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1945 Theatre Catalog, 4th Edition, Page 201 (177)

1945 Theatre Catalog, 4th Edition
1945 Theatre Catalog
1945 Theatre Catalog, 4th Edition, Page 201
Page 201

1945 Theatre Catalog, 4th Edition, Page 201

Suggestions on the Maintenance of Signs

Signwork, to Pay Advertising Dividends, Must Be Treated Like a Valued Investment

A large part of every advertising (lollar goes to pay for space. This is true in practically every form of advertising. Since, in the case of every theatre, the most effective advertising space already belongs to the theatre, the best possible sign and marquee are neither too good nor too costly.

In attempting to "chisel" down the cost of a sign or marquee, it should be borne in mind that great flexibility in designing this equipment is possible-but you only get that for which you actually pay. A itcheap" front is invariably costly in that it does not take full advantage of the prevailing possibilities and, furthermore, necessitates maintenance and repair costs out of all proportion to the original cost.

The life of a changeable-letter sign, properly painted and maintained, would be at least twice that of one not properly painted and maintained, and the same would be true of an upright Sign. How FIGURE 2.-The maintenance man raises a window to gain access to the inside of the sign, for replacing Iamps or performing any other duties which may be required. (Wagner Sign Service photograph.)

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ever, the life of the sign is relatively unimportant, because a sign which is not properly maintained is practically worthless and devoid of any real advertising value.

FIGURE l.-Diagram showing the method of staggering the lamps for the proper illumination of sign letters by incandescent bulbs. The lamps, for best effects, should be mounted on 6-inch centers.

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In designing the changeable letter portion of marquee display boards, many theatres fail to obtain the best possible results. It should be remembered that good lighting is essential to the advertising efficiency of the marquee. While a sign man can cut corners by installing fewer sockets, and seemingly obtain sufficient illumination, in the final analysis it is much more desirable to have sufficient lamps inside the board, so that when some of the lamps are out there will be no spotting of the surface. Furthermore, economical maintenance is ob-. tained, because a surface well illuminated at all times, can be kept in good condition with less frequent servicing.

For incandescent-bulb lighting, a minimum of one lamp should be used to one and one-half times the square of the distance from the lamp center to the glass. In Figure 1, the lamps are stag FIGURE 3.-The window is held open by a small hook, thus leaving the maintenance man's two hands free to work inside the sign. The frame itself is never removed (Wagner Sign Service photograph.)

1945 Theatre Catalog, 4th Edition, Page 201