Showmen's Trade Review (Jan-Mar 1940)

February 3, 1940 SHOWMEN'S TRADE REVIEW Page 49 Equipment Sales Boom Cited by N. T. S. Prexy ''Automatic Ear'' Checks Audience Sound Level Newest among electronic developments for the theatre is the Isoton, designed to meet requests from projectionists for a small unit which would give a quick, accu rate check of the actual sound level reaching the audience under varying conditions of projection. Simply explained, the Isoton is an electric ear which is located at any desired position in the rear of the theatre and converts the acoustic energy reaching it into a concrete electrical quantity, and registers it on a meter in the operating booth. This instantaneous check of sound level, at the operator's finger-tips, facilitates control over sound projection on features, comedies, shorts, newsreels, etc. Home Television Still Puzzle as Show Rival Ever since its first demonstrations as a laboratory experiment, television has been the subject for not comforting speculatioii by theatremen as an added form of competition. Whether television, if and as it develops as a widely used home entertainment, will increase and by how much, the stay-at-home habits, is something theatremen can't figure. Sales of television sets for the home li have not been especially brisk since the devices first came on the market. One of the chief causes of the limited sales is the ; high cost of sets, in the opinion of Dr. W. ' R. G. Baker, of the General Electric Co., radio and television department. In a recently issued review titled "Radio and Television Developments in 1939," Dr. Baker says: "Television is still an engineering achievement and a commercial enigma. The actual sales of television receivers have been extremely limited Many reasons have been advanced and all are undoubtedly correct to a degree. Some of the causes advanced for the negligible consumer acceptance so far as purchases are concerned, are the limited program hours, the type and quality of programs, the list prices of receivers, and the relatively short trade discounts as compared to radio. "Nevertheless, and in spite of the limited sales, it is the general opinion that the New York experiment has demonstrated that television service can be rendered over the ! area originally estim_ated, and that given acceptable programs, such service provides real entertainment value and opens up new j educational possibilities." THEATRE equipment sales are booming, according to W. E. Green, President of National Theatre Supply Company, whose organization has concluded one of the most successful sales drives in its history. In the 11 weeks from October 2nd to December 15th, National closed orders for 135 complete Simplex Four-Star Sound Systems, together with an exceptional number of sound modernization jobs, totaling over $200,000 in sales. "Equipment sales as a whole have been excellent," said Mr. Green, "but the extent of exhibitor response to the box office value of new sound surprised even us. Every one of our 29 branches the country over closed deals with theatres for Simplex Sound. In the New York territory alone ten sound sales were made, including circuits and independents, during the sales drive. Both new and old theatres accounted for the remarkable volume of Simplex Sound orders booked by the NTS organization. Dallas Branch Leads "While every one of our 29 branches came through with orders for new Simplex Sound during this campaign, outstanding jobs in the drive were turned in by Manager J. I. Roberts of the Dallas branch with 13 Simplex Sound Systems, by Herman Hunt of Cincinnati with 8 systems, by W. J. Turnbull of Detroit with 10 systems, by H. Blumberg of Philadelphia with 8 systems, and James Frank, Jr. of New York with 10 systems." NTS Sound sales according to branches were as follows: CHARLOTTE BRANCH: Stevenson Theatre, Henderson, N. C. ; Wake Theatre, Raleigh, N. C; Saluda Theatre, Saluda, S. C; Dixie Theatre. Troy, N. C. ; Carolina Theatre, Gastonia, N. C. ; Calhoun Falls Theatre, Calhoun Falls, S. C. ; Latta Theatre, Latta, S. C. CHICAGO BRANCH: Fix Theatre, Chicago; B & K Screening Room, Chicago; Walton Theatre, Chicago; La Rose Theatre, Roseville; Ewing Theatre, Bloomingtcn ; Aledo Theatre, Aledo; Praga Theatre, Chicago, 111.; Rees Theatre, Plymouth, Ind. CINCINNATI BRANCH: Dixon Theatre, Beverly; Cove Theatre, Covington, O.; Martin Theatre, Martin; Elliot's Theatre, Prestonburg; Mills Theatre, Morehead, Ky. ; Mr. Lookout Theatre, Mt. Lookout, O.; Black Diamond Theatre, Montgomery, W. Va. ; Allen's Ne"' Theatre, Piestonburg, Ky. DALLAS BRANCH : Star Theatre, Amarillo; Mecca Theatre, Jacksboro; Timberland Theatre, DiboU ; Queen Amusement Company, Bryan; Campus Theatre, College Station; Texan Theatre, Lufkin; Sabine