In the early days of motion pictures, movie theaters were experiencing a number of public attacks as to their safely for patrons. Among the numerous concerns regarding the dangers movies and theaters presented to families there were the fears for women, primarily of the white slave trade, and the usual new media concerns of eye strain. Naturally, the movie industry sought to calm the public down, including offering movie-goers premiums, which were primarily targeted at women. They also sought to approve amenities, including the screens that the movies were shown upon. Of course, this lead to fierce competition between companies who sought to capitalize on all the money to be made in the film industry.
Many of these ground-breaking and creative companies did not last long. But even if they dominated the industry for a time, both the companies themselves and the technology they provided remain but a footnote in books on film history. This is why ephemera, particularly advertisements from the period, remain so important.
At some point in the 1910s, the Wisconsin Theatre Supply Company of Milwaukee, Wisconsin, produced this bulletin solely promoting the Gardiner Velvet Gold-Fibre Screen:
Testimonials on the back page include The Thomas A. Edison Electrical Establishments, the Nicholas Powers Company, Havana’s “The Fausto”, the United States government, John H. Kunsky of Detroit “who probably controls more high class picture houses than any single man in America or probably in the world” and many others.
In the 1920s, the Glifograph Corporation (located at 280 Broadway, New York City) promoted their Glifograph movie screen with this brochure. Glifograph said their screen “makes every seat a good seat”, with “perfect pictures from any angle” due to “stereoscope view”. Promised “no eye strain — no distortion”.
Also, in the 1930s, there was the “Lustro-Pearl” made by Mandalian Manufacturing Co., of North Attleboro, Mass. If that name sounds at all familiar to you, it’s because Mandalain made those metal mesh purses! Well, at least until the company was bought-out by Whiting & Davis. But just imagine, a film screen made of mesh metal!
