Boxoffice-June.19.1948

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Artificial Moonlight
At Yakima Drive-In
YAKIMA, WASH.—A high gleaming tower,
replete with blazing neon signwork. marks
the 800-car Tower Drive-In, the 18th theatre
to be opened by Frederick Mercy sr. during
his long career in exhibition.
The large 44x58 screen, with its giant steel
framework, will in time have the appearance
of being suspended in "moonlight," for a
shrubbery forest has been planted around the
base of the screen. The moonlight, the manufactured
type, will originate from a giant
100-foot tower in the rear of the division.
Built at a cost of $215,000, the Tower is one
of the nation's most advanced outdoor theatres.
Incar speakers provide the ultimate
in controlled volum* for patrons. The patron
merely pushes a button to bring the Serv-
Mobile for service or refreshments. More
than 44,000 square yards of asphalt coated
the ramp with a special covering to provide
the ultimate in driving comfort. And 164,000
feet of wire, from fine strands to heavy
cables, were required.
A long-time Mercy staff member, Joe
Grimsley, will manage the new Tower.
Should junior get tired of watching the
screen he can go to the Tower playground,
located in a sunken area between the screen
and the first row of car stalls. Here he will
have his choice of scores of amusing devices
for kids. Mercy plans to provide ponies for
the playground users. The Tower forms the
pivotal point of the Mercy amusement zone.
In future time scores of amusement rides,
a swimming pool, skating rinks and possibly
a big baseball park and concessions will radiate
from the drive-in.
Beautiful and extensive landscaping is still
under way to give the area a lovely parklike
appearance.
Theatre equipment, other than RCA, was
supplied by Modern Theatre Supply, Inc., of
Seattle, and by B. F. Shearer Co., also of
Seattle. T. F. Hargis jr., Yakima, was the
architect, and Yakima contractor W. M. Yeamon,
held the general contract for construction.
Lauds Motion Pictures
As Teacher of Truths
SALT LAKE CITY—Miss Charlotte Tompkins,
well-known Episcopal educator who arrived
in Salt Lake City recently to participate
in the Utah summer conference of the Protestant
Episcopal church, emphasized the
value of the motion picture as a means of
bringing creative drama to the public for instructional
purposes, in an address here.
"Ti'uth can be taught more clearly and
more rapidly by means of drama than by
any other method, and religious educators at
last are beginning to appreciate that fact,"
Miss Tompkins declared.
Miss Tompkins further declared that the
use of motion pictures and other visual aids
for religious instruction has increased approximately
30 per cent since World War I.
Star Hands Out Brushes
LOS ANGELES—The opening day of Columbia's
"The Fuller Brush Man" here was
highlighted by the appearance of Adele Jergens,
who is featured in the picture. Miss
Jergens was on hand to pass out brushes to
the first 250 feminine patrons at the Pantages
Theatre at noon and at the RKO Hillstreet
in the evening.
All of which are offered by and are immediately at
your service from the four Pacific Coast offices of the
B. F. Shearer Company
ENGINEERING: Starting with the selection
of the site through to screen satisfaction for
your
patrons.
SOUND EQUIPMCNT: Is the most important
single item of any Drive-In Theatre. Let us
demonstrate the Latest and Best.
SPEAKERS: The newest improved IN-CAR
speakers with concession service signal light.
PROJECTION EQUIPMENT: Experience proved
equipment to properly provide maximum
illumination and picture definition on the
large screens which ore deinitely a MUST in
all Drive-In Theatres.
HIGH AMPERAGE ARC LAMPS: Specially
designed to handle the high amperage necessary
or DRIVE-IN Theatre projection.
MOTOR GENERATORS AND RECTIFIERS:
Whatever your individual preference for your
arc-lamp power supply, we offer the best of
its
type.
CONCESSIONS: Revenue producing
merchandising
equipment to enable the exhibitor to
reap the utmost from this lucrative field.
From a carbon to a Complete Theatre Installation
You will find
SERVICE AND SATISFACTION GUARANTEED BY
B. F. SHEARER COMPANY
*7Aealie C^uifxtnetit SpacialuU
lOS ANGELES: 19S4 South Vermont . Rochester 1145 • PORTLAND: 1947 N. W. Kearney • ATwjter 7543
SAN FRANCISCO: 243 Goldee Gate Ave. . UNderkill t-iaiS • SEATTLE: 2311 Seconil A«e. . Elliott 1247
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BOXOFFICE :: June 19, 1948
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