Publix Opinion (Jun 8, 1929)

THEATRE GIVEN BY EXPERT Anticipating the need of theatre managers for practical, helpful hints on theatre lighting at this season, when the lighting schemes of most theatres are being changed to produce the cooling effect neces| PUBLIX series of articles from Francis M. Falge, the Hone Office, in the hope chat it might sary for hot summer days, out their lighting problems. Mr. Falge, who is now devoting most of his time to the lighting of our stage shows, has agreed to present the lighting subject from the angle of PubHix interest rather than the way it is usually presented from the interested viewpoint of _commercial concerns anxious to sell us something. His experience in Publix houses has familiarized him with the lighting problems as they exist there, and this, fortified by a background of many years study and prae| tical re-search on theatre lighting. eminently tits him for the task. : It would, of course, be impossible for him ‘to present the entire lighting picture in a few words. Consequently, he agreed to give Publix Opinion a short article every issue.’ Here is the first article. IMPROVE YOUR LIGHTING, The appearance of your theatre | has much to do with the impres| sion with which your patrons leave and therefore, a real investment and box-office factor. Be. | cause redecoration is a very expensive undefttaking, light, which is changed at will. plays a vital is, has | PetC,) _have a much more important con OPINION. has arranged for a lighting expert attached to help managers in working 2 hE crn ue ore ee eT oer seneeemnenenas sorbed. In re-decorating, thought should be given to the color of light which. is to be used on the Surface and to the amount of light which is to be reflected. Light colors reflect the most light and Surfaces painted with color, reflect light of that color best. The color ana condition of the surface should be considered im adapting colored light to it and colors approaching, the surface color used. ; Another consideration in properly using colored lamps, is the method of obtaining the color. For purity .of color and the nat the installation (w colored lamps would look spotty, However, in fixtures we sideration ~—tppearance and eye preference. Just as inside frosted lamps are better for the eyes because there is no bright exposed filament, spray coated or other diffusing colored lamps are better than natural colored or dipped lamps, though the latter, if inside frosted lower, are quite satisfactory. fixtures, therefore, with the excep In a certain in the 40 watt size or Peevey DOM enn ee _ ENDORSED! a pett cotsetanaeneeseae " The following pictures are — indorsed by the Parent — | Teachers Association, When F you play these you can get — them to write an indorsement from the school authorities to the local papers. Behind Closed Doors Close Harmony Faney Baggage The Dummy The Leatherneck Lucky Boy eater asdhtanesad Tide of Sunset Pass Empire The Younger Generation dhe en ALLL Lenny ee CAT ae wpibayee | is a mistake to have your theatre ) all one color, such as solid blue. | By making the side brackets an ;amber orange to contrast with the : blue, the effect is greatly enhanced without destroying the effect of Dara HUSAn sachs oats EDO ANAS UMMA cHbEDNTIONN A sepiaNecbrreiaatesscneetiatien Bittersweets Court Martial Do Your Duty Hearts In Dixie The Iron Mask Making The’ Cirade Spite Marriage | | | . ( } | ae -colors where:sources are conceal-| eooiness, ied, there is no consideration but) ~* : ‘In this connection it is a recog. complinen; ries appear well together as do ‘closely associated colors. Some of j the useable color complimentaries are red and blue green, blue and amber, and magenta and sreer. The color combinations are well adapted to holiday effects also. The sign or marquee should be very bright and Sparkling in order to attract people and then only for a moment. It is a good idea to lamp your displays in such a manner ‘that they will stand out unmistakably from the surrounding ones. “Inasmuch as | t STICKELMAIER HONORED BY : CLUBMEN ae er Proof of the contention, repeat : edly made by Publix Opinion and | é stressed in the editorial of the last | issue, that a Publix showman is not a ‘‘grifter’”’ but is the ‘equal, if not actually the social and eeonomie superior of any luminary in’ any community,’ is found in the announceinent from Peoria, TL, that Henry Stickelmaier, resident manager of Publix-Great States Theatres in that town, has been of publicity “Nothing Bui at the Pub | Greeley, part in making your theatre invit-| on of crystal fixtures, ing to the public. and it goes much beyond decoration, in that it ean be positively annoying. It behooves every Manager to make a eareful study of his theatre and make its appearance vive credit to its name. Incandescent light, because of its ease of control, and because of its wide range of color values and adaptability. offers the theatre an easy means of enhancing its appearance. The wide range of colored lamps that are available. either clear oer diffusing coated, gives the manager a chance to fit! the