Boxoffice-June.19.1948

A Memphis Exhibitor
Discovers
combines the cushioning factors
which afford comfort under
foot with the long-wearing
qualities which heretofore
have usually ruled out resiliency.
CORRUGATED SPONGE
RUBBER MATTING
Has a Va" corrugated rubber mat
ting top surface which is applied to a
3/16" sponge base, thus combining the
outstandingly popular features of both
corrugated matting, known for its serviceability,
and sponge rubber, which affords
comfort and silence. Easily handled and
easily
cleaned.
jy NULL ADAMS
When he became weary of having somebody
stick his fcot between the cushion and
the back of the seat in front of him and
liowl in anguish when another patron
Hopped down on it, babies in their mothers'
laps get their feet crushed, and of women's
dresses getting caught in bolts, Kemmons
Wilson, owner cf the Airway Theatre, Memphis,
tore out all the old seats and installed
new Kroehler pushback chairs.
The installation cost $19,000 and 100 of the
theatre's seating capacity were sacrificed in
the process. Other improvements brought the
modernization cost to $35 000.
"When you emerge teary-eyed from a theatre,
it should be at the fate of what happened
on the screen and not from having your toes
spiked or your eyes elbowed," Wilson reasons.
The last two months he has taken other
liazards out of theatregoing. He has put
chatty kid and crying babies behind soundproof
glass.
When you enter the Airway, you relax in a
rosy aura. The upholstered lounge seats are
rose-colored. Walls and ceiling are rose.
The screen glows like a red sunrise.
And your state of mind stays rosy after the
lights go down. When a late comer wants by.
you give a little lean forward, a little push
back, and the seat swings you out of his way.
Then you lean back again at a restful 35-
Air CMdithn
y^r Theater at
10W£ST COST!
You Can Sell Comfort
Kemmons Wilson, a little on the tubby side himself,
sho\vs there is plenty of room for passing
as Betty Sowell, cashier, slides back in one of the
new seats. Manager Bill Weaver, behind her,
smiles as his feet remain uncrushed in the exhibition.
His choir is in lounge position.
degree angle. You discover, if the picture
tores you, that you can sleep comfortably
without having to collapse your spine.
Your feet WON'T go to sleep, though. The
cushion of the seat is slanted, too.
Airway patrons for a few days thought the
IDEAL FOR USE:
• In theatre aisles, or any place where
carpet runners have heretofore been used
in a commercial field.
• Comes in 36" widths and in lengths up
to 25 yards.
ALSO
AMERICAN COUNTER-TRED
MATTING
EZY-RUG RUBBER LINK
MATTING
PERFORATED CORRUGATED
MATTING
FREE:
For prices and folder, "A mat for
every purpose," for promoting safety
and sanitation, write
AMERICAN MAT CORP.
"America's Largest Matting Specialists"
1719 Adams St. • Toledo 2. Ohio
tluiiU' -^^ds^Skw~
For theater comfort that's refreshing as an ocean breeze
. . . and almost as inexpensive. Ready-Power Engined
Refrigeration operates on natural gas, butane, gasoline ^
or fuel oil. Three phase electric power is not required.
DEPENDABLE KCHDV-POUIEK
ENGINED REFRIGERATION
These units are backed by more than 23 years
of manufacturing experience . . . built for
long life and dependability. Powered by International
engines. Automatic— no special attention
is required. Write The Ready- Power Co.
THE READY-POWER CO. ""3 freuo ave., DETROIT M, MICH.
52 The MODERN THEATRE SECTION