International projectionist (Jan-Dec 1950)

were considered, for when colored lighting is investigated, almost the exact opposite in preference of men and women is noted. Men like the warm colors of light, the yellows and ambers for instance; and women like the cold colors of the spectrum. The theater and the displayman frequently make use of this knowledge in their efforts to influence people. Again it must be pointed out that this noted preference is with colored light in the abstract, and that in practice, contrast and variety are important factors in using color in a pleasing manner, regardless of the sex of the observers. The use of the adjective "warm" to describe red, amber, and yellow light, and "cool" to designate blue, green, and bluish-white light, is very significant, for it is a matter of general observation that rooms lighted in the former colors give observers a definite feeling of bodily warmth; while rooms lighted in the latter colors "feel" cool. These facts are frequently used in interior lighting, changes being made in the color lighting for winter and summer. Again the displayman would do well to follow suit, using light of a cool nature on refrigerator displays, and warm colors of light on bathing suits, by way of example. Stimulation by Color Moreover, yellow and amber tinted light is definitely stimulating and has been known to increase the pulse rate of the more emotional types of people ; while bluish-white and other cool colors of light are restful and soothing, provided the color is not too strong and definite. Purple and violet light are depressing and uncomfortable to a marked degree. In fact, the human race as a whole, men and women, do not like bold, vivid colors in lighting, regardless of the wavelength employed. They do like, however, tinted light; and in the future the color of the light will undoubtedly play an increasingly important part in the home, factory, and store, as well as in the theater and for display where already it is used extensively and to advantage. Warner Bros. '49 Profit $10Vi Million Warners in the year ended Aug. 31 had a net profit of $10,466,534, equal to §1.43 per common share, as compared with a net of $11,837,253, in the previous year, equal to $1.62 per share. While gross receipts of Warners in the quarter ended Nov. 29 were lower than the comparable quarter of the previous year, operating costs and amortization charges were lower, and it is estimated that the net profit for the quarter will exceed the $3,093,000 profit reported in the initial quarter of last year. Tv's Effect on Sports Gate Sharply divided opinion as to the effect of television on sports attractions was evidenced by statements issued recently by two noted sports leaders. Said Heinie Miller, prexy of the National Boxing Association: "In areas where boxing is televised attendance has hit new lows, the curve downward depending upon the number of tele sets in use. In such boxing centers as San Francisco, Spokane, Montreal and other cities where there is no tele. boxing's gate receipts have hit an alltime high. But from owner Philip K. Wrigley of the Chicago Cubs baseball team came the following pronouncement: "We are confident that tele will bring baseball closer to vast numbers of Americans and will result eventually in bringing many more persons to the ball parks to get a close-up, personal view of the dramatic scenes and the colorful characters they become acquainted with on their tele screens." all the time *c& \w Xot w& the RCA Sound Parts Plan NOW, for a few pennies a week per car station, you can be sure that all RCA in-car equipment in your Drive-In will operate at peak efficiency all the time. Under this Plan, RCA Service Engineers check your installation regularly. They restore every speaker or junction box that fails during normal operation. They replace faulty speaker mechanisms and components with brand-new RCA units. If a speaker must be returned to an RCA Service Center for repairs, RCA furnishes the shipping container — and pays the transportation charges both ways. Repairs to spare speakers are included at no extra charge. Available to every drive-in theatre equipped with RCA In-Car speakers and junction boxes, the RCA Sound Parts Plan takes the worry, work, and unexpected expenses out of in-car equipment maintenance. Service is fast and efficient. Rates are surprisingly low — and can be arranged on a weekly or monthly "seasonal" basis to meet your needs. Write at once for free new folder. No. 2W-6O06 HOW THIS PLAN HELPS YOU • Relieves you of the work and worry of keeping your in-car equipment operating all the time. • Provides fast and reliable service. • Eliminates need for ordering and stocking parts. • Does away with costly unexpected parts replacements. • Cuts repair and transportation expenses. • Adds longer life to your equipment. • Helps you budget upkeep costs. RCA SERVICE COMPANY, INC. A RADIO CORPORATION of AMERICA SUBSIDIARY CAMDEN, NEW JERSEY INTERNATIONAL PROJECTIONIST • February 1950 29