Motion Picture Herald (Oct-Dec 1951)

the problem of obsolescence presented by the huge establishment already built. Modernization so far undertaken has barely scratched the surface of the need for today’s more competent equipment, for functional auditorium design, for contemporary styling. It’s a new era we’re in. A TELEVISION FAN RECLAIMED THE OTHER “good notice” comes from a columnist, George Grim, in the Minneapolis Morning Tribune. Under the heading, “TV Fan Rediscovers Charm of Neighborhood Theatre,” he writes of taking an evening off from his television set to see a nearby movie. “At seven,” he recounts, “the lights dimmed, the curtain opened. The picture on the screen seemed enormous, the focus sharp. After looking at that little picture box at home, this was something. Nothing to fiddle with, no wondering if the picture shouldn’t be brighter or darker or should show more contrast. Everybody’s features were where they ought to be with no flat tops or wavy middles. The sound was just right. “There was a magnificent color feature called ‘Nature’s Half Acre,’ made by Walt Disney. There were amazingly enlarged real movies of caterpillars and butterflies, of flowers bursting into brilliant bloom. The theatre was flooded with the warmth and wonder of the world about us. “For those two hours I relaxed and had a wonderful time. The movie didn’t stop to tell me I smelled under the arms, was filling my lungs with tobacco poisons. There were no incredible lectures about having spots cleaned off my suit. Nobody gave me a pitch for a vegetable mixer. I wasn’t run through that wringer of alternately enjoying something, then getting my guard (and my dander) up. . . .” All adding up, as he concludes, to the decision to go back to the theatre again. Other Days, Other Standards WHAT THE public was expected to take and like it — and they did while the movies were new — is well illustrated by an installation of new seating recently made by the Kroehler Manufacturing Company at the Moreton theatre in Dorchester, Mass. This venerable house has an auditorium with a pitch of 2j4 inches per foot in the rear third, 1 inch in the middle thitd. The rest is flat. In reseating, even with push-back chairs, the row spacing had to be made 36 inches in order to show some respect for today’s standards of comfort. This space was required to give knee room. Now, of course, the Moreton gives its patrons first-row vision ! Once they have got down hill. Labor is at Least 90% of Your Operating Cost Super Suction labor-saving equipment will save its cost in the first year of use. Do this: 1. List ail of your cleaning problems. 2. Check this list against the labor cost that a Heavy Dufy Super Theatre Cleaner will save you. ' • Worried about keeping your pictures bright and clear? Super cleans your screen with a special tool, quickly, easily. • Upholstery dirty from suspended dust, soiling patrons’ clothes? Super cleaning checks it at once. • Is your carpet muddy and messy from tracking in outside filth? The Super cleans all floors, wet or dry. You can shampoo carpets right where they lie. • Is scattered popcorn, candy wrappers and other debris a headache? The Super blower attachment makes disposal quick and easy. • 1$ over-head cleaning a costly and dangerous, or neglected, problem? The Super can reach box fronts, wall decoration, all high places without stepladders. These easily portable, heavy duty Supers go everywhere, clean everything. You can save hundreds of dollars every year in labor, replacements and repairs. Just call your local supply dealer. He’ll be glad to show you the superlative performance of the Super right in your theatre. Or write for complete data. NATIONAL SUPER SERVICE COMPANY, INC. Super Model M— For a general cleaning and blowing. Powerful, readily portable Super Model BP— A quiet, double utility cleaner for both wet and dry pick-up. 1941 N. 13th St., Toledo 2, Ohio "Once Over Does It" SUPER SUCTiON SINCE 1911 •the draft horse of power suction CLEANERS” NOT JUST A SCREEN BUT A WILLIAMS — the FIRST solid-plastic and THE ONLY SEAMLESS PLASTIC SCREEN Permanently flexible. Super-refleetive. Assures sharp, brilliant pictures with vivid contrast. Clean-cut perforations with no projecting fibres to impede sound or collect dirt. Stays white longer. Unaffected by moisture. Fungus-proof. Delivered with protective coating. ONLY $1.50 PER SQUARE FOOT. Write for free samples, silver or white. WILLIAMS SCREEN 1S7S Summit Lake Boulevard COMPANY Akron 7, Ohio E MORE ON CARBONS Full Refund If not 100% Satisfied Patents Pending CALI CARBON COUPLERS Let You Burn All the Carbon "They're Expendable" The most popular carbon saver. Used by more theatres than ALL other makes COMBINED. At ail progressive supply houses. Prices per hundred, postpaid. SMRfl $2.2S 7 or 8IVIM or S/16 INCH ; . . . $2.50 9Mm $3.00 They're Expendable No worrying about injury to high priced carbon savers. Burn 'em up, you still profit. Most economical carbon saver you ever used! CALI Products Company 372! Marjorie Way Sacramento 20, Calif. BEHER THEATRES SECTION IS