XII.EQUIPPING A PRIVATE MOTION-PICTURE THEATER FOR BUSINESS PURPOSES
The manufacturer who intends adopting the motion picture as his advertising offspring for all time will find it necessary to install a private theater in his office building or manufacturing plant, according to what he may decide suits him best. This miniature theater can be made to serve three useful purposes. One is to try out each new advertising film before putting it into circulation and to be on guard for defects calling for improvement. The second is to give regular demonstrations before the employees, so as to keep them up to efficiency pitch. Thirdly, it is always available for giving shows for the edification of prospective customers.
The authorities throughout the country are getting exceedingly strict anent the showing and storing of films, so the room selected for the purpose should be made as fireproof as possible, for films are mighty inflammable.
Although no actual case has come before my notice, it might be interesting to compare the example presented by the wealthy homes in Cincinnati. There are private motion-picture theaters there owned by the well-to-do. Both architects and fire insurance men view the innovation in the light that no ordinary fire insurance policy holds good under such circumstances. Were there a fire to result, the fire insurance company having a claim on the same would fight the case out in the courts to be immune from compensation.
The danger from fire, however, is considerably lessened if the proper precautions are taken. But, after you haveequipped your private theater, it is best to call in your fire insurance agent to investigate and discover what his company’s action will be in the matter.
A miniature projecting machine will suit you just as well as one of the standard machines, which cost three times as much and consume more current. The only difference is that the standard machines are larger and have a longer throw on a bigger screen. But your theater will necessarily be a miniature one, and this makes it ideal for a small projector focused on a medium-sized screen at a close distance. The cost of the average miniature projector—there are several makes on the market—is $100. Apart from lessening the danger from fire, such a machine can be easily connected with the electric-light current at present available.
There is a dandy film booth listed in the catalog of a large motion-picture accessoryconcern for $50. It is portable and made of steel, the size being four feet wide, five feet long and seven feet high. Only twenty minutes is occupied in erecting it or pulling down. This, of course, need only be done when the floor space is required for some other purpose when the theater is not required. Inside the booth the operator can manipulate the machine with perfect safety, for if the film was to catch fire, the blaze would be confined to the booth and the operator could quench the flames quickly with a fire-extinguisher.
The screen that gives the best results and is used in the majority of motion-picture theaters is that known as the “Mirroroide.” There are several grades, but the best is a medium silver white. These screens are guaranteed for five years against deterioration, peeling or cracking.
The size of your screen will depend upon how your room is situated. I shouldnot advise a too small one, for it is desirable to display all the selling points in as advantageous a way as you can. I therefore advocate a screen of not less than four feet by three feet. The material for same costs $3.25 per square yard.
You will, of course, have to make provision for seating accommodation, and it is optional whether you purchase some special theater chairs or use those you have already in use.
A competent operator will expect from $20 to $25 per week salary, but as you will only need the services of one for part time, I suggest that you have one of your mechanical staff act in that capacity when his services are needed.
The steel vault or safe is the best storing-place for films when not in use.