The Film Daily (1931)

THE DAILY Sunday, June 7, 1931 rTHEATER = By M. P. Maintaining Right Temperature Vitally Important in Summer Maintaining comfortable atmospheric conditions implies something more than the mere "changing of the air so many times per hour." It implies the scientific adjustment of the tors of temperature, humidity and air movement in a manner that shall make it always easy to provide atmospheric conditions approximate \tcrnal temperature within a degree that assures the elimination of the "clamminess" that is the beginning of human discomfort. Cooling is a most important factor in the successful operation of a theater during the hot weather, but such well known and popular advertising phrases as "70 degrees cool inside" and "20 degrees cooler than on the street" and "Icy cool within" a rather unlikely way of attracting patrons. Theater temperatures of 70 degrees may be anywhere from 20 to 30 degrees below summer temperature on the street. Health authorities place the proper temperature of the theater at 75 degrees and a humidity of 55 per cent. A good rule for theater engineers or operators of cooling equipment to follow, they believe, is the maintaining of a difference of approximately 10 degrees in temperature between the inside and the street. The publie instinctively avoid the possibility of enduring long periods of "stuffiness" and perspiring discomfort just as much as they avoid, whenever possible, the physical shock of violet change of temperature. There is a surprisingly large number of people, le of advanced age and infirm, some perfectly normal, who will not and who dare not patronize refrigerated houses because of some unhappy experience they have had in theaters that were 70 degrees cool. A theater in which the air is kept at 75 degrees, with a humidity of 55 per cent, and in which there is a barely perceptible air motion, is close to the ideal for warm weather. Picture theaters are today ministering to the mental needs of vast and ever-growing numbers of the country's population drawn from all its, for rational entertainment is the very bed-rock upon which human m< ntal well-being has its foundation. The safeguarding of the physical comfort of the picture-going public is not only a duty, but is also an obligation charged with potentialities rich in profits. Change Maker Operates With Speed, Accuracy Kansas City — A change making line, small, compact and requiring very little space, and said to assure speed and accuracy with its use in making change at the box-office is being offered by the Hoefer < lhange-Maker Co. Featuring a simplified key board yet positive in action, automatic safety lock which prevents short-changing when a coin channel becomes empty and a one-piece coin holder that is said permits readily removing from machine when desirable, the device delivers change in any amount from cue cent to one dollars by a single stroke of the hand, yet the penny keys are out of the way when not needed. Coin deliveries are obtainable for either right or left hand side of the machine, the company states, National Theater Busy Installing Equipments Xational Theater Supply Co. reports a busy season on equipment installations throughout the country. Recent deals include air-washing system, seats, drapes, etc., at Apollo, Princeton, 111.; chairs in the Metro, Durant, Okla.: complete cooling equipment in the Sunset, Los Angeles, also the V.M.C.A. theater of Wareshoals, C. S.; marquee for the Milda, Chicago; Artone adjustable sound screen unit for the Wisconsin, Milwaukee; new improved booth equipment in the Orpheum, Kansas City; chairs for the Empress, Waurika, Okla.; large electric sign for the Opelika, Opelika, Ala., and complete redecoration at the Alger's Park, Champaign, 111. In the new Alger's Peru theater the company furnished and installed both upright and canopy signs, also complete carpeting, stage-rigging, draperies, booth and box-office equipment, and complete seating. The new Watseka theater. Watseka, 111., is another Xational job on booth equipment, carpets, canopy signs, drape its and decorations. Draperies Decorations Magnascope Screens 340 W. 4 1 si Si. £ fiovaiy l/CENICl VTUDIQT ■ ""«■•'■■■" '■! Settings Acoustical Treatments Acoustical Banners New York Cilyl TS the interior and lobby of your theater properly illuminated and decorated for the summer, or are you one of those exhibitors who think a wide array of posters and bright lights in your lobby will be an inducement to draw patrons into your house? Interior lighting should be changed to cool green or other appropriate colors. Arrange for greens and flowers for your lobbies and foyers and see that your house and other advertising features are "Cool and Comfortable." By making it attractively inviting, you're going to help boost your summer grosses. * * * The comfort of the patron amounts to more than just a comfortable seat, and a good view of the screen. The consideration given to his comfort should start with his entrance into the theater. * * * Why should patrons wait to see an attraction at your theater when they can see the same attraction at a competing house the week before it is advertised to play at your house? If they do wait, they'll wait because you've been wise enough to I ase your appeal for steady patronage on something more than the pictures themselves; because you've made your theater outstandingly inviting and comfortable: because you've given it an individual attractiveness of its own. Opens Premium Plan Office Cleveland — ■ Abe Chapman and George Wilson, both formerly connected with the distribution of films, have opened a branch office of the W S. Theater Premium Co., Pittsburgh, in the Film Building here. The premiums distributed by the company consist of movie star buttons, puroloid dresserware, china sets, and packages of chocolates. LOBBY MADE ATTRACTIVE BY PORTABLE FOUNTAINS Self contained portable electric fountains for use in adding a cooling as well as a decorative effect in the theater lobby and lounge rooms are being marketed by the Capitol Stage Equipment Company of New York. No water connections or pipings of any kind are necessary as the device works automatically by placing about two quarts of water into the bowl and connecting the outfit to the nearest light socket, the same water being circulated and used over and over again Perfumed or scented crystal salts also may be added to the water to sweeten the air, the company states. New Type Small Fan Philadelphia— A new type small fan known as "Circulair," said to be silent in operation, capable of circulating the air in all directions at once, without disturbing papers or creating a draft, is being put out by the Electro Manufacturing Co. of America. It is made in colors to match decorations. Issues Catalogue A new catalogue, covering sound amplification and reproduction apparatus, has been issued by the Miles Reproducer Co. of New York. JUST AROUND THE CORNER from every American theatre NATIONAL THEATRE SUPPLY COMPANY f^TUDio Lights 0 For sound and motion picture photography — lamps of all kinds, both incandescent and arc types, floodlights, spotlights, overhead lights, side lights, etc. ; for close-up or long-range work. Also wiring devices of various kinds, portable plugging boxes, pin plug connectors, etc. — made by the creators of Klieglights. KLIECL BROS Universal Electric Stage Lighting Co., inc. 321 West 50th Street New York, N.Y.