Exhibitor's Trade Review (May-Aug 1925)

Page 38 Exhibitors Trade Review Equipment Accessories Procured From Howells Cine Co. -■.2 i Absolute Confidence Placed in Products and Service THE important work of equipping the projection department of the Embassy Theatre, one of the most distinctive and novel houses of its type anywhere in the world, was placed in the hands of the Howells Cine Equipment Company, Inc., of New York City, probably the largest and most comprehensive theatre supply firm in the Eastern territory, if not in the country. Not only were they chosen to supervise the installation of mechanical equipment because of the quality and durability of products specialized in, but also because Service is the keynote and watchword of this organization. The equipment installed is considered the finest of its kind in the United States today. Everything is modern and the best that money could buy. Simplex Projectors Chosen The projection machines installed consist of three Simplex special model projectors, with all latest improvements, such as, outside shutter bearings, and brackets ; 3000 foot magazines ; double snap switches ; 200 ampere knife switches; double bearing intermittent movements ; film footage indicators, pedestral tilting device and other modern appliances. The machines in themselves are handsomely finished and engraved with highly polished nickle surfaces and fittings. The light source in' this theatre is through the famous Sperry Sunlight High Intensity Arcs, of which there are three installed in this theatre, and which give absolute sunlight on the screen. The current used in the booth will run from 75 to 150 amperes, D.C., according to the density of the film itself. Four special rheostats are installed in a special compartment underneath the booth. The special spotlamp has a boomerang attachment with automatic slide color, iris and cutoff plates. It is the Balluna type spotlamp. THE operator can, at will, increase or decrease the illumination on the screen through a remote control panel board in front of each machine, which consists of a remote control handle with five ampere steps, all back of board type. On the front of this panel is mounted a Peerless Film Speed indicator, an Ammeter and a Voltmeter, all nickle plated. Joe Hornstein General Manager of Howells Cine Co. Film-Safe Used All precautions against fire hazards have been taken in this th, atre by the installation of an American Film Safe Cabinet. It is the only cabinet manufactured in the U. S. that has the approval and Underwriters Label. Film could be ignited in each compartment of the Film-Safe, of which there are ten, and it would not cause the fire to spread to any of the other compart Francis I periods for the ladies' room and men's smoking rooms respectively. Special attention has been given co the illumination by proper balance of direct and indirect lighting. Electricity being the valuable servant for the satisfactory operation of the theatre, consideration has been given the importance of light as the most valuable medium for creating effective means of decoration and atmosphere. The lighting fixtures were especially designed for this theatre, consisting of bronze and cut crystals. The marquise over the entrance is also especially designed to vary from the general marquise in effect. Public ments. The film would burn itself out and the odor and smoke would not remain as there is a special duct which runs from the film safe cabinet to the open air. The lenses in this theatre were especially made Cinephor Projection Lenses such as are made by Bausch & Lomb and the clearest definition will be obtainable through their use. The carbons used in the Sunlight Arc are the famous High Intensity Carbons, well known for their long life and extreme brilliancy. The "Orotip," copper-coated negative carbon for high intensity use, recently perfected by the National Carbon Company are in use by the projectors. The screen is the Raven Haftone, similar to the others now in use in Broadway theatres. Despite the smallness of the Embassy and its limited space for operation and performance, the new theatre at Broadway and 46th and 47th Street, will render a type of performance in every way adequate ; comparing favorably with those furnished by its 'arger competitors, with the up-to-theminute equipr nt installed by Howells. THE leadership of the Howells Cine Equipment Company, Inc., over all other competitors in the Eastern territory can be directly attributed to the business ability and personality of its guiding spirit — Joe Hornstein. telephones are provided in the rest rooms off the lobby. The latest and most effective heating and ventilating system has been installed to insure a clean and comfortable atmosphere at all times and under all conditions. Air vents are installed at the bottom of all the columns on the extreme sides. It took courage on the part of the architects and decorators to attemot the extensive use of red for the interiors of a modern theatre, but the effects as obtained with black and gold blended into the red or carmine, go far toward making this house one of the most uniquely beautiful anywhere BEAUTY OF EMBASSY UNSURPASSED {Continued from page 37)