Exhibitors Herald World (Oct-Dec 1930)

October 25, 1930 Exhibitors Herald-World 91 Hoffmann-Soons Three recent installations of Perfection Rheostats pile up the growing proof of leadership — In Paramount Theatre, Paris, France — In State Lake Theatre, Chicago — In Warner's Theatre, San Pedro, Cal. (To say nothing of the in-betweens) Such coast-to-coast evidence — across the Atlantic — and on to the Pacific — has an old and new world meaning for crowded-theatreseeking executives. For sale by the National Theatre Supply Sam Kaplan, New York, and by your LTION Co.. dealer. HOFFMANN-SOONS Electrical and Engineering Corporation 387 First Avenue Mfg. Division New York Contracting Electrical Engineers Moving Picture Theatre Electrical Specialists than ever before, with the constantlygrowing demands of both the industry and the public for the best possible projection of motion pictures. Concerns dealing in parts for projection machines have their experts and the wise exhibitor gets their opinion. E. E. Fulton Company, 1018 S. Wabash Avenue, Chicago, 111. Globe Reliance Corporation, 29 Glenwood Avenue, Minneapolis, Minn. GOLDE-E MANUFACTURING COMPANY, 2013 Le Moyne Street, Chicago, 111. GUERCIO & BARTHEL, 1018 S. Wabash Avenue, Chicago, 111. Sam Kaplan, 729 Seventh Avenue, New York City. THE NATIONAL THEATRE SUPPLY COMPANY. 92-96 Gold Street, New York City. Precision Machine Company, 368 Milwaukee Street, Milwaukee, Wis. A Projectors, Advertising EXPLOITATION in the theatre lobby by means of an advertising projector using trailers from current or forthcoming attractions is a means of theatre publicity that is growing in popularity. Projectors for this purpose are available together with a trailer service. By means of recessing the screen daylight projection has been made possible. Continuous and automatic action is a feature of many of the advertising projectors now available. Excelsior Illustrating Company, 228 W. 56th Street, New York City. Holmes Projector Company, 1815 Orchard Street, Chicago, 111. A Projectors, Portable Refer to PORTABLE PROJECTORS A Public Address Systems "DUBLIC address systems provide a means of electrically amplifying the voice. The microphone picks up the words, and as electrical energy corresponding to the original sound waves, these "words" are carried through amplifiers to the speakers, where they are transformed into their original physical form as sound waves, only now of much greater intensity than when merely created by the human vocal mechanism. Public address systems are used principally in the theatre for announcements, though it is adaptable to many related purposes. Microphonic attachment may be made at several points in the system, making its function available to the manager in his office as well as backstage. H. J. Baier & Son Public Address Systems, Inc., 2134 Lee Road, Cleveland, O. Gates Radio & Supply Company, Quincy 111. The Orcheetratone Company, 42 W. 18th Street, New York, N. Y. WESTERN ELECTRIC COMPANY, 250 W. 57th Street, New York City. A Publicity Clocks 'THIS is a device designed to produce revenue for the theatre by means of securing advertising from neighborhood merchants and shops. The publicity clock is placed in the projection room and projects the advertisement of a local merchant upon a circular face to either side of the proscenium arch. Upon this face are shown in silhouette the hours and hands of a clock. The clock shows the time and a new advertisement is projected upon its face every two minutes. Some manufacturers of the clock operate upon a basis of paying the theatre a certain amount of money for the privilege of installing the clock for one year in his theatre. They can obtain the advertising from the neighborhood stores. As the value of the advertising increases, the sum which the theatre obtains from the manufacturer increases. The National Kei-Lac Company, 557 W. Jackson Boulevard, Chicago, III. Seth Thomas Clock Company, 19 W. 44th Street, New York City. Western Clock Manufacturing Company, 107 Lafayette Street, New York City. A Publicity Films rFHEATRE publicity assumes many forms and the alert exhibitor utilizes each at some time or other to suit the occasion. One of the most effective forms is the publicity film, which may be presented as a local news reel, a trailer, a presentation, a leader, a playlet, etc. In some cases as many as ten such films are run, giving the exhibitor advertising for his own business or an income from the charge he makes for thus advertising other businesses. Alexander Film Company, 3385 S. Broadway, Denver, Colo. Appreciation Films, Inc., 1029 S. Wabash Avenue, Chicago, 111. Loucks & Norling, Inc., 245 W. 55th Street, New York City. A Radium Paint "OADIUM paint is a substance which gives a spectacular effect to the stage when the house is darkened. Its application has been simplified, and it is used with frequency in the stageshows of the country's motion picture theatres. It may be obtained in different shades, and offers a colorful background for the show.