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

April 12, 1930 Exhibitors Herald-World 103 of proper projection in the past has been in the delay given this phase of the theatre at the time plans for the house are made. In a measure responsibility for this may be placed with the architect who, in his desire to create a palace of beauty and grandeur has apparently failed to consider that such facilities are without purpose unless the thing which the public pays its money to see — the picture on the screen — is of a quality to produce the highest type of entertainment. It is not the desire nor the intention here to go into any technical details concerning projection machines. It is rather aimed in these columns to impress upon the exhibitor who is not already alive to the fact that projection in his theatre should have his keenest attention. The picture is the main attraction practically always and any skimping in its quality ultimately will be reflected in decreased receipts. Prices of the standard projection machines range from $625 to $1,500. Baird Motion Picture Machine Company, 31 E. Runyon Street, Newark, N. J. THE COXSACKIE HOLDING CORPORATION, Cox ENTERPRISe ’ OPTICAL MANUFACTURING COMPANY, 564 W. Randolph Street, Chicago, 111. E. E. Fulton Company, 1018 S. Wabash Avenue, Chicago, 111. Helios Corporation, 7332 Kimbark Avenue, Chicago, 111. HOLMES PROJECTOR COMPANY, 1815 Orchard Street, Chicago, 111. INTERNATIONAL PROJECTOR CORPORATION, 90 Gold Street, New York City. Sam Kaplan, 729 Seventh Avenue, New York City. Morelite Company, Inc., 600 W. 57th Street, New York City. THE NATIONAL THEATRE SUPPLY COMPANY, 624 S. Michigan Avenue, Chicago, 111. The Pathe Company, Bound Brook, N. J. Safety Projector Corporation, 310 W. Second Street, Duluth, Minn. Projection Machine Parts O machine is stronger or more efficient that its parts. Replacements in projection machines are a more important phase of showmanship today than ever before, with the constantly growing demands of both the industry and the public for the best possible projection of motion pictures. Concerns dealing in parts for projection machines have their experts and the wise exhibitor gets their opinion. E. E. Fulton Company, 1018 S. Wabash Avenue, Chicago, III. Globe Reliance Corporation, 29 Glenwood Avenue, Minneapolis. Minn. GOLDE-E MANUFACTURING COMPANY, 2013 Le Moyne Street, Chicago, 111. GUERCIO & BARTHEL, 1018 S. Wabash Avenue, Chicago, 111. S'am Kaplan, 729 Seventh Avenue, New York City. THE NATIONAL THEATRE SUPPLY COMPANY, 624 S. Michigan Avenue, Chicago, 111. Precision Machine Company, 368 Milwaukee Street, Milwaukee, Wis. ▲ Projection Room HE design and layout of the projection room should have the careful attention of the architect or builder at the time the plans for the theatre are being prepared. The co-operation of projection machine manufacturers or their distributors can profitably be called into use in the planning of a projection room and in considering its equipment. A number of instances are known where the design of the projection room, relegated to last minute consideration by the architect or owner has necessitated expensive remodeling when it has been found that beams and other constructional features made proper projection impossible. The desirable projection room may vary in size but to accommodate two projectors, it should be at least 15 feet by 10 feet, with 12 foot ceiling. This size will also care for a spotlight and slide dissolver. By all means should toilet facilities be provided and a shower bath is highly desirable. For construction, a floor of 6 inch cement slab is recommended with 4 inch tile wall. Doors, windows and casings should be of steel. There should be two entrances to the booth. A room adjacent to the booth, at least 8 by 8 and well ventilated should be provided for the generator. It is important that in the event of fire the flame or smoke be kept out of the auditorium and for this reason the aperture on the front wall of the booth should be lined with steel and fitted with steel covers which will automatically drop when a fusible link melts that is over each projector, releasing the aperture covers. ▲ Projection Tools ^HE day of slipshod projection methA ods is fast disappearing. The projectionist of yesterday, who considered his work merely a job, has become a skilled artisan and often an inventive genius. Not satisfied with just “grinding” away at the projection machine, he has created new devices which, in the end, tend toward better projection. The standard new intermittent sprocket and pin press, the carbon wrench, the speed indicator, the safety control and numerous other devices have all contributed to better projection. Projection Improvement Company, Drifton, Pa. ▲ Projectors, Advertising J7XPL0ITATI0N in the theatre lobby by means of an advertising projector using trailers from current or forthcoming attractions is a means of theatre publicity that is growing in popularity. Projectors for this purpose are available together with a trailer service. By means of recessing the screen daylight projection has been made possible. Continuous and automatic action is a feature of many of the advertising projectors now available. Excelsior Illustrating Company, 228 W. 56th Street, New York Citv. HOLMES PROJECTOR COMPANY, 1815 Orchard Street, Chicago, 111. A Projectors, Portable Refer to PORTABLE PROJECTORS A Public Address Systems PUBLIC address systems provide a means of electrically amplifying the voice. The microphone picks up the words, and as electrical energy corresponding to the original sound waves, these “words” are carried through amplifiers to the speakers, where they are transformed into their original physical form as sound waves, only now of much greater intensity than when merely created by the human vocal mechanism. Public address systems are used principally in the theatre for announcements, though it is adaptable to many related purposes. Microphonic attachment may be made at several points in the system, making its function available to the manager in, his office as well as backstage. H. J. Baier & Son Public Address Systems, Inc., 2134 Lee Road, Cleveland, O. GATES RADIO & SUPPLY COMPANY, Quincy, III. The Orchestratone Company, 42 W. 18th Street, New York, N. Y. Western Electric Company, 250 W. 57th Street, New York City. A Publicity Clocks TPHIS is a device designed to produce A revenue for the theatre by means of securing advertising from neighborhood merchants and shops. The publicity clock is placed in the projection room and projects the advertisement of a local merchant upon a circular face to either side of the proscenium arch. Upon this face are shown in silhouette the hours and hands of a clock. The clock shows the time and a new advertisement is projected upon its face every two minutes. Some manufacturers of the clock operate upon a basis of paying the theatre a certain amount of money for the privilege of installing the clock for one year in his theatre. They can obtain the advertising from the neighborhood stores. As the value of the advertising increases, the sum which the theatre obtains from the manufacturer increases. The National Kei-Lac Company, 557 W. Jackson Boulevard, Chicago, 111. Seth Thomas Clock Company, 19 W. 44th Street, New York City. Western Clock Manufacturing Company, 107 Lafayette Street, New York City. Publicity Films 'J'HEATRE publicity assumes many forms and the alert exhibitor utilizes each at some time or other to suit the occasion. One of the most effective forms, is the publicity film, which may be presented as a local news reel, a trailer, a presentation, a leader, a playlet, etc. In some cases as many as ten such films are run, giving the exhibitor advertising for his own business or an income from the charge he makes for thus advertising other businesses. Alexander Film Company, 3385 S. Broadway, Denver, Colo. Appreciation Films, Inc., 1029 S. Wabash Avenue, Chicago, III. Loucks & Norling, Inc., 245 W. 55th Street, New York City. A Radium Paint ADIUM paint is a substance which gives a spectacular effect to the stage when the house is darkened. Its application has been simplified, and it is used with frequency in the stageshows of the country’s motion picture theatres. It may be obtained in different shades, and offers a colorful background for the show. HEWES-GOTHAM COMPANY, 520 W. 47th Street, New York, N. Y. LESTER, LTD., 18 W. Lake Street, Chicago, 111. Louis E. Samms Studios, 177 N. State Street, Chicago, 111. A Railings, Bronze and Iron Refer to BRONZE AND IRON WORK, ORNAMENTAL