Automatic Age

Issue: 1940 April

M ills New Empress is the delight of player, location, and operator alike,
because while being so beautiful and inspiring in action, it is so practical
and dependable in operation. The astonishing benefits it brings all concerned
flow out of its basic design and construction. It is a typically M ills engineered
product, made accurately and carefully by skilled craftsmen who have spent
a lifetim e in fine machine work and precision m anufacturing. The Empress
is strong, unfailing, economical— its physical beauty is wholly matched by its
mechanical beauty. In its basic design, everybody and everything that could
be affected or served by it has been considered and that’s the real explana­
tion of why it is Moneymaker N um ber One in its field. It’s in the groove!
© International Arcade Museum
http://www.arcade-museum.com/
The Empress gets the play! “ M ore! M ore !” shouts the public, and the tireless Empress
goes on and on— m orning, noon, and night— piling up the nickels, dimes and quarters
in its capacious cash box. A nationwide study told us that the music-playing public
wants a certain kind of instrument , a certain kind of musical rendition. A n instru­
m ent that s w in g s i t w ith zip and zing, fa ith fu l to highs and lows alike, favoring clear­
ness and cleanness in the voice, purity in the tone, swing and rhythm in its tempo.
We d id n ’t make the Empress for last year or for five years ago — we b u i l t i t f o r
to d a y ,
for today’s u s e , and for the special, popular musical appetite as 130,000,000
clean-cut votes demand it. W hy does the Empress m a k e m o r e m o n e y ? Because it gives
people exactly what they want — t o d a y !
© International Arcade Museum
http://www.arcade-museum.com/

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