Showmen's Trade Review (Apr-Jun 1939)

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June 24, 1939 SHOWMEN'S TRADE REVIEW Page 33 June 24, 1939 Now's the TIME N A MONTHLY THE AT R E EVER since the passing of the nickelodean era has the immediate future for the so'called smaller theatre, the 100 per cent "independent," been brighter than at present. Maybe a showman can't live on promises, but the biggest business men of the land have been insisting convincingly that "confidence'' is what is needed for a better, bigger business today. Well, you owners and op' erators of independent theatres, the signs point to high promises for you — and that is the stuff of which "confidence" is made. Things are happening in this industry. Big, radical changes are implied in many events now taking place in and about this industry. And they argue eloquently that when movements now in progress materiali2,e the "breaks" will be with and for the independent. But that brings up a question every independent must ask himself and find the answer quickly, not in terms of words, but deeds that will prove him equal to the opportunities that loom on a horizon bright with promise. It means stepping up the quality of showmanship. It also means stepping up the quality of the surroundings in which pictures are presented. Many and many are the houses in the independent classification that are up to the very highest standards as to theatre quality. But a long battle against depression, recession and plain lousy business at the box office has taken its toll in aggressiveness and certainly in the EQUIPMENT and ^MAINTENANCE,, smart up-keep of theatre plants so necessary to a healthy, hearty and lusty business. Better looking, newer houses, with minor or major if need be, remodeling or modernizing; better equipment; more luxurious looking surroundings — these are things that no theatre can afford to pass up. To that theatreman whose location is a community neighborhood or a downtown center and who finds his patrons coming in merely to see a certain picture with a take-it-for-granted air as to the theatre in which it is shown, we say "wake up." Show going should be a pleasurable experience in itself. There is only one way to cultivate that spirit, and that is to have a smart, colorful theatre, in which and about which there is an air and atmosphere of brightness, gaiety and a touch of luxury. Every theatreman knows how to obtain that effect. All he has to do is look around and see the many pieces of equipment and building materials available to him.