Motion Picture Herald (Jan-Mar 1956)

follows: “The one building I now have is small ; in fact it resembles the usual motel room, from the highw'ay. There are five rows of cushioned chairs, with seven to each row. Aisles are at the side walls. The front is of plate glass and gives a clear view of the screen. The room is heated electrically with thermostat control, and air-conditioning will be added next spring. “The building is screened, and the entrance door is a glass jalousie type for ventilation. The auditorium floor is elevated, and smoking stands are furnished ^r>r the convenience of patrons.” A policy of charging a slightly higher admission price for the “walk-in” section than that for the regular drive-in area has been adopted by Mr. Martin. Adults must pay 5^* more — or — while children are charged 15^^ each instead of being admitted free. In regard to this latter policy, Mr. Martin explains, “I do not care to make this area a playground.” Separate tickets for the extra admission are necessary, he points out, “as the doorman must have a ticket to tear and can, of course, check numbers for those who walk out to rest rooms or the refreshment building.” Elaborating further on the advantages to patrons of the scheme Mr. Martin enumerates them as follows: “The theatre is enclosed from the weather, screened against insects, is noise-proof, and has one 12-inch speaker erected above the plate glass and in the direct center of the building. In addition there is parking space right at the door.” PLANS FOR EXPANSION If the “walk-in” meets with the success that is anticipated, Mr. Martin plans to erect a second building promptly with the entrance between, thus enabling one doorman to take care of 70 patrons. “There is room on this eighth ramp for 23 buildings of the same size,” he declares, “and there is nothing to prevent ramp nine, etc., each with an 840-patron capacity.” At the official opening of the “walk-in,” to which a number of prominent exhibitors were invited, iVIr. Martin served his guests two refreshment innovations. One was the “Hugh Martin special scrambled hot dog.” It consists of a frankfurter covered with fresh, crisp popcorn (oyster crackers are not available in Florida during the summer and he had to select a substitute) and then doused with hot chile, garnished with a slice of pickle and served stuck into a wooden fork. It sells for 35^ at the Clervue refreshment stand. The second “treat” was a pickled coke, the idea for w’hich Mr. Martin acquired from an exhibitor in Sayre, Okla., when he passed through there on a recent trip. This is the Oklahoman’s technique as ! Theatre Equipment Sales, Dept.A-76, Bldg. 15-1 Rodio Corporation of Americo, Camden, N.J. I Please rush me RCA Dyna-Heat details I NAME_ I AOORESS___ I CITY ^STATE, i Extend, that season! RCA DYNA-HEAT IN-CAR HEATERS Calrod elements with aluminum radiating fins distribute quick, even heat. Exclusive fins diffuse heat . . . keep safe heat-level at port opening. Automatic on-off safety switch on each unit. Equipped with manual switch, too. Sturdy, lightweight units . . . compact, easy to handle. 500-, 750-watt units at same price . . . 208-, 240-volt operation. Two-tone finish, 11-foot Koil-Kord included. Urgent . . . send coupon for complete details in a hurry! Theatre Equipment Sales RADIO CORPORATION of AMERICA Camden, N.J. NEW . . . REV/SED . . . Zih Edition of The Bluebook of Projection The standard textbook on motion picture projection and sound reproduction. . . . Extensively revised to deal with the latest technical developments in motion picture projection and sound, and reorganized to facilitate study and reference, the Bluebook with this edition includes a practical discussion of Television especially prepared for the instruction of theatre projectionists, and of new techniques for advancement of the art of the motion picture. $7.25 postpaid QUIGLEY PUBLICATIONS, 1270 Sixth Avenue, New York 20, N. Y. BETTER THEATRES SECTION 31