International projectionist (Jan-Dec 1935)

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28 INTERNATIONAL PROJECTIONIST May 1935 actual event. Indeed it must be admitted that this is one of the outstanding capabilities of radio broadcasting which it would be unwise to discard. Many persons are convinced that television broadcasting will whet the appetite of the "lookers," and, so far from diminishing the theatre audience, will build it up by arousing interest among children and adults alike in the probably more elaborate and highly developed offerings of the theatre. It is also clear that the theatre can, to a considerable extent, utilize radio advertising by television-telephony — for example, by the sponsored transmission of trailers of one sort of another. Radio will then offer the theatre a remarkably effective method of submitting its "sample line" to the public. This brings us to topic (d), namely, the possible effect on the theatre of the widespread acceptance of televisiontelephone broadcasting. We are inclined to be definitely optimistic as to this. The argument that television broadcasting may keep people out of the theatre does not appear to have much weight. Consider, for example, the following controlling principles: — Effect Upon Existing Theatre (a) Intrinsically the home is certainly not so good a showplace as the theatre. It is more difficult to suppress natural and man-made noise in the All Set to Serve You National Service never relaxes. It is ready to help you with your renovation, re-equipment and repair problems. Only equipment of KNOWN QUALITY. Carpets, seating, screens, projectors. Send for catalog. National is PREPARED to SERVE your theatre. NATIONAL 92 Gold St. THEATRE SUPPLY CO. New York, N. Y. or Office Nearest You How Many? Was this copy dog-eared when it came to you? How many men read it ahead of you? You would receive a clean, fresh copy if you had a personal subscription — and you wouldn't have to wait — you would be first to read it. Use coupon below. INTERNATIONAL PROJECTIONIST, 580 Fifth Ave., New York, N. Y. □ 1 year— 12 issues— $2.00 □ 1 year— 12 issues— $2.00 Enter my subscription for □ 2 years— 24 issues— $3.00 Name . . Address City . . . State home; home manners tend to be more "free and easy" than is desirable for showmanlike presentations; the problem of setting up the theatre in the home is far from simple when furniture must be moved to get a good view of the screen and the home folks and guests gotten into the corresponding convenient viewing positions; and home lighting is rarely as controllable or suitable for picture presentation as is the case for the theatre. Indeed, the customary surroundings of the home are not especially favorable for the creation of a world of illusion which has always been the successful function of the theatre. It is not maintained that there will not be value and interest to the home presentation ; quite the contrary. It is however stressed that the home has certain disadvantages of long standing for program presentation which cannot be disregarded. (b) Conversely, the theatre has a number of definite and inherent advantages as a showplace. It arouses the interest of the audience by heavy theatre advertising in the press, by the play-up of the "fan magazines," and by other exploitation methods known to skilful managers, thus creating the proper mood of pleasurable anticipation in the prospective audience. The marquee and lobby of the theatre, ablaze with light and motion, and with attractive photographs of selected scenes from the picture displayed within, further attract the audience. Within the theatre, suave but real discipline is maintained by the ushers — a task calculated to daunt the bravest in the home. Furthermore, the price of admission, exacted at the box office just before entry, is a powerful deterrent to lack of interest on the part of the audience. It takes a poor picture indeed to force the audience to cheat itself by inattention. The program in the theatre generally is a well-planned arrangement of elements which fit together and which take as long as may reasonably be required to get the desired effect. In broadcasting, because of certain administrational problems, the successive elements of the evening program are coordinated only with the utmost difficulty, if at all, and necessarily run in 15 or 30-minute slices — a not always convenient or artistic time. At the present time, with the occasional obnoxious exception of excessively prolonged or unduly fulsome blurbs relative to approaching attractions, the theatre screen is practically free from advertising; whereas adver HAYFEVER ASTHMA and SUMMER COLDS are unnecessary. Complete relief only $1.00 Postpaid. Nothing else to buy. Over 40,000 HOLFORD'S WONDER INHALERS sold last year alone. Mail $1.00 today for full season's relief to THE DANDEE CO., 2S2 HENNEPIN AVENUE, MINNEAPOLIS, MINNESOTA, or write for Free Booklet.