Automatic Age

142
AUTOMATIC AGE
April, 1935
Beam Lite Forces
Expansion
A b o v e bo oth a t S h o w w a s occupied by th e S u p e rio r P u n ch B o a rd C o m p a n y w h ic h
8 a rte d o u t J u s t te n m o n th s ago In a s m a ll w a y and n o w h a ve t h e ir o w n b u ild in g In
P e o ria . S u p e rio r's m o s t re c e n t m ove w a s to open t h e ir E x e c u tiv e an d G en era l Sales
O ffices In C h ic a g o , lo ca te d a t 1603 S o u th M ic h ig a n .
E x p e rie n c e d p u n ch bo a rd m en
w h o head th e fir m in c lu d e G eorge D. S ax, p re s id e n t; A . J. “ J e f f " D a u g h e rty , w h o
has s p e n t m a n y y e a rs in th e p u n c h bo ard business, sales m a n a g e r; and Joh n P.
S c h o tz e ll— w ill h a n d le a ll p u b lic ity and a d v e rtis in g .
To All Coin Machine
JOBBERS and OPERATORS
TIPS £c TOPICS
Established in 1927
The Business Journal of Coin Machines
Issued Monthly; Contains 64 Pages of
News and P ictu r e s o f the
Industry
Operating Ideas
Articles of General Interest
Business and World News
Announcements o f New Ma­
chines
Cartoons — Jokes — Humor
Write: TIPS AND TOPICS
4309 W . LAKE ST.
CHICAGO
© International Arcade Museum
The phenomenal success of Beam
Lite has forced the Chicago Coin
Machine Company to add 54,000
square feet to their up-to-date pin
table factory at 1725 W. Diversey
Parkway, Chicago. The new addi­
tion has been equipped with the latest
time saving devices for the efficient
construction and assembly of coin­
operated devices.
According to the heads of the firm,
S. Wolberg and Sam Gensberg, Beam
Lite has proved a real wonder. Hun­
dreds of games were sold to jobbers,
distributors and operators in every
part of the country before being
announced for national sale.
Beam Lite is a different type o f a
light-up game. There are three green,
three yellow, three blue lights and
one white key light on the playing
field. These lights are lit by dropping
a ball in a corresponding hole on the
board. Any three lights of a kind and
the white key light is a winner.
Beam Lite introduces the bouncing
spring. This feature adds to the
thrills and amusement of the game.
Further action is provided by a clever
use of an electrical kicker at the
base of the playing field which gives
the player another chance at either
a blue, a yellow or a green light.
Beam Lite has no out balls. Every
ball played must drop into a hole.
Operators all report that this is a
feature that goes over big with the
players. The production department
of the Chicago Coin Machine Com­
pany are hard at work on their new
de luxe table game Times Square
which will soon be ready for assembly.
Nielsen Is Veteran
In Gum Division
According to Hecht Nielsen, fac­
tory distributor for the American
Chicle Company, this year’s Coin
Machine Show was “ the best ever,”
both in attendance and in the num­
ber of actual orders booked.
In addition to his line of ball gum,
Mr. Nielsen displayed a new coin
counting device at the show, which
received an enthusiastic reception.
A real veteran in the coin machine
field, Mr. Nielsen has represented the
American Chicle Company in the
middlewest for more than twenty
years, making his headquarters in
Chicago. Previous to that time he
was located in the east distributing a
line of ball gum in that territory.
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