Showmen's Trade Review (Oct-Dec 1941)

Page 36 SHOWMEN'S TRADE REVIEW November 8, 1941 EQUIPMENT LITERATURE BUREAU 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 yeurself 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. 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 screening 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. RUBBER MATTING: Come rain or shine, the lobby with the proper matting installation proclaims a theatre run with a view to the right notions of comfort and "housekeeping." Those mats out front will keep literally tons of dirt outside the theatre during the course of a year. Moreover, they will reduce the disturbing sounds of scraping feet and clumping of heavy heels on the terrazo or stone flooring at the entrance. Gay colors in harmonious designs are available in mats specially designed for theatre uses, and it will pay theatremen to have a look at the latest matting material made by one of the leading manufacturers. Thus we offer an instructive, illustrated folder on rubber matting issued by the American Mat Company to all interested showmen. Send for one. 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. WALL FINISH: Anything that helps to preserve that "newly decorated look" of painted or papered walls certainly can be assured of the theatreman's eager interest, so we are glad to be able to give you a folder that explains a new preparation called Bergonize. This preparation forms a colorless film, preventing dirt and grime from entering the pores of surface. When walls treated with it become soiled, you merely wash them with a sponge and clear water, to make them sparkle again. FOAM RUBBER CUSHIONS: The very newest, most improved from every standpoint of durability, comfort and cleanliness, is the foam rubber theatre seat cushioning. A degree of luxury seating that surpasses anything yet accomplished has been achieved by American Seating Company by a new construction of foam rubber over spring-arch cushioning. The new development is described in a folder that belongs in the file of well-run theatre organization. No theatre man is informed on the latest in seating equipment who is without knowledge of this new type of patron comfort, so we recommend you send in now for a copy of this folder. 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. Information on equipment not listed likewise may be requested and we will endeavor to obtain for all theatremen the desired material. In requesting literature, 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 appear on blanks or letters. WATER COOLERS: Engineers and designers have given much thought to the subject of water coolers for public buildings. The new equipment is becoming familiar to the public through its installation in many other types of building, and theatres cannot afford to allow fellow merchants to surpass them in affording patrons the latest in such necessary conveniences. We know of no better source of information as to what the newest in water coolers offers than a booklet recently issued by Westinghouse Electric & Mfg. Co. We will send you a copy of this booklet upon receipt of your request. It's worth having. PROJECTION ROOM PLAN: Whether you are considering new building, remodelling, or just want to keep up with what's latest in projection room design, there's valuable information and much illumination toward a better practical understanding of projection requirements in a new booklet from Motiograph, Inc. This is a fine piece of trade literature publishing, a handsome booklet well worth your while as to current interest and for filing as a reference on projection matters. Send for a copy. 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. DIRECTIONAL SIGNS: A new type of directional sign, very modern in design and effect, has an added advantage in that that look of luxury is accomplished inexpensively via a silhouette lettered sign that will direct patrons to the rest rooms, indicate the manager's office, etc. The various types of illuminated or unlighted signs are illustrated in a folder of the Peerless Products Co. PROJECTION LAMPS: In its field, no organization has specialized with more outstanding results than 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. VACUUM CLEANERS: We've never heard anybody complain that a theatre, any theatre, was too clean — which goes to show how much is demanded of the theatre in respect to its state of cleanliness. That fact alone stresses sufficiently the need for proper cleaning methods and proper cleaning equipment. The surest way to efficiency in proper cleaning is, first : supply the janitorial staff with the right equipment; second, set up a regular routine to be followed faithfully. So far as the equipment is concerned, a good vacuum cleaner is an absolute essential. In order to get a new perspective on the subject of how much work can be eliminated, how much equipment can be made to last longer as a result of proper and frequent cleaning, theatremen would do well to obtain a copy of a very practical paper on the vacuum cleaner manufactured by National Super Service Company. The National machine has been particularly adapted to theatre uses. It is described and illustrated in a folder we shall be glad to send to theatremen requesting this important piece of trade literature. 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, also. 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. METAL DISPLAY FRAMES: Any device that offers the desirable combination of affording added ticket-selling efforts and visual attractions to the exterior, lobby or lounges should command great interest of theatre owners. Such advantages blend in the proper type of display cases and frames — both for posters or such purely decorative objects as mirrors or pictures. A wealth of ideas will come from consideration of the appealing and economical metal frames available from the Colonial Sales Corporation. CANDY VENDORS: Machines that turn out nickels (all perfectly legal, too) provide the means of using certain empty corners in lobbies, lounges and rest rooms for profits which many theatremen are counting to their delight and the welfare of their bank accounts. There's a folder on the new candy vendors which National Theatre Supply is selling which we know you will want for a preview of the Rowe Vendor before making a trip to your nearest National store to see the machines and find out how you can accommodate your patrons with desired confections while adding big profits to your business. A copy will be sent promptly upon request. 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 territory. UNIFORMS: Drill your staff all you like, pick the best looking boys or girls to do the ushering 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 live 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. MARQUEE SIGNS: Smarten up business as well as 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 material 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. DECORATING: Some of the most remarkable transformations have been accomplished with a comparatively small expenditure by means of smart decorating. So you will be surprised to learn, as you will from a booklet from Novelty Scenic Studios, how inexpensively you can brighten up the old show house by means of judicious use of some new drapes and perhaps a bit of paint. The idea should appeal. If it does, just send for a copy of this hooklet. PROJECTION LENSES: The very eye of the whole projection system is the lens, and yet there appears to be too little attention given the all-important "objective" which is so important. We suggest that you start now to look into what th« market affords in the best lens equipment, which you can do very simply by sending for a folder we have for you concerning the Ilex Optical Company lenses which have been chosen for projection equipment in some of America's finest theatres. REQUEST FOR LITERATURE Equipment Literature Bureau 11/8/41 I Showmen's Trade Review, I 1501 Broadway, New York City I am interested in the equipment data mentioned in the Literature Bureau I column. Send me booklets on the following subjects, immediately: I I Name _ (print name and address) Theatre I Address I 1 City 1 I State I I I I