Theatre, Port Arthur; Majestic Theatre, Comanche; Texan Theatre, Jayton ; Queen Theatre, Stanton; Hasty Theatre, Mt. Vernon; Crystal Theatre, Gangales ; New Theatre, Cedar Lake, Tex. PHILADELPHIA BRANCH: Tower Theatre, Camden, N. J.: Sherwood Theatre, Philadelphia; Andra Theatre. Catawis'^a: Earle Theatre, New Oxford; Tys-n Theatre, Philadelphia; Gr?"t Theatre, Philadelphia; Globe Theatre, Marcus Hook; Congress Theatre, Marcus Hook, Pa. DETROIT BRANCH: Cameo Theatre, Detroit; Strand Theatre, Tecimseh ; Harper Theatre, Detroit; Nortown Theatre, Flint; Henry Ford Theatre, Dearborn; Time Theatre, Detroit; King Theatre, IDetroit; Punch & Judy Theatre, Detroit; Thurn Theatre, Deckerville; Gem Theatre. Clio; New (Lash & Gilpen) Theatre, Detroit, Mich. BALTIMORE BRANCH: Clinchco Theatre, Clinchco: Strand Theatre, Covington; Haysi Theatre, Haysi, Va. ALBANY BRANCH: Schir-e Theatre, Gloversville. PITTSBURGH BRANCH Mercer Snuare Theatre, Greenville: Keith Theatre, Burgettstown, Pa.; Kees Theatre. Cameron; Roxy Theatre, Webster Springs: New Theatre, Cairo, W. Va. ; Clay Theatre, Claysville. Pa. NEW HAVEN BRANCH: Devon Theatre. Devon; Groton Theatre, Groton ; Cheshire Theatre, Cheshire; General Electric Company. Bridp"ei:ort, Conn. SEATTT E BRANCH 2nth C-'-t'-rv Theatre. Tuneau. Alaska: Avalon Theatre. Belli"gham, Wash.; Bungalo Theatre, St. Maries. Idaho: C-'^mimitv Theatre, Tacoma; U. S. Navy, Bremerton, Wa=h. : Strand Theatre, Seaside; Gresham Theatre, Gre'-hara, Ore. LOS ANGELES BRANCH: El Monte Theatre, El Monte; Temple Theatre, San Bernardino; New Academy Theatre, Inglewood; Fifth Avenue Theatre, Inglewood; Arrowhead Hotel, Arrowhead Springs; Loew's State, Los Angeles; Glendale Theatre, Glendale; Village Theatre, Claremont; West Coast Theatre, Long Beach; United Artists Theatre, Long Beach; United Artists Theatre, Pasadena; Linda Theatre, Watts, Calif. DENVER BRANCH: Fox Theatre, Longmont, Colo.; New Theatre, Meso Rica, N. M. ; BUFFALO BRANCH: Park Theatre, Geneva; Eastman Kodak Company, Rochester; Regent Theatre (Schine), Geneva, N. Y. NEW ORLEANS BRANCH: New Pic Theatre, Jackson, Miss.; Liberty Theatre, Independence, La.; Lyric Theatre. Bay Springs, Miss. OKLAHOMA CITY BRANCH: Ritz Theatre, Yukon; Ritz Theatre, Tulsa; Ritz Theatre, Tulsa, Okla. ST. LOUIS BRANCH: Uptown Theatre, Cairo, 111.; Orpheum Theatre, Fulton, Ky. ; Horstman Theatre. Chaffee, Mo.; Jersey Theatre, Jerseyville; Ritz Theater, E. Alton, 111. MINNEAPOLIS BRANCH: Nodak Theatre, Wyndmere, N. D. SALT LAKE CITY BRANCH: Pocatello High School, Pocatello, Idaho; New Theatre, Anaconda, Mont. NEW YORK BRANCH: Fisk Theatre, Woodside; Fantasy Theatre, Rockville Centre; Liberty Theatre, Bernardsville; Paramount Theatre, Peekskill; Academy Theatre, Wappinger Falls; Bardavon Theatre, Poughkeepsie ; Paramount Theatre, Middletown ; 8th Street Playhouse, New York; Wagner Theatre, Brooklyn; Ambassador Theatre, New York, N. Y. DES MOINES BRANCH; St. Francis Mission, St. Francis, S. D.; Bankers Life Insurance Company, Des Moines, la. SAN FRANCISCO BRANCH: Tower Theatre, Fresno; Rio Theatre, Rodeo; Colfax Theatre, Colfax; Orpheum Theatre, Lakeport; Grand Theatre, San Francisco, Calif. KANSAS CITY BRANCH: Kansas Theatre, Pratt, Kan. ATLANTA BRANCH: Gem Theatre, Calhoun, Ga. ; Elba Theatre, Elba, Ala. : Cobb Theatre, Marietta, Ga. ; Boca Raton Club, Boca Raton, Fla. MEMPHIS BRANCH: Ritz Theatre, Aberdeen. Miss.; Princess Theatre, Paris; New Theatre, Mumford. Tenn. MILWAUKEE BRANCH: Delft Theatres, Inc., Marquette, Mich. BOSTON BRANCH: Cambridge High School, Cambridge; Paradise Theatre, Millbury; Gorham Opera House, Gorham.; Hudson Theatre, Hudson, Mass. CLEVELAND BRANCH: Capitol Theatre, Mt. Gilead; Park Theatre, N. Canton; Old Park Theatre, St Clairsville; Hazelton Theatre, Youngstowm. O. INDIANAPOLIS BRANCH: Pastime Theatre, Richmond; Circle Theatre, Hagerstown: Isis Theatre, Kinemac ; Grand Theatre, Cambridge City, Ind. Seats May Not Be Needed Although there are only 3,000 people in Prestonburg, Ky. from which to draw, two more theatres are going up. One is to be built by Henry Allen, owner of the town's only present theatre, and the other by M. C. Elliott. New Saenger House in Mobile Saenger Theatres Corporation will build a new 700-seat theatre in Mobile, Alabama. To cost $30,000, it is expected to be completed by December 31. Make those improvements now! Now is the time to make those much needed • improvements to your theatre. Allow us to offer our suggestions and estimate. NOVELTY SCENIC STUDIOS, Inc. o Draperies • Interior Decorations • Murals 318-320 W. 48th Street New York Ticket Service! • Headauarters for machine and roll MOTION Picture tickets Highest Quality Right Prices KELLER-ANSELL TICKET CO. Suite 608. 723 7th Ave.. N.Y.C. Bryant 9-7532