Publix Opinion (Nov 28, 1930)

Is my battery fully charged? Is it half charged? How much current remains in my battery? How many hours must I charge it to just fill it, bearing in mind that overcharging greatly shortens its life? The answer can only be secured by the intelligent use of the hydrometer. The hydrometer’ is an instrument made of glass and rubber for determining the weight or specific gravity of the battery solution, also called the electrolyte. This electrolyte consist of sulphuric acid and water. When the battery is fully charged, the acid is driven out of the plates into the solution, making it heavier or of higher specific gravity, the weight of acid being approximately five times that of water. All of the acid is now in the electrolyte or battery solution, and its weight or specific gravity is maximum and the hydrometer reading will therefore be maximum. All batteries do not contain the Same proportions of acid and water, therefore their full charge readings will vary. Full charge readings on the following batteries should be: Exide LXL-15—1285 Exide TMP-15—1285 Exide EOGO-9 or 183—1210 Philco EPG — 1225 If you have other than the above batteries, write the Sound Department in New York for correct full charge gravities. In using your hydrometer, withdraw only enough solution to float the indicator. Be sure it is not striking the top. Be sure to return the solution to the same battery from which you withdrew it; otherwise, one battery will be losing acid and the other one gaining acid, and both thereby giving false readings. Never take a reading immediately after adding water because the water is lighter than the solu tion and remains on top. Add water if necessary before charging as the charging produces circulation and mixes the water with the rest of the solution. It is also important that the solution be kept continuously at the proper level in each cell. Low level means that some of the water has evaporated or been gassed off, leaving a larger proportion of acid than normal, and the resultant reading will be higher than it should: be for the corresponding condition of charge, thereby misleading you. The scale of the hydrometer is calibrated at a temperature of 700° F and if the battery solution is warmer than this, the reading will be lower while a cooler solution will read higher than normal. For each 10 degrees rise in temperature of electrolyte, add to the hydrometer reading; thus a reading of 1200 at 70° would be equal to 1197 at 80° and 1194 at 900, The same holds good for temperatures below 70°, in which case 38 points are subtracted for each 10° drop below 70°. A voltage or voltmeter test is no indication of the state of charge and will only tell you when the battery is almost empty and about to fail. This you know without a voltmeter, but the knowledge comes too late to help you. BE GOVERNED BY THE HYDROMETER READINGS. Briefly: Keep the electrolyte level up to normal. Read the gravity frequently. Keep the battery fully charged. Do not overcharge after the hydrometer indicates FULL. A leg ee da GET THESE! This illustration of 11x14 size, is already York and Los Angeles. production in newspapers, too. Paramount exchanges. the proper way to wrap a Christmas parcel, in spotted in all postoffices and substations in New It’s suitable, Earl Wingart suggests, for re Theatres may procure them from HOW. TO. Wan A IRISTMAS_ PAC :% Address should be wacesn \ y planly on Soyver right EB it, haisd corner on one side f a of package dnly | aes on Me ILse heavy; paper . Return address on upper ler hand « orner voto racer some] FAY WRAY “Paramount phaser. tions of your program. SELL IT! PARAMOUNT NEWS BOYS CLICK AGAIN Not content to rest upon its laurels in winning the Academy of Motion Picture Arts and Sciences award for the splendid photography in “With Byrd at the South Pole,” Mr. Emanuel Cohen’s crack Paramount News Reel Department has again crashed into the public eye with two outstanding achievements which are the talk of the entire industry. ~The two most recent triumphs of Paramount’s ace news-hustling demons are the exclusive scoop of George Bernard Shaw’s speech at the Einstein banquet and the extraordinary shots on the crowning of the Emperor of Abyssinia. Bringing together such two outstanding world luminaries as Einstein and Shaw in the close-up intimacy of a banquet table gave motion picture audiences an unforgettable thrill which favorably reflected upon Paramount News Reel and the theatres it serviced. Sheer entertainment qualities of the witticisms by the world’s famous “‘gagster” created no end of commendatory comment from the press and the public at large. Coronation Shots In the coronation of Abyssinia’s dusky emperor, Paramount’s resourceful newsmen planted themselves and their cameras in the royal palace at three o’clock in the morning and were right on hand to give the world a close-up shot of the actual crowning of both the Emperor and