"It is with a great deal of arcades; but in point of fact, I
surprise that I find the reaction have encountered far worse con-
to the May issue cover one of ditions (and people) while travel-
mixed reviews and feelings. My ing throughout the United States
view of the pinball industry is and the major cities of Europe.
slanted only by reality and I wiU
"I did not wish to offend
always endeavor to report what anyone or cast any disparaging
is truly hapening in the real images concerning the industry I
world. The May cover picture,
truly love, but let's face facts
This was an important and con-
'\ which was taken by James Ham-
~ I ilton when we were in Europe
temporary statement on what is
reflected a certain atmosphere.
happening 'today' with the pin-
Here was an arcade, called the
ball arcade. There are of course
Crystal Room in Leicester Sq.,
the sterile and spotless locations
. London which was representa-
dotting many cities and countries
~-:::/,e:::-. _ ______ --' _ _ _ _ tive of how glamorous a location
but the humanism is missing. We
can be--witness the ornate crys-
should strive to create a mood, a
I would like you, if you could, chandeliers, mirrored walls and
setting if you wiU, for pinball
explain to me what the cover plush carpeting (which is not in
machines. But judge this deci-
photograph of the May issue the picture). However, within
sion by the audience
means. I don't understand how this classic ambience, that is
"This location (The Crystal
such a picture could be selected typically European in flavor, the
Room) has a minimum age of 18
for the cover of PLA Y METER, a human factor crosses oceans and
to enter, as do most places in
magazine that has always tried to spans the element of who is
London.
Would it have been
upgrade the image of our indus- playing pinball.
better to show young children,
try . (Please reread PLAY ME-
neatly dressed, playing the
"These were young 'kids' who
TER, Jan. 75, p. 9.)
games? No! That's the image we
were having fun 'mugging' for the
We feel that one way in which camera. Granted, they were not
are trying to steer away from.
we can guarantee that everybody dressed in evening gowns. But
Many people outside the industry
will find a "clean atmosphere in then who does when they are
think that aU we do is steal lunch
our center is to attract small playing pinball? Are we to say
money from children as it is--a
children that will have to come that blue jeans are no longer
picture on the cover might have
with their parents. When these proper apparel for the clientel of made it worse. How about adults
children will have grown, their arcades? True, this is not the
playing you may ask? Well,
parents will have no objection to wholesome AU-American image
honestly how prevalent is this
letting them come alone, because we would like to think frequents
occurrence? Realize that the
they will know the place very
Exidy .Ch icago Coin
oPl easure Games •
well. But to obtain this clean
image of which we are proud, we
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appearing at our center in the aI
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way they appear in the cover of III
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PARTS AND SERVICE
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I really expect to hear from you ~ ~ooming
5"
Q.
~ FUN GAMES Tankers • .. $
CHI COIN Rifle Gallery •. $
about thi matter; meanwhile
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you may u e, if you will, our
til
FUN GAMES Bi Plane • ... 1045 CHI COIN Twin Skeet .....
:::
ymbol, the father with the kids
a: FUN GAMES Take-5
CHI COIN World Series ••.
~
Cocktail Table .......... 795 CHI COIN Trapshoot ..... .
as the theme of your next cover.
> •
I am sure it will erve omeone
MEADOWS Drop Zone-4 . . 695 3
U.S. BILLIARDS Survival
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el e in your country in an effort
COCktail Table ...... •. .. 595 ALLIED Super Shifter ....• 795
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z U.S. BILLIARDS Shark
MIDWAY Racer ....... • . 1095 I»
to improve the image of our
• ::
Cocktail Table . ... . ..... 695 GREMLIN Trapshoot
industry.
III
::r
Jorge L. Mochkovsky
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U.S.
BILLIARDS
Shark
...
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695
Wall
Game
..........
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895
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::
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CD
[7600] Mar del Plata
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mailbox
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[We appreciate your concern
for the image of our industry and
assure you that ours has not
abated.
The May cover was
chosen in conjunction with Roger
Sharpe, that month's Coinman of
the Month. We asked Roger to
respond to your letter and re-
ceived the foUowing from him:
.
~
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III
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800-Call Collect
In the Midwest its:
In the South its:
ADVANCE
ADVANCE
DISTRIBUTING
INTERNATIONAL
COMPANY
INCORPORATED
2820 N. GRAND BLVD.
ST. LOUIS, MO . 83107
3815 N.W. 38th AVE.
MIAMI, FLA. 35142
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Oeutschemeister·
mes oOynamo Corp . o un
mes.Gremlin Ind . .
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