The Moving picture world (October 1922)

October 7, 1922 MOVING PICTURE WORLD 517 Facts That Mean Money to Theatre Owners Read What These Experts in Theatre Seating Say Extracts frotn Article in Moving Picture World, Page 404, Sept. 30, 1922. HERE IT IS! A comfortable cane back theatre chair, one of the beautiful Mov-Ezy models—a stock finish. The Mov-Ezy is the only chair that gives comfortable leg space without wasteful spacing, and without loss of seating capacity. It is not attached to any other chair in any way and has two individual arm rests. It is a real chair that means real "Ease at the Movies." The Mov-Ezy is made in all popular designs and finished and upholstered in accordance with your specifications. Send for beautiful, new catalogue that tells the wonderful Mov-Ezy story. Theodoire L. Hays, general man- ager of the Finkelstein & Rubin Theatrical Enterprises of Minneap- olis, says: "The psychology of successful purvey- ance to patrons of entertainment lies in providing an environment as near idea! as possible; an atmosphere which will tend towards the creation of a receptive attitude on the part of theatre goers. "Many elements enter into or con- tribute to the so-called environment . . . especially comfortable seating . . . "The motion picture audience (except where seats are reserved) is a continually .changing audience with the result that the seat platform should be sufficient in depth to permit persons to pass the patrons who are seated without necessi- tRting their rising to permit such passage. To nermit of this condition seat platforms would necessarily require a depth of at least 34 inches. "This 'laitter width is quite desirable but ■ involves a sacrifice of considerable floor space and is not generally adopted, except where ample floor'space is avail- able. . . . "As to the style of chair. A wood frame, not too heavy in style and construc- tjon. souare <:,eat and rarel bark of leather is, m my judgment, most desirable. ; . . Sometime some enterprising chair manu- facturer will design a model' rattan back and seat, one that will provide both com- fort and ventilation." E. V. Richards, vice president and general manager of the Saenger Amusement Company, Inc., of New Orleans, says: "In my opinion, comfort is the most essential service of any theatre because without it no theatre, or any other busi- ness could prosper. "Thirty-two (32") inches should be the minimum space between each row of seats, but a thirty-five (35") inch would give maximum comfort to patrons with- out any great sacrifice of floor space. "The type of chair is a matter of choice, —climatic conditions largely governing. In cooler climates heavy upholstered chairs seem, to be the preference. A re- cent innovation throughout the South and Southwest, where the warmer weather predominates, a cane bottom chair has been found adaptable. H. L, Horater, vice president of the Pantheon Theatre Company, of Toledo, Ohio, says: "I am of the opinion that seats should be comfortable and believe that an eflFort to crowd, unless one has an exceptional attraction, has a tendency to keep people away." Looks Like the Mov-Ezy Was Made to Order from Their Specifications for the Ideal Theatre Chair, Doesn't It? provides ample space for passage between rows without the necessity for occupants getting up. By means of a patented feature the Mov-Ezy swings noiselessly to one side at the will of its occupant, thus providing sufficient space even in cases where chairs are actually only 30 inches from back to back. No longer are pictures constantly interrupted by people being obliged to rise as others pass. No longer IS it necess-ar-y for long legged people-to-si-t all cramped up through the show. The Mov-Ezy, the chair that means "Ease at the Movies," the ^only real improvement in theatre seating in fifty years, solves for every theatre owner his seating problemsv^^'.; JosiaK Partridge & Sons Company, Inc. 529-541 Marbridge Building SHOW ROOM SALES OFFIGE 47 West 34th St., New York