the Empress. The event actually took place about 4:30 in the morning in a dimly lit palace. Although cameramen from other companies were naturally present at such a widely publicized event, the superior technical ability, resourcefulness, and showmanship of Paramount’s intrepid newsreel men were easily evident in comparing Paramount’s version of the coronation with that of other companies. The event, through the medium of Paramount Newsreel, will, without a doubt go down to posterity as an accurate portrayal of one of the great historical episodes of the century. These two outstanding achieve ments are only part of the regular ticket-selling stimulus furnished by Paramount News Reel. .A further example of this is the complete coverage of important football games available to theatres for local exploitation. With over 200 games photographed and recorded this season, Paramount News Reel furnishes every theatre from three to five local games to enable the theatre to tie into the seasonable football craze-for the benefit of its box office. Sell Your News! : Elsewhere in this issue, Mr. John Balaban urges that all parts of the program be sold. Few elements of your program present the entertainment appeal of a good news reel. The superiority of Paramount Sound News is without question., SHELL It! Tell your public about its weekly stupendous achievements! Tie into the tremendous interest created by newspaper headlines! Tell them they can SEE and HEAR these world-heralded events EVERY WEEK in YOUR theatre through the medium of PARAMOUNT SOUND NEWS! The difficulties of Paramount newsmen in covering their assignments furnish thrilling, dramatic, adventurous stories before which the most blood-curdling fiction becomes pale and anaemic. PLANT these stories in your LOCAL newspapers! You can get them at any Paramount exchange. Play up the NEWSREEL in your lobbies! Stress outstanding events in your ads! Get behind it! Push it! It’s one of the really BIG attrac 4 PUBLIX OPINION, WEEK OF NOVEMBER 28ru, 1930 | | 11 ‘SOUND’ INFORMATION BATTERY TESTING by DR. N. M. LA PORTE SELLING “LIGHTNIN’ ” By GLENDON ALLVINE Director of Advertising and Publicity Fox Film Corporation In the days when Will Rogers—as vyaudeville’s cowboy philosopher —was starting on the highroad to fame, he would sometimes finish a yarn and a rope trick with the remark: “Pretty good luck that time, °| The trick and the joke came out even.” When you play Will Rogers pictures, you always have good luck. But you never come out even, because you always come out way ahead. “They Had to See Paris’ and .“So This is London” are recent history—and very pleasant history at that. They established Rogers as monarch of all he surveys in the realm of human, homely, enduring comedy. What you are interested in knowing is: self? The answer is a firm affirmative. You can go ahead and bulletin the folks that here is an even funnier Rogers in an even more hilarious story. With this most important addition, that “Lightnin’”’ has occasional moments of tenderness and pathos which will make it the most endearing of Rogers pictures. You know how ‘“Lightnin’” eclipsed the long run records of Broadway, and how this John Golden success toured the country to phenomenal business. In Henry King’s production, the story has been most effectively modernized, pepped up, and given the 1930 slant. Next to the star, the angle to play up is that here’s the lowdown on matrimony and Renovation, on wealthy divorcees and how they get that way, on young love blooming and old love taking the cure. A great box office theme—with real box office treatment. Get your public out of the notion that this is a play about an old codger who is a long-winded liar. There’s youthful romance here, with Joel McCrea and Helen Cohan in attractive roles. And there’s plenty of good acting besides that of the star—Louise Dresser and J. M. Kerrigan in particular. Stress the fact that the picture was filmed at Lake Tahoe, which is where the Reno smart set lives waiting to tell it to the judge. Stress the wise sayings of Rogers on the subject of marriage and divorce. Stress the pathos as well all-round appeal. M. D. COHN MOVES Headquarters of District Manager M. D. Cohn have been transferred from the Denver Theatre, Denver, Colo., to Room 209 Sog lin Building, 1721 Wyandotte St.,| and a proclamation by the Mayor Kansas City, Mo. aided it. SSS ee ee XMAS GREETING! Reproduced below is Has he surpassed him as the humor—for here is a story of FREE FULL PAGE AD Fifteen merchants cooperated with Manager Willis Grist of the Carolina Theatre, Greenville, S. C., in a lobby fair for Prosperity Week. Cooperative ads, publicity photograph of one-sheet, highly colored, which is being forwarded by exchanges to all theatres. Option is offered managers to either return the poster or buy same at $1. For more than worth the price to purchase this purposes. many theatres it will be one-sheet for holiday display