International projectionist (Jan-Dec 1935)

May 1935 INTERNATIONAL PROJECTIONIST 29 tising and the sponsored program are at present the commercial basis of the maintenance of broadcasting. The elaborate perfection of some feature pictures will be duplicable only rarely within the necessary economic limits of broadcasting. To the preceding factors may be added the air conditioning of many theatres and the attempts at comfortable theatre seating, lighting, and the like. All in all, theatres may be expected to be attractive places of the public regardless of other entertainment media. (c) If we consider some deep-seated characteristics of human beings, it becomes further evident that the theatre has certain ways of holding its own alongside of a successfully developed television-telephone broadcasting set-up. People are interested in change. If they are in the home a good deal — and most of them are — they naturally will seek some of their entertainment and diversion elsewhere. The remarkable vogue of the automobile in which people wander rather aimlessly from one place to another largely for the sake of motion is a case in point. Also, people are gregarious and somehow seem to have their emotional responses enhanced by crowd enthusiasm. One can readily observe this at sporting events, political rallies, revivalist meetings, and other occasions where collective enthusiasms or emotional responses are developed. Then, too, people are distinctly conservative in their pleasures and not prone to abandon hastily anything (the theatre) which for a number of centuries has proven a trusty source of entertainment and amusement. It seems most likely that the theatre and television-telephone broadcasting will each be successful fields in their own domain, and that the theatre need not be unduly apprehensive over the advent of television. Task Confronting the Theatre Nevertheless, it must in all candor be emphasized that film producers and theatre managers must not be merely content with past achievements. To hold their position of leadership in their own chosen fields, they must steadily improve and frequently experiment. It is necessary that they shall use whatever good ideas or methods may spring from television broadcasting, for example. A merely superior or indifferent attitude toward new arts or toward improvements in their own older art may prove a firstclass passport to diminished public acceptance and ultimate oblivion. Of necessity the motion picture industry must also fully avail itself of all the skilled advice and guidance which it can secure only from the relatively few experts who are acquainted with both the theatre and broadcasting. Few things would be more dangerous to the motion picture industry than dependence on certain of the pathetically absurd mistatements which have been widely circulated by certain of its members. However, given its natural advantages, a forward-looking attitude, real initiative, and careful planning, there appears to be little doubt that the motion picture theatre can hold an enviable position of public acceptance and resulting prosperity in the future as in the past. ^S.O.S. The World's Largest Independent Manufacturer of Theatre Sound Systems -GUARANTEES YOU 1. Absolute satisfaction safeguarded by ample financial resources. 2. Unconditional warranty of perfect operating equipment. 3. Lowest upkeep and service expense. 4. Lowest prices in the industry. Illustrated Bulletins and Price Lists Sent Free. S. O. S. CORP. 1600 BROADWAY NEW YORK, N. Y SCREENS 8 Types No Two Alike REGARDLESS of the width of your house or the kind of light source you are using, you can insure best possible results with a new DALITE Screen made to meet your requirements. Ask your dealer — or write direct to us. DA-LITE SCREEN COMPANY, INC. 2723 No. Chicago Crawford Ave. Illinois Joe Cifre OFFERS A BRAND NEW DEAL For the Independent Circuits and Theatres * * * * The same expert advice in matters of purchases that the 'majors' enjoy — but without the overhead! Obtain the benefits of the knowledge gained during 30 Years of experience in the Theatre, Motion Picture and Equipment fields. Service available to all, big and small. Write for free brochure. Now Manufacturers and dealers are invited to send listings and literature. JOSEPH S. CIFRE, INC. Purchasing Counselors 694 Washington St. Liberty 4533 Boston, Mass.