The Exhibitor (1949)

Book Review Ballyhoo . H. H. Strony 46 pages .... distributed free to theatremen “Ballyhoo — Lifeline of the ‘Picture Busi¬ ness’ ”, by Harry Strong, president, Strong Electric Corporation, is the 10th in a series of books which have been written by this widely-known and well-liked manufac¬ turer of projection arc lamps. Forty-six pages, each a different color, are just off the press, and copies are now being mailed to theatremen throughout the cormtry. Keeping in line with Strong’s previous writings, “Ballyhoo” deals with the dic¬ tionary definition, “noisy demonstrations to attract attention, sensational writing, and propaganda.” “Ballyhoo has played an important role in the half century of picture presenta¬ tion,” says Strong. “Call it advertising, publicity, exploitation or merchandising . . . ballyhoo since the days of the nickel¬ odeon has undergone an interesting evo¬ lution as is evidenced in tracing its rapid development cinemawise.” Profusely illustrated with examples of the work of the “ballyhooer,” the book covers the early postei's, handbills, lith¬ ographers, lobby displays, slides, and newspaper ads. There are pages from the first issue of the first motion picture trade journal, together with equipment and film advertising. Early press sheets are re¬ produced, and the heyday of exploitation detailed. Subsequent pages deal with the pre¬ view, marquee displays, printed novelties, atmospheric fronts, and radio presenta¬ tions. The latter part of the book points up, by way of contrast, the pressbook of today, co-op. advertising, modern lithog¬ raphy, artistic newspaper ads, and elabo¬ rate spectaculars. Earlier Strong writings have treated the physical theatre, “Stages Thru the Ages”; the history of lamps, “Lamplight”; out¬ standing personalities in the development of the motion picture industry, “Film Family Album”; foreign theatres, “Your Album of World Cinemas”; the history of the industry from the standpoint of film production, projection, exhibition, and dis¬ tribution, “Then and Now”; and a lay¬ man’s book on light “Light.” “Reflections,” “Fascinating Hands,” and the “Theatreman’s Wartime Guide” complete Strong’s series. HEARING AIDS BRING NEW AUDIENCES Two little girls demonstrate their intense interest in a film made available to them through hearing aids. The one with the long pigtails takes in the proceedings with openmouthed amazement, and her companion with demure absorption. Sound movies had always been another anonymous privation in the lives of both adults and children with impaired hearing until enterprising theatre operators caught on to the human, and profit, implications of their predicament. The idea of inserting hearing aids in the cry room, since it was not used much at night, or in certain sections of the auditorium itself, is now common practice in better showhouses. With the patronage shown above, and that of older moviegoers who happen to be hard-of-hearing, the installation may no longer be regarded as a luxury. GIDNE Y TALLEY— President and General Manager, Talley Enter¬ prises, Inc., San Antonio, Texas — declares: “Thirteen years of freedom from sound worries has prov¬ en that RCA Sound Service and Maintenance is defi¬ nitely a sound investment.” To get the benefits of RCA Service —write: RCA SERVICE COMPANY, INC., Radio Corporation of America, Camden, New Jersey. IT'S THE NEW . . . BETTER WAY TO ANNOUNCE PLAYDATES and SHOW ADMISSIONS LUCRE FLUORESCENT SIGNS An innovation in signs . . . the letters catch the light and reflect the message brilliantly and clearly to your patrons. Complete Admission Sign Set— 3 Inserts . $7.95 Admission Frame (chrome) 8"xll" . 3.00 Lucite FLUORESCENT Inserts . each 1.75 Dates— Mon. to Sun.; plus TODAY and NOW .60 Blank Panels— 4"x2V3" . each .25 Blonk Panels— 4"x42/3" . each .40 Coming; Next Week; 2 Features; Now Showing . each 1.50 Special Price for Combination Set of Playdates Lucite Bar— 14" long. Grooved to Replace Conventional 4"xl4" Frame . each .70 Direct or Thru Your Dealer ASSOCIATED TICKET REGISTER CO., INC. 346 West 44th Street_ New York 18, N. Y. DRINKING FOUNTAINS (illuminated) LIGHTING EQUIPMENT EXIT & DIRECTIONAL SIGNS Theatre Lighting Specialists Since 190} 1649 N. Broad St. Phila. 22, Pa STevenson 4-0600 VOIGT CO. FOREST MFC. CORP., 9-1 1 W. PARK ST., NEWARK 2, N. J. February 9, 1949 PHYSICAL THEATRE DEPARTMENT of THE EXHIBITOR PT-23