A Mobile Cinema to Promote Sales
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A Handsome Dodge Articulated Outfit Seats 32 Persons and Incorporates the Latest Developments in Cinematography AN elaborate mobile cinema is being employed in the United States to exhibit sound films dealing with fashion topics and to give household advice to women. These shows are part of a sales-promotion service operated for the Me'Call fashion magazine and its advertisers.
This theatre, which is of striking appearance, takes the form of an articulated vehicle, the tractor being a Dodge 2-ton unit. The frame of the trailer is dropped to provide a low floor level. The partly streamlined body is con
structed of sound-proof and fire-proof material.
The exterior lettering is cut out in relief and is illuminated at night by indirect lighting. The small soldiers are of coloured paints and chromium.
Two entrances are provided to the theatre, one on the off side, near the front, and one at the rear. The vehicle seats 32 people, the tubular seats beingmounted on ramps on each side of the central aisle. The lighting, obtained from numerous modernistic fixtures, is novel and produces interest
ing effects. The walls and ceiling are covered with heavy gold-coloured damask.
Another interesting feature is the projection equipment, which is located at the rear of the screen, in the space above the coupling. The projector, mounted at the side, throws the picture at an angle on to a mirror at the front of the compartment. From the mirror, the picture is reflected back through a translux screen. The result is a vivid representation on the main screen, which measures about 3 ft. by 4 ft.