Boxoffice-March.04.1950

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Rollaway Drive-In Screen for Hurricane Climes
Theatres are no longer
limited b\ the "throw" of the projection lens.
The new Super Luxars give greatly increased
screen brilliance at distances never before possible.
They provide the theatre designer increased
flexibility in theatre layouts.
For outdoor theatres, the projection booth may
now be located for maximum attendance and
convenience.
Super Luxar Lenses all have an aperture ratio
of f :2.0 with range of focal lengths from 6 to
2 1 ',2 and fit most standard projection equipment.
For maximum screen illumination for extra
long "throws", in both outdoor and indoor
theatres, get the complete information and
prices of Super Luxar Lenses by writing..
PRODUCTS CORP.
Optical Engineers for 15 years
ENUE HOLLYWOOD 38, CALIF.
The native ingenuity that has made American enterprise known the world around is typified in
the drive-in theatre of Mr. and Mrs. C. N. Hall of West Palm Beach, Fla. Destroyed by a hurricane
in September of 1947, the theatre was rebuilt with the strong winds in mind.
Instead of striving for greater rigidity and heavier construction, the Halls adopted a semitropical
motif for the construction of the new screen tower, trimming the framework in locally
grown bamboo and backing it with bamboo matting. The screen of steel and plywood is so contrived
that it can be quickly raised into position or lowered by a system of steel cables powered
with a five-horsepower motor.
With the screen lowered, wind can whip through the tower framework without causing damage.
The ability to raise and lower the screen has also proved a great help in maintenance of the
surface. Hall points out.
With a variation of the outdoor playground idea, the Hall's drive-in boasts an indoor playroom
equipped with several games and a music box and dance floor for patrons who wish to
dance. Playroom and office are included in housing provided at the base of the screen tower.
FINEST QUALITY SPEAKER SET
BUY DIRECT KROM US
OR YOUR DEALER ^SV
oLJiecail —Aluminum .Jipeaken, J7nc.
NOW SPeCIAUZINGV
IN REFRCSHMBNT
SERVICE FOR
fPRIVE-IN THEATRES/
J
SPORTSERVICE Corp. Jacobs bros.
703 MAIN ST. •.BUFFftLO, W. Y. .• WA. 2506
The entire area is attractively landscaped.
Advertising to Hold Patrons
During Remodeling
In Florida where drive-in theatre business
operates around the calendar, the
Miami Drive-In keeps a weather eye open
for advertising appeals even when the theatre
is closed for remodeling.
A recent series of two-inch newspaper
advertisements kept the theatre's name
before the public during the closed period
by informing them of the progress being
made toward providing them better
DRIVE-IN
THEATRES
Increase Your Family Patronage!
Entertain the children ~ with the latest kiddie
riding devices. Complete line oi miniature trains,
auto rides, pony rides, and airplane rides. Immediate
deliverv. t»rmii arranged.
KING AMUSEMENT CO-
Mt. Clemens, Mich.
service. The series was very effective.
Each message was included In a heading
and signature style which established
recognition for the campaign, with separate
pieces of copy telling patrons of new
ramp grading, new in-car speakers and
other modernization features.
As the work was completed, exact reopening
date was announced and who were
former patrons were kept informed. On reopening
night it was plain to see that people
had not forgotten the theatre or the excellence
of its programs or equipment.
DRIVE-INS!
Seat pedestrian-patrons in
Q^mmcim
Outdoor
Theatre Chairs
Cradleform seats and deepcurved
bocks insure comfort.
Back end seot slots ore solid
wood. All ports durobly finished
for outdoors— hardware
tree ed to
lAls,
iching
AMERICAN SEATING COMPANY
Grond Rapids 2, Michigan
Branch Offices and Distributors in
Principal Cities
62 The MODERN THEATRE SECTION