What's New? (Oct 1952)

Page 3 FAMOUS PLAYERS BUYS FRANCHISE FOR “TELEMETER’ Through the Trade Press you have learned that Mr. Fitzgibbons secured for Famous Players a 25-year exclusive franchise to manufacture, distribute and license Telemeter. The Canadian franchise is the first in the world to be granted by International Telemeter Corporation of Hollywood, Recently two top officials of Telemeter visited Toronto. They were Dr. Louis N. Ridenour, vice-president in charge of engineering and research, and Dr. George W. Brown. Until recently Dr. Ridenour was chief ‘scientist of the U.S. Air Force; professor of physics and dean of the graduate college, University of Illinois. The scientists, who head the Telemeter research staff, were introduced by Mr. Fitzgibbons to the executives of Famous Players and they told them, informally, how Telemeter works. Telemeter is a coin-in-the-slot arrangement that permits the home television receiver to bring in. special programs. While Telemeter does not require phone lines it does need its own channel or temporary use of an already established channel. Show business has always been on a pay-as-you-see basis and Telemeter is the only pay-asyou-see method of subscription TY. Telemeter will advertise special shows over a channel at certain times. When a subscriber tunes into the channel before the program is scheduled he sees a scrambled picture and hears the voice of the “barker” announcing what program is to be presented and the price charged for the entertainment. If he wishes to see the show he inserts coins into the Telemeter. If he does not wish to see the program, he tunes into another channel. When the necessary coins are inserted in the Telemeter (indicated by both the voice and on the meter) the picture is -unscrambled and_ the viewer sees the program uninterrupted by any commercial announcements. The viewer, by paying for the program, becomes his own sponsor. Telemeter programs might be exclusive showing of sporting events or new motion pictures, with no commercial tie-ups. The Telemeter records, by an electronic code device, the fact that a viewer had seen a program Recently two of Telemeter’s top research engineers visited Toronto where they explained the story of Telemeter to home office executives. Shown here are Dr. George W. Brown, well-known expert in the field of electronic computation; J. J. Fitzgibbons and Dr. Louis N. Ridenour, vice-president and engineer in charge of research for International Telemeter of Hollywood. on a certain date. The Telemeters are cleared each month just as telephone coin boxes are cleared, and from the electronic tape the exact percentage due the film companies or sports promoters is determined. Telemeter also has a button through which viewers can record their opinions. For instance, a dealer could present pictures of his newest models and the viewers can express their preference. Viewers can also give their opinions on politics or other questions of the day by the use of this button. Any question that can be answered by a “yes” or “no” can be recorded on the tape enclosed in a Telemeter. Telemeter can be brought into the homes of TV_ viewers through wires strung on telephone or electric poles. <A slight adjustment in TV sets is all that is required. There will be a connection charge for the service. Telemeters will be manufactured in Canada when final blueprints are approved. Mr. Fitzgibbons expressed the opinion that it would be nine months to a year before Telemeters will be produced in Canada. Telemeter -will have its first practical demonstration in Palm Springs, Cal., at the end of this year when a community antenna located on a mountain will pick up a signal from distant Los Angeles, amplify it and bring it by means of cable to the homes in the community. Palm Springs is in a valley and cannot otherwise receive a strong signal. Telemeter will also be carried to the homes via a special channel which is tied up with the local motion picture theatre. Telemeter will move the theatre box office into the homes of those who want to see special programs through their TV receivers and will represent the first important tie-up between the motion picture theatre and television. BRAKE TEST PROVES BIG DRAW AT MOOSE JAW DRIVE-IN What could be more appropriate for a drive-in than to conduct a promotion that affects the drive-in patron most? That what was in the mind of Ralph Crawford, manager of the Golden West Drive-In, Moose Jaw, Sask., as he set up a brake reaction test in cooperation with the Highway Traffic Board. The idea for some sort of _ demonstration actually came to Ralph the hard way. He and an attendant at the theatre were both knocked down by cars. Under the scheme, the motorist is taught that travelling at 20 miles an hour requires 35 to 40 feet in which to bring his car to a dead stop. Ralph offered $75 to any motorist taking the test who could stop within 20 feet after becoming aware of the need to stop. No one qualified. A device is placed on the front of the car that does the measuring. Though a brake test was the gimmick, the brakes were put on the grosses at the Golden Gate Drive-In, as records were chalked up during the whole week of the demonstration. In addition, Ralph was able to have a three column picture with story used in the local paper. By the way, Ralph took the test, and it took him 37 feet to stop at 20 miles per hour. And Ralph thought his reactions pretty fair. Those of you at drive-ins, take a tip from Ralph. What can you do to bring home the need of traffic safety, as well as helping your own operation? There are countless ideas. Try them.