Motion Picture News (Oct 1914-Jan 1915)

146 Accessory news Vol. 10. No. 24. SHARLOW BROS. CO. 440-442 West 42nd Street 439-441 West 4l8t Street NEW YORK CITY MANUFACTURERS of Approved Fibre Lined Telescope Cover Metal Shipping Cases Sharlow's Wood Hub Polished Steel Reels Made in sizes from 10-12 inches Film Cans — Film Cabinets Metal Tables, Racks and Shelves For Exchanges All Metal Slide Carriers SEND FOR INFORMATION Yiir neiative develipcd, printed and titled cimiilett gC delivered 1 O hours per foot within * Title 6c per foot GUNBY BROS., Inc. 145 West 4Stli Street New York City FOR SALE New Lincoln Motion Picture Theatre, 5th and Christian Sts., Philadelphia. Just completed. Modem in every detail. Seating capacity nearly 500, with standing room (or about 200. Fully equipped. Positively finest moving picture theatre in South Phlladelpiiia. Would rent to responsible party. Henry E, Silk, 1310 S. 4th St., Philadelphia, Pa, Old Films Made New By a Special Process {Continued from page 135.) One of the most up to date agencies for doing this work is the Rex Film Renovating Process, which has resulted from many years of painstaking research and experimentation in renovating films. In its first form it was developed by the French Film Restoring Company as a process of cleaning films by hand. This company operated several successful film exchanges, which were finally merged with the Mutual Film Company. Successful Renovation of Films The early experience of this company in restoring films revealed a great demand for that sort of service. Films were sent in from all parts of the country to be renovated. The success of the process and the demand for the work led to the undertaking to construct a machine which would do the work more cheaply than it could be done by hand. The result showed that the machine not only did the work more cheaply, but that it accomplished more uniform and better results than hand labor. The first model of the machine was placed in operation in the exchange of the Mutual Film Company, of Columbus, Ohio. This machine gave excellent satisfaction. It has now been replaced with the latest model. The Rex film renovating machine long ago passed beyond the experimental stage. The machines are now in use in some of the leading exchanges of the country. This process of restoring films is fully protected by patents allowed and pending in the United States and foreign countries. Proper renovating postpones indefinitely the coming on of film old age. It is primarily a cleansing process. It is also a process which rejuvenates the films and greatly lessens the rate of deterioration. It is also a process which enables the exchange to supply the exhibitor with a film service which satisfies his patrons. In doing these things it greatly increases the profit of the exchange and the exhibitor. Everything used by man should be cleaned. This is especially true in the case of things whose serviceability depends on transparency. For example, windows, show cases and lenses must be cleaned frequently to permit the light to pass through them freely. The need for cleansing is still more imperative in the case of the films. The uncleaned film loses rapidly in transparency on account of the accumulation of sweat and dirt. The problem of cleaning films is not as simple as that of cleaning windows. Yet this delicate and difficult operation can be accomplished very satisfactorily, and in an easy way. The Rex renovating process removes from the film the sweat and dirt which cause the wavy, blotchy, rain-streaked appearance of a film in bad condition. This process of renovation renders the picture more brilliant and makes its various features more easily distinguished. Transparency of Film Restored Proper renovating treatment restores the transparency of the film; it renews the pliability of the celluloid and prevents the breaking which occurs easily at the sprocket holes. It lubricates the film so that it is not so readily worn out by friction. The gelatin coating of a properly renovated film will not adhere to the tension springs and idlers. The process thus prevents the damage done to the film in the form of scratches caused by such adhering masses of gelatin. A film which has been properly renovated a few times will be much more acceptable to the exhibitor and his patrons after it has run ninety days than an unrenovated film which has run thirty days. Many films which have been run two hundred aays will please the spectators almost as well as new films. The process will improve any film from SO per cent, to 75 per cent. The exchange which employs an up to date renovating process such as the Rex will have far fewer "kicking" exhibitors on its list, and will change the demand of the exhibitor from newly released films to freshly renovated films. This will greatly increase the good will asset of the exchange by making its service more acceptable to its patrons, as well as greatly lessening the rate of decrease in the earning power of films, thus prolonging the period during which the films are productive of profit. The Rex film renovating process will accomplish the above results at a monthly cost to the exchange of but a few cents per reeL Be sure to mention "ACCESSOEY NEWS" when writing: to advertisers.