines. Rudolph Muhling and Arnold Tyroler were in charge of booths and demonstrations. rCOERZ LENSES KINO HYPAR For clean cut movie negatives — made in 1 5/8 in. to 3 in. focal lengths. KINO TELEGOR "A practical and compact telephoto, in. focus, f : 6.3— with precision focusing mount and hood. Fits any standard camera." MICROMETER MOUNTS For precision focusing — one mount for several interchangeable lenses if preferred. TRICK DEVICES We are headquarters for movie trick devices — round and square closing shutters for vignetting effects, mask boxes, double and multiple exposure devices, and special work of all kinds, including the fitting of focusing microscopes to standard movie cameras. Tell us your camera name when you write Be Your Own Printer Print YOUR OWN PROGRAMS — HANDBILLS PLUGGERS— ANNOUNCEMENTS Keep your patrons informed of your future programs -utilize your spare time by advertising your business. Write for estimates on our printing outfits GLOBE TYPE FOUNDRY 956 We9t Harrison St. Chicago, El.