Exhibitors Herald World (Oct-Dec 1930)

'November 22, 1930 will inevitably react to the damage of the box office. In reading a newspaper in which the print is sharp and clear, there is no perceptible eye-strain at all. However, let the type be blurred just a little and strain will instantly be set up, the amount of strain being directly dependent upon the amount of blur. The same thing is true of a motion picture, and travel ghost, no matter how slight, sets up a blur, and that blurring effect will largely be in proportion to the amount of the ghost. But, you may well inquire, if the ghost be so slight that it can only be seen from the front row of seats, how can it possibly effect the eyes of those seated farther back? I can only answer that by saying that while the pulling of whites over blacks may be so slight that the eye cannot discern it, the slight blurring effect is in the lines, and all eyes in the audience will be fastened intently on that picture without any rest at all for a considerable period of time — an hour or two, at least — and the result will certainly be to strain eyes that are sensitive. This strain may be, and usually is, sufficient to cause those people to attend the theatre less often than they would were the ghost not present. They won't know anything about the ghost. They probably would not know what it was, or that it was present, but what they would know is that their eyes hurt, with possibly an accompaniment of slight headache. In a large percentage of the theatres visited I have seen a well-illuminated, steady picture, but in a considerable number of pictures I have found a very poorly illuminated screen, and that is never a good condition from a box office point of view. The manager who "saves" money by economizing too much on projection current consumption invariably loses a great many more dollars than he saves. The public does not like a muddy, dull picture, and that is what you get when insufficient current is used, or when from any other cause the screen is insufficiently illuminated. I have found some cases of unsteadiness in pictures that investigation showed was due either to worn parts in the projector, or to lack of proper adjustment of the intermittent movement. These cases were, however, relatively rare. As to sound, I found that there is great need for further improvement. Even among theatres having the same make of sound equipment, I found a decided difference in reproduction and projection. I do not think I would dare undertake to set forth the reason for this, though certainly it must be to a considerable extent charged to the difference in the handling of the equipment. It could not well be otherwise — or so it seems to me — and if this is true, it certainly points directly to an urgent need for one of two things; namely, more Exhibitors Herald-World 43 Believe It or Not! What May Seem Like a Backward Step Can Be a Leap Forward Complete for two Simplex Projectors .00 The GoldE Manumatic Changeover Shutter With this non-electric, automatic, manually operated device, the problem of speedy, noiseless changeover is solved. Noiseless in operation and without electrical connection there is no noise to be picked up by the Movietone amplifier, transferred to the screen and kicked back at the audience with a bang and a boom. Simple to install — any projectionist can put on a nair in twenty minutes, without drilling, cutting or filing the mechanism. It fits any model Simplex, rear or front shutter type. Nothing to get out of order — small first cost and no upkeep. Comes equipped with novel new tension pad release and special arrangement for quick and accurate framing. ORDER A PAIR TODAY— or if you desire further details ask your supply dealer or write us. (Manual Automatic) The GoldE LONGLIFE Carbon Jaw Six Months Guarantee ! GoldE research has discovered a rare new metal and method of construction that conquers the problem of frequent control jaw replacement which has been an expensive problem for users of the Hi-Lo Lamps. Trouble and expense with Hi-Lo Lamp carbon jaws that burn up quickly are no longer necessary. Here's one guaranteed for six months and that will last two ye»r3 with ordinary care and usage. ORDER. FROM YOUR DEALER OR DIRECT <+. -f rf f\r\ FROM US. Price each $l3oUU FREE — Until further notice, with each order for a pair of GoldE Long-Lift Jaws, we will include free, a GoldE Carbon ]aw Lap for polishing. Order 7^[ow! GOLDE MANUFACTURING CO. 2015 LeMoyne St. Chicago, III. JS ID OzJEX TRADEMAEK The Bifocal F2.0 Super-Lite Lens THIS new convertible Projection Lens that meets all the requirements presented with the use of both Sound and Silent Film, without changing the Projection Lens in the machine. The manner in which the sound picture is shifted and centered on the screen is just another quality of this wonderful product. Projection Optics Co., Inc. 330 Lyell Ave. ROCHESTER, N. Y., U. S. A