desired lamps to the various applications. Before offering definite suggestions for improving the lighting. some of the fundamental reasons for selecting a certain ty pe of lamp or one color over another will be given. The first consideration is medium with which we are ing. Ineandescent light does not produce daylight, nor is it the, light of a candle. In. contrast to davlight, it is deficient in the blue and has an overabundance of red. | For instance, to get blue light it is) necessary to throw away all but | approximately 14 of 1% of the) total lizht; red, 8%: and green, | 8%. Obtaining an amber orange color loses about 50¢% and a flame!) => tint 30%. lamps. brightness is so essentie , should be of the diffusing type. per colors a as ree Beet In order to provide the light are not desirable for the complete necessary with the deeper colors, | sign unless to contrast unmistaksuch as when blue ‘or Breen are) ably with a neighboring display used for a seasonal effect, and also In choosing a color scheme at| PMc to the eye, tints rather any time, the niatter of intensities | American Business Cinb satin ua aoe are desirable. A’ must be carefully watched, The! fifth district at a recent sdk By. :. he: green, just | most modern theatres afford their} tion in Springfield, Hl. fnoush to cool, is best for fixtures} managers considerable latitude in| This club, whose activities are and Se ae ee | their selection of colors, but the} national in scope. numbers among! Ducerae i oe Ra | older ones are often under-lam ped its members only the most distin-| owner, RIC sae Peay EW » te, and in such cases only the hichest guished and representative busi-| Theatre, Mon., Tu uid be chosen with re| transmission lamps such as “hame| hess men of any community. To! ~ | fenders, engin |top and lights,” banners, upr of the wreckof the, “Used Car Fo conven-| BUT THE TRUI | cylinders,” pupips all but one spril cracked, fend Henry Stickelmaier élected district governor of the it a In colors haitags to their associated colors daylight blue, lieht yellow, flame] be designated as the chief, not || are ‘the Mahtebe ane fond tint or other tinted lamps should | only of one’s local club, bat of the | cause interesting ee nor that be used. As is always the Case. entire district, speaks well for the it ts <sahikahe i pa ic Just as the intensity should be Sraduated| quality of man-power which repvind 7 © fo Dave a show! to the auditorium so that the eyes! resents Publix and its affiliations | indow all one pure color (except may become accustomed to its throughout the entire field of its Chose. which approach white), it, darkness without Strain, | operations, BREAKING THE GOOD NEWS! . et the one to , this 3 col. x Detroit news it's a “tie-up, the! deal-| ee a me tor, howeyer, is . ‘it really isn't an | tieup made by ¢ -vbavatgig’ dbs ores : forces. Ung careless make-up-m Detroit newspapel put the “Castoria”™ of the Adams a the Kditor were | clip this out aa the makeup me newspapers, — never to let it hap We're positive | intentional tieup the absence of prices. Also an tieup of th have urged t AFTER leavi not before This is how Manager H Kayes of the Publix Tem fe . owns : » Kayes, tmple Theatre. Houlton. Me. announced to folk the coming of a new era mm motion pictures. In addition to the prominent diene: povten prada A st local pauper and the double page He-up ad shown abor Kayes arranged with the Paper to print «a number " > pe, Manager of special Supplements on ull si. ne) a a > > td ation er thes Gea full size newspaper stock, called “The Temple Reviere which was entirely devoted talking picture policy at the Temple with ictures*of the theatr stills attractions. The paper was willin to do this becau he ads ¢ th : on ts dance w + tym town knew that talking pictures had come tt ee Tr aaa ee ins telly tga wintery! aaa ccaacaies Tw e ee e-em pemnaieatreneetennatenerecenst. nysseeanenitsentustesnnentrsarnieapeinnn Need Change offers the explanation of! why so many managers are not! successful with their lighting From experience they know that| perhaps a 40 watt natural colored blue lamp provides sufficient licht SO as not to be annoyingly bright. while the picture is being shown. | Appreciating the need for chanve. or a desirable color combination, | they substitute 40 watt amber-| orange lanmips for blue, and of | course, the intensity is then too! great and the attempt is not a success, The ratio given above! must be borne in mind and intensities reduced accordingly either by keeping the lighter colored lamps on dimmers, which is not an economical way, or by going to a much smaller wattage lamp and even reducing the number of lamps. The opposite mistake is made in adapting the cooler blues or greens to places where reds or ambers have been used. Another détermining factor is the decoration of the theatre, and here it may be well to point out the fact that when theatres are improperly decorated or very dirty, a great loss results because of the amount of the light which is ab This t fine <> DOLORES COSTELLO = OI ate “THE REDEEMING SIN” CONRAD NAGEL HA : HARVEY Co.