The Exhibitor (1959)

SERVICE Two recent winners of the Theatre Confections' Award of the Month, given by Canada's Theatre Confec¬ tions Limited, are shown. A plaque and cash award are made each month to a theatre manager for out¬ standing merchandising in confections, covering such items as special promotions, extraordinary sales, pub¬ lic relations — all pertaining to the merchandising and sale of confections. Shown above (photo at left) is Rolphe Reinhardt, (left) manager of the Strand, Edmonton, receiving his Merchandising Award of the Month plaque from John Ferguson, Famous Players western division supervisor. Shown in the photo at right is Jerry Duggan (left), manager of the Paramount, Kenora, Ont., receiving his plaque from Harold A. Bishop, Famous Players' Winnipeg District manager. lachman Introduces New Lorraine Carbon Keeping abreast of the world-wide move¬ ment toward larger screen presentations, Lorraine Carbons Company has introduced a new carbon engineered specifically for 35/70 mm use, according to Ed Lachman, president of the firm. Recently re¬ turned from a visit to the company’s plant and laboratories in France, Lachman unveiled the “13.6 Special Largecored Carbon,” report¬ ing that operators were achieving improved arc light with it. Advocating that the aperture must be cover¬ ed uniformly, Lorraine utilizes large-core construction in their entire Grlux Carbon line. The new “13.6 Special” adapts itself readily to peak performance in illumination efficiency and uniform brilliance over entire screen surface areas, particularly for color which must be consistent in color tempera¬ ture balance, it is claimed. The “13.6 Special” maintains a constant intensity and the larger crater feature makes for greater brilliancy on the screen with full aperture coverage and uniform distribution of light over the entire screen area, the company states. It’s slow-burning quality and low-current requirements should make the large cored “13.6” popular with budget-minded exhibi¬ tors. Available in 18, 20 and 22 inch lengths, the “13.6 Special” is tailored for all arc lamps being adapted for use with the new projectors. LACHMAN S.O.S. Summer Drive-In Special COMPLETE PROJECTION & SOUND OUTFITS 2— Rebuilt Super Simplex Projector Mechanisms. 4— Rebuilt 18" -3000' magazines (2 uppers and 2 lowers). *2— Rebuilt Simplex 5-point pedestals with rear support braces. 2— Rebuilt II Series/Coated Projection Lenses (focus as required). **2— Rebuilt Brenkert Enarc or Ashcraft "D" Arclamps. **1 — Rebuilt 70/140 amp. motor generator set. 2— Rebuilt Simplex 4-Star or RCA Rotary Stabilizer Soundheads. 1— New 100W Amplification System complete with pre-amp. 1— New Monitor Speaker in case with volume control. ALTERNATES: *2 — New Simplex LL-1 Cast Iron, heavy-duty pedestals ($784 value); ADD . . $200 ::*2 — Rebuilt Ashcraft Hydroarcs with new water circulators and new 100/200 amp. motor generator sets; ADD . $750 ALL FOR Only *3495 AVAILABLE ON TIME-PAYMENT PLAN S.O.S. CINEMA SUPPLY CGRP. Dept. B, 602 WEST 52nd St.( NEW YORK 19 Phone: PLaza 7-0440 — Cable: "Sosound" Continued From Page PE-7 Many theatres have unique conveniences, some of which are illustrated. A special “party” room, sound proofed and furnished with sofas or love seats that will accom¬ modate two or more people, serves to attract the “gang,” civic groups, and other organiza¬ tions who would want to view films as a group. The manager should make a complete safety inspection of his theatre at least once a week and a brief one before and after each opening and closing. He should also make an inspection with the janitor once each week. Much good will can be developed by the manager by supplying his patrons with a list of coming attractions and being friendly with them, calling them by name if possible. Attractive as well as de-luxe auditorium seating has been accomplished here. The lounge-type seats, done in stripes, plus the lighting, maintain a stand¬ ard of living-room comfort — a top patron-retaining feature. The cashier and ushers should be instructed as to their proper functions and told how to perform them courteously. Because the cash¬ ier is the “first part of the show,” the theatre is judged by her alertness — she must be per¬ sonable at all times. Two words indispensable to cashier and usher at all times are “please” and “thank you.” Around and inside the theatre the janitor is responsible for the cleanliness of all fixtures and surfaces. He should be well-supplied and instructed. Metal surfaces should be pol¬ ished once a week — door handles and plates more often. Mirrors and glass must be spot¬ less. In the wintertime the sidewalk must be kept clear of ice. The sum total of all these “details,” prop¬ erly administered, will assure the theatre of a sterling reputation in its community. This lounge, leading off the lobby, induces patrons to rest in attractive surroundings while the show is still on, during features when the theatre is crowded. Seating accommodations are ample and carpeting will absorb most sound. PE-18 PHYSICAL THEATRE EXTRA PROFITS DEPARTMENT of MOTION PICTURE EXHIBITOR July 15, 1959