From the Cuba City News Herald, January 26, 1917:
New Picture Machine
Loeffelholz Bros. buy swell new simplex outfit
If you have been following the progress made by Loeffelholz Bros. at the Auditorium and noted the various improvements they are making from time to time, you will be interested to learn that their latest move is the purchase of a swell new Simplex De Luxe Projector. This is the real thing in motion picture outfits and has the unanimous approval of the United States Government war department and took the grand prize at the Panama-Pacific Exposition and the highest award at the San Diego Exposition.
The machine is driven by an electronic motor, thus doing away with the old style laborious operation by hand.