Boxoffice - July 2019

CLASSIC AD
American Seating placed
this two-color ad in
our May 4, 1935, issue.
Founded in 1886 as
Grand Rapids School
Furniture, the company
changed its name in
1931 and now specializes
in public transportation
seating. True to its
name, American Seating
manufacturers all its
products in the U.S.
GoldE Manufacturing Co., of Chicago, designed
and built both film and slide projectors from 1920
through 1958. This small ad, from the July 21,
1945, edition of The Modern Theatre is promoting a
35-millimeter slide projector used for displaying ads
or other images on theater screens. Today, working
older models can be had on eBay for less than $100.
ONLY THE BEST
The Modern Theatre was
written by many experts
in theater design and
construction, lighting,
seating, flooring,
air-conditioning, and
concessions. The advisory
board, listed here in
1942, included several
well-known firms. Rapp
and Rapp designed
New York’s Paramount
Building, while William
Pereira designed the
Transamerica Pyramid.
JULY 2019
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