The Exhibitor (1959)

New Label , Program For ToddAO Projector A brand name switch and accelerated production program of their 70/35mm wide film production equipment has been announced by Niels Tuxen, manager of the Motion Picture Equipment Division, North American Philips Company, Inc. The projector, known previously as the Todd-AO, Phillips/Todd-AO or Philips projector is now being marketed under the Norelco label, a trade mark well known on electric shavers, tape re¬ corders, radios and dictating ma¬ chines — all widely advertised and distributed. In an effort to meet the wide¬ spread demand for his firm’s pro¬ duct, Tuxen out¬ lined a three-fold program aimed at assuring steady and adequate pro¬ duction of projec¬ tor heads, base assemblies and lenses for widefilm projectors. The program is: 1. — Production of projector heads at the plant of Philips of The Netherlands, sup¬ pliers to North American Philips Company, Inc. will be stepped up to assure a continuous and increasing flow of assemblies. 2. — An increased supply of prewired base assemblies from Philips Electronics, Inc. of Mount Vernon, New York, a pub¬ licly listed corporation. 3. — A steady flow of lenses for 70mm projection already arranged for, from the ISCO Optische Werke of Goettingen, West Germany, for whose lenses North American Philips Company, Inc. act as distributors. Tuxen pointed out that North American Philips is an independent American Com¬ pany which will utilize its American know-how to obtain the large-scale pro¬ duction needed without sacrificing the proven quality of its 70/35mm projector. The firm, through its distributor, The Todd-AO Corporation, has 79 theatre installations with its equipment in the United States — a high among firms in this country — with 75 more throughout the rest of the world. The Norelco Uni¬ versal, designed from the ground up as a 70/35mm projector with unitized construc¬ tion for steady projection, also features speedy convertibility from one film size to the other, adapta¬ bility to wide screen film of any aspect ratio, a curved gate to prevent film buck¬ le, longer life of prints when pro¬ jected on NOR¬ ELCO, and easi¬ ly handled con¬ version to any type of 70mm pro¬ cess. There is no tricky film thread¬ ing necessary on the NORELCO and any modern domestic highpower arc lamp is adaptable without loss of efficiency. The projector has built in change¬ over and power supplies and is adjustable for all projec¬ tion angles from 28 degrees down to the upward angles required in drive-ins. Tuxen also stated that the Norelco Uni¬ versal 70/35 projector is the only such projector which to date has secured approval by Underwriters’ Laboratories. Noting the increased exhibitor interest in wide film projection, also drive-ins, and the attention film producers are giving to 70mm productions, Tuxen promised that his firm will make a concerted effort to fulfill the demand. Distribution of Norelco 70mm equipment is handled through The Todd-AO Corporation. The Norelco Projector, formerly known as the Todd-AO, Philips, and Phillps-Todd-AO. Sweden Introduces Smaller Fountain Unit A small automatic fountain system designed to do a big job has been unveiled by the Sweden Freezer Manufacturing Company. Two and a half feet wide by seven feet in length, the Sweden Automatic Fountain Sys¬ tem consists of three units, the Sweden ShakeMaker, Sweden Soft-Serv Fountain — with built in SodaServer, and the Sweden Soft-Server. Each component is a separate unit so that the fountain system can fit any physical requirement and handle any work load by employing any number of separate units. The design permits all units to fit smoothly together with all flush joints. New developments introduced by the Sweden firm include machine-wide drip trays, inclusion of the ShakeMixer as standard equipment on all ShakeMakers and “easygrip” handles on mix storage tank lids. An additional model of the Soft-Serve Fountain, employing a high pressure carbonation sys tern in the soft drink dispenser for greater adaptability, has also been added to the line. Short Focus Adapter A high-quality short focus adapter, design¬ ed to function jointly with present available high quality prime lenses in focal lengths from 3.5 to 6 inches, has been announced by Vicom, Inc. The adapter reduces the focal lengths cited by half, the resulting lens meas¬ uring 1.75 to 3 inches, it is claimed. Well corrected for aberrations, including distortion and color, it actually improves the existing prime lens, the manufacturer states. Its size assures maximum light transmission and non-vignetting coverage of all high speed lenses, it is claimed. Vicom also states that the design is entirely new, patent applied for, so as to produce results never before obtained with short focal lens systems. General Film Lab to Expand General Film Laboratory, Inc., will expand its offices and film processing laboratory in downtown Detroit, according to a recent an¬ nouncement by Val C. Zurek, president. Contracts have been awarded for an addition which will approximately double the size of the firm’s present facilities. General Film will install equipment to ex¬ pand its services in both color and black and white film processing. SPECIAL SALE! Brand New and Rebuilt Like New THEATRE EQUIPMENT I Save 1/3 to 70% Everything Fully Guaranteed PROJECTOR PEDESTALS: SIMPLEX LL-I cast iron heavy-duty; $784 value; New .... per pr. $325 PROJECTOR MECHANISMS: Super Simplex E-7 re¬ built like new . per pr. $795 ADD for installation NEW FOXHOLE SPROCKETS . per pr. $47.50 MAGAZINES: SIMPLEX 18"-3000' capacity. Re¬ built. Uppers — $40 pr.; Lowers — $55 pr.; Set of 4, $215 value . $95 CHANGEOVERS: WEAVER for Simplex Heads $75 value,; New . per pr. $35 (Adapter Brackets for other projectors — slight ad¬ ditional cost). ARCLAMPS: BRENKERT ENARC "N" or ASHCRAFT "D" High-Intensity, Orig. $1000, rebuilt like new . . per pr. $395 (New Reflectors $50 pr. Additional) GENERATORS: Complete with Control Panel and Rheostats for 220V 3 ph. 50/100 amp. Rebuilt, $395; 65/130 amp. Rebuilt, $425; 70/140 amp Rebuilt, $475; 80/160 amp. Rebuilt, $525; 100/200 amp. New . $895 Time Payment Plan Available S. 0. S. CINEMA SUPPLY CORP. Dept. B, 602 West 52nd St., N.Y. 19 Phone: PL 7-0440 YOUR BEST MEANS OF SELLING EVERY ATTRACTION — an attraction board large enough to accommodate plenty of powerful sales copy. More theatres install WAGNER ATTRACTION PANELS & LETTERS than all other makes. Write for literature on the most complete line of show-selling equipment in the world. WAGNER SIGN SERVICE, INC. 218 S. Hoyne Ave., Chicago 12, III. August 12, 1959 PHYSICAL THEATRE EXTRA PROFITS DEPARTMENT of MOTION PICTURE EXHIBITOR PE-15