Showmen's Trade Review (Apr-Jun 1940)

Page 40 SHOWMEN'S TRADE REVIEW April 27, mo EQUIPMENT LITERATURE BUREAU METAL MOULDINGS: Remarkable effects along the lines of modern decoration can be accomplished by the judicious use of metal mouldings and a coat or two of paint. The metal mouldings also have another very important purpose for theatremen, and this is the modernization or addition of display frames in lobbies, foyers and lounges. We can send you a booklet issued by the Chicago Metal Covering Co., which shews in illustration and diagramatic drawing how different types of mouldings of wood covered with metal can be applied to theatre uses. STAGE DRAPES: Novelty Scenic Studios, veterans at the job of obtaining striking and colorful effects at small cost by clever arrangements in proscenium decoration, issued a booklet which discusses various styles of proscenium decoration. This booklet is certainly something you will find valuable. STERILSEAT: "New Light on an Old Problem" is the title of a booklet dealing with a phase of sanitation which long has stood as a barrier between public building management and the public. A toilet seat that is sterile as well as scrupulously clean in appearance now is guaranteed the patrons of theatres through a new development known as Sterilseat. This applies a discovery of the Westinghouse Laboratories known as Sterilamp, which controls and emits the ultra-violet portion of the spectrum's rays, which destroys bacteria, molds and other micro-organisms. Neither in the initial cost of installation nor current consumption is this new improvement beyond the reach of the average theatre and showmen are urged to investigate it first hand by obtaining a copy of the booklet we will supply upon request. CARPET LINING: When you think of new carpet, or re-laying older ones, think of the advantages in added wear, to say nothing of that much more luxurious effect of a resiHent tread, a good carpet underlay, or lining, can give you. Much improvement has been made in materials for this purpose, and well in the forefront of manufacturers of the product is the Clinton Carpet Company, whose Ozite is so famous. We have a booklet you will find very informative on the subject of carpet lining, and will include with it to those requesting a copy, a sample of the new circle-tread Ozite — much worth looking over and testing for strength and "spring." PROJECTION LAMPS: In its field, no organization has specialized with more outstanding results tlian the Strong Electric Company, manufacturer of projection lamps. The light source for projection is a vitally important factor in picture presentation and in showmanship itself ; and no manager, much less no projectionist, should pass up the opportunity to gain all possible knowledge of projection lamps. There is no more practical and rapid way to inform yourself on that matter than by obtaining a booklet published by Strong. Send for yours now. PROJECTOR MECHANISMS: Even the nonmechanical minded can get a very clear picture of the projector mechanism from this profusely illustrated story and description of just what a mechanism is and what makes it "tick." The book was published by International Projector Corp., and illustrates and describes the Simplex mechanism. If you want to familiarize yourself with mechanisms, freshen up your grasp of them, or be ready to make the right decision when some question comes up regarding repairs or replacements to your projectors, this booklet is just what the doctor ordered, for study and future reference. UNIFORMS: Drill your staff all you like, pick the best looking boys or girls to do the ushering SHOWMEN'S TRADE REVIEW maintains a complete library of literature pertaining to theatre equipment and the maintenance thereof. Theatremen are urged to use this service to keep well informed on new equipment, improved equipment and methods of maintaining the showhouse in an efficient and economical manner. There is absolutely no obligation Involved in your request for the booklets described below. Information on items of equipment not listed likewise may be requested and we will endeavor to obtain for all theatremen the desired material. Readers who desire special information on any subject may address such requests to the bureau, where they will receive prompt attention. In requesting literature or other information of this Bureau, please write name, name of theatre, and address plainly. Our only request is that the name of the theatre as well as street address must appear on blanks or letters. job in your theatre, and if they are not dressed in smartly designed and appropriate uniforms all your fine efforts are just so much waste of time. The uniform question is a hve one at all times for showmen, and every showman's file should contain the latest literature concerning uniforms. We have just what you need in a booklet published by Russell Uniform Co., a foremost designer and manufacturer. It illustrates the types of uniforms for the different types of theatre. SAFETY LADDERS: There are ladders that have been designed especially for the purposes of theatres, and smart theatremen buy this kind as an investment in safety. The Dayton Safety Ladder Company issued an interesting folder illustrating the safety ladder and we suggest you get one, and see for yourself how much better off your staff would be were one of this type on hand to eliminate the frequently repeated risky job of changing marquee letters with an old style rickety ladder for the job. RECTIFIERS (TUBE TYPE) : Many claims are made for the economy of power conversion by means of the bulb or tube type rectifier. Forest Manufacturing Corp. has specialized in the development of this type of power converter and now offers units to serve intermediate high intensity, Suprex and Low Intensity arcs. A new booklet concerning this equipment will give you information about this type of rectifier, and you