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

fay 10, 1930 Exhibitors Herald-World 55 WHY Buy Complete New Chairs? The Life of the Metal Parts of your chairs is indefinite. Fit Them with Our Spring Cushion Seats and Velour Back Panels Save Thousands Eliminate Echoes Provide Comfort his is a Veneer chair that ios been converted into an hpholstered chair by exchangng the seat for one of our pring cushions and attaching i panel to the bach. We can fit your present metal chair standards and supports with upholstered panels and spring seats and save you thousands. Why dispose of metal parts that have many years of use left in them, merely to get rid of echoing veneered backs and uncomfortable wood or squab seats? We will make you an allowance for your veneer or squab seats as part payment for fine spring seat cushions and velour or plush back panels. Hundreds of hard veneer backs throw hundreds of echoes, confusing and spoiling your sound reproduction. When our padded back panels are in place these echoes are killed. Your performance and attendance improve. Hard veneer or squab seats grow very uncomfortable toward the end of the program. Enjoyment is spoiled. Deep spring cushions allow patrons to do what they pay their money for — relax and enjoy the show. They don’t kick at a higher price if they get comfort. Watch your attendance grow when word gets around that you no longer provide planks to sit on. Your choice of a wide number of styles and color schemes. Prices that suit any bank account. Your theatre cannot be modern with “nickelodeon seats” of twenty years ago. Write for the details, telling the number of seats, make and model, if possible, in your theatre. Illinois Theatre Seat Exchange 1029 S. Wabash Ave. Chicago, 111. ires, a complete instruction sheet is sen iut from Supervisor Rubin’s office as lew effects are created, or as new uses ire found for those previously made up. These sheets describe in much detail the lse of each effect and the various colors idaptable for use with it. While these effects were designed prinarily for use in Publix theatres, and vere used first by them, the slide manu facturer is servicing other theatres. I am quite certain the effects may be handled very well on any good stereopticon when it has been fitted with the necessary things. I am advised that the Brenograph is now being equipped with the necessary water jackets — or rather, the jackets for use on that projector are either now, or soon will be, available from the Brenkert company. It is now a well proven fact that thes-' effect designs have added considerably to the entertainment value of Publix programs. I therefore desire to compliment Supervisor Rubin upon the pioneering and development work which brought them into use. It is distinctly to his credit and to the credit of his staff that this effect work has reached its present high state of development. A Visitor from South Africa THE phone rang and I answered. From the other end of the wire came, “This is W. Craig, recently projectionist at Prince’s theatre in Durban, South Africa. I have your ‘Bluebooks’ and would like very much to see you, Mr. Richardson. I will be here until Wednesday, when my wife and I will start back to Durban.” My time is pretty well occupied, but here was a man from a little known, vast country, so everything was promptly laid on the shelf. Gathering Friend Daughter into the Princess (our “bubble”), we motored down to the Hotel Earle, Washington Square, and met a very pleasant man and his charming wife — and that is no mere bundle of idle words, either. Friend Daughter assembled with Mrs. Craig into the aforesaid “bubble” and took her for a joy ride around New York City, while I took Craig in tow and showed him New York City’s Great White Way projection rooms, including those of the Paramount, the Roxy, the Rialto, etc. Next we went up to Western Electric, where Craig interviewed Santee, Dowie and other officials concerning sound equipment. Then we all went ’way up to Fordham Road and took in the show at the beautiful atmospheric theatre, the Paradise, owned and operated by Loew and in charge of that very capable manager, DeRosa. In the course of our conversation, I found that South Africa, including the Cape Province, the Transvaal, the Free State and Natal, has about 400 motion picture theatres, the finest of which is the Alhambra in Cape Town, which has a four-shilling (about $1) admission price. It is a new theatre and a very fine one. I found that admissions run about as follows, according to grade of theatre: Three shillings, sixpence (approximately 75 cents) ; two and four (meaning two shillings fourpence — ■ about 50 cents) ; one and nine (about 40 cents) ; and one and two, which is about 25 cents. The better, large theatres use prologs, but nothing else except the pictures. Projectionists receive from five pounds (about $24) per week in the smaller houses, to eight pounds, ten shillings (about $45) per week. This sounds small to me, but it really represents good pay over there, so Friend Craig says, as the cost of living is comparatively very low. They have an organization which died down but is again building up. Kalee and Simplex projectors are used almost exclusively, Craig said. Films are brought by African Films,