Motion Picture Daily (Jul-Sep 1936)

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* ★ * 0^ me (y fay mac *r NowSound Has a New Box-Off ice Value! For the first time, a sound system is offered that can reproduce the complete range of balanced, dramatic sound — from stark silence to soulstirring crescendo — sound that pulsates with real life — sound that brings hitherto unheard beauty to every seat —Every Sound Effect That Can Be Put On The Sound Track, as true as a mirrored reflection in a true mirror — mi rropho nic. Big grosses belong to the new, dramatic sound effects. Box-office receipts of test theatres on a few pictures during the past year have proven it— future pictures will have many more dramatic sound effects, now that Western Electric's new, epoch-making mirrophonic sound system has contributed such money-making possibilities to picture production. It is even possible that the increased receipts from a few such pictures will pay for the cost of the change to microphonic. Climaxing fifty years of Bell Telephone Laboratory research and ten years of Electrical Research Products' experience, embodying i« commercial form the revolutionary principles of the historic Stereophonic^ reproduction demonstrated to science in 1933, mirrophonic is a perfected new sound system retaining every basic Western Electric superiority of the past and setting a new standard of leadership for years to come. E.R.P.I.'s world-wide service facilities assure the proper installation of mirrophonic, and the ever-watchful inspections assure the maximum in performance of this new sound system that will give true reproduction of the original. mirrophonic brings with it to exhibitors a powerful exploitation campaign which will make every listener conscious of the superiority of the sound in your theatre. Our representative will assist in your campaign. mirrophonic may be installed in theatres already having Western Electric Sound Systems on a siep-by-step modification plan adapted to your individual needs. An illustrated descriptive book is ready for you. Stereophonic Sound, or Auditory Perspective, was first successfully demonstrated by Bell Telephone Laboratories before the National Academy of Sciences on April 27, 1933, seven years after Western Electric first brought the miracle of sound to motion pictures. Electrical Research Products Inc. SUBSIDIARY OF Western Electric Company INCORPORATED 250 WEST 57T_H ST., NEW YORK THE NEW Western Electric MII'JHH'HOXH SOUND SYSTEM THE STANDARD SOUND SYSTEM OF THE WORLD