The Exhibitor (Nov 1938-May 1939)

H$£.: BM-24 BETTER MANAGEMENT £ORRECT UNIFORMS We solve your uniform problems with absolute dependability, even to the minutest detail. SADD£I & CO. 18 FULTON ST. ■ HriCL INC. * New York City VoIgT 12 '“t MONTGOMERY AVE. PHILA.PA DECORATIVE LIGHTING | DRINKING FOUNTAIN/’ DIRECTION SIGNS TYPHOON AIR CONDITIONING CO. COOLING and HEATING SYSTEMS af all TYPES Philadelphia, Pa. New York, N. Y. MORE IN CONSTANT USE THAN ALL OTHER SAFETY DEVICES COMBINED . . . ffl©(6 ©IFffl FRONTS WILL INCREASE YOUR ATTENDANCE Our ARTISTS and craftsmen are experts in the creotion of sparklingly new and different stream lined theatre fronts and lobbys. Bring us your problems. Modern' usage of weather proof stainless steel, plastics, glass and paint will give your new theatre that modern touch, or give your old theatre a "face lifting" that will build your box office receipts The low cost of expert knowledge and ability will amaze you. Designs and estimates without obligation Libman-Spanjer CORPORATION 1600 BROADWAY NEW YORK CITY i i No. 1 Of a New Series AMERICAN SEATING'S BODIFORM CHAIR MAKES ITS BOW TO THE TRADE Glimpses Behind the Scenes in the Equipment Field Corralling sensible answers to numerous patron and management "gripes” and introducing many modern innovations in theatre chair construction, the new Bodiform theatre chair was recently introduced to the industry by means of several "showings” to the trade press at the American Seating Company’s impressive factory at Grand Rapids. Presented with all of the fanfare, suspense, dignity and staging of good showmanship, the curtains parted to reveal a line of really handsome streamlined upholstered chairs that lived up to their billing. Close inspection revealed that the chair was the result of careful research into management experience and chair utility as well as of engineering and manufacturing innovations. For example (1) the flanges for bolting many chairs to the floor have stuck frontwards or sidewards into the aisles even though keeping the aisles clear of trippable objects was a goal of good management. The Bodiform chair is flanged on the back of the front leg and the front of the back leg so that it is impossible to step on a bolt head. (2) Disagreeable remarks, and often fights, have taken place in theatres over the patron in back sticking his toes through the separation between the seat and back of the chair in front and dirtying Mrs. Smith’s white dress. The Bodiform chair has a longer skirt on the back panel that flows down to the level of the bottom of the seat and no toe could get in without a periscope. (3) Mechanical, ball bearing hinges need that occasional drop of oil to prevent their squeaking and give longer life. Oil is a dust catcher and the exposed hinge with the "drop that got away” made many a manager "catch it” from an irate patron who smudged her dress. The Bodiform chair has a rubberset, self-lifting hinge assembly cleverly encased in the single steel unit seat box and the only parts that protrude are two bars bolted fast to the standard. (4) Summer slip covers are a nuisance and an expense. The Bodiform chair has a method of upholstery fastening that permits a fairly rapid change from winter to summer upholstery and back again, by a cleaner or other unskilled mechanic. (S) Chair upholstery wears out quicker in the central, heavy wear area than at the sides and rear of the theatre. The Bodiform chair has seats and backs that are so easily removable that, when necessary, they can be exchanged a row at a time for their less used contemporaries. It seems the term Bodiform has to do with the three curves of the back upholstery — that is, a deep curve at the kidney line, a wide curve at the shoulder line, and a shaping to fit the body and not compress the shoulders. This may all be beneficial and praiseworthy, but the utility and construction innovations are the features that catch the eye of the showman. Among the engineering achievements ate: the entire backs and seats are two solid metal units stamped out of sheet steel without joints, screw heads or an uneven angle to detract from the flowing, modern streamlining. The self-lifting seat stands at a three-quarter lift for safety, but is pushable to a half-fold to allow passing. The new flat spring arch that replaces the usual boxspring is so shallow as to give the same comfort with two inches less bulk. No bolts or screw heads are present in the entire chair except two semi-flat headed ones on the streamlined joining cup that holds the hinged bars. No wood is found on or in the entire chair except the two arm rests which are streamlined into the design All in all, it is worth inspection. ( National Tieups: continued from page 23 BM) give wide exploitation to "Thanks for the Memory,” Lou Diamond, head of Paramount’s short subject department, announces. Enlarging the plan that Postal Telegraph already has of singing birthday greetings over the telephone, on Thanksgiving Day the telegraph company for a nominal charge will present vocally a chorus of the recent song hit "Thanks for the Memory” with special lyrics written fot the occasion by Larry Clinton. Special blanks are also being prepared carrying these same lyrics which can be wired as a birthday greeting. "Brother Rat” News Clip Warners are servicing theatres with a news clip as an additional trailer, taken at the world premiere of "Brother Rat” in Lexington, Virginia, recently. Clip is offered to theatres for attachment to the regular trailer on the film or to bused a special news item. ( Selling Pictures: continued from page 18BM) "Dracula-Frankenstein” Hornell, New York A1 Newhall, Majestic, used regular trailers on screen with special green color on horror angle, also ran a special trailer three days advance. While trailers being shown, rifle shots were fired into metal barrel, ghost appeared on stage announcing the special horror midnight show. He had weird lobby displays emphasized by green lighting. He used a vacant downtown window in which to display a eerie ghost and coffin setting with stills, copy. "A Man to Remember” Philadelphia Screenings for 1 1 special groups with a discussion on the picture’s merits was a highlight of a novel campaign on "A Man to Remember” formulated by David Weshner, down-town zone manager for S-W. Production was shown to such groups as officers of the Hospital Association, Philadelphia Medical Association, Women’s Lederation of Clubs. Three times the normal newspaper advertising output was expended with stress on the importance of the production which was compared to Hollywood’s greatest units. Special trailers with the same general theme were used in 20 theatres. "Submarine Patrol” New York City A special "Submarine Patrol” exhibit opens November 15 in the main room of the New York Museum of Science and Industry in Rockefeller Center, staged by 20th Century-Pox as a prelude to the picture’s opening at the Roxy. The exhibition displays a submarine torpedo, harbor mine, radio direction finder, several models of submarines, subchasers, submarine listening devices, gyroscope compass. On the walls are large scene pictures. Until the end of the display (December 11), lecturers of the Museum staff will give talks to visitors (60,000 expected), explaining the operation of the various implements. ON YOUR DESK EVERY WEDNESDAY 'November 15, 19} &