Motion Picture Herald (Jan-Mar 1956)

Main Factors in Carpet Choice CARPETING in theatres is “stock in trade,” because the theatre operator is “selling” carpeting in the sense that it is a major contribution to the atmosphere that he is always endeavoring to create for the comfort and emotional stimulation of his patrons. To the theatre operator, therefore, such matters as lustre, pattern, and coloration, and " softness-under-foot” are really practical affairs of business. The remaining prime factor of value is durability. Beauty and durability are the two fundamental components of quality. And quality of course determines the price. Factors of Durability The physical characteristics which mean durability — except to the extent that structural quality may be reflected in the beauty of the fabric — are distributed throughout the structure of the carpeting. No one of the factors involved — number of pile ends per unit, rows of yarn, tufts per inch, pile height, pile yarn, etc. — alone determines quality. In carpeting manufacture they are all adjusted to each other to produce a certain quality in a certain weave, and while two pieces of carpeting of the same type of weave may be quite differently constructed, they may be found to be equally durable. To a certain extent, however, the durahility of a carpet is indicated hy its “feel” — that is the pile gives a sense of relative thickness and resilience if the carpet is of good quality. Pile height is important, hut certain heights are characteristic of certain weaves; therefore the pile height is not a general criterion. What a feeling of soft thickness, yet of firm resilience, usually reflects is pile density, which means the amount of yarn per unit of fabric. That in turn means an adjustment between the number of pile ends, the number of rows and the thickness or “fullness” of the yarn. While density’ is important, the ability of the pile “to take a beating” also depends upon the support given by the hacking. When all of these several quality factors have been adjusted to each other to create a carpet which, in its I 1 I Theatre Equipment Sales, Dept. C.D. -76, Bldg. 15-1 j ' Radio Corporation of America, Camden, N. J. I I Please rush me details on RCA Showmanship Signs and Lights. | I NAME I ' ADDRESS * I CITY STATE . I Keep ’em moving ... in ! RCA SHOWMANSHIP SIGNS AND LIGHTS Attraction boards in 3 sizes, styled for advertising effectiveness. Easy change of letters, quick bulb replacement. 3 types of lights . . . directional, roadway illuminators and decorative. Luxury-look direction signs in modern arrow shapes. Weather-resistant finishes, sturdy frames keep good looks for years. Priced for you to own right away ... in sizes and quantities to suit your layout. Urgent . . . send coupon for complete details in a hurry! SPENCER KNOW-HOW BRINGS A BONUS. MORE CP CLEANING POWER PER DOLLAR A COMPLETE LINE OF COMMERCIAL PORTABLE VACUUM CLEANERS Demonstration proves a Spencer Commercial Portable will get MORE DIRT, getting it FASTER and with greater EASE of handling. That is because no corners are cut in the design and manufacture of Spencers. They are FULL-POWERED, continuous-duty, rugged commercial-industrial equipment . . . the very best that the field can produce. The line is COMPLETE . . . the RIGHT machine and the RIGHT tools for your job. Get the facts and compare before you buy. Prices? Competitive and to meet your budget. Write Dept. BT. MULTI-VAC JUNIOR Pill 'A H.P. -V IJ* SPENCER P118 % H.P. THE SPENCER TURBINE COMPANY HARTFORD 6, CONNECTICUT BETTER THEATRES Section, Guide Number of 1956 21