Exhibitors Herald (1927)

38 BETTER THEATRES SECTION OF October 29, 1927 You are judged by h is appearance YOUR doorman or usher does not come in for criticism because of faulty appearance. Your patrons charge that up to you — cold. These men give the first impression of you, your organization, and your theatre — and first impressions are lasting ones. Maier-Lavaty quality built uniforms safeguard you in this important part of your business They immediately instill in the patrons’ minds the feeling that care, discrimination and showmanship are paramount characteristics of the management. Maier-Lavaty uniforms are used by the Orpheum Circuit, and many other prominent theatres. From our large assortment of fabrics we can meet your every requirement for quality and smartness at remarkably low prices. Write for our illustrated catalog showing a full line of smart fall and winter uniforms. We will also send samples of materials without obligation. Ask how we service uniforms right in your locality. MAIER-LAVATY CO. Quality Built Uniforms 2141-45 Lincoln Ave. Chicago Illinois r — — — ! | Maier-Lavaty Co. | 2141-45 Lincoln Ave., Chicago, 111. Please send me, without obligation, your I Fall and Winter catalog together with samples of materials. L Name Theatre.. City .State _l Parade” a couple of weeks ago, and “Ben Hur” shows next week. South Florida, unlike most Northern and Eastern territories, has only a fair-sized town or city every 25 miles or so, along the railroad, and away from this, towns are much more scarce. I should hate to have this small city without its picture theatre, though just now business being pretty dull is reflected in this as well as other business. However, soon our fruit and vegetables will begin to move, and then money will be much more plentiful. Our theatre is open every day. Sometimes when there is an especially good picture there is also a matinee. We could show you some fine farming territory and crops to feature in a Florida picture, educational or otherwise, New Orleans, La. By WILSON S. CALLENDER Publicity Secretary, Chamber of Commerce We have noticed wherever a neighborhood picture show opens, a group of small stores immediately follow it into the neighborhood, and while we have no direct information, we consider this trade good evidence that business must develop from moving picture shows. Theatres in New Orleans operate seven days in the week. Paducah, Ky. By C. W. CRAIG Secretary, Board of Trade For some time past the writer has observed a value of the motion picture on local business, especially in a retail way. However, for a number of years this city has enjoyed picture shows about equal to the average city of our size, which is about 25,000; during last April the Columbia Amusement Company opened the Columbia theatre here, showing the latest films, together with the Vitaphone and many special added features. This is the leading theatre of the territory between Louisville and Memphis and St. Louis and Nashville. A great many people have been attracted from outside Paducah by this theatre and wc regard it as one of the greatest drawing cards in Paducah. Benton Harbor, Mich. By JAMES H. POUND Secretary, Chamber of Commerce I do not think the absolute location of a theatre has so much to do with the retail location excepting as it forces people by certain places of business. The theatregoer at night, if forced to walk several blocks through a retail section before arriving at a theatre, is pretty sure to take note of the window displays and that being true, it is worth something to the retailer. Of course, the automobile has changed a good deal of that. However, we know locally that a great many people still walk. In reference to your third paragraph, there is no doubt but what the city which offers the best best line of amusement in attractive houses will draw for considerable distances, and from towns who have only mediocre playhouses. In towns of our size, the theatre is of considerable importance in drawing crowds, because it is the outstanding daily attraction. The theatres here are run seven days a week, excepting Sunday matinee. Athol, Mass. By DANIEL H. RICE Secretary, Chamber of Commerce The theatre in Athol operates six days a week, being closed on Sunday. If the theatre is a good one and the pictures shown are worthwhile and clean, there is no question but what it ( Continued on page 46) It Just CAN'T Bo Torn The Tear-Proof Silversheet is the only screen made which offers these four recognized points of superiority all combined in one screen, and selling at a price no higher than that of ordinary screens: 1. CANVAS BASE The Tear-Proof Silversheet is built on a nontearable, abuse-resisting, puncture-proof canvas base. This fabric is so tough it resists the damage that would ruin a screen built on a lighter base. 2. SPECIFICATION SURFACE The Tear-Proof Silversheet is the only screen made with a specification-built surface on a canvas base. This is the same Knobel-built pebble surface that has brought Silversheet world-wide fame for its projection qualities. ). GENUINE REDWOOD FRAME The genuine Redwood Silversheet tension frame is fitted with our well known steel jacket tension device, which always keeps the screen taut and gives the frame unlimited life. 4. SATISFACTION GUARANTEED We back each Tear-Proof Silversheet with a money-back, absolute guarantee of satisfaction in every respect. Why experiment when you KNOW you can’t go wrong on a positively guaranteed Silversheet? AMERICAN SILVERSHEET CO. Saint Louis Write direct or to the nearest “ National ” Branch for details and prices. Are You Planning a PAUL ASH POLICY l We are the producers of Stage Scenery and Draperies of all Oriental Theatre Productions for PAUL ASH rWe cordially invite theatres who are*-r planning a Paul Ash Policy to communicate with us. We will be glad to 1L ' | give exhibitors the benefit of our experience as to stage requirements for the Paul Ash type show. John C. Becker & Bro. 2824 Taylor St. Chicago, 111.