International projectionist (Jan 1963-June 1965)

INTERNATIONAL PROJECTIONIST '■■ t,.J ,■ I' Volume 39 June, 1964 Number 6 Construction, Remodeling on Upswing . . . New Methods Cut Expense A theatre construction boom is in full swing, Theatre Equipment Dealers Assn. members were told at a recent meeting in Chicago. Mel Glatz, design, construction and maintenance engineer for National General Corporation Theatres, said theatres of conventional design are being erected particularly in key locations and shopping centers. "Experimental theatres, properly located, improved product and popu = lation trends have reestablished faith in the industry," he said. "This renewed faith was backed up by hard cash to the tune of $97 million in new construction in 1963, plus another $15 million on refurbishing and reequipping older theatres. "It is predicted that in 1964 there will be considerably more new theatre construction and many more remodeling projects — possibly at a combined amount near $130 million. The expert told the dealers that . . . "While the industry has lost an audience to other forms of entertainment and sports media, except for rare occasion, it is starting to feel the effects of the population explosion. Population Increase "You are aware of this great population growth, but to bring it into full and proper focus, may I remind you of a few significant statistics and predictions. "In 1950 the U. S. population was 152.3 million. In 1960 the figure was 180.7 million. We are approaching 1965. and the prediction is 195.1 million. The prediction continues by estimating that the population figure in 1970 wii be 211.4 million: and by 1980, only 15 short years away, the figure will reach 252.1 million. "No doubt much of the new faith in the industry is based correctly on these figures. "While on statistics," he continued, "the migration of population should be of some significance to you in planned marketing. "It is predicted that during the sixties this migration west will increase, with the migration south being a close second. "It is estimated that by 1975, the majority of the population will live in only 20 super cities! "Considering these facts and predictions — plus your realization that there are eight to ten thousand theatres in the nation badly needing remodeling — new equipment — new furnishings — your future appears bright! "It appears that for those who can adapt and qualify, they are on the threshold of the biggest, most rewarding opportunity they will experience in a lifetime. "The question becomes: What Does It Take to Qualify? "You Must Become a Hard-Headed Realist, and realize that many of the items and services you are offering your customers are as obsolete as most of our ancient theatres. In fact, some product and methods are the same as were being offered and sold in the thirties! "I believe . . . that our production end of our business is also way in advance of our physical properties and equipment, and that there are relatively few theatres which can present this product to the customer as it should be presented, and give the customer the full impact of what has been put on the film. New Attitude "The attitude of 'you make it, we'll sell it' was discarded 15 years ago by most every other business. "In modern business, those disliking change have gone. Those preferring to remain status quo, have not been able to maintain their status quo. "Those who welcome change, who adopted and initiated new concepts in product and marketing, are the Successes of today in modern business. This must be your philosophy, as of now. "The industry needs an organized research program of your customers' needs, and those of the demanding public. The whole picture must begin and end with the public's likes and dislikes. I am not speaking of equipment and furnishings only — but of the composite theatre — the completed end results. "There are literally hundreds of exhibitors wanting and needing new facilities — remodeling — equipment. Most of them haven't the slightest idea of how to begin, or where to International Projectionist June, 1964