The Exhibitor (Nov 1938-May 1939)

BM-3 THE FRONT COVER — Typical of the new equipment that finds its way into theatrical use are the so-called magic doors, portals which , without any apparent — at least visibly human— intervention, ofen as a person approaches. In this month's cover illustration we see magic doors swing open as Mr. Actual Patron approaches, while Mr. and Mrs. Potential Patron watch the proceeding with awed interest. On the post at the left of the picture, we see the spot back of which is located the Photo-electric cell, which is activated by an exciter lamp in the post only partially visible at the right When the patron breaks the light beam, a relay is operated which sets into motion the door -opening mechanism. Magic doors add a showmanly touch to a theatre, constitute an ever-present curiosity-arouser n D n ALI BABA HAD IT, SO CAN YOU! • WHEN ALI BABA hid from the coining of Hassan and the 40 thieves, he discovered a wondrous thing, a sealed cave which would open its door of rock when the proper words were spoken. "Open, Sesame” were those magic words, through the uttering of which Ali Baba came face to face with the marauders’ treasure trove, obtained it, and finally achieved the treasure of the then Public Enemy No. 1. • THE THEATERMAN of 1939, too, has within his grasp a powerful "Open, Sesame,” if not for great riches, at least for increased patronage created through curiosity. Modern science has, through the medium of the photo-electric cell, placed in the hands of the exhibitor, who will install the so-called magic doors, a device as wond’rous as the door of Ali Baba’s cave, a device that is ever fascinating — even when the secret is known. • NO MUSEUM should be a theater, yet theaters can profit from the experience of museums that have found their fascination appreciably increased by the installation of devices that the visitor may himself operate. To the theater these magic doors are such an "exhibit and patrons, fascinated by watching others opei ate this modern miracle, become desirous of trying it for themselves and are willing to purchase an admission ticket for the privilege. • MAGIC DOORS are, of course, no panacea for the theater’s ills: But where an entertaining picture is being shown, even though the customary "box office angles” are none too prominent, portals that respond to the patron’s unspoken "Open, Sesame” become a valued adjunct to showmanship. • WISE SHOWMEN, alert managers, progressive operators will appreciate at once the value of this device, or any other device, that stands as a silent, efficient exploiter of the theater and its attractions. In short, Mr. Theaterman get out of your theater from time to time and look about you and see what other people are using in the line of new equipment, things that, in a theater, could be operated for the continuing interest of the public. And to install escalators for the use of balcony patrons is no idle suggestion! THE EDITORS. February 15, 19)9