The Film Daily (1935)

THE 3^2 DAILY Saturday, May 11, 1935 IMPROVEMENT NOTES (Continued from Page 4) planning an extensive renovation of his house to start soon. He's calling in a Kansas City architect. Homestead, Pa.— The Stahl Theater has acquired a Western Electric Wide Range Sound System. Haddonsfield, N. J.— The Western Electric Wide Range installation in the Little has been completed. Philadelphia — Western Electric Wide Range has been installed in the 200-seat Bandbox. Franklinville, N. Y.— A. D. and F. L. Gould have installed Western Electric Wide Range for their Adelphi. Webster Grove, Mo. — The Ozark now operates with Western Electric Wide Range. Des Moines, la. — One of the biggest recent installation jobs was completed recently at the 1,000-seat Strand. Western Electric Wide Range went in. Portland, Me. — The large Strand of Netoco State Theatres of Portland, Inc., has added Western Electric Wide Range. San Francisco — The Granda Realty Co. has acquired Western Electric Wide Range for its Paramount. EQUIPMENT BUSINESS BUILDERS (.Continued from Page 5) only real auditorium fit for talking pictures, and I find that the small, intimate, wellequipped "close-up" theater is the subject of favorable conversation and approval in all neighborhoods, — simplest of decorations; horizontal streamlines; plain color schemes; soft lighting, and ultra-comfortable chairs well spaced. The screen should be in proper proportion, without exaggeration as to size of picture or harshness of sound, which always tends to completely break down the desired illusion of a shadow and sound picture. Why look at a picture 20 feet above your eye and half a block from where you are sitting! The exaggeration of sound, and the shouting of the picture, augmented by loud speakers placed through the auditorium of the large moving picture palaces, rob the presentation of reality. The small "Streamline Theater" such as we are visualizing, discounts exaggeration and architectural overdone refinement. It concentrates on eye and ear comfort. The successful talking picture theater of the future is a small theater, designed with the atmosphere of an elegant room, properly equipped, decorated and lighted to mean a pleasant large gathering room approaching home atmosphere, designed and arranged to house intimate gatherings for the presentation of talking pictures, with as little reference to the typical architectural or decorative exaggeration as possible. No stage. No platform. No proscenium arch. It will be simply a large room in good taste, mellow in color scheme and lighting effects, with carpets that are carpets, and with seats which are seats. The best of projection apparatus and screen, — luxurious in its retiring rooms, attractive from an advertising standpoint as far as facade is concerned, — but otherwise just a "cinema," — not a theater. Proper equipment will, in my estimation, play a more important part in the development of this type of theater than architectural glamor or decorative enrichments. "STREAMLINE7' YOUR OLD THEATER <l EQUIPMENT NOTES (Continued from Page 5) president, has just returned from Western trip with contracts for the installations of eight of these systems, for theaters in Pittsburgh and the state of Kentucky. Typhoon is now working on installations at the Apollo, Jumbo and Frolic Theaters in Philadelphia; the Riant in Conshohocken, Pa.; Manos in Monessen, Pa.; Shapiro in Mt. Union, Pa.; Crescent in Mahoningtown, Pa. Chicago — General Register Corp. announces the receipt of an order for 21 new ticket registers from the Essaness Theatres Corp. of Chicago Hollywood — Members of the Pacific Coast Section of the S. M. P. E. who are working on plans for the Spring convention are: G. F. Rackett, chairman; E. Huse, post chairman; H. W. Mayse, secretary-treasurer; W. C. Harcus and K. F. Morgan. Meetings will take place at the Hotel Roosevelt May 20-24 Chicago — New Peerless Magnarc D. C. Lamps have been installed in following houses recently: York, Elmhurst; Miller, Woodstock; State, Rockford; Elmo, Chicago; Thalia, Chicago; Premier, Valparaiso; Calu met, Hammond; Crescent, Pontiac; Virginia, Champaign; LaPorte, 'La Porte. Installations were made by National Theater Supply, which has also completed a redecorating job for the Princess, Peoria and installed NuWood for the State as well as new lighting fixtures and carpets. h i i m MAKE YOUR THEATRE FRONT LOOK AS COOL AS YOUR INTERIOR WITH VALANCES 40c per foot without FROSTING 45c per foot with FROSTING ANY COLORS— ANY SIZE— ANY COPY MORRIS LIBERMAN 729 BROADWAY NEW YORK Tel. SPring 7-2320 1018 SO. WABASH AVE. CHICAGO Wabash 5815 Special Notice to Theatres and Publishers ET us show you our low cost plan for putting your mailing list on high speed automatic addressing plates (Addressograph, Elliott, Rapid Addressing Belknap, or Pollard-Ailing Systems) . No initial expense, no machinery to buy. We correct and keep the list up to date for you, and address and deliver a set of envelopes or wrappers weekly, monthly, or as called for. Also, we supply you with all accessories and plans for building up a new list, and for cutting out dead wood and postage waste. Phone CHelsea 3-7390 for full details. Automatic Addressing Division GLOBE MAIL SERVICE Inc. The Largest Lettershop in Greater New York 148 West 23 rd Street, New York, N. Y. \ •t