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In response to many requests from readers, International Projectionist has secured additional information on the Wonderama process described in an earlier issue. Intended for use in smaller theatres, Wonderama (formerly called Arc 120) is the invention of Leon W. Wells, and has been developed by Leon J. Bronesky.
Leon Bronesky, developer of the Wonderama process from an invention of L. W. Wells, is shown adjusting the adapter lens on standard projection equipment at the Strand Theatre, Plainfield, N. J.
"With the Small Theatre in Mind" ...
Wonderama Augments Capabilities
The incontrovertible fact that "Movies Are Getting Better All the Time" is further reinforced by a new process described briefly in a recent issue of International Projectionist, and known as Wonderama.
Contrary to the initial fears of some in an industry which is becoming "process-oriented," Wonderama is not a new entry to compete with Cinerama, Dimension 150, or any other wide-screen process. It has been designed specifically with the small theatre in mind, according to its developer, Leon J. Bronesky, and Walter Reade/Sterling, holder of Wonderama rights.
Walter Reade Jr., chairman of Walter Reade/Sterling, said at a recent demonstration at his company's Strand Theatre in Plainfield, N. J. that total conversion would cost approximately $3,000. The specialized lens is intended to be lent exhibitors by distributors handling Wonderama films.
Reade said the Wonderama process charges 10 cents royalty for every ticket sold, no matter what the price of the seat may be.
He said the Strand's per ticket price of $1.25 had increased for "Mediterranean Holiday" to $1.50, and that he expected the picture would run about six weeks, in comparison to two or three weeks for an unusually strong feature.
Any 35 or 70mm film can be reproduced optically for the Wonderama lens, at a cost similar to that for printing a standard 35mm film.
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The original negative is returned unaffected.
The Strand Theatre has a deepcurved screen — 61 feet wide and 21 feet high. The Strand shows "Mediterranean Holiday" at 2.65 to 1 aspect ratio picture on the screen.
To replace a flat or slightly curved screen with a deep-curved screen can be done between the close of a night performance and the start of the next night performance. The screen can be adapted in about six hours; the lens can be adapted to any projector in approximately the same time. In this way the theatre owner need not interrupt normal operation.
The Strand's Simplex X-L projectors and Ashcraft lamphouses were used in the normal 140-ft. throw for the Wonderama presentation. All that requires attention in most theatres is the lens and screen variations.
Lenses are now available for immediate "Mediterranean Holiday"
Available by arrangement with distributors, l)he Zeiss Ikon Wonderama lens adapts standard projection equipment for use with Wonderama films.
bookings. These lenses are being tooled and ground by Zeiss Ikon works in Germany. Walter Reade/Sterling is now negotiating with an American firm to make the lenses. iP
The Wonderama image, and how it is projected, is portrayed in the outline drawing above.
International Projectionist May 1964