Exhibitors Herald World (Oct-Dec 1929)

40 BETTER THEATRES SECTION OF November 23, 1929 ja good many cities there are ordinances which forbid any but a licensed projectionist from entering. As a result, the projection room is a sort of mystery place little known to the average person. The projectionists live a hermit's existence while on duty and find their time well occupied, especially so since the advent of the audible film which requires constant care and attention. When sound is recorded on disc, the projectionist must be constantly apprehensive of mishaps for the reason that once the film and recorded disc are out of synchronization, the performance is utterly ruined, as there is no method that has been devised to resynchronize the disc and film. No mishap occurring in the projection room causes the consternation that is occasioned when disc and film are not in synchronization. Sometimes the projectionists are at fault, but as a general rule the fault lies in some defect in the film, the disc or the mechanical attachment. It is to be expected that the projectionist will be blamed for any mishap which may occur, especially by the audience. In the many years that I have been connected with the theatre, I have never witnessed any mishap which so thoroughly irritates the audience as does an interruption in the showing of a sound subject. Under such a condition, the audience becomes furious and gives full expression to their feelings in no uncertain manner. Not so long ago the entire projection room equipment for the finest theatre could have been purchased at a cost of less than $5,000, while today equipment suitable for present day needs may reach a cost of $50,000. This latter sum would, a few years ago, have been sufficient to have paid the entire cost of building and equipping throughout, an entire theatre of goodly proportions. It is a pleasure to note that the better class of theatres have at last come to a realization of the importance of the projection room and are furnishing adequate and modern projectors and equipment which enable the projectionist to produce proper screen results. It is to be re gretted that many theatres are still using inadequate and antiquated equipment. Good projection requires good projectors. Poor screen results will do more to injure a theatre's reputation and patronage than any other single factor. Bad projection and good business are never companions. Show me a theatre where proper projection standards are not maintained, and I shall show you a theatre where business is in the same category as its projection. In closing, may I not express the hope that, in the not far distant future, there may be a better understanding and appreciation on the part of motion picture audiences of projection and its importance in presenting and emphasizing the visual and audible artistry of the production staff that has been so painstakingly incorporated into the production by the director, the cameraman, the actor and the technician. A proper understanding of "Projection, a Specialized Art," will add immeasurably to one's appreciation and enjoyment of the performance. I want to caution all who are projectionists, against ever being satisfied with projection mediocrity. There is always room for improvement, no matter what has been accomplished. Perfection in projection has not been achieved, irrespective of the splendid progress that has been made. Let all of us who are interested in the advancement of the science of motion picture projection rededicate our purposes to the continuance of the struggle for better projection, a struggle not rooted in selfishness, an effort not in the interest of personal gain, but a contribution to the motion picture industry through cooperation and good will. Let us spare no effort to enhance the value of the motion picture as an art by earnestly and constantly striving for greater appreciation of motion picture entertainment through the application of the scientific principles and practices which produce the highest standards of motion picture projection, thus giving increased pleasure and satisfaction to the millions of motion picture patrons. Modern Installations The tendency among theatres, both large and small, throughout the country is to modernize. Evidence of this encouraging situation is found in the many installations of equipment reported by leading manufacturers. NORTH AMERICAN SOUND AND TALKING PICTURE EQUIPMENT CORPORATION Reproducers Allen theatre, Philadelphia, Pa. Band Box and Ritz theatres, Bronx, N. Y. Capitol theatre, Haverstraw, N. Y. Elec-Tra theatre, Brooklyn, N. Y. Gem theatre, New York, N. Y. New Third Avenue theatre, New York, N. Y. Normandy theatre, Brooklyn, N. Y. Opera House, Girardsville, Pa. Opera House, Minersville, Pa. Shubert theatre, Brooklyn, N. Y. Takoma theatre, Baltimore, Md. RADIO INDUSTRIES OF CANADA, LTD. Reproducers Bailey theatre, Camrose, Alta. Garrick theatre, Winnipeg, Man. Rialto theatre, Winnipeg, Man. Classic theatre, Winnipeg, Man. THE DA-LITE SCREEN COMPANY Screens Electrical Research Products, Chicago, 111. (19) E R P warehouse, Newark, N. J. (96) Northern Electric Company, Montreal, Can. (16) Ejay theatre, Crystal Falls, Mich. Embassy theatre, New Britain, Conn. Highland theatre, Chicago, 111. Cosmopolitan theatre, Chicago, 111. Strand theatre, Tupelo, Miss. Hollywood theatre, Los Angeles, Cal. Oritani theatre, Hackensack, N. J. New Palace theatre, Marksville, La. New Fox theatre, Appleton, Wis. Mission theatre, Mission, Tex. Leonia theatre, Leonia, N. J. Queen Ann theatre, Bogota, N. J. Plaza theatre, Lansing, Mich. Orpheum theatre, Kingston, N. Y. Bijou theatre, Exnia, O. Edwards theatre, Sarasota, Fla. Grand theatre, Philadelphia, Pa. Palace theatre, West Warwick, R. I. State theatre, Wells, Minn. Akdar Temple theatre, Tulsa, Okla. Globe theatre, New Orleans, La. Rialto theatre, Fort Dodge, la. Capitol theatre, Hartley, la. Western Electric Company, Sydney, Australia (8) Sunset theatre, Fort Lauderdale, Fla. United theatre, Westerly, R. I. Palace theatre, Fort Wayne, Ind. Jefferson theatre, Fort Wayne, Ind. Rialto theatre, Fort Wayne, Ind. New Royal theatre, Van Buren, Ark. Rex theatre, Seminole, Okla. Anaconda Mining Company, Conda, Idaho. Palestine theatre, New York, N. Y. Hippodrome theatre, Bridgeport, Conn. Eagle theatre, Albany, N. Y. Babcock theatre, Bath, N. Y. Liberty theatre, Darlington, S. C. Grant theatre, Philadelphia, Pa. Palace theatre, Memphis, Tenn. Majestic theatre, Wyandotte, Mich. Regent theatre, Newton, Kan. Temple theatre, Ste. Marie, Mich. Here Is The GoldE Kwik Change Pre -Set Lens Mount WHICH Allows Change of Lenses in THREE SECONDS " Is so simple and positive — it's surprising the GoldE Method has not been used heretofore WHICH Is simple and fool Affords same size screened picture for Movietone & Vitaphone Is P re-Set at time of installation Is positively vibrationless Cannot shake out of focus or position Is easy to install Becomes part of the projector GOLDE KWIK CHANGE PRE SET LENS MOUNT Two of Which Are Furnished Complete for Each Machine proof. P o s i t i v e ly can not go out of position Keeps Lenses in exact focus at every change Is perfectly and accurately m a chined and gauged Does not have any adjustments up and down " Allows change in lenses while machine is in operation with WHICH Wide angle — Magnafilm — Grandeur effects may be obtained by rapid change of lenses while machine is in operation. Dowser down — Dowser up. Positive alignment and focus — every time. Third machine and cutting of film unnecessary. ISO OTHER DEVICE CAN DO THE WORK LIKE THE GOLDE Manufactured by GoldE Mfg. Co., 2013 Le Moyne St., Chicago, 111. SEE YOVR NATIONAL THEATRE SVPPLY SALESMAN