Exhibitor's Trade Review (May-Aug 1925)

Page 64 Exhibitors Trade Review THEATRE EQUIPMENT AND ACCESSORIES News and Facts Bearing on the Design and Improvement of the House and Its Facilities. DE LUX SIGN MEETS EXPLOITATION NEEDS The most important element which enters into the financial or box-office returns on a picture is the exploitation and method of advertising used. I n order t o bring effectively to the attention of possible patrons the name of a picture which will appear at your theatre, it is necessary that an item or sign with unusual attraction possibilities be used. The De Lux sign manufactured by the De Lux Studios, 823 Washington street, Chicago, completely fills this requirement. The sign is about 15 by 24 inches, is very handsome in appearance, and can be hung on the wall, placed over the ticket booth, or otherwise displayed. PAINT YOUR OWN ELECTRIC! SIGN THIS SPACE lransVferleK says : — Perkins Electric Ltd. Canadian Distributors Montreal, Toronto, Winnipeg It is a box-like affair in which electric lamps are so arranged as to cause light to flash on and off at minute intervals. But here is the beauty of the sign. It is so arranged that you can write your own ad and have it locked upon the face of this box and change same as often as you desire. Another very desirable element in connection with this item is the very low cost at which it is being marketed. It is being sold at a price at which any exhibitor, either large or small, may use them. Many of the large circuits throughout the country are at present using one or more in each of their houses. * * * ELIMINATE MECHANICAL ANNOYANCE Just as Tom Mix dashed before the oncoming train and was about to save Nell, something happened. The screen became a myriad of bewildering, dizzy flashes and no one knew whether Tom did save his girl. It is an annoying, mechanical accident like this that causes hundreds of audiences to snort, growl and otherwise become disgusted with the entire film. According to a recent announcement, "TransVerter" will not only alleviate this condition but will keep the fluctuation proper and the current and light at an even basis. This device is made by The Hertner Electric Company of Cleveland, O. ALL-METAL CEILING CONSTRUCTION FAVORED Modern theatre construction today is strongly featuring all-metal ceiling construction wherever possible, and one of the most successful types now on the market is the Invisible Joint All-Metal Ceiling, as manufactured by the Moeschl-Edwards Corrugating Co., Inc., of Cincinnati, Ohio. Stucco designs which are in harmony with cement work in buildings are generally recommended. These ceilings are must less expensive than ornamental plaster work, fully as artistic and more dependable. The ceilings are made in twenty different specialties and purposes ( and are shipped in units, which are later joined together by the contractor. A blue print which is a working drawing showing the arrangement of the various plates is furnished with every ceiling sold. Also furnished are itemized packing sheets giving quantity and catalogue number and class and size of material shipped. The amount of ceiling material needed in any given construction can be estimated by making a simple outline of the shape of the room showing the measurements in figures. Drawings do not have to be made in scale. Determine the area of the ceiling by the length of the room, plus the depth of the cornice wherever used, by the width of the room, plus the depth of the cornice. "Take it easy in that hot old Operating Room this Summer. Let me do the work automatically." "I'll gvve you — Uniform Light, Easier Handling, Less Current Consumption, More Artistic Manipulation." There's a reason why practically all the better theatres now use the Transverter. It will pay you to find out. Write Vs. MERTNER electric COMPANY Ljocxxsx Avcnug Cleveland , OHto U SA