Showmen's Trade Review (Apr-Jun 1939)

.l/(/v 27, 1939 SHOWMEN'S TRADE REVIEW Page 29 SODAS IN THE LOBBY — Many Install Own Fountains OOn.V fountains in theatres are hy no ^ moans new. .\Ian\' theatres in \arious parts of tlie country find it profitaljle to operate their own soda fountains through the year. Two of the Robb and Rowley Theatres in Muskogee, Okla., have soda fountains in their lobbies. The circuit reports that it fir;t had a fountain in its Ritz Theatre some years ago at which time the lobby space was leased to a man who had control of its operation exclusively. When the lease ran out, circuit executives felt they could do a better job of operation so they kept control of tlie fountain business themselves. Operated by the Circuit The fountain in the Broadway Theatre is operated by the circuit in the same manner. The theatre owns the fixtures and hires a man to operate it on a percentage basis. This plan has worked very successfully and has made a very nice profit, according to Procter and Marsh, managers of the theatre. The Ritz fountain is operated under a slightly dif¥erent plan. The man wlio operates this fountain owns his own fixtures. When the theatre was remodeled, his new lixtures had to be designed according to the theatre architect's plan and installed in the same manner, so as to harmonize with the rest of the interior. He operates his business on a percentage basis, too. The fountain service was first operated more or less for the convenience of patrons who wanted a cold drink or a light lunch while attending the show. Procter and Marsh feel that the operation of a soda fountain in connection with a theatre is a vtry profitable accessory and one which they cannot afford to be without. Simiiftr to Candy Stand Such a service is no more out of place in a theatre than the operation of a candy stand, a feature which is becoming increasingly widespread in theatres of all sizes throughout the entire country. Although the illustrations here show such installations in Oklahoma, a southern state, it would appear to be just as logical to have a soda fountain in northern climes as well, where cold drinks could be served in summer and hot drinks dispensed in winter. The only situation where soda fountains should not be installed would be in a theatre building where there was an establishment of the same kind on the premises, even though entrance was gained only from the street. It could hardly be considered fair to compete '.flwith one's own tenant. A lobby soda fountain is also a place where patrons waiting for the start of the show or awaiting seats during crowded periods could pass the time. And while they are passing it the money they spend will go into your coffers. The theatre that is so equipped would soon become a rendezvous for young people. It will pay you to investigate the possibilities. Lobby Soda Fountains Above is the soda fountain in the lobby of the Ritz Theatre and at the right that in the Broadzvay Theatre. The former cost $4,000 to install and the latter, $6,500. Both theatres are located in Muskogee, Oklahoma, and are operated by Robb and Roivlev. TRUE STORIES FROM ALTEC FILES V. U. YOUNG, President, Theatrical Managers, Inc., Gary, Indiana Inspectors Saved Important Event, House Owner Says GARY, INDIANA— "For nearly a year, we had been having trouble with our public address system at the Palace Theatre here," said V. U. Young, president of the Theatrical Managers, Inc. Circuit, "and we were particularly concerned about its functioning properly during a style show for which we had enlisted large community interest and support. "Our Altec Inspector R. C. Gray, and D. A. Swanagan, from the Altec Chicago office, cheerfully put in long hours working under high tension on the problem, and never gave up until our troubles were licked. Our style show was a complete success. "It is that kind of work by Altec field men that reminds theatre operators of the value of Altec service and forcibly reminds them of how great a protection Altec service is to owner and manager alike." The Altec service inspector takes personal pride in belonging to an organization which renders to its exhibitor customers service that goes beyond the required obligation. Let the Altec man in your locality explain how Altec service can "bring out the best" in quality and performance, in the equipment now in your theatre. THE SERVICE ORGANIZATION OF THE MOTION PICTURE INDUSTRY