Exhibitors Herald (Dec 1921 - Mar 1922)

THEATRE EQUIPMENT Equipment Progress Publicity has been pronounced by many as the life of any project. Of course this is more true in some cases than in others but it is true in all cases to a certain extent. Exhibitors have been criticized at times for failing to avail themselves of new and modern equipment when as a matter of fact their first knowledge that such an article existed was incorporated in the criticism. The Exhibitor is not to blame. He is progressive. He needs no defense along this line. The United States is too big to put trust in the word-of-mouth idea. There must be a more concrete plan than this. There are two avenues open to the manufacturer or distributor of equipment— publicity and advertising. The word "publicity," like many another good word, has come into disrepute through the tendency of many to use this perfectly respectable word as a cloak for bunkum. By publicity we mean the dissemination to the exhibitor through the medium of the trade press honest-to-God important developments in the equipment field both as it affects product and personnel of -the executives. It is a service to the exhibitor that no manufacturer can afford to ignore. Newman Manufacturing Company In New Building January First New Quarters Consist of Three Buildings Connected to Form One Unit— Purchased at Cost of Approximately $125,000 Celebrating the New Year with a new building doubling the present output is the plan of the Newman Manufacturing Company of Cincinnati, pioneer manufacturers of brass rails and lobby equipment. The move was made in preparation for a general resumption of business and to take care of orders expected. The purchase price of the new property is said to exceed $12j,000. The building is that formerly occupied by the Gibson Art Company at 416 and 418 Elm Street, the sale being made through William Reehl, real estate broker. To Double Staff "We expect with the advent of 1922 to increase our production facilities 100 per cent," said an official of the company in discussing Newman's new home. "At the present time our staff consists of 78 operatives. This number is to be increased to 160 as soon as the plant's equipment is installed." The property acquired contains 56,000 feet of floor space. It was in this building that the Gibson Art Company established an international business which resulted in the company being required to construct its present home at the southeast corner of Fourth and Plum streets, where it has invested nearly $800,000 in land and improvements. Three Building Unit The property acquired by the Newman Manufacturing Company is on Elm Street at the northeast corner of Pleasant Court. It consists of three buildings, one of seven stories, another of five, and the third of four, all connected and forming a unit. The arrangement of the plant and shipping facilities, it is said, was a large factor in the determination of the Newman Company to purchase the property in its entirety. In addition to being well known in the motion picture field because of the equipment it has furnished to theatres throughout the country, the Newman Manufacturing Company has built up an enviable reputation through its business dealings with restaurants, hotels, banks and public buildings. It maintains 47 branch offices in the United States. Dodge Theatre Destroyed BIRCH RUN, MICH.— A defective chimney caused a fire which completely destroyed the motion picture theatre owned by E. M. Dodge of Flint. New home of the Newman Manufacturing Company in Cincinnati, in which it is announced the firm will double its output. The property was purchased at a cost of approximately $125,000.