Exhibitors Herald World (Jul-Sep 1929)

August 3, 1929 EXHIBITORS HERALD-WORLD 67 ielped to solve — the time he has put in helpng the other fellow! Yes, sir! Our business s a lot better off and our profits are greater )y having him in our business. That fellow sn't a competitor, he's a cooperator." When our efforts are such as to call forth mch comments from our associates, and our competitors as well, what other things are here in life that give us as strong or as genuine a sense of satisfaction ! We all like to associate with an interesting ultured group of men who have traveled and lave a breadth of vision. Architects are esentially in that class. Presumably that is vhy their social rating is so high. When we become good friends with our ompetitor, work with him, get to know him — o understand him and his problems — -we find le isn't at all like the Devil we sometimes licture him. His horns vanish and his cloven loof disappears, and we find a friendly sort if a chap who will frequently go a long way o help us out of a difficulty. Friendships ormed in the association of work with such nen for the betterment of our profession requently endure for years and are classed mpng our dearest possessions. To those who have a talent for the practice if the profession or business of architecture, here is no form of human effort that is so atisfying. Creating something beautiful omething concrete, that stands as an enduing monument, gives a sense of accomplishnent which is deeply gratifying. A creative ndividual is usually not happy in any other :ind of work. If a high architectural stanlard is to be maintained, if the architectural -ionuments we create are to be largely the tandards by which our civilization is to be udged, then it is high time the architect hould increasingly receive the recognition /hkh the importance of his activity demands, f high architectural ideals are to be achieved nd maintained, the public must be educated o recognize their vital necessity and in comlon fairness be glad to pay the architects a ufficient amount to achieve these results. AAA There is no question but that the public tandards of good architecture and decoraion are improving. Many factors are at wk to bring this about. Many high class nagazines are devoting themselves more and lore to the exploitation of the beautiful in rchitecture and decoration. These magazines re primarily read, not by those within the rofession of architecture, but by the public, 'hese magazines maintain a high standard in electing their illustrated material for puliation. Never were there so many factors at /ork to help the cause of the architect. We ave but intelligently to put these forces to 'ork. There is much truth in this homely Id saying — "God helps those who help themelves." Architects must do more than they ave in the past. In this fast-moving, quicklinking age, service and utility are the inxorable standards by which we are judged, f an individual or group cannot justify itself y these two standards, then indeed its cause : doomed. When we architects awaken to demand and thieve our place in the vanguard of progress -in the front ranks of the men of vision, ie men who serve — then it will be that the rofession of architecture can truly be said ) have come into its own. To have the comlunity, the citizens of our country, our assoates and friends say of our profession — Those architects, what a progressive lot of en they are — men with real vision ! They :e always on civic communities and art comissions, and when it comes to the points in3lving the beauty and welfare of our community, they are right on the job all the me !" A man is only great in proportion as he ves. This is essentially true in architecture, ne successful architect must give generously ' the talent with which he is divinely en>wed, keeping his mind always on the fact at "the laborer is worthy of his hire." The chitect must have the good sense and busi Pulls Bigger Houses People seek amusement where lights are brightest. Hundreds of theatre-owners have turned this fact into box-office dollars by flooding their houses with BelSun-Lite. This additional business pays well because the first cost of the installation is small, and the upkeep also. Bel-Sun-Lite Floods are fitted with silvered glass, or scientifically curved chromium reflectors whose efficiency gives twice the light given by other reflectors. Twice the light for the same money. Ask our nearest representative. His address is in the classified phone book of the nearest of these cities. Or write us. Though this theatre is in a "noparking" area and distant from main street car lines, it is always well filled. In fact, this picture had to be taken at 1 a. m. because the crowds at earlier hours made a good photograph impossible. . . . Bel'Surv Lite flood units give this business' attracting effect. Atlanta, Ga. Buffalo, N. Y, Delaware, O. Ft. Worth, Tex. Gary, Ind. Houston, Tex. Indianapolis, Ind. Kansas City, Mo. Los Angeles. Cal. Miami, Fla. Minneapolis, Minn. New Orleans, La. Omaha, Neb. Pittsburgh. Pa. Philadelphia, Pa. Richmond, Va. St. Louis, Mo. San Antonio, Tex. San Francisco, Cal. Seattle, Wash. Tampa, Fla. Tulsa, Okla. Belson Manufacturing Go. 802 Sibley St. Chicago, 111. BelSun-Lite Your Theatre The Palace Orphenm, Milwaukee, the brightest spot on "The White Way." Signs That SELL! THE brilliantly lighted Milne Made Electric Signs are the signs that sell. They shout your show message to the crowds that fill your theatre. The best Theatres in the country are using MILNE Signs because they are convinced that this "showmanship" is built right in. Send us the name of your theatre and let us submit a colored sketch to you — no obligation on your part, MILNE ELECTRIC SIGN COMPANY 614-618 Cherry St. Milwaukee, Wis. Long Distance Phone Grand 7666 Chicago Branch: 4352 Broadway Cracaland 4289 MILNE SIGNS Changeable Letter Marquise or Canopies Inc TyPe H.I.R. HIGH INTENSITY REFLECTOR ARC for Motion Picture Projection Another step forward in the development of High Intensity projection. Snow White High Intensity Light, equal in screen illumination to the older High Intensity Lamps. Gives more and better light for current expended. Hall & Connolly, Inc. 24 Vandam Street, New York City