Moving Picture World (Nov-Dec 1923)

M O V I N G PIC T U R E November 3, 1923 178 W ORLD Better Projection Inevitably Pays; See That Your Patrons Get It By HERBERT GRIFFIN General Sales Manager, Nicholas Power Co., Inc. WE have used the phrase, “Better Projection Pays,” to a considerable extent in our advertising and, of course, under such conditions we are referring to our own product, but on this occasion a more general meaning will be given to it. I would like to have the entire motion picture industry adopt the phrase and then put it up to the manufacturers of equipment to prove which particular machine actually gives the best results under all conditions. The larger theatres throughout the country are as a rule particular about the kind of projection they give their patrons and to this end employ good men, get the best equipment in the market, keep it in good shape and replace with new machines from time to time. The large theatres watch expenses in the same way the smaller theatres do or at least do not usually indulge in needless expense, and it seems obvious that they must find it profitable to spend money from time to time to keep up the proper standard of projection. Some small theatres, of course, are very particular about projection and may even set an example to the larger theatres, but in many', altogether too many, small theatres there is a woeful indifference to the advantages to be derived from improving projection. “Getting By” Is Not Good Policy A motion picture projector, of course, can be made to last for a good many years and show a picture which will get by in about the same manner that some old worn out, aged and decrepit automobiles “get you there and get you back.” Such automobiles are frequently used as taxis and they get the business just so long as there is no competition. When a new, up-to-date machine comes along the majority^ of people will use that taxi in preference to the old one. It is in just this way that some theatres seem to be getting all the business there is to be had, but what they are actually doing is inviting competition. Soon or late someone is going to see that the field presents an opportunity for a good house, and when this is built the old one goes out of business. The exhibitor who watches everything which relates to the proper showing of films to his patrons will not infrequently be in a position to make his theatre pay even though he gets pretty stiff competition from the big theatre. Rah for Richardson F. H. Richardson, in my opinion, has been responsible for raising the standard of projection and he is constantly emphasizing this idea in all sorts of places through the spoken word and in all sorts of publications by the written word. In a recent number of the Moving Picture World he refers to a man who claims that he has been able to “pack his house” in spite of what seems to be outrageous conditions in his projection room. This man claims that he is getting the money with very inferior equipment and admittedly very poor projection. From a business standpoint it would appear that this exhibitor is under no obligation to spend any money to improve conditions in his theatre, but Richardson points out that by the judicious expenditure ' of a little money this man might be able to pack his house at higher prices. Apart from the fact that better projection in many instances can be made to show an immediate financial return to the exhibitor, I think that in the long run any business man should realize that it is a good policy to improve the quality of the goods he is selling whenever he can do so. It is unreasonable to ask the exhibitor to spend money needlessly, but any fairminded theatre owner who gives some attention to this matter will surely come to the conclusion that “Better Projection Pays.” Automatic Devices Co. Releases a New Model The Automatic Devices Company, of Allentown, Pa., has just announced the release of a new improved A. D. C. automatic curtain control equipment based upon the result of long experience and exhaustive tests. IN the American Reflecting Arc lamp, as manufactured by the American Reflecting Arc Corporation, of 24 Milk street, Boston, Mass., the lamp itself has been designed along lines that make it readily adaptable to American standards of design and operation. Its base and supporting bed are of cast iron. All working parts are of brass. The reason for selection of brass is twofold; first because of the peculiar design of the lamp being such that most of the current carrying is done by the parts of the lamp itself, brass is one of the best metals procurable for this purpose. Secondly, because of the fact that all parts of the lamp are manufactured to a standard to permit interchange of parts, brass was again selected because it lent itself to accurate machining. Ample provision against wear has been taken into consideration so that the lamp should give years of perfect service. Automatic Feed Control Early in the development of this lamp, the American Reflecting Arc Corporation engineers realized the necessity for an automatic feeding device. This was doubly apparent because of the necessity for maintaining a perfect crater and unvarying arc length in order to realize to the full extent the possibility of maximum illumination with the minimum of current consumed. The result is an arc control perfect in its operation on either alternating or direct current. The arc control consists of two units — a driving mechanism consisting of a universal motor operating a train of reducing gears to the feed screw of the arc lamp and a regulating device. It is in the regulating device of the arc control that this accuracy of performance is obtained. The functioning of this apparatus is secured through the utilization of both the ampere and voltage characteristics of the arc. This device is so designed that a perfect balance is maintained and a zero operating point established. Any departure from this zero point, which represents the arc gap, is transmitted to the driving unit and adjustments of the carbons mechanically by the driving unit is secured. The perfect functioning of these two de Long known as manufacturers of an auto matic curtain control, embodying a most simple device for this purpose, the Automatic Devices Company has constantly striven to improve its product to conform with the requirements of modern exhibitors. The new improved type of machine eliminates all belts and pulleys and is strengthened in all parts. An automatic disc clutch has been made a part of the machine as a safety feature for emergency purposes. Should any condition arise which would impose an undue strain on any part of the machine, the clutch will immediately function, thereby protecting the entire equipment. Helical gears cut from special material are used and the entire machine is fully enclosed to conform with all underwriters, state and municipal requirements. Outlets are provided on both sides of the machine to accommodate either flexible or rigid conduit through which the entrance wires are connected. It is becoming more and more evident to theatre owners that a steady and even operation of screen and proscenium curtains controlled by push buttons in the orchestra pit or projection booth, makes a distinctly favorable impression on the audience and adds materially to the proper showing of pictures by allowing the curtains to be opened at exactly the proper time and speed and closed at exactly the right moment. vices operating in synchronism with each other secures a perfect operation of the arc lamp and a resultant perfection of the projected image on the screen. In the matter of accessories is included a specially designed Arc Lamp Housing to enclose the Arc Lamp and provide support for the arc control driving mechanism. A specially designed stereopticon housing attachable to the Arc Lamp Housing has also been developed. These are manufactured by the American Reflecting Arc Corporation. The necessary regulating devices, rheostats and transformers, are manufactured for the American Reflecting Arc Corporation. The rheostats by the Ward Leonard Electric Company and the transformers by the American Transformer Company. The mirror or reflector used in conjunction with the Arc Lamp is of special design and manufactured by the Bausch & Lomb Optical Company according to specifications of the American Reflecting Arc Corporation. While the American Reflecting Arc Corporation is interested only in supplying the Arc Lamp and Arc Control mechanism as a unit with a lamp house supporting base by means of which the unit is adaptable to any standard projector and makes possible the using of the customer’s present carbon arc lamp house, it can supply their special lamp houses and regulating devices to those who desire a completely assembled outfit. Recent Incorporations LOS ANGELES, CALIF.— Film-O-Phone Company. Capital, $200,000. WILMINGTON, DEL.— Artcraft Production Company. Capital, $1,000,000. CHICAGO, ILL. — Harvey Theatre Company, 202 South State street. Capital, $60,000. Incorporators : John P. Brand, Blair McElroy, Fred C. Brincken. PADUCAH, KY. — Columbian Amusement Company. Capital, $50,000. Incorporators : Lee F. Keller, R. R. Kirkland, Rodney C. Davis. LONACONING, MD. — Capitol Amusement Company. Incorporators : Arch M. Evans, Earl E. Reese and others. The How and Wherefore of the American Reflecting Arc Lamp