The Film Daily (1936)

THE Saturday, Jan. 4, 1936 S^S DAILV ENT R DON'TS ns Tinkling Into the Till be discourteous in speech, disheveled in appearance. Courtesy and neatness on the part of the staff is 25 per cent of the battle in getting casual customers to become steady patrons. Don't expect to get business away from a competitor if your booth equipment is old, out of date, the sound inadequate or badly adjusted. Offer the public something better than the opposition if you would entice people into your theater. Don't present the same "face" to your public year after year. A woman changes her make-up, the arrangement of her hair, the color of her garments to keep herself attractive. So should your theater. Change the color scheme of lobby and theater front at timely intervals. Don't place posters and lobby cards in old, tarnished, scratched and discolored frames. They are part of your theater's "face." Don't let door hinges get rusty and squeaky. Don't let doors get covered with dust. Avoid anything that would get them stuck, in case of an emergency. Don't think you can counteract the ravages of time and usage by patch-work repairs. That doesn't kid your public into thinking you have modernized or remodeled your theater. A thorough remodeling is cheaper in the long run than constant patching; and it presents a new "face" to your public which likes new "faces" in theaters as well as on their screens. Don't crowd your patrons. Give them leg room and elbow room. Sardines don't mind it — but they are dead. Don't mar your lobby with an ugly box office. It should be as fresh and goodlooking as the face of the girl who accepts the public's money with a "Thank you." Don't imitate what your rival has done to make his house attractive. Originate your own ideas; take them up with experts who will help you develop them into something better than the opposition can offer. Don't be stand-offish. Get to know your patrons; greet them by name; ask them for suggestions as to what they would like to see on your screen, and how they think your house could be made more attractive. Don't be dishonest in your advertising. Tell the public the nature of the fare you offer them. Most of them are your fellow citizens. If you get them into your theater under false pretenses a few times, they are likely to desert you for the opposition theater. Don't consider yourself an architect and a sound engineer. If you are remodeling call in a theater architect; if there is something wrong with your sound, get a sound engineer to ferret out the trouble. NIGHT and DAY always at YOUR SERVICE at high nocn, midnight or at anytime in between National is ever ready to meet your mechanical problems . . . Dependable products for modernization and maintenance. Courtecus treatment from men you knew. NATIONAL THEATRE SUPPLY CO. ALL PRINCIPAL CITIES » » EQUIPMENT FIELD NOTES « « Pittsburgh — Bill Davis, president of the M.P.T.O. of W. Pa. and operator of two houses here, is remodeling his Liberty Theater. He contracted with A. & S. Steinberg for a new type of silhouette letter sign to cover the front and sides of the marquee. The sign is designed to carry 500 letters, each eight inches in height. Newark, N. J. — To round out its "Coronet" Metal Tube line, the Arcturus Radio Tube Co. announces the addition of the types 6Q7 and 6X5 tubes. The 6Q7 Coronet, a double diode triode, is the first dual-purpose tube to be built in metal. The diode is similar to that in the type 75. The triode section, having an amplification factor of 70, makes this a desirable tube for a.v.c. applications. By using a 3-volt grid bias, instead of 2 volts, the possibilities of positive grid current are minimized. The 6X5 Coronet is a full-wave vacuum rectifier, indirectly heated type, for automative use. Its characteristics are similar to the type 84. Detroit — Charles N. Agree, Detroit architect, is completing plans for air conditioning of the Rialto, at Flint, operated by the Associated Theaters, Inc. term of years a two-story building at 9-11 Central Avenue. Detroit — William Foster has opened an office at 3050 West Grand Boulevard for the General Register Corp. Sales of the ticket machines will continue to be handled from Chicago, but Foster will service this territory direct. Detroit — Clarence Williamson has been appointed state salesman for Theater Equipment Co.. He recently resigned in the same capacity with National Theater Supply Co. Detroit — McArthur Theater Equipment Co. celebrated their twelfth anniversary in the business this past week. {Continued on Page 6) COMPLETE FURNISHINGS FOR THE THEATER CARPETS, STAGE CURTAINS, WALL COVERING, DRAPES, SEATS, ELECTRIC LIGHT FIXTURES. SUPREX PROJECTION LAMPS, DECORATING, PROJECTION EQUIPMENT. ,-t \ — — PLY CORP. East Newark, N. J.— The Sonolux Co., manufacturers of motion picture equipment, has leased for a 630 9TH AVE. "BLUE CHIPS" Thousands of theatre owners from coast to coast have reason to be glad that they've put their money on Alexander Smith Carpet. Outstanding designs and colors, unusually long wear and moderate price make these carpets a safe bet for any type of theatre, large or small. ALEXANDER SMITH CARPET