The Film Daily (1939)

10 W* %0AJLY Friday, August 18, 1939 T-H-E-A-T-E-R-S Air Conditioning Systems Projectors EQUIPMENT S-T-U-D-I-O-S Technical — Supplies Furnishings SIMPLEX MECHANISM FOR SPECIAL FIELD To provide better sound and visual projection for moderate size theaters, with seating capacities ranging from 200 to 800, International Projector Corp. is marketing its new Simplex SI Mechanism, designed, manufactured and priced, company points out, to supply a definite demand for motion picture equipment. Engineers of IPC cite that, although moderately priced, the new SI mechanism will give very satisfactory results and meet the needs of the special field for which it is intended, enabling theater owners who have been compelled to use old, obsolete equipment, to purchase standard Simplex equipment at a price comparable to far less efficient mechanisms. The new Simplex SI Mechanism has many of the most modern improvements, such as Front and Rear Shutters, Semi-Centralized Lubrication, Air Deflector and Aperture Cooling Unit, Sprocket Strippers of the non-wrap around type, Fire Shutter Safety Trip of advance design, and also has many Simplex advantages which, in long practical use, have proved definitely valuable aids to the theater owner and projectionist in improving sound and visual projection and reducing maintenance costs. SI Pedestal weighs approximately 225 pounds and is finished in black crackled enamel to match the standard finish of the SI Mechanism, Lamphouse and Magazines. An outstanding feature of the new SI Projector is the new Simplex Low Intensity Lamp and Lamphouse for medium size theaters. The new Low Intensity Reflector Type Projection Arc Lamp and Lamphouse is of advanced design, sturdy and roomy, employing exceptionally large eliptical reflector 11% inches in diameter. McArthur Installations Detroit — McArthur Theater Equipment Co. has sold Motiograph Model K projectors and Western Electric sound to the new Esquire Theater at Grosse Pointe. Installation is being engineered by Altec. McArthur is also installing Motiograph projectors and Brenkert lamps in the new Shafer Theater being opened by Walter Shafer on Sept. 1 at Garden City. A STANDARDIZED THEATER? From Today's Trend Tomorrow Viewed By JOHN EBERSON, Architect IN our previous article, discussing " what means can be taken to provide both small communities and sub-divisions of larger ones with film theaters of their own, it was suggested that a new, standardized type of motion picture house be evolved. Now, there naturally arises the query: "What specific advantages are to be gained through the idea of the standardized theater?" As already pointed out, the initial benefit would be the setting-up of more adequate entertainment facilities for the public, who, via strategically placed houses, could with greater convenience and comfort than now exists witness the contemporary photoplay. Secondly, the creation of more and better small film theaters is one of the essentials if a renaissance of interest and consequent patronage is to come about. Witness that the all-time high in attendance, according to industry records, was attained in 1930, which was some 20,000,000 persons more than the 88,000,000 set down as the total attendance during 1938. It must be realized that population has grown considerably in the U. S. during the past ten years, and every means should be instituted to win the existing public back to the screen in the 1930 proportion, and to court the rising generation of potential patrons by means of the best in entertainment and the best settings in which to enjoy it. * * * FURTHER, the small standardized type of house would afford the alert circuit and individual theater operator an opportunity to expand, without "going overboard" from the economic point of view, as if often the risk where the big, elaborate class of theater, wholly unstandardized, is concerned. Additionally, the project of the small, standardized house should be welcomed by the American producer of films, since added outlets promise added revenue. The so-called standardized theater, would have to be undertaken with an eye to varying size building plots, and likewise take cognizance of varying community building codes. More than that, the architectural form of the exteriors could be expressed in countless designs, with the benefits of standardization accruing from similarity in size, equipment and certain appointments. It is my opinion that the theaters of tomorrow can be standardized, GREATER LONGEVITY* ' FOR VACUUM TUBES As a result of new developments in Altec's system of laboratory and field life tests, vacuum tubes supplied for theater sound systems by Altec will receive a ten-fold increase in life guarantee. Western Electric tubes previously guaranteed for 100 hours' service will now receive six-months' unconditional guarantee. The large 50-watt size, now carrying a full guarantee of 100 hours' service, will be subject to an extended pro-rated guarantee on any tubes which fail within 1,000 hours. and yet be wholly different in appearance. What shall constitute the standardization of the small, modern motion picture house of which we speak? (In a subsequent article, John Eberson will discuss the scope of standardization.) (.(. ON BORROWED TIME 99 Time is one of the best selling allies Alexander Smith Carpet has. Our files are filled with unsolicited letters from theatre owners praising its amazing wear life. Which is why you find it in most of the country's successful theatres. ALEXANDER SMITH CARPET