Showmen's Trade Review (Oct-Dec 1949)

22 SHOWMEN'S TRADE REVIEW, November 19, 1949 Theatre Manstgement Guide to Modem Methods in the Administrative and Executive Phases of Theatre Operation FOR BRIGHTER SHOWS Pointers on Croiection an4 Sound Get Aboard That Christmas Bandwagon I should have gotten around to this particular chore a couple of weeks ago but I was sashaying around listening to some of the industry "bigs" air their views on such all-important items as competitive bidding, television, public relations, etc. and just didn't hear the snortin' of Santa's reindeers. Exactly three weeks from the day you read this column you'll be facing the annual 7-day plague to theatre profit that immediately precedes St. Nick's midnight chimney chore. What have you done and what are you going to do to immunize your operation or at least reduce to the lowest possible minimum the effects of the anti-show fever always prevalent during this period? The prevailing economic winds and all other indicators on the business front tend to warn that '49's prelude to Christmas will be somewhat tougher on ticket sales than any of its predecessors for the past 10 years. Just take a gander at yojr local newspaper and give a looksee to the bargains the stores are offering. There's been nothing like it since 1939, and if you don't think housewives and husbands are planning on spending savings and mortgaging future earnings to satisfy cravings for domestic needs and whimsical fancies that have been stifled by the "high cost" and "shortage" conditions of previous years, there's something seriously wrong with your mental machinery. Things that just couldn't be had or were out of dollar reach of the average' family a year ago are now being "presented" by sa'es forces everywhere at prices well within reach of Mr. and Mrs. Wage Earner. And, the recent lifting of credit restrictions make almost every desire subject to fulfillment on the little-cash, long-debt basis that was totally denied or seriously restricted during years past. A Wall St. report shows installment buying to be 25 per cent above '48 and 400 per cent above 1946 and still going up. That such conditions pose a box-office threat of unusual severity — not only during the preChristmas week, when the buying splurge is at its peak, but for many weeks and months thereafter— is as plainly menacing to future contentment as a strange shade of lipstick on a married man's shirt front. Ingenious Thinking, Cooperative Effort Vitally Essential That's the picture we of the entertainment field will have to look at for some time to come, and no matter which way you turn or twist it, only one conclusion presents itself : ingenious thinking of the kind that gets you, your theatre and its attractions a favored place on every band wagon passing in public review, every atom of cooperative effort you can manage and an abundance of hard work, is vitally essential to success. So-o-o, with the first severe business blight only 21 days off, let's see how the formula can be applied to assuage our threatened box-ofifice pains. Here are a few ideas for getting aboard the biggest and fanciest bandwagon that passes in annual public review : the Christmas Shopping Spree. Your earliest cogitations will result in the obvious conclusion that matinees are certain to be sparsely attended and that empty chairs will be plentiful. Why not use those chairs to build your public relations structure and, at the same time, get a running array of publicity that will help get the tired shoppers out of their easy chairs to enjoy the restful atmosphere of your theatre and its attractions during the evening hours ? Determine immediately how many institutions for the indigent and other public charges exist in your community. Canvass the newspapers and radio stations to sponsor theatre parties for these groups, dividing the effort as equally as possible. Then get your show hours straight and approach the automobile dealers for free transportation to carry the orphans, the aged and afflicted to and from your theatre. Day-today stories, radio program^, etc. will result and, if you see that the job is done thoroughly your matinee generosity will be rewarded with evening attendance by those who read and hear about your programs. Even if the box-office reward fails to strike profit oil, your heart will be happier and your community standing more imposing. Along this same line is the matter of off/ring your theatre and its facilities to any and all religious groups for morning services. If a religious attraction can be obtained and its cost absorbed through congregational or individ'ial collection channels, so much the better. But even (Continued on Page 23) * This series copyrighted and must not be reproduced in part or whole without written permission from Showmen's Trade Review. Inc. Sound volume needs exceptionally sharp watching at times when the size of the audience is rapidly changing; partly because of the traffic noise, and partly because people absorb more sound than the chairs they sit in. Projectionists should watch changing audience conditions if they can; management should be alert at such times to signal the projection room to change volume as often as necessary. Managers can help their projectionists put on a better show by authorizing proper painting and illumination of the projection room walls and ceiling. The accuracy with which the projectionist can observe and control the quality of his picture depends on the "conditioning" of his eyes by his surroundings. Overbright walls and ceiling, or glaring exposed lights, make good results difficult — if not impossible. Projectionists can keep slight background noise out of their sound by keeping switch and volume control contacts clean, and contact tension tight. When this becomes impossible and replacements are needed, managers can help keep the sound "clean" by authorizing such replacements without hesitation. If it becomes necessary to insipect the film compartment of the soundhead while film is running, it is better to use a flashlight than a trouble-lamp. The invisible a.c. flicker of the latter may be picked up iby the photocell and add a temporary burst of hum to the sound. Electric power companies will lend the theatre a recording voltmeter in cases where harmful variation in line voltage is suspected. A continuous, automatic record is thus made. From it, the theatre can readily determine whether protection of its equipment requires installation of a voltage regulator. • Projector manufacturers report cases of rusting traced to water in the projector oil. Moisture gets in by condensing on the oil. Keeping the lubricant out of contact with the atmosphere as much as possible minimizes the chance of this form of trouble. In cases of hum in the sound, or pickup of radio or television or sign-flasher interference, temporary relief can sometimes be achieved by disconnecting sound system grounds. Permanent remedy will usually require the ministrations of the service inspector.