Showmen's Trade Review (Jan-Mar 1947)

E-30 SHOWMEN'S TRADE REVIEW, February 1, 1947 A "Package Deal" In Blacklight Ornament By A. James Ullman President, Gull Industries, Inc. Although blacklight ornamentation is one of the most effective of decorating mediums, the technical difficulties involved in making proper use of it have hitherto discouraged theatres from taking full advantage of its benefits. The idea for the Edgelight Mural originated in our attempt to present a fluorescent decorative unit, complete in all respects. Ordinarily, use of fluorescent color HELP YOU MAKE MORE MONEY with Ran Corn MANY HAVE DOUBLED their PROFITS this Easy Way! TELL ME the make of popper you use and I will tell you how to make it pay you more money. Positively no obligation on your part. I just want to tell you about my improved popping methods and special BIG-POPPING strain of pop corn. Nothing else like it. Pops up l/4th to l/3d MORE VOLUME than ordinary kinds. Entirely hulless. Delightfully tender and delicious. Also free sales helps — national advertising benefits. Send now. No obligation and no salesman will call. activated by ultra-violet light requires the theatre manager, or someone associated with the theatre, to integrate three different and difficult procedures: 1. Proper design — making use of an unusual decorative medium which does not conform to standard treatments and therefore involves special knowledge. 2. Proper technique — selecting the paint, painting technique and choice of background that will give the desired effect when the finished product is activated by invisible light. 3. Proper lighting — assembling the correct type and number of ultra-violet sources and mounting them in correct locations. The Glo-Craft Edgelight Mural, which makes possible a "packaged" deal for using blacklight fluorescence as a wall decoration, eliminates all these difficulties. Elements of design, application and lighting are all taken care of in a complete, factory-assembled product, sold ready for use. Edge-Lit Lucite Edgelite Murals consist of panels of methacrylate (lucite) plastic, backed with 1 HOWARD C. SMITH Box 1017D Sioux City, Iowa You bet I want to know about your special methI ods and exclusive strain of big-popping; corn. Send details and sales plans today. We use a L, Popping machine. NAME TITLE THEATRE STREET _ TOWN STATE. TUBE TYPE TIFIERS <T for supplying all projection arc power requirements. EFFICIENT DEPENDABLE WAT I ON At "THERE'S A BRANCH NEAR YOU" When Writing to Advertisers Please Mention SHOWMEN'S TRADE REVIEW The Show Must Go On... AND DOES with a Robin-Imperial STEDYPOWER J. E. ROBIN, INC. • 330 W. 42nd St. • New York City black enamel plywood. Since lucite conducts light readily, use of these panels makes it possible to utilize the desirable principle of "edge lighting." That is, the black light is not thrown against them, but introduced at the lower edge — it travels invisibly up the lucite sheet, and in so doing produces extremely vivd fluorescence in the paints which have been applied to the back of the lucite in both solid and tonal effects. In these murals, choice of colors and design are worked out to obtain startling eye appeal. Treated areas glow brilliantly and untreated regions appear completely black. The contrast thus provided is striking. Factory production of the entire unit assures proper technique in both design and application. The plywood back of the panel performs the additional functions of adding structural strength, and eliminating any stray light reflections. The Light Source The lighting element is of the simplest and most effective type — a single 360-BL tube operating from a 110-volt a.c. line through a standard fluorescent ballast and starter. It is concealed in a supporting structure at the lower edge of the panel and provides both an adequate source of ultra violet light and even distribution of the light throughout the lucite mural. Its use eliminates completely the installation costs and operating costs generally associated with black light. Installation involves merely attaching the tube fixture mounting member at the bottom of the panel, and a bracket at the top with screws, lag bolts or other suitable fastening devices. Availability and Use Panels measuring 36"x48" are now in production; murals 72"x60" soon will be. A variety of ornamental designs have been prepared. Panels also can be produced bearing any original design desired by the purchaser. These Edgelite murals are extremely effective in surroundings usually considered too bright for black light. They can be an accent of very vivid, unusual color in foyers, lobbies and lounges. (#20). Novelty Scenic Moves To New Studio Building Novelty Scenic Studios, Inc., who have served the theatre for 27 years with interior decoration, backgrounds, draperies, stage curtains and murals have acquired new and larger premises at 32 West 60th Street, New York. (#21). 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. Draperies • Interior Decoration ■ Murals 32-34 West 60th Street New York 23, N. Y. S.O.S. SPECIAL of the Month Western Electric 500 Watt Amplifiers for Drive-ins, Stadiums and Ball Parks. Government surplus, like new. ORIGINALLY $1,000 NOW $295. Send for Winter Catalog listing hundreds of different items at attractive savingrs 449 W 42 St S.O.S. CINEMA SUPPLY CORP. New York IS