The Exhibitor (Nov 1939-May 1940)

BM-20 BETTER MANAGEMENT l The Ideal Seating Company’s Streamliner Group Seen here are pictures of the Streamliner group of theatre chairs, Mercury. Comfort is emphasized throughout the entire line that announced by the Ideal Seating Company. At the left is the provides a chair to meet the needs of every theatrical situation Challenger, in the center the Aristocrat, and at the right the and every exhibitor pocketbook. Streomliner Group Described by Ideal Grand Rapids, Michigan — Many exclusive points of superiority are claimed for the Aristocrat, one of three lines comprising the Ideal Streamliner Group, now being made available through dealers everywhere and which is said to pro vide a modern chair to fit every budget, according to announcement of the Ideal Seating Company last week. Die-formed, full-length steel back panels extend below the seat level fully protecting the seat when in raised position. Rolled edges protect the upholstering on the top and sides of the backs. It is the contention of the manufacturer that the maximum in comfort and correct posture for the individual can only be attained through the use of deep spring seats and fully padded or spring backs, which mould to the individual’s body. The company says this is the type of construction which has proven most comfortable and durable and has been universally adopted by fine furniture and auto manufacturers. The seats and backs are easily removable for reupholstering. The die-formed steel bottoms have been especially designed for allowing more passing room between rows and are designed to eliminate all hazards of tearing clothes. Perfect posture is assured by adjustable wings which hold the heavily padded or spring upholstered backs. The hinges are full-floating, frictionless, and silent in operation. Outside adjustment of the spring tension on the self-raising device makes it unnecessary to remove seat cushions to make adjustments. The center standards are especially designed with solid panels. The Mercury is a practical streamlined edition of a long popular chair. It offers silent, all steel, full ballbearing, full compensating and self-adjusting hinges. There are six ball bearings, six cushioning stops, and one positive stop in each hinge. Ballbearings are fully enclosed and packed in special grease at the factory, eliminating the necessity of periodical servicing and greasing. It is available with full upholstered or spring back. The steel back panels are formed with a top flange to protect the upholstering material. A full line of upholstered seats with die-formed steel bottoms is available. All the Streamliners are durably constructed of quality materials throughout and are subjected to gruelling factory tests to prove their ability to withstand abuse which exceeds that encountered in common usage. The Challenger is a custom built chair designed for the medium price field. The hinges are ballbearing with compensating and adjustable features. The heavy cast iron standards fit every floor incline. Relaxon spring construction is a feature, while the improved metal back and seat panels have flanges that protect the upholstered material. ADLER Dominant Marquee Display at Outstanding "HARPER77, Detroit EXCLUSIVE Lached in Line MULTI DECKER, GLASS IN FRAME CONSTRUCTION for Interchangeable Use of 8//-10//-12</-16//-24/< LETTERS 6" SIZE ALSO AVAILABLE I I I'myrna Toy Tyrone pcmtK Jj JH E RAINS CARF( 2. the RAINS CAME S “ JANE WITHERS ieo CARRILLO 2 CHICKEN WAGON FAMM* CHICKEN WAGON FAMILY d . Showing the famous ADLER combination of 24" — 16" — 10" Slotted Letters in the brilliant Harper marquee, Detroit. SETS DIRECTLY IN SIGN GROOVES— NO CLIPS TO SCRATCH THE SURFACELETTERS SLIDE FREELY FROM FRAME TO FRAME — JOINTS ARE LIGHT-TIGHT. 24" AND 16" ADLER LETTERS LINE UP PERFECTLY WITH 10". USE THEM AS INITIALS OR COMPLETE WORDS. protected bt j NATIONAL PATENT ft CORPORATION CHICAGO Fully Covered by U. S. and Canadian Patents ADLER SIGN LETTER CO. 2909-E Indiana Ave., CHICAGO 33-E West 60th St., NEW YORK CITY CHICAGO NEW YORK TORONTO, CAN. LONDON, ENG. S ‘V LISTED BY UNDERWRITERS' laboratories, INC. > r THE EXHIBITOR January 17, 1940