Motion Picture Herald (Jan-Feb 1945)

Precision reflectors for replacement in all types and makes of projection arc lamps. For sale by most Independent Theatre Supply Dealers. THE STRONG ELECTRIC CORP. 87 City Park Avenue Toledo 2, Ohio The World's largest Manufacturer of Projection ^rc Lamps. SUPER-LITE LENSES PRO-JEX SOUND UNITS TRY-OUT WILL Proj ECTiSf Optics Fh?^ 330 LYELL AVE., ROCHESTER, N.Y., U.S.A. Write for our 24-page Winter BARGAIN CATALOGUE BUY FROM S.O.S. Becouse . . . S.O.S. carries the most complete stock, especially "hard to get" items. S.O.S. gives exhibitors a square deal. Low Prices .... auality .... Good Service .... Dependability S.O.S. treats you with pre-war courtesy. Highest Prices Paid For Your Old Equipment S. 0. S. CINEMA SUPPLY CORP. ^rvM.-N%. UQUHt IT totHsm Same amount popped corn fills four % # bags ... or 5 of our cartons at 5c extra profit. Write for prices. Also world's finest seasoning, popping oil, salt. AMERICAN POP CORN CO. SIOUX CITY, IOWA .IMMEDIATE DELIVERIES On CHICAGO'S Supreme Expansion Bolfs. Keep seats anchored securely. Available now at leading supply houses CHICAGO Expansion Bolt Co. 2230 W. Ogden Ave., Chicago 12, III. 22 WAYS & MEANS^ In operation, installation, maintenanc. John J, Sefing is a graduate mechanical engineer and has long speclallied In theatre we How a Marquee Should Be Planned and Constructed [ SI WHAT IS A good marquee? How should it be planned? What conditions should be avoided? In the planning for postwar construction and remodeling being done today, the marquee is worthy of some fresh thinking. The main purpose of a motion picture theatre marquee has become that of providing conspicuous identification, and space for program advertising. These are important functions ; in some cases, however, their advantages are bought at too high a price, both in the original installation and in maintenance later on. It is very important that before the final decision be made as to the size, shape and type of marquee to be erected, all aspects regarding the installation be carefully considered in order to obtain the most pleasing appearance and effective display. In many cases the marquee is designed to conform strictly to the architectural scheme without regard as to how advantageously it will fit into the physical conditions of the street. The location of the theatre will have a direct bearing on the size, shape and type of marquee. Is it to be erected at the corner of the block, within the block, on an incline of the street, near a competitive theatre? Will the attraction board letters be easily read? At what distance? A marquee neatly drawn and beautifully sketched in color on paper, can look very attractive, but it may be a different affair when it is erected in place. PLANNING TO AVOID CHANGES You will want your marquee a little different from any competitive layout — for example, if a theatre down the street is using 8-10-16-inch letters in three lines, you could adopt a 12-16-24-inch combination in four or five lines (giving your display more height). The marquee structure will have to be sized and shaped to accommodate the sort of display that best suits your conditions — and remember that plenty of "white space" is needed to make the letters stand out. Lighting of the soffit of the marquee should be worked out carefully to avoid the dead glow that looks, at a distance, more like a fog than a theatre entrance. When, due to lack of careful planning, the marquee proves ineffective in its particular location, it cannot be changed without considerable expense. Be sure that its specifications adhere to code and other regulations. It also may be necessary to have the structure co form to the policy of an organization of ti businessmen on your street. f I recall the case of a marquee which h! to be brought inside a curb-line, of anoth which had to be raised a certain distance abo the walk. In yet another instance the theat! was to be constructed in a section half w dential and half business, with no other thea{ in the area. The plans for the theatre we^ submitted to some person in authority ai a sort of verbal approval was obtained becau no definite regulations were in effect at tj time for that particular locality. The costruction of the theatre went ahead, but wh^ the marquee framing was erected over ai above the sidewalk an official order was issu" for stoppage of the work. After a lot of arg ments between the city officials, constructi(^ people, business men, etc., the marquee frai^ ing was removed and a small upright sij^ with a skimpy attraction board over the ej trance doors were finally installed. In tl case the theatre owner had a large unnecessal bill to pay. CONSTRUCTION PRECAUTIONS Different cities and localities have differe' code restrictions on the allowable projectii' distance of the marquee. Some building cod call for the front of the marquee to be in ]' inches from the curb-line, others 12 inches; ai' for the soffit of the marquee to be 10 feet, feet and even 14 feet above the level of tj' sidewalk. Insist on written approval of t; marquee layout from the proper city official The theatre operator himself should obser' the way the marquee framing is tied into t, theatre walls and supporting steel membe;; Even though the marquee framing is design? to be structurally safe and is strong enoufi to carry the load, the manner in which itt' tied in with the iron framework supportif the balcony, mezzanine or projection roC floor may be such that small vibratio^ will be transmitted from these lit load areas to the attraction board pane! neon tubing, etc. In one such case where t: theatre was not getting the expected tube-lj* performance on the marquee, a check show'f that the marquee framing was tied-in wi' the iron framework of the projection roc; floor, and while this entire layout was stri|| turally strong and rigid, vibrations from f projection and generating equipment was ci BETTER THEATRES. FEBRUARY 3. IS,