Exhibitor's Trade Review (Nov 1925 - Feb 1926)

Page 96 Exhibitors Trade Review Efficient Distributors and Equippers The servicing of equipment has become one of the outstanding necessities in the motion picture industry. Not only must you have, as a theatre owner, the best in quality and the most up-to-date types in equipment, but the installations of equipment in your house must be carried out in a manner thoroughly efficient, prompt, and above all, reliable. As a showman, you have to make it your business to know what pictures your patrons want and which producers supply them. But in ihe field of equipment you cannot be so well informed. It is often necessary and advisable, therefore, for you to put the equipment needs of your theatre in the hands of a thoroughly reliable company, one whose excellent service has been tested through many complete installations. Such a concern knows all the products on the market, and their excellences and limitations. Such a concern is the PHILADELPHIA THEATRICAL EQUIPMENT COMPANY, the sole distributors in their district of Powers Projectors, Motiograph Projectors, Peerless Arc Lamps, and dealers in many other products of proved satisfaction through their wide use. The PHILADELPHIA THEATRICAL EQUIPMENT COMPANY will give you most excellent SERVICE — which means all that word stands for — assuring your audiences the utmost in enjoyment, and you, released from worry and dissatisfaction, the best results from their wise choice and expert execution in your equipment. * * * Modern Aisle Lighting A dark aisle, lost ticket stubs, the usher fumbling with a flashlight to show you to your seat, a misstep in the dark, a possible lawsuit to follow, — that was the old way. Now by utilizing "Aislelites," a specialty of the Exhibitors Supply Company, you eliminate these dangers and discomforts. Your patrons are pleased at seeing where they are stepping,. The locations called for by their tickets/are easily found, and the disturbance to .fKbse back of them, intent on watching the picture, is greatly lessened. These things go to make the audience greatly pleased, hence there is a boost in your receipts. It is safety, comfort, pleasure, ■, vs. danger, worry, irritation. Can you question the necessity of aislelites? . ~ $ b£ $ • Reliable Curtain Control Every theatre operator realizes the necessity for reliable operating equipment, the kind that will not fail m a pinch. In the handling of your curtain by one of the old methods you run the risk of jerky manipulation many times at every performance. But you can now be assured of perfect curtain control when and at what speed you require it at all times by using The Vallen Automatic Curtain Control and Track. This is made by the E. J. Vallen Electrical Co. of Akron, Ohio. It is designed to operate a curtain automatically and absolutely noiselessly. This ideal working is made possible because the working parts of the Vallen are enclosed in a cast iron case which allows them to run in oil. In this way the life of the equipment is greatly prolonged. Equipped with a main switch, which is operated externally, and an automatic rolled clutch which is adjustable to various loads, the machine also has the Vallen Remote Control Switch which enables the operator to start, stop or reverse, when going in either direction. The equipment is standard 110 volts, 60 cycles, A.C. or 110 volts, D. C. Motor, 1-3 H.P., Junior Vallen, y4 H.P. Floor space is 22 inches by 21 inches, height 15 inches. Shipping weight is 170 pounds. Operate your curtain the Vallen way. Mechanical Speed Control and Indicators Good Features of Powers Projector An assurance of absolute accuracy and dependability is rendered by the new Power's Governor Type Mechanical Speed Control on projectors made by the Nicholas Power Co., of New York. It is often difficult for operators to control the projection with precision, and keep an exact tab on the rate of speed. To meet this problem, much care has been taken in the manufacture of Nicholas Power Projector to render complete control and operation satisfactory in every way. By setting a lever on this machine, and then simply throwing in the motor switch, the projector will at once reach the exact speed for which the -control is adjusted. This speed will not be affected even though a change in line voltage should cause the motor to vary considerably. Power's Speed Indicator is a scientifically designed and constructed instrument, which shows at a glance the speed at which the projector is operating, and the exact film footage passing through the machine at a given time. It consists of a high grade magneto generator which is connected by suitable wiring, with one cr more indicating instruments haviner scales, calibrated to show the speed of film in feet per minute, and minutes per thousand feet. These indicators are placed at any number of points desired, enabling the manager, musical director, or projectionist to closely follow the program and time schedule. * * * Pipe Organs of High Quality The piano which was once the onlv musical medium in the majority of motion picture theatres has now given place to the organ and the orchestra. For motion picture theatres large and small the organ is now an almost indispensable part of the equipment. It can do the work, and do it better, in the interpretation of your pictures than any other