may have one for the asking. SIGN FLASHERS: A lot of information about an electrical device that most certainly is one of the prime tools of Showmanship is contained in a book published by Betts & Betts. You can get ideas as to the equipment which will permit you to introduce effects of animation with your display lighting in this not-too-technical and interesting piece of literature. WEIGHING MACHINES: There's profit in pounds, and many theatres are realizing nice extra coin which the public is glad to pay out for the sake of keeping track of their weight. Weighing machines have kept up with the times in all matters of appearance and eye-appeal, so they offer a point of interest and decoration, as well as utility, when placed in rest rooms of the theatre. You'll be interested in the folder made up by the Universal Scale Co., which tells all about new streamlined models. REQUEST FOR LITERATURE Equipment Literature Bureau 4/27/40 Showmen's Trade Review, 1501 Broadway, New York City I am interested in the equipment data mentioned in the Literature Bureau column. Send me booklets on the following subjects, immediately: 1 Name.... Theatre. Address. City (I'RINT NAME AND ADDRESS) State. SCREEN SLIDES: You can't beat the screen for getting attention, and every showman has a valuable medium for building good will as well as business through screen announcements. Screen slides with special announcements of local interest or facts about your theatre can go a long way in helping you keep your patronage informed as well as interested in you. Radio Mat Slide Co., has a folder with some nifty suggestions concerning the value of putting announcements about local clubs, etc., and we know you will be glad to have this. We'll also send a sample slide with the folder. SOUND PROJECTORS: The machine and related equipment that puts on the picture show is detailed and illustrated by photographs in an excellent book which has been issued by Motiograph. It describes the Motiograph projector as well as the Mirrophonic sound system — head, amplifiers, speakers, etc. — which is sold with this machine. Here is a book you will prize. LOBBY MATS: Whether or not at the moment or for some time to come you need rubber mats for the lobby, it's a good idea to have a look at what the market affords in this line of necessity for the up-to-date theatre. O. W. Jackson & Co., long specializing in rubber mats for theatres — colorful and decorative as well as most useful — has prepared a folder which you should look over. It will give you ideas. VACUUM CLEANERS: Several types of vacuum cleaners manufactured by The Hoover Co., are described in a folder that is much worth your while. Theatres can't get along without vacuum cleaners to keep carpets and drapes in condition, to say nothing of the necessity of getting a good cleaning job done efficiently and rapidly. You will be interested in this folder. MARQUEE SIGNS: Smarten up business as well the front by having a marquee that's capable of blazing out a real selling message — that's the order of the day among the theatres that are doing business. The market is rich in materials for putting a new face on the theatre and new punch into marquee selling. We have a book for you which tells all about the Wagner Sign Service's marquee signs, and it will pay you to get it, look it over carefully and keep it on file. THEATRE SEATS: One of the most notable developments of the past year in the equipment line, is the amount of new products that have been developed for the moderate-sized theatre. Nowadays it's only the size that differentiates the modern house in a neighborhood district and the "cinema palace" in the metropolitan centers. In the forefront of deluxe equipment for the smaller house is the American Seating Company's Bodiform-Avion chair. This is a lower priced model done on the luxurious scale introduced when American brought out the Bodiform model not so long ago to the cheers of architects, owners and moviegoers everywhere. There is a folder you can have for the asking that will give you a very good idea of the Bodiform-Avion. ICE COOLING SYSTEM: Possibly you have overlooked one of the most efficient methods for cooling. This is by means of the modern type of conditioning done scientifically by ice meltage. The advantages of low cost of installation, low power cost, and simplicity of operation are explained in a booklet published by Knickerbocker Ice Co. It is illustrated with diagrams, makes everything understandable. Let us send you a copy. REAR SHUTTER ASSEMBLY: Projectors are being improved constantly, though basically the projector is the same machine that has been functioning efficiently for years. To have projection equipment that's up to date the showman must look into all the improved equipment available, and we suggest you start by investigating the rear shutter now to be had for the regular model Simplex projector. So send for a booklet International Projector Corp. has prepared. It's on a par with the excellent explanatory material the company consistently has provided, and you may have one for the asking. COOLING EQUIPMENT: National Theatre Supply Company offers a booklet containing data and illustrations which give you a clearer picture of how modern cooling is accomplished in the theatre. Your present ventilating system may prove adequate to the job of having a comfortably cool auditorium during the warm months by the addition of cooling equipment. We'll send one to you if you are interested. TICKET MACHINES: One of the things so many showmen have told us they like about this department, is that it enables them to shop the entire market the easy-chair way. Well, have a look around at what's new in ticket machines. For instance, investigate the Timco Ticket Registers by sending for some folders telling about them — then go have a look at them when you're in the vicinity of the National Theatre Supply Branch in your ter