Exhibitors Herald and Moving Picture World (Apr-Jun 1930)

102 Better Theatres Section April 12, 1930 Pottery, Decorative 'T’HE theatre, properly proportioned architecturally, requires almost meticulous care in decoration. Because of the volume of floor space and wall space, decorative pieces are imperative. Produced for this purpose is a pottery ware which fulfills all artistic requirements, whether the decorative scheme be period or modern. Cambridge-Wheatley Tile Company, 1601 Woodburn Avenue, Covington, Ky. The Rookwood Pottery Company, Mt. Adams, Cincinnati, O. A Poster Lights HESE are tubular shaped reflectors to be fastened to the poster frame for illuminating poster displays. They come completely wired, with bracket for attaching. Prices range from $16 up. KLIEGL BROTHERS, 321 W. 50th Street, New York. The Voigt Company, 1743 N. 12th Street, Philadelphia, Pa. Power Plants Refer to LIGHTING AND POWER PLANTS A Printing, Theatre Refer to THEATRE PRINTING A Programs TTNUSUAL progress has been made in ^ the publication of theatre programs in the past few years. Today the program is one of the outstanding advertising mediums of the motion picture house. It goes into the home where it is perused by the family. In obtaining programs the exhibitor need only specify the names of the attractions and the dates. Within eight hours programs containing effective copy, suitably illustrated, are completed. This is possible through the efficiency of highly organized and ably manned printing plants devoted exclusively to this work. Copy provided in theatre programs carries a well balanced selling “punch” creating a desire to see the attractions. The programs are amply illustrated and complete facts concerning stars, players, author and other matters of interest are included. In the dissemination of theatre programs many theatres have regular lists of patrons to whom programs are mailed each week while others distribute the programs to patrons as they leave the theatre. Prices range from $7.75 per thousand in one color to $8.50 per thousand in two colors. Prices decrease with additional thousands. Prominent concerns specializing in this work are: EXHIBITORS PRINTING SERVICE, 711 S. Dearborn Street, Chicago, 111. Filmack Company, 730 S. Wabash Avenue, Chicago, 111. Screen Publications, Box 216, Appleton, Wis. NATIONAL PROGRAM & PRINTING COMPANY, 729 S. Wabash Avenue, Chicago, 111. Star Program Company, 1799 Jerome Avenue, New York City. A Program Covers ^ ONSTRUCTION of bigger and better theatres has developed a demand for a higher class of advertising. Offset color program covers are representative of the efforts of theatre owners toward increasing artistry and dignity in their advertising. These colored program covers are highly artistic and colorful. The fact that they are extensively used has enabled production of program covers of this type at a very reasonable cost considering their beauty and effectiveness. In fact, the use of program covers has enabled exhibitors to attain a highly desirable individuality in this phase of their advertising. These program covers combine all the elements of a program announcement with the necessary distinctive features of a high class house organ. Prices range from $3 per thousand to $7 per thousand, depending on size of cover. The Hennegan Company, 311 Genesee Street, Cincinnati, O. A Projection Booths rpHE projection room, or booth, be* cause of the fact that it is one of the nerve centers of the motion picture theatre, is becoming standardized. Not in size, naturally, but in general construction, and the high standard of equipment, etc. The projection booth, because of the very nature of the purpose it serves, must be fireproof and ideally ventilated. Though standardized in the general meaning of the word, the booth, in its placement, construction and equipment, should have individual treatment for each theatre. The skilled projection engineer should be consulted on this vital phase of motion picture presentation. Atlas Metal Works, 2601 Alamo Street, Dallas, Tex. E. E. Fulton Company, 1018 S. Wabash Avenue, Chicago, 111. O. K. Harry Steel Company 2333 Papin Street, St. Louis, Mo. E. E. Southern Iron Company, Kienland and Hamburg, St. Louis, Mo. Projection Booth Equipment 'T'HERE are many things to keep in mind in the purchase of projection room equipment. Certain parts of this equipment must conform to the building codes, it must be practical, it must satisfy the projectionist and it must lend itself to better projection. It is wise in a majority of instances to consult a skilled projectionist before purchasing this equipment, for his knowledge of completeness and product is broad. The GER-BAR DOUBLE BEARING MOVEMENT SAVES $100 Steadier pictures and smoother running are the result of the few minutes' easy work of putting a GER-BAR Double Bearing Movement on your single-bearing Simplex. Fine materials and highly skilled workmanship give it long life. Price only $50.00 — $100 LESS than you would otherwise pay. Investigate this economical way of improving your performance. Write now to t GEg/BAR ) THEOTER EQUIPMENT Guercio and Barthel 1018 S. Wabash Ave., Chicago. III. Telephone Webster 2190 or 2002 projection booth today is an efficiency room with an expert in charge, and the equipment purchaser should be selected with that in mind. COXSACKIE HOLDING CORPORATION, Coxsackie, N. Y. ENTERPRISE OPTICAL MANUFACTURING COMPANY, 564 W. Randolph Street, Chicago, 111. E. E. Fulton Company, 1018 S. Wabash Avenue, Chicago, 111. HOLMES PROJECTOR COMPANY, 1815 Orchard Street, Chicago, 111. INTERNATIONAL PROJECTOR CORPORATION, 90 Gold Street, New York City. THE NATIONAL THEATRE SUPPLY COMPANY, 624 S. Michigan Avenue, Chicago, 111. WESTINGHOUSE ELECTRIC & MANUFACTURING COMPANY, East Pittsburgh, Pa. Projection Machines PROJECTORS here referred to are the standard non-portable machines designed for permanent installation, usually in theatres. It is the expressed belief of theatre owners and projectionists that practically ideal projection is possible with equipment available at present, provided it is in the hands of a competent operator. Modern projection machines are the result of many years of improvement and development to meet the ever-growing requirements for the best possible screen results. Noticeable in the latest developments are the efforts of the manufacturers to keep abreast of the exacting requirements for projection in conjunction with sound reproduction. A type of shutter designed to eliminate the heat from the film and to provide air currents tending to draw dust and dirt from the film, are among the latest developments. All late model standard projectors are either constructed specially for sound picture projection or are readily adapted to any make or model of sound apparatus, either for sound-on-disc or sound-on-film. The latter method, due to greater thickness and density of film requires the use of much more amperage at the arc and this factor has been met with lamps and lamphouses of greater illuminative output capacity. Also the use of the perforated sound screen has to a very great extent added to the necessity of greater illumination. Moving picture projectors are now constructed more accurately and sturdily than ever before due to the more exacting requirements of talking picture projection and greater area of picture surfaces. While thousands of dollars are frequently spent in many other departments of the theatre an apparent indifference to the importance of the best possible projection has been shown by too many theatre owners in the past. Fortunately this attitude is undergoing a very marked change and projection is beginning to receive due attention. The motion picture theatre, despite the many trimmings connected with its construction today, offers to the public as its chief attraction the film story on the screen. Even sound has not made clarity of image less important. That the projected image should be as bright and steady as it is possible to produce by modern machinery and engineering skill goes without saying. One of the handicaps to the securing