Classic Mode

Automatic Age

Issue: 1927 May

T he A
12
u t o m a t ic
A ge
The Autom atic Age
THE NATIONAL MAGAZINE OF TH E VENDING MACHINE
INDUSTRY
Covering Automatic Machines and Coin-Controlled Devices of
Every Description
.
PU BLISH ED MONTHLY B Y
TH E
0.
C.
L IG H T N E R ,
L IG H T N E R
P U B L IS H IN G
P r e s id e n t
C O R P O R A T IO N
G R0SVEN 0R
B.
W H IT E ,
M a n a g in g
Official Organ: Chicago Vending Machine Operators’ Association
Otftclai Organ: Milwaukee Vending Machine Operators’ Association
Official Organ: National Vending Machine Manufacturers’ Association
Official Organ: National Vending Machine Operators' Association.
Official Organ: Detroit pending Machine Operators’ Association.
Official Organ: New York Arcade Owners’ Association.
E d it o r
,
Executive Office, 2239 S. Michigan, Chicago, 111. Phone Victory 0090
LAST FORMS PO SITIV ELY CLOSED ON TIIE 20TH OF MONTH PRECEDING ISSUE
CONTRIBUTIONS:
Contributions from o u r' readers are always welcome.
AD VERTISIN G : Rates furnished upon request.
cost or obligation.
Copy suggestions for Advertising prepaxed without
SUBSCRIPTIONS: Single copies 10 cents, back copies, 15 cents.
United States and possessions. Foreign subscriptions $1.G0.
Yearly subscriptions SI.00 In
The Penny Arcade
Is Due for a Come-Back
but it will be under another name
we predict. There has been a great growth in coin-controlled
amusement machines in recent years and before long we are going
to see the cities of the country dotted with coin-controlled amuse­
ment palaces.
The big thing is to get a new and catchy name. The best one
we can think of at this time is “ Automatic Amusement Palace.’*
This would get it away from the old idea of the cheap penny
arcade. In making this remark we cast no reflection whatever on
the penny arcade business. W e have done our share to boost the
penny arcade business, but we believe all penny arcade operators
will agree with us that a new name along with the new style of
operation would again bring this business to the front.
Before long we predict large capitalists will turn their attention
© International Arcade Museum
http://www.arcade-museum.com/
T he A
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to this field. They will get a location in the heart of the best
cities, and there they will install an electric palace that will attract
the best class of people. The name “ penny” should not be asso­
r t e d with it for that in itself tends to cheapen it. The penny
sPender will go where the crowd is. Amusement machines oper­
ating in 5c, 10c and 25c should largely dominate the place.
The photomaton machine has shown what can be done with an
automatic machine conducted on a high plane and a dignified scale.
The penny machines will have their place of course, but the big
Machines should be in the forefront to attract and draw the
crowds. With the large populations that congregate in our cities
and the abundance of spending coins that is carried in the pockets
°f the public offers a great opportunity for automatic amusement
Palaces.
These crowds will be as different as the gorgeous motion picture
Palaces are from the old nickelodeons of the early days. The
trouble with us in the automatic business is that we are still in
the nickelodeon stage. What should be done is for the manufac­
turers of coin-controlled amusement machines to form an experi­
mental company, get a gigantic central location in New York or
Chicago and demonstrate what can be done. The manufacturers
could pool their interests and take enough stock to construct a
dazzling institution. It will unquestionably be a success, and then
*t can be followed by private capital, who will see the big money
to be made in enterprises of this kind.
A little imagination and leadership will put it over.
An Apology
In our April issue we stated we would begin in
this number an article in serial form pertaining to the coin ma­
chine industry. We regret to state the first installment of this
story will have to be deferred until next month. Our chief col­
laborator has been ill since we made this announcement and only
Recently returned to his desk; too late to prepare an article for
this issue. This, surely, will appear in our June number and in
each subsequent issue until the story is completed. It promises
to be informative as well as interesting and we know will be en­
joyed by our readers.
© International Arcade Museum
http://www.arcade-museum.com/

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