single instrument. GEO. W. REED & SON, of West Boylston, Mass., are among the manufacturers of better organs. No matter what size theatre you have or whatever requirements your acoustic conditions call for, GEO. W. REED & SON will help solve your problem. You can be assured in buying a REED organ of both quality and price. The company will also take care of your tuning, rebuilding and repairing. * * * "Luz" Symphonic Color Guide It is one of the most unfortunate and embarrassing experiences in the motion picture show business for an exhibitor to have good pictures, perfect projection on the screen, pleasing appointments and yet poor musical results. Failure in proper musical presentation means a dissatisfied and restless audience — and chagrin to you. The Music Buyers Corp., of New York, through their "Luz" Symphonic Color Guide system has gone far to assure you the best aid in solving this problem of good musical interpreta tion. It is their, claim that their system will prove indispensable to you. On cleverly devised cue sheets the nature of the various emotions and actions on the screen are represented in distinct and appropriate colors. The significance of these colors — red, for passion or anger, for instance, is felt by the musician and rendered in his music. It is a fact that the men in the pit think in colors, see in colors, play through means of colors. The color arrangement of the cue makes it impossible for the musician to go wrong. He can not possibly mistake the meanings of these color markings. He deals through colors, you earn greater profits through colors, when you use this infallible method of the Music Buyers Corp. For particulars write direct to the company. Service the Soul of Your Business Service — the best service — is the watchword of the motion picture industry. Service to you as a showman is your greatest need. The old days of makeshift arrangements, of haphazard supply contracts, has gone forever. You are in a business which depends largely on the "other fellow." You must have from him the best service on the market. HOWELLS CINE EQUIPMENT CO, of New York City, is one of the largest and most comprehensive theatre supply firms in the Eastern territory, if not in the country. This is because the reputation of this company is founded firmly on the foundation of efficient, reliable and prompt service. It installs only the finest and most highly approved items in equipment. Take, for instance, its equipment of the Embassy Theatre. In the projection room the HOWELLS CINE CO. installed three Simplex Projectors, made by the Precision Machine Co. For the light source for the screen the company procured the famous Sperry Sunlight High Intensity arcs, which give the screen the best light. To safeguard the theatre against fire HOWELLS CINE CO. installed an American Film Safe Cabinet approved by insurance underwriters. In lenses the company chose the product of Bausch & Lomb, and in carbons the "Orotip" copper coated negative carbon for high intensity use, perfected by the National Carbon Co. These installations attest to the wise and able service rendered by HOWELLS CINE SUPPLY CO. The other reliable products handled through this company are too many to mention here. The prompt and efficient service rendered by Howells cannot be surpassed. * * * 70% Current Saving It is claimed for the Morelite Reflecting arc lamp, manufactured by the Morelite Company of New York Gty, that it is capable of saving an average of 70 per cent of the current consumption in its projection illumination. This arc lamp is very important in the projection problems of the theatre, for the efficiency of projection is entirely dependent upon it. So when a lamp, like the one in question comes to the fore with the claims of steadier and better illumination and a market saving besides it is well worth investigating and trying. It further claims to cut the expenditures for carbon in half, besides eliminating the use of condenser lenses entirely. The larger number of Morelite lamps which are in) use today giving efficient service attests this lamp efficiency. '21 Expert Interior Decorating No matter how good a picture you have in your house, you are not going to retain the patronage of your customers unless you have also the pleasant and comfortable surroundings which go to make your patron as comfortable in your house, as he would be in his own home. It is essential that the general atmosphere of your theatre be pleasing, that the decorative effect be harmonious in order that a man sitting in your theatre may enjoy your pictures in an atmosphere which is in keeping with the class of pictures which you run. This result can be obtained only by the proper use of draperies, etc, and the good interior decorator is capable of bringing about this result. The United Scenic Studios of Chicago are experts along this line. Not only do they handle the interior decorating in a proper manner, but working in conjunction with -their own architects, they are in a position to handle the entire construction of your new theatre. Do not be misled by thinking that in putting good pictures in your house that you have finished the job of satisfying your customers. The good exhibitor will appreciate this fact and he will give as much attention to the decorating and layout of his house as he does to the buying; of his pictures.