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

February 13, 1926 Page 23 One of the standard style chairs for theatres manufactured by the HeywoodWakefield Co. Investing in Comfort Exhibitor Calls Installation of Good Chairs an Investment It is a most novel way to express the expenditures made on seating facilities for a theatre, yet the argument advanced by an exhibitor who called the installation of better than average chairs an "investment" really justified his contention. Only recently, did this particular exhibitor renovate his theatre, and among other things, replaced all of his old rickety chairs with a well known standard brand. And strangely enough, more favorable comment was passed by his patrons on that one change than on any of the other changes made. The fact that the stage was enlarged, and the fact that the orchestra was augmented, — these were both secondary to the fact that the audience really felt comfortable in their seats while the picture was going on. It is, then, really a very fine investment to get some real seats in your theatre. A good show is often spoiled as a source ot entertainment because the audience was annoyed by squeaks of chairs, or because the chairs were uncomfortable to sit on. There are several well known standard brands of chairs on the market. They are well advertised, and any exhibitor who contemplates adding comfort to his theatre should investigate any or all of these. Films Safe As Protection The careful exhibitor is one who looks after every phase of showmanship, not overlooking safety, which is very essential. The American Film-Safe Corporation, of Baltimore, Md., produces film-safes for the safe storage of motion picture film. They offer absolute protection against extensive film fires, because small quantities of film are installed in insulated and isolated com* partments covered with automatic closing doors which latch and engage with an effective fire stop. Each compartment has an automatic pressure relief valve leading to a duct or vent, which in turn leads to the outer air. Mr. Exhibitor: Ask at the Film Exchanges for the ^^^^^^^ It's little to ask for, but it's the only reliable aid you can give your musicians to help put the picture over. ' Send for Catalogue and Circulars MUSIC BUYERS CORP. 1520 B'way New York City SPECIAL PENCILS There are many kinds of pencils and many grades of pencils, but it seems as though year in and year out the Blaisdell Pencil Company, of Philadelphia finds itself at the head of the list in practically all of the best houses. ' They feature besides the regular writing pencils china and glass marking pencils which are especially adapted for making emergency slides. This is most splendid for the exhibitor who may book pictures at the last moment as well as announcing prologues, special information and other phases of showmanship. The Arrow Pencil incidentally is one of their most popular product. * * * FILM TRAILERS It is a wise showman, who, when he wins patronage, presents to them glimpses of coming productions. In doing this he whets the film appetite of his audience, and this has done much to bring the public back time and again. Filmack Company, of Chicago, has gained a fine position in the hearts of many exhibitors for its film trailers as well as heralds. * * * INTERIOR SIGNS Fire Laws seem to be about the same everywhere so that every exhibitor, when building his theatre, or dressing it, must giving his utmost attention to exit signs. ONE EXHIBITOR TO ANOTHER THIS page of equipment and accessory notes is compiled as far as is practical from observations of exhibitors. That is to say, Exhibitors Review has little to recommend one way or another as to what manufacture of product to use. But the magazine will at all times print and publish any suggestion made by exhibitors as to the uses of those products. It is the belief of this magazine that the exhibitor knows better than anyone else just what his needs are, and is also quick to recognize when he has struck something new and useful. Those are the things we wish to publish. Semon, Bache & Co., of N. Y., have supplied many of the theatres with exit signs. They also manufacture lantern slides and one of their big features is Maltese Brand Lantern. Floral Decorations for Spring Little Touches of Flowers in the Lobby make the Theatre More Inviting Several of the better known interior decorators of theatres are already beginning to recommend floral decorations for lobbies, in anticipation of the coming of spring. That is not at all amiss at this time of the season, since there are but a few weeks left before the air will take on the soft fragrance of flowers and buds. People will expect, and be pleased to see floral decorations in store windows, or wherever displays are made. And since the lobby is the window of a theatre, there is the pl'ace for exhibitors to show that they are acquiescing in the whims and fancies of their patrons. There are many different forms in which floral decorations can best be made. Mr. Ed. L. Hyman, managing director of the Brooklyn Mark Strand, used boxes of green along the ledges of his balcony. In the photograph shown here, they are used in basket form on a stand much as they would be used in a home, since the lobby here is rather small and of the intimate type. Sometimes one huge basket in the centre of the lobby floor is sufficient. Using a flower basket to conform with the general airiness of the wicKer furniture in a small and intimate type lobby is very effective. Artificial flower basket, manufactured by the Netschert Studios, New York, finding favor with many exhibitors for lobby decorations. . Of course, real flowers are not to be used. They are too expensive and perishable. The artificial flowers now on the market are so well made that it is really difficult to tell them apart from the natural without at least feeling them with bare fingers.