Exhibitors Herald World (Jul-Sep 1929)

august 3, 1929 EXHIBITORS H ERALD -WORLD 63 )ETERMINING THE ARCHITECTS FEE Miscellaneous Costs {Continued from page 39) \% of $1175.69, the actual cost or $352.71, id add this to $1175.69, total cost, or $1175.69— Actual Cost 352.70 — Supposed 30% profit (which is incorrect). $1528.39 Actual profit in per cent is 352.70 or 23.08%. 1528.39 And so finishes the great battle with our utual enemy Old Dragon Overhead. If you ill bear further with us we will now mount ir hobby horse, and, emulating the gallant on Quixote, gallop forth and do valiant tilt a few more windmills which challenge the mbative instincts of the Knights of the T uare. The Architects' League of Hollywood is irting a campaign to ascertain the cost of rious types of buildings. In order to do is it is preparing to send out, through mthern California only, blank forms reesting the square-foot areas and cubic-fool ntents of each building, together with a sume of the essential specifications of each ilding. There is a need for such informam as the architectural profession has been meuhat inaccurate in quoting preliminary Tires. Our attention was called to this by L2 remark of a business man recently — "Oh ! it's only an architect's estimate. It does not .;an anything. We will have to get a conictor to figure out our costs for us." There is no question but that architects Duld be exceedingly careful in guiding the ilding investments of their clients by the Dper quotation of preliminary figures. The >vement of the Architects' League of Holly)od in this respect will make it possible for ; architects in Southern California to have rly accurate data relative to costs of varis types of buildings. This, of course, can done without necessarily divulging the me of the building or violating any confi■ nce the owner may feel that he has placed : the architect. The League proposes to publish this cost formation at periodic intervals and charge ; nominal sum to cover the actual costs of Kparing them. If this activity were taken t by the various chapters of the American j;titute of Architects and other local archittural organizations, a great good could be ; omplished to add to the business repute ( the architect. >/Ve have mentioned the need for advert ng publicity previously. And having had sne experience in putting on a publicity and fertising campaign, the Architects' League c Hollywood would like to share the benefits t their experience with you. Much can be c omplished for the benefit of the business ol profession of architecture, by adequate a ertising and publicity campaigns. 'ublicity has become a highly specialized s;nce. It is closely related to advertising al yet it is distinctly apart from it. A pubVXy drive may be described as a concerted chrt to bring to the attention of the public a particular person or cause. Architects s uld remember that the art of architecture •not a dry uninteresting subject, it is vital a! throbbing with human interest, providing aerson knows how to grasp its "story" angle °"nhvs" value. The trouble with most arc ects is that their training does not give tlm a news sense, and they do not recognize tl "story value" of architecture. • or example, if an architect were to write a article describing a piece of architecture, " would probably say, "The edifice is beaut' 1 in its matchless line and proportion. The t'isis of its Greek columns is as faultless a pure as the Greek Parthenon." The ar Modern Projection for To-day's Pictures With sound pictures, a critical public demands higher standards of projection. So General Electric, keeping pace with the industry, announces a new line of motor-generator sets which will give to-day's pictures the modern projection they deserve. The sets are quiet and smooth in operation. They are compactly built. Unusual overload capacity permits plenty of time in changing arcs. And a special winding holds the voltage practically constant over the whole operating range — a feature the projectionist will appreciate. The sets are built for 80, 90, or 100 volts, and range in size from 20 amperes to 300 amperes — and higher if desired. Write to your nearest G-E office for complete information. ^ Motorized Power -jitted to every need 150-3 JOIN U5 IN THE GENERAL ELECTRIC HOUR, BROADCAST EVERY SATURDAY AT 8 P.M., E.S.T. ON A NATION-WIDE N.B.C. NETWORK GENERAL ELECTRIC GENERAL ELECTRIC CO., SCHENECTADY, N. Y., SALES OFFICES IN PRINCIPAL CITIES ALL LOEW THEATRES ARE BEING EQUIPPED WITH THE NEW r*en TR/wpQNE screen FOR SOUND CHOSEN AFTER THOROUGH COMPARATIVE TESTS Raven Screen Corporation 1476 Broadway. New York, N. Y.