Exhibitors Herald World (Jul-Sep 1929)

64 BETTER THEATRES SECTION OF August 3, 192 A Hidden Factor in box office returns THE fine projection lens soon makes itself felt in actual cash returns. "Clearer pictures" and "no eye-strain" are more important in building sustained attendance than the best of feature films. That's why leading theatre operators recommend Cinephor lenses without qualification. In repeated tests before experts, Cinephors have proved their superiority of definition, flatness of field, illumination and contrast be tween black and white. They are highly corrected and can be brought to a clear, sharp focus with greatest ease. A note from you will bring full information on these perfected projection lenses. Bausch & Lomb experts will gladly cooperate in overcoming your own projection difficulties. Bausch & Lomb Optical Co., 652 St. Paul St., Rochester, N. Y. Bausch & Lomb CINEPHOR Projection Lenses for Motion Pictures "ACE" MAZDA ADAPTER Price $10.00 (Without Globe) Excellent for Traveling Shows, Small Theatres, Schools and Churches. Can be used in any Projector. We Sell Mazda Transformers, Reflectors, Lamps and All Mazda Equipment. Monarch Theatre Supply Co. 395 S. Second St. Memphis, Tenn. MODERN PROJECTION REQUIRES GOOD FILM CEMENT GRIFFIN FILM CEMENT Makes a quick dependable patch. Guaranteed to give better service than any other cement. Manufactured by F. B. GRIFFIN Oshkosh, Wis. Samples and prices upon request You Know Darn Well We Have the Best Marquee Letters on the Market Astonishing Low Prices Samples Free Wire Us for Rates Letters are mounted in galvanized iron frames with statuary bronze finish ready for use. Direct to Your Theatre Crystalite Products Corp. 1708 Standard Ave., Glendale, Calif. CIRCUS HCRDLD5 0m*$-POST6RJ EXHIBITORS Printing Service 711 South Dearborn Street CHICAGO, ILL. chitect's description would be academic ai correct but impersonal and devoid of col and human interest. Now, a good publici man or a reporter would write the building i somewhat as follows, if he wanted the ge eral public to read about it. First, he would interest some celebrities he might pick out a visiting movie star — ai perhaps some adventurous chap who h; flown over the North Pole — then get tl Mayor — and if he were doing publicity for tl architects, he would get the architect of t' building. He would have them all phot graphed grouped on the steps with the colo nade in the background. The architect mig be showing them a set of blue prints, preferably a model. The write-up would t< things of interest about the people picture and he would tell how the Ancient Gree knew and practiced the refinements of optic illusion, and tell how corrections were main this building to obviate these. It might even headed "Ancient Greeks Fool t Public." Now the academic article as written by t Architect would be as dry to the average pe son as reading the Congressional Recoi while the story of the publicity man would read with keen avidity, and a new interest architecture aroused in many people. We may be accused of taking some licen in this description and many an architect m wring his hands in anguished horror at su methods. It may be, as we say in Hollywoc a lot of Hokum, but it serves to illustrate t methods of the gods of the printed word. A person writing publicity has to catch news or story angle in any event, if he going to get the editor sufficiently excit about it to get the stuff published. The moi of all this is that a campaign of publici by architects to be effective must be in char of someone who knows something about : chitecture — one who appreciates its roman and at the same time has the ability to wri stuff that the public will read. AAA Architects could consistently tarry a certa amount of mass advertising, in the newspape of their local community, over an extend period of time, in which they might adverti the cause of architecture, telling the comm nity of the great value to them of the servic of the architects. These advertisements mig show how architects could increase proper values and make their community more bea tiful — point out to the public the advertisi value of good architecture. This would cau the architect to assume a new importance a value in the eyes of the public. Several cha ters of the A.I.A. and other architectui groups have already done this and, we a told, have obtained good results in their loca ties. The cause of the architect has an unqui tioned news value, but architects shoi realize there has come into being certain pn tices in the field of advertising which a pretty generally accepted. Advertisers are ; corded the privilege of publishing that whi has primarily a news value and yet tells t story of their particular cause. Newspapt are published, not essentially as a phila thropic enterprise, but for profit, and in t great majority of cases the policy guardi their news space is governed by a fairly hi code of ethics and definite rules of procedt in matters of advertising and publicity, the architect is to put his cause before t public through the columns of the newspape he will do well to recognize and conform established custom. There is no question but that the newspapi . would be glad to help the cause of the arcl tect and in return we architects should recc nize this courtesy. We should look at th side of the story. If the Architectural Asi ciations carried some advertising, there is doubt that the editors would be glad to pi lish stories, articles, and illustrations telli of the many interesting phases of architectu home building, etc. However, to make su