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1947-48 Theatre Catalog, 6th Edition, Page 361 (347)

1947-48 Theatre Catalog, 6th Edition
1947-48 Theatre Catalog
1947-48 Theatre Catalog, 6th Edition, Page 361
Page 361

1947-48 Theatre Catalog, 6th Edition, Page 361

Hearing Aids Bring Important New Revenue

Correct Installation, Accepted Management

Will Attract 20,000,000 Extra Admissions

One of the truly satisfying developments which the fast pace of wartime electronic research has made possible is the evolution of modern aids to hearing. Outstanding advances have been accomplished not only in design and performance, but in the even more important factor of public awareness of hearing deficiency. Today, the use of aids to hearing, whether personally owned or installed for group use in public meeting places, is enjoying a public acceptance approaching that of eye glasses.

Many alert theatre owners and managers, recognizing this fact, have bid for the patronage of Americas hard-ofhearing public by providing thousands of handicapped persons with the mechanical means to enjoy motion pictures and plays, thus earning a greateful and steady audience for their business.

No theatre is too large or too small for a hearing-aid system. Great chains have carefully checked their possibilities and performance and installed them. RKO houses are thus equipped, including the world-famed Radio City Music Hall. Warner Brothers theatres have

DIAGRAMMATIC SKETCH o! a theatre is given here to show how a Theatrephone installation is made. Note especially that, while the Theatrephone lines originate in the theatre sound-system circuit from the amplifier to the loud speakers, the hearing-aid service first feeds into its own ampli 'IOJICTIOI IOOTI



Acoustical-t Division. Dictogmph Products. Inc.

them. The Karl Hoblitzelle units feature them. Modern independents everywhere have followed the trend. The Metropolitan Opera House is so equipped.

These houses have demonstrated again and again that the intelligent use of such systems is adding an extra 10 percent to their box-office receiptsethe vital 10 percent that often makes the difference between profit or loss.


The hard-of-hearing audience is enormous.

Reliable statistics show that' there are approximately 15,000,000 people in the United States with impaired hearingmore than one out of every ten Ameria cans-and this is a conservative figure. Moreover, it is estimated that these 15,000,000 persons keep at least 5,000,000 more persons from going out to enjoy the entertainment and amusement available to those with normal hearingefor









a family group instinctively seeks amusement that every member can share.

If only 10 percent of these 20,000,000 people can be brought back to the movies, one performance alone would be an increase in box-office receipts of $1,000,000 at; an average admittance charge of only 50 cents. And, if these 2,000,000 were accompanied by a minimum of one family member, the possibilities are easily estimated. And, remember, this is for only one performance.

Many deafened people who use modern, highly developed individual hearing aids daily still prefer to use the theatre installation. Others cannot understand the picture at all unless the theatre is equipped to serve them. The reason for this is that the sound for the theatre hearing aid is taken directly from the sound track and, therefore, suifers no distortion or lack of power as it may when it has to travel from the loud speaker back of the screen, to the individual's hearing aid worn on his person. Others who are deafened but Wear no

tier and thence to the various outlets in the theatre. In a complete installation, the theatre always provides for an instruction outlet to be set in a convenient position within the standee area so that patrons, desirous of the service but unfamiliar with the intricacies, may be properly taught.

1947-48 Theatre Catalog, 6th Edition, Page 361