Motion Picture Herald (Mar-Apr 1945)

That's the word for your billing when you use WAGNER Translucent Plastic CHANGEABLE LETTERS Gorgeously colorful, with the vivid brilliance of neon, they have an attention value which is impossible with other letters. Beautiful when your regular marquee display light shines through them by night, they afford sharp, silhouetted third dimensional copy by day. That's why great numbers of theatres are replacing their old style solid opaque letters with these modern boxoffice magnets. 4" and 10" sizes, in fonts of assorted, durable, non-fading colors (red, green, blue, amber and opaque black) from 76 letters up. Colors go all the way through the letters. Painting is never required. Strong. Durable. Illustrated above is part of Chicago's Great White Way. When the photo was made, five of the six theatres there employed Wagner Letters to exploit their attractions. The sixth theatre has also just installed them, making it 100% for Wagner Letters. The star color photographic transparency as shown on the Woods theatre display is a part of the Wagner display service. (Arrangements are being made to service theatres nationally with these transparencies at new low prices at the termination of the war.) WAGNER LOBBY DISPLAY UNITS Easy to install in any length. Quality steel construction. Attractive white enamel finish. Letters are mounted on the bars or firmly held at top and bottom by clips. ALUMINUM available for replacement purposes with those not insisting on LETTERS 100% advertising value. At your theatre supply dealers. Literature and name of nearest dealer will be sent by writing WAGNER SIGN SERVICE, INC. 218 S. HOYNE AVENUE CHICAGO 12, ILL. NATIONAL STATEMENTS AND REPORTS ABOUT THEATRE EQUIPMENT, MATERIALS AND SERVICES AND THOSE WHO SELL THEM To Distribute Sterilamps Westinghouse Sterilamps will be distributed in the theatre field by the Theatre Equipment Section of the RCA Victor Division of Radio Corporation of America, it was announced by Homer B. Snook, manager of the section. These lamps for killing air-borne bacteria, can be installed either in ducts or the plenum chamber of theatre ventilating systems, or along walls with specially designed fixtures, and in toilet rooms. Mr. Snook said that directions for the Sterilamp conditioning of theatres have been reduced to simple formulas. And he added that properly installed, Sterilamps can attain up to 98% efficiency in germicidal action. • Carleton S. Perkins has been appointed manager of commercial engineering of the Altec Service Corporation, with headquarters in New York. Mr. Perkins, who succeeds Don. L. Turner, resigned, is a graduate of W orcester Polytechnic Institute. He was formerly with Electrical Research Products, and since 1942 has been manager of the Altec Electronic Division. . that H. S. Morris, since 1939, and also Altec also announces merchandise manager purchasing agent, has axxn been appointed eastern representative in addition to his other duties. New Projection Room Book A new edition of National Theatre Supply's projection room planning book has been issued. Features of this publication not contained in previous editions include an ingenious "phantom" picture-diagram to indicate projection and sound system wiring, illustrations of all major items of projection and sound equipment, new wiring diagrams, floor plans, and a list of equipment and accessories for a complete projection installation. • Added Army-Navy "E" Awards have recently been won by manufacturers of theatre products. For the Heywood-Wakefield Company, Gardner, Mass., it was the fourth in less than two years. The Blueridge Division of the Lees-Cochrane Company, Bridgeport, Pa. {Cochrane carpeting) also numbered this award its fourth. The award to the Formica Insulation Company was its second. • SMPE Test Films Revised The Society of Motion Picture Engineers announces the availabity of new sound and image test films for both 35-mm. and 16-mm. They represent revision of the previous films, with new titles, new test targets and fuller explanations. The 35-mm films, each 500 feet, are $37.50 each, including shipping charges within the United States; the 16-mm. are $25. BETTER THEATRES, MARCH 3, 1945 PM