This was a topic awhile ago, where someone gave the name of a guy who specializes in screen cleaning. A search should find it.
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John P. Pytlak, Senior Technical Specialist
Worldwide Technical Services, Entertainment Imaging
Eastman Kodak Company
Research Labs, Building 69, Room 7419
Rochester, New York, 14650-1922 USA
Tel: 716-477-5325 Cell: 716-781-4036 Fax: 716-722-7243
E-Mail: john.pytlak@kodak.com
Web site: http://www.kodak.com/go/motion
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Kyle Abel
General Manager
Plano Movies 10
Vacuuming or dusting the surface with a soft screen brush to remove surface dust is relatively low risk, but leave wet cleaning or stain removal on gain screens to professionals.
Smoking in the theatre will quickly discolor a screen with the airborne "tar". Likewise, cooking oil vapors (making popcorn or deep-frying food) can spread thoughout a theatre, unless properly vented. Be sure the returns on your HVAC are not located behind the screen, such that they "suck" stale, dirty air toward and through the screen. IMHO air blowers or leaf blowers should never be used for cleaning auditoriums as they just "stir up" lots of dirt.
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John P. Pytlak, Senior Technical Specialist
Worldwide Technical Services, Entertainment Imaging
Eastman Kodak Company
Research Labs, Building 69, Room 7419
Rochester, New York, 14650-1922 USA
Tel: 716-477-5325 Cell: 716-781-4036 Fax: 716-722-7243
E-Mail: john.pytlak@kodak.com
Web site: http://www.kodak.com/go/motion
We had some morons throw eggs at the screen during a showing of "Liquid Sky" (I was also tempted, but ...) but ... CHEESE????
There has to be a story behind that.

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John P. Pytlak, Senior Technical Specialist
Worldwide Technical Services, Entertainment Imaging
Eastman Kodak Company
Research Labs, Building 69, Room 7419
Rochester, New York, 14650-1922 USA
Tel: 716-477-5325 Cell: 716-781-4036 Fax: 716-722-7243
E-Mail: john.pytlak@kodak.com
Web site: http://www.kodak.com/go/motion
The things that do create problems are improperly maintained HVAC units, behind the screen venting, open doors, roof leaks, and rarely a popcorn popper that vents air into an auditorium.
Janitors need to be trained not to use blowers closer than the first three rows of seats. The only time I've ever noticed problems with dirt was with a low screen and a janitor blowing debris into a pile on the apron. Even at this, the problems were more dust and debris behind the skirting than anything on the screen.
Jeff Knowles old Dephi forum had this topic covered in detail. That forum is dead, but the archives are still available.
"...using blowers in the auditoriums does not create any serious problems with dirty screens provided the concrete floor is properly sealed and regularly wet-mopped...Janitors need to be trained not to use blowers closer than the first three rows of seats."
Some big "ifs" that aren't always obeyed, resulting in a cloud of dust that deposits over everything.
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John P. Pytlak, Senior Technical Specialist
Worldwide Technical Services, Entertainment Imaging
Eastman Kodak Company
Research Labs, Building 69, Room 7419
Rochester, New York, 14650-1922 USA
Tel: 716-477-5325 Cell: 716-781-4036 Fax: 716-722-7243
E-Mail: john.pytlak@kodak.com
Web site: http://www.kodak.com/go/motion
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"It's not the years honey, it's the mileage' - Indiana Jones.
John is right, nacho cheese that comes with the nachos. I guess the same thought process goes on with throwing cheese as with throwing coke on the screen. It's not something that's intrigued me personally, I guess some moron either really hated the movie or wanted something to last as a signature, even if it only lasts a day or two (depending on when the guys can come out to clean it).
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Kyle Abel
General Manager
Plano Movies 10
AFAIK, smoking regulations in the USA are up to the local (city, county, state) authorities, so there may still be some areas that allow smoking in public buildings.
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John P. Pytlak, Senior Technical Specialist
Worldwide Technical Services, Entertainment Imaging
Eastman Kodak Company
Research Labs, Building 69, Room 7419
Rochester, New York, 14650-1922 USA
Tel: 716-477-5325 Cell: 716-781-4036 Fax: 716-722-7243
E-Mail: john.pytlak@kodak.com
Web site: http://www.kodak.com/go/motion