The Exhibitor (Jun-Oct 1939)

BM-22 BETTER MANAGEMENT TRUE STORIES FROM ALTEC FILES H Manager, r nr\ Masonic Theatre, Sound, Acoustics, “Periscope,” Aid Oldest U. S. House NEW BERN, NORTH CAROLINA— "With the exception of three years during the civil war, our theatre, the oldest in America, has been in continuous operation since 1812,” said O. A. Kafer, manager of the Masonic Theatre here. "We also have one of the old¬ est sound equipments in use. "The new Altec modification plan, ap¬ plied to our sound system in the last few months, has brought about a very noticeable improvement in the high and low frequen¬ cies, and we notice a new clarity in both music and voice. When we remodeled our auditorium recently, our Altec inspector, M. F. Harrod, gave us invaluable assistance, in planning the proper acoustical treatment, lighting ef¬ fects and wiring changes. "Also, the observation port holes in the projection room are only 30 inches from the floor. Harrod designed a periscope consist¬ ing of a system of mirrors, which permits a full view of the screen at standing height for our projectionists.” Without obligation to yourself, the Altec in¬ spector in your vicinity will gladly explain how the quality of sound reproduction from the equipment now in your theatre can be improved, .ALTEC SERVICE CORPORATION 250 West 57th Street, New York City THE SERVICE ORGANIZATION OF THE MOTION PICTURE INDUSTRY a score of times throughout the city while the kids tumbled out and scrubbed their faces and necks in a big basin of water on the sidewalk, using both soap and towel. "Dust Be My Destiny” Washington — To give this new John Garfield-Rosemary Lane vehicle a roman¬ tic angle, Frank LaFalce and Dan Terrell featured a contest in the Daily News which published pictures of Clark Gable and Claudette Colbert, Robert Donat and Madeleine Carroll, and then Garfield and Lane and the contestants were asked to name the plays wherein the respective teams appeared. For Garfield and Lane, the contestant was also requested to name all of the pictures in which they ap¬ peared separately. More than 500 letters were pulled on this one, with some nifty dressed-up displays of the stars’ pictures, etc. "The Assassin of Youth” Harrisburg, Pennsylvania — Several spe¬ cial stories on marihuana were provided by manager Jerry Wollaston. Rio, for the Harrisburg Telegraph, which supports Pennsylvania campaign on the evil drug. Advance reviews and news stories were printed in the same newspaper following special screening. Collection of front-page Telegraph stories on marihuana and stills from the picture were posted on 40 by 60 board in lobby. Marihuana plants, obtained from Bureau of Narcotics, were displayed in lobby, as well as three 40 by 60 and one 30 by 40 blow-ups of scenes. "Man In the Iron Mask” Fall River, Massachusetts — Exploitation of Bill Canning, manager, Interstate’s Em¬ pire, resulted in tying up traffic many times over a five-day period during which he had a young man parading the streets wearing a huge black mask which cov¬ ered his entire head. He was garbed in usher’s trousers and a dark blue cape. During part of the time, he rode around the streets in an old phaeton painted black and white. "The Under-Pup” Harrisburg, Pennsylvania — Arranged by manager Bob Sidman, Senate staged a theatre party for eighteen Jeans and one Gloria who are members of WHP’s Junior Town Club. Gloria Jean, star of the pic¬ ture, was made a member of the club by Ed Smith, director, when he attended pre¬ view in Scranton as guest of Senate. School pupils were assigned to write re¬ views for their school publications. Ad¬ vance newspaper space was result of trip made to Scranton by Smith and Ralph Wallis, The Patriot. Sidman wrote special column for the Harrisburg Telegraph. "The Women” Reading, Pennsylvania — George Peters, Loew’s Colonial, contacted numerous wo¬ men’s wear stores in a publicity drive that called for large display advertising by the stores. "Goodbye, Mr. Chips” Batavia, New York — Ralph Booth, Family, obtained displays of copies of the novel and built interesting copy and catch-lines. Library cooperated. He also had a 40x60 in front of theatre in advance with montage of old-time photos of lodges, high school groups, firemen, baseball group photos obtained from photographer long in the business. "The Last Warning” Rochester, New York — Manager Louis Mayer, RKO Temple, linked “The Last Warning” with war interest by spectacu¬ lar display in front of theatre. Piles of sandbags 10 feet high on the sidewalk were flanked by large collection of machine guns, gas masks and other war equipment. Stunt literally stopped traffic in front of theatre. DIMHLITY . . . that will stand long, hard use by any theatre audience There’s the reason the 500 seat RIALTO, Windsor Locks, Conn., chose INTERNATIONAL The THEATRE CHAIR of Tomorrow-AND TODAY! Write for Our Latest Catalogue INTERNATIONAL SEAT CORP., UNION CITY, IND. Eastern Sales Offices: 1501 Broadway N. Y. ■SUPER. •service- The Projector parts that give longer and better service because they are Hardened and Ground. ■ SUPE/?. •SfRviCt Manufactured and Guaranteed by LaVezzi* Machine Works 180 N. Wacker Drive Chicago, III. Established 1908 TS3 GENERAL SEATING jj^nnminni COMPANY CHICAGO THE EXHIBITOR September 20, 1939