Motion Picture News (Oct-Dec 1930)

98 Equipment and Its Relation toSuccess {Continued from Page 71) enough for this town" and have let it go at that. It is my further conviction that the theatre business is now or can be made just as profitable as it ever was, if the theatre owner will MEET COMPETITION. And the greatest competitor he must meet is NATION-WIDE PUBLIC SENTIMENT for refinement in motion picture entertainment. I contend that the public is a competitor because it actually instigates competition by its demands. The small town patron goes to the big town, observes what the big towner is getting in the way of theatre conveniences and comforts, and comes home with Motion Picture News a decided preference for metropolitan amusement facilities. What's to be done about it? My idea is— TRY TO GIVE YOUR PATRONS WHAT THEY PREEER. Obviously it would be foolish to even suggest the establishment or maintenance of a palatial deluxe theatre in a town that could not possibly support it if every man, woman and child could be depended on to put in their appearance at the boxoffice at each performance. I, personally, do not favor lavish expenditures for improvements where only modest improvements are justified by local conditions. I strongly advocate the use of conservatism and good judgment in making an investment for profit — and that is exactly what spending money for theatre improvements should be considered. Does it pay to provide better service in the small theatre? Is it wise to provide comfortable seats and good projection? Is Here's a Treasure Trove of Valuable Lighting Information "The most complete and informative book of its kind ever published" . . . This is the consensus of opinion of theatre executives, stage lighting engineers, and electrical experts in general regarding the new lighting handbook just published by this organization. This new book contains a wealth of valuable lighting information which we have gathered from our long experience in designing and installing complete systems for motion picture theatres, auditoriums, schools and other public institutions, clubs and the like. A copy of this unusual book is yours for the asking. HubElectkicGombvny Sound Reproduction Equipment Stage Switchboards Footlights Borderlights Stage Pockets Emergency and Exit Lighting Units Complete Theatre Lighting Equipment Factory and General Offices 2219-2225 West Grand Avenue Chicago Telephone Seeley 6440-1-2-3 Branch Offices in New York, Toledo, Milwaukee, Minneapolis Cove Lighting Exit Signs Spotlights Service Boards Panelboards Usher Signals Directional Signs Flood Lights Mobile Flood Lighting Equipment October 4 , 1930 it good judgment to have an inviting theatre front? Is it necessary to protect the health of patrons by proper ventilation? Has cleanliness in the theatre any particular appeal to the public? Is it good business to provide carpets and draperies in the theatre? Does it pay to cater to public taste for refinement? All of these leading questions, and many more just as pertinent, can best be answered by mere reference to the many notable experiences of theatre owners, large and small, who have found the answer to be — "yes, it does." There are still thousands of medium and small sized towns and prosperous communities throughout the country which could be made to profitably support first-class theatres— houses comparable to those in larger cities, except as to size. Many theatres now serving these communities could be modernized at comparatively low cost — by the addition of those refinements which have a distinct appeal to theatregoers. You may possibly be the owner of one of these houses. It may represent your sole source of livelihood — a business you have built up through hard work and sacrifices. In any case you have an investment worth protecting against the liability of declining business due to lack of needed improvements. To those who want prosperity and protection against the onslaught of competition, and are willing to provide a definite means to that end, there seems to be at least one solution that is highly worthy of consideration. Fix up the theatre. Make it modern. It is not wise to disregard public sentiment. The successful showman knows well enough the penalty he will pay for neglect or procrastination in catering to public taste. The negative reaction at the box-office comes suddenly and the wise exhibitor keeps his finger constantly on the public pulse. For no other reason whatever than to profitably lure the fancy of the populace, leading theatre operators have created a demand on scientists, engineers and manufacturers for refinement commodities which until recently were considered, if considered at all, in the light of unnecessary extravagance. But the remarkable success examples set by many of our foreseeing showmen have proven that teaching the theatregoer to like refinement and then giving it to him is decidedly good sound business practice. Developments Available to All This practice, and the undeniable benefits to be derived from it, is not withheld from individual or independent theatre owners. As a matter of fact, the mechanical developments of the equipment industry are available to all. Their correct application is no longer a grave problem of high cost, because leading manufacturers have foresightedly provided many short cuts to economy by the extension of service that leads to economy in the modernizing of any theatre .regardless of its size. Architects, engineers and others are collaborating in a campaign for better theatres, rather than more theatres. A period of reconstruction is under way. Ways and means have been developed whereby even small theatres which have become "dull drab" by comparison in the eyes of the public, may be recreated at normal expense into profitable plants that become the pride of their neighborhood overnight. The sudden public response at the box-office of these deluxe houses is ample evidence that it pays to spend wisely for improvement. In other articles of a series to appear in a later issue I will, in collaboration with an architect who has been highly successful in remodeling and moderninzing small theatres, discuss point by point, the many new and effective methods which others are using and by text and illustration show how they have gone about the job of bringing the old theatre up to date to make it pay. We'll try to make it interesting.