Motion Picture Herald (Mar-Apr 1945)

Qood Showmanship ^Dictates the ^se of WA CNER /? Translucent Plastic / CHANGEABLE LETTERS The modern means of attracting attention to your billing. They make a vivid display — impossible with any other letters — which demands reading, pulls in business. Gorgeous, colorful copy, with the brilliance of neon is attained when your regular marquee display light shines through them. And by day they afford sharply silhouetted letters which assume third dimensional effect. That's why great numbers of theatres are replacing their old style solid opaque letters with these boxoffice magnets. You can buy them now without priorities in 4" and 10" sizes, and in fonts of assorted colors (red, green, blue, amber and opaque black) from 76 letters up. The beautiful, non-fading colors are permanent, go all the way through the letters. There is no surface color to chip or scale off. Painting is never required. Strong and durable, they are equally effective outside on the marquee or inside in WAGNER LOBBY DISPLAYS 10DERN12LE YOUR LOBBY BILLING NOW StlXifc Jtf AGN £ R : LOBBY 0 1 S P L AY S SELL YOUR SHOW EFFECTIVELY Wagner Lobby Display Units are easy to install in any desired length. Quality constructed of pre-war materials, they are made of sheet steel, with attractive white enamel finish. Letters are mounted on the bars in the middle or firmly held in position at the top or bottom by slipping under the clips. ALUMINUM LETTERS now available for replacement purposes and for those who do not insist on 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, III. Don't fo rget there are TWO wars on — BUY WAR BONDS — AND KEEP 'EM *AT T I N G P ^ AMERITRED SOLID PLASTIC FRICTION MATTING For entrances. Non-slip. Lies flat. Good scrapeage. Easily handled and cleaned. Black in color. Comes in sheets 29"x63"x?£". Can be trimmed for smaller or odd shaped areas. FLEXIBLE WOOD LINK MATTING RUBBER MATTING FOR USE IN FRONT OF EXPOSED SWITCHES See your supply dealer or write for prices and literature on matting for safety, sanitation and comfort. Give details of your problems, location, prevailing conditions, size of the area, etc. AMERICAN MAT CORPORATION 1722 Adams Street, Toledo 2, Ohio copyrighting the programs," he said. "O further, they may be transmitted as multipl addressee messages of private nature on point-to-point basis rather than as broadca messages." Seating Plan Progress Two new theatre projects, one just cor pleted, the other in construction, notab exemplify the acceptance among hard-headt theatre operators of unobstructed vision, cor! fort and safety as the primary consideratio: I in the planning of auditorium seating. Th has been the objective of this publication f i many years, during which scores of studij and actual plans have been presented — and \j are back on the subject again in this issii looking toward the big job of reseating th! will have to be done after the war. Under construction in Spokane is a r.heat; which will employ the so-called "Continental plan of seating. We do not have the set] per-row count for this particular case, b| presumably it is well over the usual limit fourteen seats, with row spacing sufficient satisfy fire regulations. There will be an at only at each side. To be called the Garlar this theatre is being built by Lester N. Jolj son, Roy L. Bair, E. W. Johnson and Jan Crick, from plans by Funk, Molander & Jol son, Spokane architects. The Palms theatre, a Publix-Rickards-N house, recently opened in Phoenix, Ariz., restricted the capacity to 800 seats with inch spacing, even though the chairs Kroehler retracting-seat type. This is a far cry from the time when she men ordered architects to plan for maxim 'ii capacity and the public be damned. Accepta I of the other point of view was develop1? gradually before the war; soon after it, ie think, a theatre representing the old attit e will be definitely obsolete. — G. <S Index of ADVERTISE in BETTER THEATR Adler Silhouette Letter Co. American Mat Corp American Pop Corn Co.... Automatic Devices Co Ballantyne Co., The DeVry Corp Fensin Seating Co. Forest Mfg. Corp.. 18. ■ Goldberg Bros 13, 1 21 GoIdE Mfg. Co M Hertner Electric Co., The j + Heywood-Wakefield Co jll Ilex Optical Co j 3 LaVezzi Machine Works 15 Motiograph 6 National Carbon Co., Inc il7 National Theatre Supply 1 ?! 18 ; Projection Optics Co.. Inc k2l! Radio Corp. of America »2 RCA Service Co., Inc |l9, Robin, Inc., J. E 84 • S. O. S. Cinema Supply Corp 12 Strong Electric Corp., The 5, 2 22 Theatre Managers Institute. 22 Union Carbide & Carbon Corp 17 Wagner Sign Service, Inc i 8] Walker Screen Corp if Wenzel Projector Co I BETTER THEATRES, APRIL 7 945