Exhibitors Herald World (Oct-Dec 1929)

58 BETTER THEATRES SECTION OF December 21, 1929 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 DEPENDABLE — units for changing alternating current to direct current for sound or silent projection. Produces up to thirty amperes of pure-white, steady light for any low intensity reflecting arc lamp. Quiet in operation — economical to use — free from trouble. Write today for complete information about nationally known Kurrent Changers and Mazda Regulators. Sold by National Theatre Supply Dealers Made by GARVER ELECTRIC CO. Union City, Indiana consideration of the ballyhoo elements) for the theatre program. It has not been a custom to make them to fit. Many a stage production has been cut considerably just because patrons had trains to catch at 10:45. And they were probably better productions for the cutting. It seems reasonable to expect a change in this aloof attitude of the producers, since they are now exhibitors. Making pictures for their own theatres, they may become more alert to the mechanics of the theatre and reorganize studio methods and revamp dramatic values accordingly. When this happens, it will be tough on the directors. But a great boon to the public! Evaluating Beauty In Terms of Construction {Continued from page 19) The only upper floor seated is a balcony, which has 262 of the 824 chairs. There is a mezzanine floor just behind, into which the balcony empties, and off of which are theatre offices and retiring rooms. The proscenium opening is 24 feet wide and 18 feet, three inches high. It is simple in design, rectangular with fluted pilasters at the sides supporting the lintel above. The wall seems to continue in full plane behind the organ lofts. Certain features of the heating and ventilation system in the West Bend make it worthy of more than usual mention. In some respects, the subject of ventilation for small theatres has been neglected in comparison with the attention given to the same function in deluxe theatre. The architects admit they would have preferred to install a refrigeration system, but this seemed out of the question with the amount of money available and the other elements desired by the owners. At the rear of the West Bend flows the Milwaukee river, and it was decided to make whatever use possible of this topographical arrangement. The fresh air inlet was therefore located at the rear so as to utilize any cooling effects of the river when the wind blew across it toward the theatre. Another special feature of the system is the fan, which was designed so as to obtain double the capacity required to heat the building in winter. There is a strong exhaust and variable speed drive on the supply fan, and while the system has not yet had a summer test, the designers believe that air condition during the hot months will be good. The heating system consists in a fresh air intake, a large supply fan in the basement delivering air over two oil heaters, and a system of underground ducts which have sheet metal risers to the registers. These have been arranged Novelty means Publicity 6 yourself tal\ed about," Vj says the shrewd show-man, "and you draw the crowds." One of the easiest ways to catch your patrons1 eyes is to have your staff ap' pear in new uniforms — new style, new color, new material. Perhaps your uniform dates back to the "good old days." Flash a new style on your patrons — you'll get inv mediate box-office returns. Maier-Lavaty designers have created uniforms for the country's largest exhibitors. Let us send you sketches, samples of material and prices. No obligation. Write to MAIER-LAVATY CO. 2139 Lincoln Ave. CHICAGO f |INrfftltMS Maier wL_Jw Lava-ty COLOR WILL ADD LIFE To Your Signs, Attraction Boards and Marquees Reco Color Hoods are made to fit the various sizes of lamps. For the signs there are the half and full hoods, which snap on the lamps and are firmly held with a bronze spring holder. Write for "Profits From Color" 2651 W. Congress St., CHICAGO