Kinematograph year book (1944)

192 The Kinematograph Year Book. and regularity with which display matter has been circulated. And yet another is the fact that Girosign has made a special point of catering for their subscribers' individual needs, supplementing the main service by additional displays whenever and wherever they are called for. Stiilograph, Ltd. — This company was formed in 1943 for the purpose, inter alia, of securing the stocks and manufacturing rights of the " Stiilograph " mechanically controlled display unit. These machines are ideally suited for the display of stills inasmuch that they introduce two of the most important considerations of display advertising, viz., illumination and movement. In addition to this specialised unit, the company will manufacture all types of exterior and interior cabinets suitable for kinema display and an ambitious post-war programme has already been laid down. Of necessity, its activities will be restricted during the war period. The Managing Director is W. Gordon, who is also Managing Director of Gordon's Sales & Advertising Service, Ltd., and Kine-Ads., Ltd. National Screen Service. — The efficiency of a well-produced trailer as pre-run publicity is generally admitted, but too frequently insufficient consideration is given in the selection of this box-office asset. If 100 per cent, value is desired, it is best to deal with a firm like N.S.S., who have specialised for many years in the production of trailers and consequently appreciate exactly the right angle of the approach to the potential patron. Artistry and emphasis are combined in the products of this firm which dominate 80 per cent, of the screens of this country. One recent production, a Technicolor trailer of the King, is a colourful production of typical appeal. Gordon's Sales & Advertising Service, Ltd., deal in posters and displays of every description, and also have a large clientele who depend upon this progressive Manchester concern for interior and exterior cabinet frames. — any attractive units are still available and most are supplied as a live-service contract, which has proved dependable and of great assistance in these days. Ace Publicity. — This company, which operates under the personal supervision of Leon Goodman, deals exclusively with the varied publicity and exploitation requirements of exhibitors. In addition to posters, cut-outs and signs, which are distinctive in design and execution, the firm has won a reputation for the appearance and workmanship of its display frames and cabinets. MUSIC IN THE KENEMA. COMPLAINTS that exhibitors do not consistently employ the capital outlay represented by their organ are much less justified nowadays. Each week sees more of the 500 or so instruments in the country brought into service, and more appointments to the console. Wai conditions have made it cleai that the organ is unquestionablv a showmanship asset even though the general tun of musicianship apparent these days is considerably inferior to the peacetime standard. Normally the instrument serves the double purpose of providing a welcome break to the visual entertainment, and also in its appearance contributing to the general decorative attractiveness of the theatre. Tn pre-war days some of our best kinema architects expended much thought to the console design which conformed to the main decorative motif of the auditorium. To-day owing to lighting restiictions much of the former glory of the floodlit and illuminated console has departed, and it is a tribute to the intrinsic showmanship worth of the instrument that the popularity ot the organ interlude as a feature of the programme continues to increase with the war-time patron. Its immense use for accompaniment purposes when handled by a competent musician has also been frequently demonstrated at kinemas which feature turns or stage Service concerts and other shows. Although many organists from the services have resumed their duties and there has been an appreciable influx of talented newcomers, the wider recognition of the entertainment qualities of the instrument has been hampered