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1950-51 Theatre Catalog, 9th Edition, Page 18 (xviii)

1950-51 Theatre Catalog, 9th Edition
1950-51 Theatre Catalog
1950-51 Theatre Catalog, 9th Edition, Page 18
Page 18

1950-51 Theatre Catalog, 9th Edition, Page 18

travel ghost of the new equipment; and they will contrast it to your detriment if your projectors are old.

Some exhibitors permit obsolete projection equipment to remain in the booth becauSe they donlt know enough about it to realize that it is bad. If your projectors are of ancient vintage, you would be wise to spend some hours in your booth and watch your equipment in operation.

Then, make observations of some of the modern mechanisms which have been designed since the end of World War II. If you can notice a startling amount of difference-and you should if you belong in show business-just bear in mind that your patrons arenlt so stupid, either.

There is one other thing to be considered. The added eye strain caused by the flicker and other undesirable attributes of old projectors may induce some people to stop going to the movies entirely because of headaches and impaired sight. While they may not lay the blame at your door, the fact remains that you have lost them as patrons.

Enough Light on the Screen

Much of what has been said of projectors applies to arc lamps as well. There are still a large number of lowintensity lamps to be found in motion picture theatres, and even some of the older models of high-intensity lamps are inadequate for putting sufficient light on the screen.

It may be advisable for you to compare the lighting in your theatre with that of other houses of comparable size, as you may have become so accustomed to looking at inferior lighting that you will no longer be able to recognize it as readily as some of your patrons.

When lighting is poor, the probabilities are that it is because of inadequate arc lamps, although the trouble may be due to improper positioning of the lamps, or because proper burning is not being

maintained of correct size carbons. Your theatre supply dealer can be of great help to you in a matter of this sort.

The alternating current coming in from the outside must be transformed into direct current by means of a motorgenerator or rectifier for proper operation of the arc lamps. It is important that the generator or rectifier be of large enough capacity to supply the amount of power required.

Here, again, you may do well to consult with your theatre equipment dealer, if you are in any doubt about your are lamp power supply. The marked improve

ilIt is not enough to start off the day with your restrooms clean and

orderly, they must be inspected at frequent intervals in order to keep

them that wayf iiSoap and water are still good aids to increased boxoffice receipts?

ments that have taken place in generators and rectifiers in the last few years makes it a matter of good business to replace any obsolete equipment of this type in order to achieve high-quality picture presentation.

There is no point here of entering into the question as to whether a motorgenerator or a rectifier should be employed. Formerly, the greater stability and lower maintenance cost of the generator were more or less balanced by the smaller initial cost of the rectifier. Of late, some manufacturers have availed themselves of mass production methods in order to bring generators into a comparable price range with rectifiers.



Some Sound Advice

Unsatisfactory sound causes the patron more irritation than any other single factor. Poor projection will cause far greater ultimate damage because of eye strain, but it is a condition which develops over a considerable time and is, therefore, not noticed as readily. When the sound goes bad, however, tempers go bad, and nerves really snap.

It is impossible to enjoy a picture if the sound is not right. If too low, it is necessary to strain onels ears, and then much of the dialogue may be missed. Equally bad, and a' condition far more frequently encountered in theatres, is the excessive loudness which threatens to transform movie-goers into potential candidates for psychopathic institutions.

You can regulate the volume of your sound, but you cannot regulate the tone quality of an obsolete sound system. There is no longer any excuse for the rasping, mechanical renditions of speech and music which one hears in altogether too many theatres.

Modern sound systems give natural and harmonious reproduction, with the proper tonal qualities for high and lowfrequency sounds. If you have an oldfashioned pre-war sound system, you can really make your patrons happy by junking it in favor of one capable of reproducing sound effects the modern way.

While his presence is required principally in the lobby during a performance, the exhibitor or manager should make brief, but frequent, inspections of the picture presentation. The projectionist can generally be relied upon to watch his lighting and monitor the sound, but he is, after all, only human, and it is possible for him to slip up on occasions. The man on the floor, moreover, is in a position to receive the comments and criticisms of the patrons, and relay the information to the projectionist, if he feels that it has any merit.

Survival of the FiHesi'

If the exhibitor will make an honest and sincere examination of the faults of his own theatre in the light of the above suggestions, he will no doubt find a good deal that can be remedied. Whether he will act upon it is another thing. You can be sure that there will be some owners who will tell you that they have always been able to get by and to make a living with the least possible effortand with a minimum consideration of their patrons.

That is true, or rather, it was true in the old days of the war, when even the most decrepit and mismanaged theatre could reap golden profits. It is no longer true todaysin the face of competition from television and energetic theatre owners who are improving their theatres rather than sleeping at the switch.

What we need today are good pictures produced to appeal to a wider range of the population . . . better advertising, promotion and programming of attractions . . . clean, comfortable surroundings in an atmosphere of courtesy . . . modern booth equipment so pictures can be presented properly and to best advantage.

Our motion picture theatres that possess all of these points donlt have to worry about television or Nhell or high water? They will be around at the finish.

1950-51 Theatre Catalog, 9th Edition, Page 18