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theatre operation — especially in small
towns, so we little exhibitors would be induced to borrow enough money to attend the meeting. The only limitation that should be placed upon the discussions is that all who want to express their views must first take an Oath of Sincerity.
•
Such a meeting might not produce a panacea (I rather expect it wouldn’t), but it would give a thorough airing of the possibility of putting sincerity to work in this industry — in making contracts, in working out “equitable” deals, in advertising so that it doesn’t put “sex” and “shocking” social problems into pictures that exhibitors could really sell to their nice people if allowed to tell the truth about them. And if that thing, TV, comes up, let’s be sincere about that, too, instead of kidding ourselves about the way people quit looking at it “after they’ve had their set six months.”
A lot of us exhibitors — maybe mostly we little fellows, but there are a lot of us — are living right now on faith. How we’re doing it is another puzzler, but we’re doing it. Some of us are so enamored of the idea that the screen brings joy, enlightenment and encouragement to our communities-that we can’t believe it will ever let us down completely. But faith is not enough. Let’s give this thing the works!
DRIVE-IN SIGN AT ANGLE
The new name sign at the entrance to the Glenwood drive-in theatre. Atlanta, Ga., Is set off at a slight angle to the changeable attraction panel. The latter is double-faced and has copy areas measuring 71 inches high by 29 feet long. Used to form the copy are Wagner 4-inch, 10-inch and 17-inch red and 10-inch green plastic letters. The display was fabricated and erected by the State Neon Company, Atlanta, employing Wagner frames and glass.
Your doorman may be a dream . . .
Your usherettes may be starlets
BUT
EVERY PERFORMANCE STILL
MUST BE PERFECT!
For a perfect performance, vital operating equipment has to work without a single slip. The best man to keep it exactly that way is an expert RCA Theatre Service Engineer. He's the only man who brings to your house the full backing of RCA's technical resources.
RCA SERVICE COMPANY, INC.
A Radio Corporation of America Subsidiary Camden, NJ.
Any wide screen system puts proiection equipment to its severest test. Slight picture jump which may pass on a small screen cannot be tolerated on large screens. Your dealer is prepared to show you how your present equipment can be rebuilt to give unexcelled performance and long trouble-free service with genuine Projector Parts.
LaVezzi Machine Works
4635 WEST LAKE ST. C H I C A G O 4 4. I ll.
BETTER THEATRES SECTION
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