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

Page 100 Exhibitors Trade Review Mazda Lamps Give You Best Lighting Service Of all important public institutions the motion picture theatre is, perhaps, foremost in demanding the best service in lighting possible. Your patrons come to your theatre to see your pictures. It is their vision, therefore, both of the screen and your interior, that is most necessary to cater to. You put your best efforts forward to display your pictures with correct light and effects pleasing to the eye. You must, moreover, give the same attention to the lighting arrangements of your house throughout; it must be properly and attractively lighted to give that satisfactory expression you aim for in your whole decorating scheme. Correct lighting, from this point of view, calls for not only the best lamps, but for a thorough knowledge of illumination in the application of these lamps for the particular requirements of every playhouse. The WESTINGHOUSE CO. are celebrated for their MAZDA LAMPS. These lamps are used in the theatre, for the lounge, parquet, signs, marquise, lobby, and rest rooms. They may be had in many sizes and colors to meet your own exacting means. In addition to these lamps, WESTINGHOUSE are manufacturers of motion picture projection lamps that render the same good service which is characteristic of the MAZDA product. The illumination bureau maintained by the WESTINGHOUSE COMPANY will be glad to help you with your theatre lighting problems. * * * Motion Picture Cameras For Every Need Consider your need for reliable, accurate cameras, the kind that will stand the stress and wear of hard work, and prove fit and always ready. For 16 years the Bass Camera Company has successfully catered to the world's market in professional and amateur, new and used cameras. Look over the Bass catalogue, a veritable encyclopedia of motion picture apparatus. A Bass camera will cover every special need, whatever it is. * * * Brass Railings Your theatre should be neat and substantial in all its appointments. The day of slipshod equipment when ropes, chains, etc., were used to keep the crowds in line is over. Brass railings present a neater and better appearance. They are more substantial. Equip your theatre adequately, and let Edwin G. Reinhardt Manufacturing Co., of Cincinnati, give you the right things in ornamental brass, bronze and iron railings. * * * Projection Lenses The market today for projection lenses is a field of close competition. Operators throughout the motion picture industry demand the highest efficiency and reliability, which means, primarily, precision and sharpness. The Gundlach Radiant Projection Lense, manufactured by the Gundlach-Manhattan Optical Co., compete with the world's standard for sharpness and light transmission. They set to work to give you the best of service. * * * Novel and Appropriate Frames Dress up your lobby. Make your lobby sell your tickets. You get the best of pictures to attract your crowds, let your lobby help you in the most up to .date way that brings results. Display the pictures in your lobby in suitable frames. They will draw your audiences better and satisfy you with bigger box office returns. Frames made by the Bilt-Rite Frame Company will fill your needs. They have a big assortment for you to choose from. Dressing up your lobby means a boost to your receipts. A Floodlight With Spotlight Beam To make your lobby efficient in the display of your stills and pleasing to your patrons in its entire aspect you must have the best of lighting facilities. A dark or poorly illuminated lobby is a gloomy place, besides the pictures you must place there to advertise your attractions lose half their drawing power when shown dimly or with too much glare. SUN-RAY lights, manufactured by the SUN-RAY LIGHTING PRODUCTS CO., of New York, can be the life of your lobby. They are floodlights with center spotlight beams, attachable by an arm to the walls and ceiling and arranged and directed at such adjustable angles as to give your displays full illumination and your whole lobby a soft and pleasing light. These fixtures are made entirely of metal, and are therefore unbreakable. The color-frames make it easy and quick to change the color of your lighting with various tint and hue effects. These lights are made with complete wiring and plug attachments. You can order from your dealer directly. The SUN-RAY LIGHTING PRODUCTS CO. will gladly furnish you with detailed literature on their various models and sizes. Efficient lighting on your part makes your lobby an efficient moneymaker. * * * Fulco Reel Safety Equipment Motion picture projection is either the best friend of the theatre owner or his bug-bear. There is no go-between. Poor projection of your pictures means pictures badly presented on the screen, interruptions in your show, and, most unwelcome of all, the evident and ever overhanging danger to your business and property from fire. FULCO REEL SAFETY EQUIPMENT AND ACCESSORIES, made by E. E. Fulton Co., of Chicago, 111., both improve your projection results and greatly minimize your fire risks. The better showing of your pictures increases the enjoyment on the part of your audience when you use FULCO REEL