Motion Picture Herald (Nov-Dec 1948)

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sincerity — the sincere conviction that only by giving the public the best in motion picture entertainment under conditions favorable to its enjoyment can we expect to have your continued and frequent patronage. We work hard at that conviction. The Happy Way Happiness must often be a form of forgetfulness. To forget your worries, your petty fears, your business or your household troubles for a few hours, is important to both your physical and mental well being. Once forgotten, most troubles vanish into thin air. Worry can become a habit of mind. Subdue the mind for a time and worry often flees. Come to the Blank and laugh at other people's "troubles" I Theirs are makebelieve ... so really may be your own. In any case, you'll find that two or three hours at the Blank will broaden your view of life — and so lighten its ordinary burdens. • A Schedule of Play The world owes you recreation periods. You have a schedule of work. Get a schedule of play! Don't let life cheat you of the hours that stimulate. They are the silver lining of the day's somber clouds. All of us, rich or poor, have a right to a certain amount of entertainment. Modern life contains an over-proportion of routine. You fall spiritually ill unless you balance it with recreation of the kind only the Theatre can give you — the stories and music of fine artists brought to you in full expression of their talents. At the Blank Theatre you can enjoy the Arts of the Theatre conveniently and in modern comfort. • The Brightest Spot What's the brightest spot on Main Street? It's a place where hearts beat faster, where our community becomes a living unit of happiness. This bright spot is the Blank Theatre, which we try to make a recreation center for all. Service to You Service is our aim, and we hope our achievement. So old friendships are fostered and maintained, new friendships invited and encouraged. There is only one way to do anything, and that is the right way. We endeavor to hold patronage and to attract more by high standards of operation. They are your guarantee, our pride. Small— But Efficient! The Blank isn't one of the nation's superduper theatres. In fact, it is pretty small. But one of the greatest things about the motion picture is that it brings fine acting and great music to all places near and far, to the village as well as the metropolis, and it is the same whether presented in a big theatre or a small one like ours. Really, a motion picture performance can be enjoyed rnore in many smaller theatres than in huge ones. You know, in small theatres even rear seats are not too far from the screen, and the front rows are not wide enough to make the picture look distorted. Perhaps you never thought of that, but it is true. The speech and music may be better in the smaller theatres, too — because we don't have to "adjust the volume" so that the sound is too loud at some rows, and too low at others. Small theatres not only can bring you the biggest pictures — they can also be as big as the largest theatre in courtesy. The Blank Theatre management confidently solicits your patronage in the belief that no theatre can offer you more. Copy of this sort in programs and trailers supplies continuous propaganda of a sort that is always valuable and is especially indicated, I think, in these times. If any of these examples fit your needs, you are welcome to use them. But they by no means exhaust the possibilities — you who know your own theatre and community best, should be able to think up many topics for such use, of a general nature, like these, and others referring to specific attributes of your house and patronage. KEEP YOUR THEATRE WASHROOMS SPIC AND SPAN WITH SANI-DRI uu MODERN NO. 7 "SR-W" MODEL SANI-DRI (Semi-Recessed) You incur no obligation to send for our theatre brochure No. 1082, which will be mailed to you upon request. The Electric Hand Drier This modern automotive method of drying hands costs 15% or less than old drying methods, and it is electrically operated too. Several models to choose from. Both wall and floor type. Each beautifully designed to blend with atmosphere of washroom and to conform with space permissible. "Sani-Dri" washrooms eliminate the following problems: SOILED LITTER LAUNDRY EXPENSE EMPTY CABINETS CLOGGED PLUMBING FIRE HAZARD and insures you of the following advantages: ATTRACTIVE WASHROOM SANITARY CONDITION CONTINUOUS DRYING AUTOMATIC SERVICE CLEAN EQUIPMENT THE CHICAGO HARDWARE FOUNDRY CO. 1348 Theatre Street North Chicago, Illinois IRON, BRASS AND ALUMINUM CASTINGS FOR THE MOTION PICTURE INDUSTRY NO. 5-SF PEDESTAL MODEL HAND DRIER 34 BETTER THEATRES, DECEMBER 18, 1948