Motion Picture Herald (Jan-Mar 1954)

far JANUARY 1954 GEORGE SCHUTZ, Editor A New Phase For the New T echniques . . EDITORIAL INDEX: 3D: ITS PROGRESS AND ITS PROSPECT Page 12 by Charlie Jones 16 THE JOB of overhauling the motion picture as a theatrical medium — and, it seems inevitable, os a business — now enters its second year. Scarcely discernible on the horizon twelve months ago, it nevertheless came near to spanning 1953. This year does not need to be so furious to be quite as momentous as the one whose innovations we now carry over for more studied decisions. To enlargement of the picture in a "wide-screen" technique the industry appears committed. Yet to be determined, however, is the form of its impact on the drive-in, and on the hundreds of small theatres, particularly in small towns, through which the motion picture so long has performed so much of its mission. Along with issues concerning the screen and disposition of an audience before it, there is the question of stereophonic sound. Above all, for the small theatre, there is the critical problem of cost. The very function of the industry gave it a large body of small theatres where plant as well as film costs had a sub-standard ceiling under the best of conditions. The new technical developments, coming after five or six years of depressed attendance, have put many, if not most, of them in the position of one trying to pull himself up by his own bootstraps. Decisions concerning techniques of sound will affect them most. And for other reasons, that area of 1953's developments produced a puzzling question for the drive-in. Not only with respect to sound, but rather all along the line, a period of transition has to be accepted in which "widescreen" technique must be applied under less than the best of conditions for it. It is sometimes difficult enough, without a very substantial outlay of money, to provide suitable accommodations for the screen, while the extremely important factor of surround has to be more or less ignored, and the seating plan is in about the same status. In these matters, the size of the task, considerations of real estate, plus the normal uncertainties of innovation, figure importantly along with cost to project the changeover a long way into the future. But there ought not to be long-term compromises with progress along the way. -G.S. WHAT ABOUT MOVIES ON MAIN STREET? A FUNCTIONAL SETTING FOR THE "WIDE-SCREEN" PICTURE, by Ben Schlanger, Fifth and Concluding Article of a Series on Theatres and the New Techniques 18 DRIVE-IN department: WE'RE GOING "WIDE-SCREEN" WITH TESTS FOR GUIDANCE— AND WINTER OPERATION ... UP NORTH! 22 THEATRE REFRESHMENT SALES department: INDOOR SNACK SERVICE FEATURING TWO STANDS: THE TERRACE THEATRE IN MINNEAPOLIS 25 VENDER VANE: Market News 28 METHOD IN MANAGEMENT department: ATTENDANTS, STOCKS AND REPORTS, by Curtis Mees. Part Two of the Refreshment Service. Eleventh Article of a Series on Motion Picture Theatre Management 37 ABOUT PRODUCTS 37 BETTER PROJECTION department: ALERTNESS AND CHECKING ASSURE GOOD 3D PROJECTION, by Gio Gag liardi 48 INSTALLING SCREEN AND SOUND FOR CINEMASCOPE 54 ABOUT PEOPLE OF THE THEATRE 60 is published the first week of each month, with the regular monthly issues, and an annual edition, the Market & Operating Guide, which appears in March, issued as Section Two of Motion Picture Herald. QUIGLEY PUBLICATIONS, Rockefeller Center, New York 20, N. Y., Circle 7-3100; RAY GALLO, Advertising Manager; CHICAGO: 120 S. LaSalle Street, Financial 6-3074; URBEN FARLEY & COMPANY, Midwest Representatives. BETTER THEATRES SECTION 1 1