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(Title registered U. S. Patent Office)
Edited by J. HARRY TOLER
Featuring:
Recent Developments in Sound Recording and Reproduction 44
By Morris J. Yahr
•
Good Sound Reception: a Definite Management Responsibility 46
By L. W. Conrow
Before and After
Face-Lifting 48
Design for Entertainment —
A Parallel in Projects
By W. L. Pereira
49
The Pattern Outlined for a New Department 70
By Ansel M. Moore
The Mainstreet ... a Case of Clever Property Conversion 72
Maybe What We Need Is More
and Bigger Accidents 74
By Gordon H. Simmons
"Feature Films Are No Bigger
Than the Screen" 76
Perfumed Paints Alleviate the
Odor Problem 80
Published by Associated Publications every fourth Saturday as a section of BOXOFFICE and included in all Sectional Editions of the AP group. Contents copyrighted, 1938; reproduction rights reserved. All editorial or general business correspondence relating to The MODERN THEATRE section should be addressed to Publisher’s Representative, Harrison Toler Company, 332 S. Michigan Ave., Chicago, 111., or to Eastern Representative, A. J. Stocker, 9 Rockefeller Plaza, New York.
Low Blood Count Calls for a Transfusion
Y/hen pernicious anaemia attacks the human mechanism, medical science issues a hurried call for blood donors. A transfusion takes place.
One might personify show business in its present status and strike an interesting parallel in the processes of cause and effect.
Low blood count, until recently, has had this movie business flat on its back. Luckily, a transfusion was resorted to before the patient lapsed into a complete coma.
We see great hope in this new movement to restore the movie-going habit. The idea is immense. But, standing by tensely, watching the patient anxiously for signs of reaction, we sense a problem in sales psychology.
That "Motion Pictures Are Your Best Entertainment" is a most potent publicity theme there can be no question. But, there must be more red blood in this rejuvenation campaign than can be found in mere platitudes. The wary public demands proof.
The movie-going habit cannot be restored by picture press agentry alone. The manner of film presentation; the environment of its exhibition; the public service slant must not be disregarded.
Right now, good pictures are the red meat of show business; but House Appeal will be needed to supply the life-sustaining crimson corpuscles essential to a completely successful transfusion.
The mechanics of theatre operation were never more important than now. And therein lies a responsibility as well as an opportunity for smart showmanship to assert itself.
September 17, 1938