Motion Picture Herald (May-Jun 1946)

MAGAZINES — See Projectors and Accessories Best Devices Company, 10516 Western Avenue, Cleveland, Ohio. Brenkert Light Projection Company, 6545 St. Antoine Avenue, Detroit, Mich. General Electric Company, Schenectady, N. Y. GlodE Manufacturing Company, 1214-22 W. Madison Street, Chicago, 111. Hub Electrio Corporation, 2219-29 West Grand Avenue, Chicago 12, 111. Kliegl Brothers, 321 W. 50th Street, Nev? York City. Major Equipment Company, Inc., 4603 Fullerton Avenue, Chicago, 111. Radiant Lamp Corporation, 260 Sherman Avenue, Newark, N. J. Stroblite Company, 35 West 52nd Street, Nev7 York City. Westinghouse Electric Corporation, Lamp Division, Bloomfield, N. J. MARQUEES A MARQUEE is to be regarded as essential to the motion picture theatre. There are exceptions, due to location and form of building, but not many. Its function as a means of protection for patrons from rain and snow has become of less importance than its function as an advertising medium. It advertisers the theatre and the program, by distinguishing the building from other commercial establishments on the street, by the theatricalism of its lighting, by advertising the program. Marquees today have become more closely associated with the general architectural form of the theatre front than they originally were. They are usually constructed according to specifications supplied by an architect who has designed the marquee itself, along with other display and sign elements of the front, as a part of the facade ; or by the design department of the fabricator Marquees are generally of sheet metal construction, painted, or with porcelain enamel finish in desired colors, with soffits of metal or glass illuminated by incandescent lamps or lighting troughs. There are, of course, many variations in pattern and illumination ; however, the design ordinarily should provide for attraction advertising panels with changeable letters {see Letters, Attraction Board) as integral parts of the structure. ArtkraftStrauss Sign Corporation, 820 Twelfth Avenue, New York City. Ben B. Poblocki & Sons Company, 2159 S. Kinnickinnic Avenue, Milwaukee, Wis. Continental Signs, Inc., 550 E. 170th Street, New York City. Texlite, Inc., 2900 Factory Street, Dallas, Texas. White Way Sign & Maintenance Company, 1850 W. Fulton Street, Chicago, 111. • MATS AND MATTING FOR ENTRANCE AREAS HEAVY-DUTY corrugatcd rubber mats for vestibules, or corrugated and perforated rubber mats for the entire entrance area, are to be regarded as standard equipment for the average theatre, if not all theatres, since they are the principal means of reducing to a minimum the amount of dirt carried into the theatre on the shoes of patrons and of preventing slipping which can result in costly damage suits. Lobby mats, as they are generally called, should cover all of the floor of the immediate entrance area (as far as the point where carpeting begins, unless there is an especially long inner lobby) that constitutes traffic lanes. In entrance area of moderate width or less, the traffic lanes will extend within a foot or so of the side walls. The rubber mat may be laid on top of a floor of terrazzo or tile (if it has beveled approach edges), but preferably it should lay in recess, flush with the floor. It is also desirable to place lighter rubber mats (corrugated, but not necessarily perforated) just inside the entrance to the carpeted area, laying them flush with the pile of the carpet. Smooth or pyramid-surface rubber mats are also available in patterns to match any figured carpeting. Lobby mats are obtainable in a variety of standard colors, but special mats may be made up in colors as desired and also in interesting patterns, which may be given directional lines guiding traffic (of particular value when an inner lobby or foyer is at right angles to the sidewalk), and also be designed to incorporate an emblem symbolizing the name of the theatre. Metal and rubber link mats more rugged than regular lobby mats, are advisable for use in vestibules or outer lobbies during wet weather. Available for temporary laying over carpeting, to protect the fabric in main traffic lanes during wet weather, are various types of matting, of sisal fibre, of a canvas-like fabric, of cocoa fibres, etc. Some are available in designs ; widths generally run to 12 feet. Other types of matting applicable to theatre conditions include one of rubber and cord with heavy non-slip tread particularly adapted to areas behind refreshment counters and around popcorn machines; and a plastic friction mat that may be readily trimmed to fit box-offices and other areas of small size or irregular shape. American Mat Corporation, 2018 Adams Street, Toledo, Ohio. American Tile & Rubber Company, Foot of Perrine Avenue, Trenton, N. J. Deltox Rue Company, Oshkosh, Wis. Goodyear Tire & Ruber Company, 1144 E. Market Street, Akron, Ohio. O. W. Jackson & Company, 290 Fifth Avenue, New York. Lorraine Ruber Engineering Company, 286 Fifth Avenue, New York City. United States Rubber Company, 1230 Sixth Avenue, New York City. Puritan Manufacturing Company, Trenton, N. J. Waite Carpet Company, Oshkosh, Wis. MAZDA REGULATORS THESE ARE Converters that provide 30-volt, 30-amperes supply to 900-watt incandescent projection lamps, operating from either 110-volt or 220-volt supplv line" Get BAUSCH ^ LOMB ESTABLISHED 1853 e Best the Film Has to Offer with B&L Optical Systems AMERA lenses, optical systems used in sound recordings andreproducing, projection lenses, condensing systems, reflectors . . . Bausch & Lomb skill and optical precision are combined to bring to theatre audiences all that can be captured on the film. Regardless of your projector, filming or recording optical requirements, there's a B&L lens or optical system to meet it. For example: The Super Cinephor is an f:20 projection lens, Balcote* surfaced for maximum brilliance and definition on the screen, and is available in focal lengths of 2" to 5" in "4" stops. It's a fast lens with maximum light transmission to give a superb screening. "Whatever your optical problem, bring it to optical headquarters— Bausch & Lomb Optical Co., Rochester 2, N. Y. Balcote* is the revolutionizing Bausch Lomb lens surface treatment which minimizes internal flare and reflections and permits passage of 30% more light through this particular lens. BEHER THEATRES. MAY 4. 1946 47