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

February 20, 1926 Page 23 Heralds and Programs Bring Big Results You must advertise to get them to your theatre, and keep on advertising to keep your regular patrons and get more. Advertising is a necessity, there is no getting away from that. There are many ways of advertising — and they all get some results. One of the best and quickest methods to start results is by using heralds to announce your coming attractions. These should be w ritten in a catchy and striking way, giving a special slant to the feature of the picture. Heralds are one of the specialties of the National Poster and Printing Co., of Chicago. This company also prints weekly programs to be distributed to the homes. They attract people who do not come to your theatre and others who do not come often. You can distribute them at your theatre also. The illustrations get the patrons' attention and the reading matter holds their interest. It is claimed by the National Poster and Printing Co. that over 350 motion picture theatres are using their weekly programs as the cheapest advertising they can buy that gets real results. The cuts and copy are furnished you by the company, carefully selected and written to your satisfaction. The National Poster and Printing Co. will also attend to your mailing matter. Samples and price lists will be gladly sent you on application. * * * Screens to Cut Expenses and Assure Good Service It is well said that your screen today is worth no more than its value a year from today. Is it not, therefore, a good policy to make your initial installation of such screens that will assure you minimum depreciation, and at the same time, the best of service? The Da-Lite Screen, manufactured by the Da-Lite Screen and Scenic Company of Chicago, costs you, it is claimed, less than 1% of your entire theatre investment. The extra years of service that you will get from the Da-Lite Screen will overpay for it many times. This screen wears. Its surface is put on to stay on. It is almost scratchproof , and resists flaking, scaling and tranishing. -Constructed with heavy coatings through special processes, the backing of the screen gives you the utmost durability. The highly reflective surface gives you all that can be desired in the part the screen plays in the showing of your pictures. Lobby Displays Displaying your current and coming productions means much in putting over your picture. Generally, people passing by are interested in your presentations. They wonder what you are showing today and tomorrow and the next day and even the following week. It is your duty to give them this knowledge. If you can do it elaborately, do so. If you cannot, do it in a plain business like manner. Frames for your lobby displays attract the eye and in this line, Stanley Frame Co., are considered one of the best. Send for Catalogue and Circulars What are the Requirements of a Good Projection Lamp? There have been whole volumes of written matter on what constitutes a really good projection lamp. Each year in the endeavor to meet new requirements, new lamps have been added to the already numerous assortment on the market. Some few, however, have been able to withstand from the very first, the many changes that new ideas and improvements would have necessitated had not the lamp been originally built of the very finest of material, and in true accord with the highest of projection engineering principles. One well known company recently made a list of what it thought were the true requirements for a good projection lamp. The list is somewhat like this. First, does it give the true tones to the projected picture? Then, is it able to eliminate entirely the very annoying flicker that is caused by an inconstant light source? Does it make the picture a visionary torture to the patrons who happen to be seated way up front of your theatre ? The 900-Watt, 30 ampere National Mazda Motion P i cture Lamp. And as regards to your projectionist, does it tend to eliminate the obnoxious fumes or gases? And does it require constant attention after once set, or is it of the fool proof and dependable variety? MUSIC BUYERS CORP. 1520 B'way New York City As to cost of a lamp that will come through such a test, the only thing that can be said is that the price paid is immaterial. Rather, it should be figured on the basis of how much current will it save, and what its average life is. This list of tests for a lamp is very thorough and complete leaving but little to be desired. Of course, nearly every lamp on the open market will claim all these attributes as its very own. But there is really only one way to find out, and that is to make your individual tests. It may take you a little time, but in the end you will be the one to benefit by it. Not only will you be able to ascertain what the cheapest lamp for use will be, but you will also find a way to give the maximum of pleasure to your audience. MAZDA GETS 122 FT. THROW ENID, Okla. — Two of the very latest type Motiograph projectors were installed in the New Royal, opened recently here. These were Mazda equipped with Cinephor Condenser system, the installation berng done by H. G. Greekmore, chief projectionist. New Superlite lenses and motor driven rewind were also installed. The equipment was sold by the Anderson Theatre Supply Co., Oklahoma City, Okla., and they are to be complimented on this wonderful installation. The throw is 122 feet and the light source is Mazda, the picture is very bright and clear with this long throw. We would like to receive letters from exhibitors. Informal letters, saying very directly and without any attempt to make rhetorical statements, telling about what they find good and what bad in the field of projection and equipment. Tell us your ideas, and you will be more than amply repaid with the ideas of others. Using Plastic Relief Many of the Newer Theatres Now Favor Ornamentation It has been called to the attention of those who follow what is new and improved in the way of theatre construction that many of the newer theatres are using a good deal of plastic relief for their lobby and interior decorative effects. There is a wide variety of uses for these reliefs : fan Drackets, pilasters, capitals, rosettes, mouldings and so on. There are many different finishes that can be had for these plastics, because they can be treated just like a wood. In the line of electric fixtures a special compo material shows up to very fine advantage. There are perhaps two hundred kinds of such fixtures on the market, — sidewall brackets, indirect ceiling fixtures, semi-indirect bowls, chandeliers and such. These make up in a most attractive style, and are recommended by the leading decorators today. It would certainly be very much worth while that every exhibitor, contemplating a new theatre, investigate thoroughly this line of decorations before contracting for anything that might come his way first. One of the one hundred kinds of wall fixtures made by The National Plastic Relief Co., Cincinnati, Ohio. 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.