Exhibitors Herald (Dec 1921 - Mar 1922)

THEATRE EQUIPMENT Equipment Pro gress The purchasing agent of any large concern is an established factor in the organization whose work is highly essential. He is the man in whose judgment the firm places the important matter of judicious expenditure of its funds for a great variety of necessities. It is apparent that the average playhouse cannot afford nor does it require \he services of a man for this particular work. The exhibitor is his own purchasing agent. Whether or not, in that capacity, he is obtaining maximum quality at reasonable prices in the purchase of accessories for his theatre is a matter which experience alone will point out to him. It is reliably reported that a company erecting a new theatre effected a saving of $3,000 in various items entering into its construction through judicious buying and personal investigation of relative values by the members of the firm. The average motion picture theatre owner often does not have the time to make a thorough investigation in buying various items of equipment from time to time. He must rely to a great extent on confidence in the concern manufacturing the product. The exhibitors, as well as purchasing agents know that the concern which frankly presents the merits of its product has reasons for warranting the confidence of the prospective purchaser. Adopt Uniform Quality Seats Throughout New Omaha House Seating Equipment of Balcony to Be Same as That of Main Floor at World Theatre — Believe Move Popularizes Upper Floor It's a long cry from the stone seats of the amphitheatres of the olden days to the comfortable seats of the present modern motion picture theatre. In those days, and until not so many years back, the seats in a place of gathering ,vas an acknowledged necessity. They served a definite purpose, and beyond serving that purpose were regarded as a secondary consideration. That the present place of seating equipment in a modern motion picture house is viewed in an entirely different light is becoming more and more evident. An excellent example of this is revealed in the instance of the new World theatre being erected by the World Realty Company, Omaha, Xebr. In orov'ding for the comfort of the 2,500 persons the theatre will hold, special consideration has been given to the matter of comfortable seats throughout the house. Furnished by Chicago Firm In arranging with the American Seating Company of Chicago, for the installation of seats the World management has secured for its theatre a seat of the latest design. It has, furthermore, adopted a policy which in itself is ot considerable interest, in connection wit'.i the seating arrangement of a playhouse Whereas, in many instances seats in the balcony of a theatre have been of an inferior grade to those on the main floor, the World Realty Company has decided to install seats of a uniform quality and grade throughout its entire house. The seats of the new World theatre represent the latest ideas of an industry which has been progressing in the improvement of its products each year. While not a radical departure from the style of seats used in the modern theatre, they embrace, however, several unique features. Each is of an unusually large average width. Are of Latest Design Through the use of special hinges all noise in moving the seat up and down has been eliminated. The backs are of the Kennicott type. The seats are of blue Spanish Moroccoline with backs of velour. The woodwork on the chairs will be in blue to harmonize with the blue and gold color scheme of the theatre. In connection with the present tendency in theatre seating several interesting points are brought out by American Seating Company. It has been their experience, according to an executive of the organization, that the prevailing demand is for upholstered seats in motion picture theatres, small houses as well as large. While other places of gathering are content to use the wooden and less comfortable chair motion picture theatre owners are demanding nothing but the best. Requests for special designs in seats are not uncommon from the industry it is declared. Increases Balcony Popularity Further along this line is the present tendency to install chairs of equal quality and comfort throughout a playhouse. This, it has been discovered, has been instrumental in increasing the popularity of the balcony among patrons and has proved a means of more quickly filling this section of the theatre. Motion picture exhibitors, in the opinion of American Seating Company, are by far the most progressive set of men i;i their efforts to provide real comfort find render a real service to their patrons as demonstrated by the advanced ideas oi the showmen in the matter of adequate and comfortable seating arrangements for their patrons. For Lincoln's Birthday The Highest Law," the Selznick production in which Ralph Ince plays the part of Abraham Lincoln is suggested by Selznick Enterprises as an appropriate picture for the week starting February 12, the birthday of Abraham Lincoln. "The Prodigal Judge" "The Prodigal Judge9