EQUIPMENT. At the same time you can rest easy from thought of possible fire. FULCO REEL SAFETY EQUIPMENT AND ACCESSORIES have been tested and approved by insurance underwriters. Your saving in your insurance rates in using these products soon pays for this essential and inexpensive equipment. * * * Excellent Flash Signs You advertise in many ways to keep your old patrons and to get others to see your pictures, but the crowds on the street count the most in building up your steady flow of ticket sales. The "De Luxe Interchangeable Flash Sign," made by the De Luxe Studios, of Chicago, 111., can help you in a quick, sure way. This electric flash sign is remarkably cheap, so cheap that it is -bound to make a big reduction in your advertising expenditure. It is a small sign of convenient size for displaying your daily program over the ticket booth, in a conspicuous place in your lobby, or at the ends of your stage. You can also get big results by making arrangements with local merchants to have it placed in their neighboring stores, near the entrance where the shopping crowds will see it best. Because of its small size it will take up very little room. One of the telling effects of the "De Luxe" Sign is that it flashes on and off, thereby holdingt the attention. It is very practical because you can change the sign cards yourself in a minute. Just .slip in the sign inserts, painted by your Sign man, under the frame, and it's ready. The inserts are on transparent paper in six different colors. The patented mahogany frame in front of the sign box, which is 15 inches by 24 inches, consisting of two parts hinged and grooved together, grips the inserted paper and holds it tight. Simplex Projectors Give You Excellent Service Better service, the best of service is still the cry of motion picture operators all over the country. Perfect projection — and you must have this as well as good pictures, to attract your audience, has a number of requirements. The machine must be always under perfect control, it must give precision the quality of durability in high degree. Simplex Projectors are made by the Precision Machine Company, Inc., of New York City. The fact that Simplex distributors are doing an ever growing business in twentyeight centers throughout the country attests that this product fulfills all the requirements of a machine as nearly perfect as each detail in its design and construction can make it. The Precision Company maintains a staff of expert engineers, whose duty is to see that every Simplex Projector gives the service that is promised. These engineers are at the call of any theatre, at any time, for advice on any matter pertaining to projection or the operation of these projectors. Another valuable service that thousands of theatre owners and architects have advantage of is the line of free blue prints of projection booths. These blue prints are made be experienced theatre architects for any type of theatre, large or small. Particulars of this service will be sent you on request. A Money Making Contest You probably have little difficulty in getting your patrons to your theatre occasionally. But do you keep them coming regularly? You probably do not. Here is a way that will draw them with their dollars night after night running. Your profits will go sky high! Get this ! The STANDARD SLIDE CORPORATION, of New York, has inaugurated a prize contest. The contest consists in your patrons recognizing a number of players you flash on your screen. The award is given for the greatest number of recognitions alter a certain period has elapsed. They will simply flock to this competition! This is how you put it over. The company will supply you, at a very reasonable charge, with a large number of slides, each bearing the picture of a player and a number. You show a different one of these each night, and the succeeding night a new one, and also the slide you showed previously. Forms printed with numbers will be distributed in your theatre each night, one to each patron. He recognizes the picture on the slide and writes the name on the form opposite the corresponding number. When you have shown 30 or SO slides, over the same number of evenings, the contest closes. The patron who returns the greatest number of forms with the names of the players correctly recognized from your slides, written by the corresponding numbers, wins the contest. To stimulate interest and not make the contest too difficult, several smaller prizes can be awarded to second, third and fourth places. Besides furnishing you with the numbered picture slides, the STANDARD SLIDE CORPORATION will supply you with posters, bills, and other aids to help you put this over. Put it over ! It will mean a. lot more dollars for you, and the expense is Snaplite Lenses The projection lens is the eye of the screen. It must give you clear, sharp and accurate projection. It must "tune in" well and prove the able assistant of the operator. Your picture is ready for the screen. Your lens must do the work called for accurately. Among the makers of dependable lenses is the Kollmorgen Optical Company, of Brooklyn, New York, makers of the Snaplite Lens. These lenses come in quarter and half size, with the "Snaplite Jr." for portable machines.