Boxoffice (Apr-Jun 1937)

THE TH€flTRe OynJL (Title registered U. S. Patent of licet A SECTION OF BOXOFFICE DEVOTED EXPRESSLY TO THE MECHANICS OF MODERN THEATRE CONSTRUCTION, OPERATION AND MAINTENANCE. Edited and Conducted by J. HARRY TOLER Competition Comes First to Those Who Invite It Some alarm is being expressed about the ominous approach of over-seating in certain areas. To those in the know, however, blatant building reports raise no great ripples of concern. Like the ebb and flow of a normal tide, these threatened building invasions are rarely allowed to get beyond the threat stage. But be they rumors or "the real McCoy," they serve at least one purpose. They knock the cock-sureness out of self-satisfied showmen who think only in terms of pictures and pay scant attention to their properties until the big scare comes along. It is an unfortunate quirk of show business that too many exhibitors have to be scared into doing things suddenly which ought to be done deliberately and without force as a matter of self-protection. By his own disregard of the physical appearance of his property and the operating efficiency of his plant, many a theatre owner has thrown his doors wide open to opposition. The best way to discourage business rivalry is to bar the door before it arrives. Yet, at this late date we still observe thousands of run-down theatre properties struggling along in good locations, their owners flirting dangerously with competition that will come all too soon. Modernization of present properties is the most dependable means to prevent the headaches of overseating. By the use of modern materials and equipment under the guidance of a competent architect, most any old theatre can re-establish its right to stay in business. The really modern moving picture theatre, adequately equipped and efficiently managed, is seldom molested by opposition. June 26, 1937 FEATURED: The Market Abounds with Materials for Modernization 48 Ansel M. Moore appraises tlie ample assortment of attractive new materials and equipment now available in the present modernizing mart. • These Modern Fronts and Their Practical Functions 50 Edward ii. Ntale presents some enlightening suggestions on theatre front construction and some clever sketches to back them up. • New Structural Media for Modern Showmanship 52 Win. 15. liUndis describes several new elements in structural glass formation which offer great attraction value to the theatre trade. Hospitality Is Rellected in Another Southern Cinema 54 Georgia goes to town again with a new example of modernity, with the Lam Amusement Company’s new Royal as proof of progressiveness. It's Time to Set the Scene for the Next Cycle: COLOR 5G Helen Kent predicts and presents ideas on a new cycle which may confront exhibitors shortly and for which proper planing is proposed. New Materials and Methods to Use in Selling Your Name 64 Francis M. Ftilge, conductor of the Theatre Lighting department, advances some new ideas in luminous exploitation for the theatre. The Reformation of the Old Isis Theatre in Fort Worth 68 A Case History on the rebirth of an oldtimer, describing the metamorphosis minutely, as applied by W. Scott Dunne, of Dallas. A New Development for Economy and Efficiency in Projection 70 C. E. Hainann, in his contribution to the Cinema Clinic, presents the whys and wherefores of a new aid to better projection. • Who's to Blame for the Big Bad Wolf? 74 Gordon H. Simmons attempts to banish the B. B. Wolf of air conditioning by orineing him out into the open and showing iii.ii np as a bluffer. • Theatre Restrooms Must Overcome an Unsavory Reputation 76 Even your best friend won’t tell you — hut here is a solution, all mapped out and explained in simple language. Puhllshed by Associated Publications every fourth Saturday as a section of BOXOFFICE and Included in all Sectional Editions of the AP group. Contents copyrighted 1937; reproduction rights reserved. All editorials or general business correspondence relating to The MODERN THEATRE section should be addressed to Publisher’s Representative, Harrison Toler Company, 332 S. Michigan Ave., Chicago. III., or to Eastern Representatit e, A J. Stocker, 651 Fifth Ave., New York, NT.