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

April 12, 1930 Exhibitors Herald-World 111 Trailers 'T'HE exhibitor has his screen for enx tertainment purposes, but it also is an invaluable asset in promotional work. Trailers are widely used and vary just as widely in style, depending, of course, upon the type of entertainment to be promoted. Trailers on feature pictures may be obtained on a weekly, monthly and yearly contract basis. Other trailers may be designed and produced for some special feature of the program. A great many theatres also have their own title trailer for the news reels, especially when several news reels are combined. AD-VANCE TRAILER SERVICE CORPORATION, 930 Ninth Avenue, New York City. Appreciation Films, Inc., 1029 S. Wabash Avenue, Chicago, 111. Artfilm Studios, Inc., 6601-05 Euclid Avenue, Cleveland, O. Artwin Products Corporation, 729 Seventh Avenue, New York City. Erker Brothers Optical Company, 608 Olive Street, St. Louis, Mo. EXHIBITORS PRINTING SERVICE, 711 S. Dearborn Street, Chicago, 111. Filmack Company, 838 S. Wabash Avenue, Chicago, 111. Holland Picture Productions, 1402 Broadway, Detroit, Mich. NATIONAL PROGRAM & PRINTING COMPANY, 729 S. Wabash Avenue, Chicago, 111. NATIONAL SCREEN SERVICE, INC., 126 W. 46th Street, New York City; 810 S. Wabash Avenue, Chicago, and 1922 S. Vermont Avenue, Los Angeles. QUALITY SLIDE COMPANY, 6 E. Lake Street, Chicago, III. RANSLEY STUDIOS, 54 W. Randolph Street, Chicago, 111. Transformers Refer to GENERATORS, MOTOR A Transparencies, Window Displays 'J'HE transparency offers a colorful and A eye-catching form of advertising. Use of this type of display is growing, for the effect is one of delicacy, yet it attracts. It may be ordered in the form of window displays, lobby boards, etc. Eastman Brothers Studios, 36 W. 46th Street, New York City. National Studios, 226 W. 56th Street, New York City. RANSLEY STUDIOS, 54 W. Randolph Street, Chicago, 111. A Uniforms r| 'HEATRE prestige emphasized A through the training of ushers, doormen and other attendants, is greatly enhanced by costumes worn by such employees. Uniforms for Summer wear should be of a lightweight material to provide comfort and in addition, to create an atmosphere of coolness. Uniforms for the Winter months should be of a heavier material of a dark color. Many theatres at present are making it a practice of equipping ushers, etc., in a style that harmonizes with the architecture of the house. For example, a theatre done in a Spanish style very frequently adopts a Spanish type of uniform for house employees. Uniforms should be made to individual measurements to assure perfect fit and neatness at all times. Special catalogues are available containing appropriate suggestions for theatre attendants’ uniforms. Angelica Company, 1419 Olive Street, St. Louis, Mo. Browning, King & Company, 264 Fourth Avenue, New York City. Chicago Uniform & Cap Company, 208 East Monroe Street, Chicago, 111. DeMoulin Brothers & Company, 1030 S. Fourth Avenue, Greenville, 111. LESTER, LTD., 18 W. Lake Street, Chicago, III. M. C. Lilly & Company, 293 E. Long Street, Columbus, O. MAIER-LAVATY COMPANY, 2139 Lincoln Avenue, Chicago, 111. TRAILERS SILENT and TALKING 100% SALESMEN ANIMATED TRAILERS THE LAST WORD IN BE LUXE SCREEN ADVERTISING SCREEN MASTER OF CEREMONIES TALKING FILM SERVICE AN INSTITUTION IN THE FILM INDUSTRY SYNCHRO SONG FILMS SMASHING SOUND NOVELTY Special Lobby Display and ANIMATED Talking Novelty Cartoons | Merchants Film Ad Service AD-VANCE TRAILER SERVICE C0RP. “The Press Sheet of the Screen CHICAGO NEW YORK LOS ANGELES 845 S. Wabash Ave. 930 Ninth Ave. 1928 S. Vermont Ave. A. G. Meier and Company, 205 W. Monroe Street, Chicago, 111. National Uniform Company, 12 John Street, New York City. Pettibone Brothers Manufacturing Company, 632 Main Street, Cincinnati, O. The James E. Richards Company, Dayton, O. Marcus Ruben, Inc., 625 S. State Street, Chicago, 111. Russell Uniform Company, 1600 Broadway, New York City. Western Uniform Company, 105 S. Wells Street, Chicago, 111. ▲ Ushers Signal System rS''HE usher signal system provides a sending station at each aisle, equipped with numeral push buttons that give any total of seats that aisle might have. The usher registers on this station the number of vacant seats available, which information is transmitted to the floor or head usher, depending on the size of the theatre. In the larger houses the floor usher relays the information to the head usher. The head usher sends total of all aisles and floors to the doorman who directs the people to the different sections of the house where the vacant seats are waiting. This operation goes on continuously, and rapidly takes care of waiting crowds. The various stations can be furnished in any finish. The Acme Electric Construction Company, 407 S. Dearborn Street, Chicago, 111. Automatic Electric Company, Inc., 1027 W. Van Buren Street, Chicago, 111. Bilmarjae Corporation, 1697 Broadway, New York, N. Y. Bryant Electric Company, Bridgeport, Conn. Guerin Theatre Seating Company, Inc., 609 Iberville Street, New Orleans, La. Holtzer-Cabot Electric Company, 125 Amory Street, Boston, Mass. Vacuum Cleaning Equipment 'T'HOUGH the constant and careful J cleaning of the interior of a theatre would seem to present a problem, the vacuum cleaner has simplified matters considerably, since it can be used in cleaning carpets, drapes, chairs, organ lofts, stage floors, etc. The vacuum cleaner also promotes sanitation, which old methods did not do. Vacuum cleaners are procurable for theatres of all sizes and are priced nominally when consideration is taken of their efficiency and labor saving. Cleaners may be purchased for as low as $67.50. Apex Electrical Manufacturing Company, 1067 E. 152nd Street, Cleveland, O. Atwood-Stewart Vacuum Machine Company, 4527 Ravenswood Avenue, Chicago, III. Eureka Vacuum Cleaner Company, Hamilton and Dewey Avenues, Detroit, Mich. GENERAL ELECTRIC COMPANY, 1 River Road, Schenectady, N. Y. The Hoover Company, Canton, O. The Morrow Company, Inc., 400 W. Madison Street, Chicago, 111. Spencer Turbine Company, Hartford, Conn. A Vending Machines D UE to the Yankee disposition to get what he wants with the least fuss and bother, vending machines are now being adopted by many theatres. The newer models are designed to dispense many kinds of package goods and the customer makes his purchase and the proprietor makes a quick sale and profit, without the expense of a hired attendant. This feature of low investment and overhead, with a high percentage of profit, has resulted in many installations in theatres, and the number is growing fast. The machines are designed to meet the requirements in appearance of the fine theatre.