Exhibitors Herald (Apr-Jun 1922)

THEATRE EQUIPMENT Equipment Progress If the radiophone has, as reports indicate, proven a box office attraction for theatres which are using it we believe that the subject is indeed one worthy of discussion at the National Convention as suggested by Mr. Stettmund. The general interest it has created among the public all over the country warrants an investigation as to whether or not it can be made of definite use in the motion picture field at the present time. There are many angles to the situation and the ramifications of the radio in the ways in which it can be used are numerous. An arrangement whereby exhibitors generally can attract the public into the theatre by use of the radio is one worthy of every consideration at a time w hen so many other factors will soon be attracting the patron elsewhere during the hot weather. Last week we ventured the opinion that the radiophone, contrary to the belief of some, does not loom as a possible competitor of the motion picture theatre. In this connection Maurice Choynski of the Newberry theatre says : "The form of amusement to entertain the home gathering has no competitive standpoint in regard to public amusement." B. McElroy of FitzpatrickMcElroy Theatre Circuit says he "does not view the radio in any serious way as being a competitive factor to sreneral theatres business." Theatre patrons in his opinion desire amusement from the standpoint of both eye and ear and not from the ear alone. Exhibitor Offers Plan to Give Every Playhouse Radio Music Suggests Larger Theatres Broadcast Music for the Benefit of Small Houses— Urges Action at National Convention The radiophone, its reiation to the theatre, what it is destined to become in the future, and numerous other angles form a topic of conversation at present in almost every gathering of theatremen. Every one seems greatly interested. Virtually every day the radiophone is coming into use in connection with this or that — which keeps interest at high pitch. Stettmund Outlines Plank How can the motion picture theatre owners best make use of this latest invention of science. This is the question in which showmen are primarily interested. And here is a suggestion from H. G. Stettmund of the Odeon theatre. Chandler. Okla., that furnishes food for considerable thought on the subject. In a letter to Martin J. Quigley. publisher and editor of the Herald Mr. Stettmund writes: "The radiophone is working wonders and it is practically in its infancy. I have written to several theatres who have installed receiving sets with loud speakers and they claim it has increased their attendance greatly. "Would it not be a good idea to have one of the leading theatres in N'ew York City. Chicago. Kansas City. Dallas. Denver, etc., to broadcast their music every day. Would Pay for Service "The hundreds of small theatres in each territory could put in receiving sets and use this music in their own shows. Of course, there are a number of theatres that have their own music and play to their pictures, but there are hundreds using mechanical music. "Let each exhibitor using this service pay $5.00 or $10.00 per month for this privilege. In this way the broadcasting theatre would soon get paid for their installation and a nice revenue each month. The payment by exhibitors would have to be on the honor system. There are possibly some who would use the service and not pay. but thank goodness they are greatly in the minority. Sees Good Revenue "The theatre using this service would soon have sufficient additional patronage to pay for their installation and derive a good revenue also. "I hope the Xational Convention will take up this matter and see that something regarding this is done." Monsoon Cooling System Opens New Philadelphia Office to Meet Demands Owing to its steadily increasing business in Pennsylvania and Delaware, and the many new inquiries from these two states. Monsoon Cooling System, of Brooklyn. X. Y.. have been compelled to open a branch office in Philadelphia. J. G. Amnion, an engineer thoroughly experienced in the designing of cooling and ventilating systems for theatres, will be in charge. The new Philadelphia office of Monsoon will be located in the Bulletin Building, room 726. HERE IS the huge portable power plant which will be used in the making of Marshall Neilan productions, described last week. In the foreground are Marshall Neilan and A. W. Harrison, designer.