Showmen's Trade Review (Jan-Mar 1947)

E-22 SHOWMEN'S TRADE REVIEW, January 4, mi INSULATION Reduces Both Fuel and Cooling Costs — Helps Keep Theatres Cool When Conditioning Equipment deliveries Are Delayed Motion picture theatres have received both criticism and credit for a lot of things which have happened in American life — some with foundation on fact, and some without. But one thing in which the theatre industry can take full pride is the fact that it started a trend about 20 years ago which has added untold hours to the comfort of the public. This is air conditioning. Because motion pic By Winchell Royce ture theatres pioneered this refinement in comfort, it has reached a point where today such treatment of many different public places is almost a must, according to heating engineers who have closely studied public attitudes. Exhibitors long ago found that the house which could display a sign on the mar quee reading '20 degrees cooler inside,'' gobbled up the business of its nearby competitor which was not so equipped. Those theatres which got air conditioning in first made enough in extra business to pay for the improvement before others could get started. Sharp seasonal slumps in revenue during the hot months became merely a memory. In fact, the cooled houses found revenues rising appreciably as the public sought a method of escaping intense summer heat, if only for a few hours. Unfortunately, many theatre owners who have placed their orders for cooling equipment for 1947 undoubtedly will be disappointed late in the spring when manufacturers start telling them that the rush of orders, not only from theatres but from owners of all types of buildings, will prevent delivery in time for summer installation. // You Can't Get It Their best procedure in such an event is to have their buildings insulated now. This will result in lowering interior temperatures as much as 15 per cent during the hottest months, according to the Construction Research Bureau of New York which has made extensive studies of the subject. This is because proper insulation between the auditorium ceiling and the roof materially reduces the amount of heat penetration from roofs, which frequently reach 140-150 degrees on the hottest days. Prevented from installing cooling systems during the war years, many theatres turned to thermal insulation as a partial remedy. Owners of such theatres will find that when their air cooling equipment is finally installed, its cost of operation will be much lower and its efficiency much higher than if the buildings were not insulated. In fact, most air conditioning engineers recommend adding insulation also when cooling equipment is installed. The reason is that the insulation blanket between ceiling and roof stops the passage of heat to such an extent that the cooling system often does not have to operate at full capacity. This, of course, saves on electricity and other costs, and likewise results in less wear and longer life for the equipment. Cost of insulating a theatre is usually paid for within two to three years by savings in the amount of electricity used to operate the summer cooling system and in the fuel needed during the winter. Economies For example, the Victoria Theatre in Ottawa, Canada, said that its coal consumption was reduced between 35 and 40 per cent after covering the theatre's ceil Regular Treatments keep 'em sparkling! An RCA Sound Service and Replacement Parts Contract means ''sparkling'' sound reproduction in your theatre. The equipment receives regularly scheduled checkups; needed parts; and prompt emergency service when needed. Check the seven benefits of this service. The cost is but a few admissions per day. Ask your RCA Theatre Supply Dealer to explain its advantages. Or — write RCA Service Co., Inc., Dept. 78-A, Camden, New Jersey. Scheduled checkups Emergency service Regular maintenance Valuable technical data Insures peak performance Complete parts replacement Emergency sound systems ftCA SERVICE COMPANY. IMC. RAD tO CORPORATION of AMERICA CAMDEN. N.J.