Exhibitors Herald (Dec 1924-Mar 1925)

January 31, 1925 EXHIBITORS HERALD 29 Stir up That Lazy Sign of Yours This is 1925! People want action. They come to a movie house to get it. If you run a live movie, let your sign indicate it. . • j Nothing lazy about the sign pictured above. It’s a mass of color. Everyone in the neighborhood knows there’s “Something doing” at the Investigate the cost of giving your sign color and motion. It s done most effectively at modest expense with Flashers operate day in and day out. month in and month out. with minimum upkeep and maintenance. They are used on 85% ol' the moving eleotrlo signs of the country. Color Hoods provide color easiest, cheapest, most brilliantly. Choice of six rich colors. They protect the lamp and figure cheaper than dipped bulbs. Write for full information 2651 W. Congress Street Chicago Correct Design Saves $15,000 to Builder of Small Theatre tpURTHER definite information cover ing economy from expert plans, under a system of competitive bids in the construction of small theatres is revealed in a communication received by “Better Theatres” following its survey of the small theatre building situation. The story following will prove of interest and value to many builders of theatres of 500 seats and less: “Our firm has known of a good many instances where theatres have been built by local builders, but we have yet to see a single case where even a near-perfect theatre was the result under these conditions. “There have always been such troubles as floors not properly designed, entrances improperly arranged, ventilation bad, lighting so arranged that the system could not be controlled or operated economically, and in every instance the finished building was of very poor architectural design, both inside and out. “We had an experience some time ago which was typical of the almost inevitable result when a contractor is employed, rather than an experienced theatre architect. A former client of ours consulted with us in reference to a proposed theatre in a small town, which was to be built with the capital of local men, who did not believe the employment of an architect to be necessary. They had already had a local contractor prepare plans for the building, together with his estimate of the cost of the proposed structture. The contractor made an estimate of, in the neighborhood of $40,000, for the building, and had convinced the prospective builders that he was saving them an architect’s fee. “Our client, upon seeing the contractor’s plans, detected their weak points and utter impracticability, from the theatre manager’s standpoint, and again urged the owners to employ us as architects, which they refused to do, stating that the local builder had built the town church, bank, and many residences there, and knew all about constructing any sort of building. “Probably our client was insistent, at any rate, they finally informed him that if he. thought an architect so essential he might employ one, but at his own expense, and that they would not spend more than $40,000 on the building. The man who had done business with us before knew the satisfaction of managing a well-designed house, and had had enough experience with improperly arranged and impractical theatres to wish to avoid mistakes and trouble which might develop after the completion of the building. “We designed a very neat theatre for this client, one which was a credit to the town, and when the plans were put out for competitive bids, the contract was let for $25,000, complete, which not only saved the owners $15,000, but also gave them a structure better in every way than the building the local builder had in mind, — better in appearance, in producing revenue, and in economy of lighting and operation. “The owners of this little theatre today would not build any kind of a building without the employment of an architect, as they have learned their lesson, and now know that it is the business and aim of the architect to give them the best possible results with the smallest outlay. THE SUPERIOR PROJECTOR PROJECTION IS Y our One Big Feature Improve your prejection and you improve your box-office , receipts. Our staff is ready to handle your problem and help you eliminate your worries. SOME EXCLUSIVE SUPERIOR FEATURES Special Fire Protective Devices Automatic “Take-up” Device Unique Oiling System Direct Motor Drive No Belts and Chains Unit Construction Less Parts Adapted to — G. E. Mazda Incandescent Lamp Projection Cinephor Condenser System SEE OUR DISTRIBUTORS — Carolina Theatre Supply Co. 13 South Church St. Charlotte, N. C. Chicago, III 736 South Wabaeh Ave., Pilgrim Photoplay Exchange, OR WRITE DIRECT TO SUPERIOR PROJECTOR, INC. COXSACKIE, NEW YORK U. S. A.