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(Title registered U. S. Patent Office)
Edited by J. HARRY TOLER
Featuring:
How Many Are Missing the Real Point oi Modernization?
Cleveland's New Cinema Capitalizes Fluorescent Lighting
By Francis M. Falge
28
Look for the Nerve Center in
Our Small-Town Situations 30
O
Take a Lesson in Lighting From Our Two World's Fairs 32
By Helen Kent
Show Business Is Coming Out From Behind the Eight-Ball
By Ansel M. Moore
36
Treat Floors Respectfully and They'11 Pay Dividends 38
By Theodore E. Brown
O
Lighting and Decorating Are
Two Inseparable Companions 42
By Hanns R. Teichert
An Intimate Review of Problems You Have Presented 44
By Gordon H. Simmons
Details on the Rejuvenation of an
Old New Jersey Theatre 48
Well-Kept Rest Rooms Are a Theatre's Good Will Assets SO
By Milton A. Lesser, B.Sc.
Some Practical Pointers on the Sources of Screen Brightness 52
Published by Associated Publications every fourth Saturday as a section of BOXOFFICE and included in all Sectional Editions of the AP group. Contents copyrighted, 1938; reproduction rights reserved. All editorial 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, 111., or to Eastern Representative, A. J. Stocker, 9 Rockefeller Plaza, New York.
Theatre property improvement at this time is not so much a matter of accommodating the business that already exists or that may be taken away from a competitor.
The prime objective of a modernizing project, either partial or complete, is to attract, impress and establish new interest and contacts with hundreds of potential patrons in every community whose interest in the movies has been allowed to lapse.
Too many theatre owners, evidently, are still awaiting the arrival of another Moses to smite the rock of undiscovered mechanical resources and bring forth another novelty "draw" that will bring the prodigal patrons scurrying back to the boxoffice.
To delay needed modernization or mechanical improvements and allow deterioration to exact further penalties while wishfully waiting for some kindly genii to arise and grant a miracle, we believe, is bad business for theatre owners.
It has long been our most interesting privilege to observe the salient effects of house improvement on show business throughout the country. The invariable result is a prompt and sustained increase of business at the boxoffice.
From now on, the responsibility of selling screen entertainment is going to rest more heavily on local theatre management. The theatre itself, its appearance and efficiency will have much to do with the success of selling.
The real point of plant modernization is that it puts a practical new promotional tool in the hands of theatre management — a device now sorely lacking in many of our old theatres.
May 27, 1939