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October 12, 1940
SHOWMEN'S TRADE REVIEW
Page 43
ESENTS
DOING
SOMETHING
DIFFERENT
A MONTHLY
Section
WHAT you learn about people and things when you adventure out into pioneering paths is really something! And for those who think they know all there is to be gleaned about this grand old motion picture show business we suggest a course of doing something different as a means to the end of learning at first hand that all is not what set and accepted notions make them out to be.
This publication, constitutionally devoted to the realistic approach and performance of the job of serving the business with which it is concerned, repeatedly has pointed to the advantages gained all around when theatremen buy their needed theatre equipment from the dealer who operates in their own territories and whose personal "business stake" is in giving satisfaction or suffering the consequences of a reputation for "not delivering the goods.11
The dealer in equipment has his problems. Sometimes certain of his fraternity dodge around these instead of solving them. But in the long run, it is the dealer who is a good business man as well as a specialist in his line who lasts and prospers. That minority whose abilities do not match the opportunities their field offers is no greater than the minority in both the manufacturing and exhibition fields.
STR, long having advocated a more sound basis of operation between manufacturer of equipment and the theatreman who needs and uses this specialised apparatus and merchandise, has done something about the situation. In this issue we offer for the benefit of exhibitors primarily, and for the equipment dealers and manufacturers as well, a pioneering effort to bring all three mutually interested parties closer together.
THEATRE EQUIPMENT
and
MAINTENANCE
As a result of our efforts, we are more than ever convinced that in this so-called equipment branch of our grand industry, there is need for greater cooperation and understanding between the maker of equipment, the dealer and the exhibitor or theatreman. That we always knew. But we, frankly, did not realize how great was the necessity right here and now for a much improved understanding on the part of some manufacturers for the problems of the equipment dealers. The firms which sell to the theatres in the majority know their business. They know far more about their business than several manufacturers who are selling a real nice and profitable amount of merchandise to the theatre field seem to realize. That being the case we can only hope that the minority of manufacturers who seem to have little understanding of the field to which they cater, look into the situation from a new viewpoint and with the assistance of equipment dealers gain a better knowledge of what makes the motion picture business "tick.11
L