Motion Picture Herald (Jan-Feb 1945)

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fie colorful brilliance of neon by night. . • Sharply silhouetted copy by day. Shown is the installation of Wagner Plastic Letters at the new Beverly Hills Theatre, Dallas, Texas. Wagner letters permit fullest utilization of the light which shines through them. They are available, without priorities, in four beautiful, non-fading colors which go all the way through the letters. There is no surface color to chip or scale off. Painting is never required. Obtainable in 4" and 10" sizes, and in fonts of assorted colors (red, green, blue, amber and opaque black) from 76 letters up. See your theatre tvpply dealer or sign man, or write for literature and name of nearest dealer. Wagner Lobby Display units are quality constructed of pre-war materials. Made of sheet steel, with attractive white enamel finish, they are easy to install in any desired length. Letters are mounted on the bars in the middle or firmly held in position at the top or bottom by slipping under the clips. 218 S. Hoyne Avenue Chicago 12, III. NOW AVAILABLE Aluminum letters for replacement and for those who believe that greater durability is more important than advertising value.