Motion Picture Herald (Apr-Jun 1931)

April 11, 1931 Motion Picture Herald 113 DA-UTE SCREEN COMPANY, 2715 N. Crawford Avenue, Chicago, lU. SCHOONMAKER EQUIPMENT COMPANY, 276 Ninth Avenue, New York, N. Y. A Screen Masks LARGER SCREENS HAVE come into rather general vogue recently, due to the elaborate type of productions now being produced which, with the use of special lenses have enabled theatres to present outstanding scenes with greater effect and scope. The many opportunities to use the full screen to give added value to important scenes have brought about the development of the screen modifier, or mask which, automatically operated, permits framing of the screen at any desired size. The screen modifier, or mask, was first used in connection with sound-on-film to compensate for the sound on the edge of the film. This equipment is now being used in many other ways, especially in achieving ingenious opportunities for titles, announcements and special trailers. ARMSTRONG STUDIOS, INC., 1717 Cordova Street, Los Angeles, CsJ. PETER CLARK, INC., 544 W. 30th Street, New York City. VALLEN ELECTRICAL COMPANY, INC., 225 Bluff Street. Akron, Ohio. They are made to fit standard openings, such as projection port holes, stereopticon port holes and spotlight port holes. Prices range from $9 to $25. Belson Manufacturing Company, 800 Sibley Street, Chicago, 111. BEST DEVICES COMPANY, Film Building, Cleveland, O. H. B. Cunningham, 964 University Avenue, St. Paul, Minn. The Moeschl-Edwards Corrugating Company, Inc., 411 E. Fifth Street, Cincinnati, O'. W. G. Preddey, 187 Golden Gate Avenue, San Francisco, Cal. ' A Sign Flashers Refer to FLASHERS, SIGN A Signal Syslems, Usher Refer to USHER SIGNAL SYSTEMS A Signal, Reel End Refer to REEL END SIGNALS A Signs, Directional TAKE THE CASE of a patron who comes from the auditorium and asks for directions. If the theatre owner has had this experience he realizes the embarrassment and other inconvenience. The patron is paying his way into the theatre and he deserves every consideration. The modern theatre today is equipping itself with the directional sign. Every business building is doing likewise. Signs may be considered in two general groups — those that are illuminated and those which are etched on metal or wood without illumination. The illuminated signs, which are highly artistic in finish and construction, are made to read either from one side or both. The lettering in the signs is chipped into the glass and sil vered, making it easy to read in daylight. The letters glow in a soft greenish color. Illumination is accomplished with 25-watt showcase lamps. Signs are fitted with lamps, cord and plug ready for attaching to light socket. Belson Manufacturing Company, 800 Sibley Street, Chicago, 111. Flexlume Corporation, Bufifalo, N. Y. Guercio & Barthel, 1018 S. Wabash Avenue, Chicago, HI. HUB ELECTRIC COMPANY, 2219 Vf. Grand Avenue, Chicetgo, 111. The Ideal Sign Company, Inc., 149 Seventh Street, Brooklyn, N. Y. KLIEGL BROTHERS, 321 W. 50th Street, New York City. Lu-Mi-Nus Signs, Inc., 2736 Wentworth Avenue, Chicago, 111. Lustrolite, Inc., 209-11 N. Howell Street, Davenport, la. Major Equipment Company, 4603 Fullerton Avenue, Chicago, 111. METAL PRODUCTS, INC., 1434 N. Fourth Street, Milwaukee, Wis. Rawson & Evans, 710 W. Washington Street, Chicago, 111. Tablet & Ticket Company, 1015 W. Adams Street, Chicago, 111. Viking Products Corporation, 422 W. 42nd Street, New York City. The Voigt Company, 1745 N. 12th Street, Philadelphia, Pa. Willey Sign Company, 1559 Church Street, Detroit, Mich. A Signs — Eleclric MOTION PICTURE theatres are leaders in the use of electrical advertising, the usual electric signs at some of the metropolitan houses being the most elaborate of their kind. Since the sign must necessarily be made with consideration for the size of the theatre facade and facilities for anchoring it, the matter is usually given individual consideration, and sketches pre HoffmannSoons m^nm ..one of the pioneers The motion picture industry is a strong chain composed of many links. Each link represents a branch and is the result of years' experimental and research work put forth by pioneers in this great industry. HOFFMANN-SOONS is one of the links that forms this chain and has played an important part in the building up of this enormous institution. THE ONLY UNION MADE RHEOSTAT Recognized as the Highest Standard everywhere Now equipped with solderless, adjustable lugs to take wire sizes from No. 4 to No. 4/0 without any additional cost. We build rheostats for special requirements. Communicate with us Direct. There is no obligation. Sold by all Branches of NATIONAL THEATRE SUPPLY CO., SAM KAPLAN, NEW YORK, CON TINENTAL THEATRE ACCESSORIES, and by your dealer. HOFFMANN-SOONS 387 First Avenue Contracting Electrical Engineers Electrical and Engineering Corporation Mfg. Division New York Moving Picture Theatre Electrical Specialists RHEOSTyXTi