Exhibitors Herald World (Oct-Dec 1930)

November 22, 1930 Exhibitors Herald-World 59 Added Income A department devoted to amusements and services that may be allied with the motion picture theatre . . . presenting ideas for their successful operation, comment on their equipment and supplies, and news of the people who make them READERS who are not just becoming acquainted with Better The atres with this issue, will recognize that under the above heading a new department is making its debut. The reason for it lies, of course, in the developments all of us have noted in the motion picture theatre business during the last year or so, and more especially, during the last six months. While it is the business of the motion picture theatre to present screen entertainment, occasionally augmented by stage and pit features, it has been found that exhibitors may pursue various other lines that combine well with theatre operation without sacrifice to the show and to the enhancement of his income. To such activities — amusements and services which may be allied with the business of presenting motion picture entertainment — this department is devoted, and besides news and comment concerning the products and people in these fields, descriptions of actual methods and stunts will be offered as sources of practicable ideas. Let 'Em Make Talkies of Themselves SOMETHING new under the sunjust as there always will be, despite the axiom, which has been pretty well repudiated by now. This something new would seem to lend itself to adaptation to motion picture theatres as a form of auxiliary amusement, and therefore as a source of added income. The interesting little innovation in question is self-recording of the voice — or, for that matter, of one's self playing an instrument. A number of theatres are reported already to have taken advantage of this novelty and have installed equipment in a booth in the foyer for the benefit of patrons. It is plain that the growing interest in selfrecording (which is somewhat analagous to the self-photographing which has become so popular) may be taken advantage of by exhibitors, inasmuch as the space required is not more than the average theatre could spare. The possibilities seem considerable. The device could be used to amuse patrons who are waiting for seats, either with or without a charge other than the price of admission to the theatre. If no extra charge were made, the stunt could doubtless be turned into some very effective exploitation. In either case, the innovation seems capable of delivering extra profits to the exhibitor. And here seems to be something that Young America might simply "eat up" — recording themselves singing the theme song from the picture! There is equipment now on the market which requires only an ordinary telephone booth and an attendant. This equipment, which is put out by the Callophone Company, 222 Mercer Street, New York, N. Y., includes high-grade amplifiers, besides all the other necessary apparatus for making a complete recording in two minutes. The records can be retailed, it is stated by this company, at from 25 cents to $1.50, depending on the size. It is possible for the theatre to advertise this activity as a free service, charging only for the records. The records are unbreakable. The Callophone equipment can be bought outright or it can be rented. It is stated that the same machine can be used, without any additional cost, for making announcements and for playing records as part of a lobby ballyhoo. Miniature Golf a Great Help THAT swiftly growing form of amusement, miniature golf, is doing its bit for prosperity. Our attention has been called by Miniature Golf Courses of America, Inc., to the recent statement of J. S. Lockwood of the textile division of the U. S: Department of Commerce, saying that this unique pastime has brought about an added demand for cotton goods and has thus helped the cotton market. According to Mr. Lockwood, there are now 25,000 courses in the United States, with a value of over $125,000,000. Not only has the little inexpensive brother to the big, expensive game of golf helped out the markets in several lines of products, but, according to Mr. Lockwood, it has given employment to thousands in about a dozen trades. Regarding the growing adaptation of miniature golf as an amusement enterprise allied with the motion picture theatre, either for commercial or promotional purposes, it is interesting to note the statement of the Butterfield circuit in Michigan. According to an announcement of this chain, the management expects the game to be a popular winter sport, hence several of its closed or poorly paying theatres may be equipped with golf layouts. This circuit regards the course built with natural hazards for putting as the best, on the grounds that the average player only wants to keep up his putting during the winter. The statement declares, "a miniature golf course established in a good location, well heated and lighted, should be a paying venture." The company referred to above, Miniature Golf Courses of America, Inc., which has its headquarters at 41 E. 42nd Street, New York, N. Y., has designed a new layout especially for indoor use, and from the photographs, it resembles an outdoor course very closely and therefore would seem to retain most of the advantages of the outdoor layout. MAGNASCOPE FRAME Eliminate excessive weight, head and off stage space — accomplished by removing objectionable mechanical equipment from the frame and placing it in the grid and side of stage where it belongs. Do this and you have a simple, free operating magnascope frame, entirely fool-proof. Yes, it will fly in one complete unit. Either hand or electric operation. Smaller frame both in height and width, less in weight, positive in operation is the new Channon magnascope frame. The price is within reason. Send specifications giving size of both small and large pictures wanted and you will receive detailed information and price. , -■«$. 223-233 West Erie Street CHICAGO Keep Your Curb Clear Let your driving patrons arrive and leave in comfort. Nearly all cities require cleared curbs for quick emptying of house in emergency. A pair of these signs will do this for you. Most .substantially made sign now on the market. Welded joints can't break or loosen. Octagon shape is U. S. standard stop signal. Stands 44 in. high; head 14 In. across. Weight 45 lbs., hard to tip over. Aluminum lettering on black background shines at night. List $12 each. See your local independent supply house or write us. GUERCIO & BARTHEL 1018 S. Wabash Ave. Chicago. III. Telephone Webster 2190 or 2002 THEWTER EQUIPMENT MAIL YOUR TRIAL ORDER TODAY for HAND PAINTED SIGNS Each on heavy poster paper in 5 or more attractive colors and artistically airbrushed any size up to 36"xl0 ft. Write for prices on other sizes on paper-muslin and cards. One Day Prices Do Not Service Include Postage Get the Best They Cost Less H. DRYFHOUT 736 SO WABASH AVE CHICAGO ILL.