Boxoffice (Apr-Jun 1939)

J_a&k losi THE more closely we observe and consider the current events of showmanmanship, the more deeply we are convinced that NERVE is the nucleus of a new cycle of prosperity now in process of germination throughout the moving picture industry. But strange as it may seem to the nonobserver of obvious goings-on, this display of nerve and initiative that gives rise to the conviction is not to be found, as one might suppose, among the bourgeoisie of picture business as represented by the big circuits, but rather, believe it or not, among the proletariat as personified by our irrepressible “independents.” For several years now, metropolitan showmen have allowed themselves to be unnecessarily disturbed by shattered nerves. This form of neurosis has not so seriously affected straight-thinking “out in the sticks” and as a result, new building activity and remodeling of properties is more prevalent in the out-of-way places where rugged individualism still holds forth, hopefully. Nerve is an admirable business trait. To defy convention and do things that need doing in the face of indecision and delay on the part of assumed leadership makes a noteworthy display of the sort of tonic this business needs. The Seat of Activity Recently, a cross-pattern survey of nation-wide structural activity for the first quarter of the year was made and published by Boxoffice. We quote a paragraph from the report, which is significant: “It is apparent from the analysis that independent exhibitors everywhere are more active than the major circuits or their affiliates. Particularly is this so in the new theatres under construction where small circuit operators are reported to be going full blast in situations which lend themselves to new projects.” When one pauses to appraise the common hazards and handicaps of small-town theatre operation and balances its income possibilities with that of the producerowned or franchise protected big city brother, the nerve angle as it affects theatre property improvement, becomes immediately obvious. Suppose we cite an example, typical in many respects and definitely confirmative of the initiative (nerve) now being exercised with telling effect in the matter of modernization throughout the industry. It provides a motive with a moral which all exhibitors might well heed. Hebron, Nebraska, is a small town. Current census figures place it below the 2,000 class. It is the county seat of Thayer County, which abuts the Kansas state line m (M4/1 near the southeast corner of Nebraska. The surrounding area is generally referred to as “drought country” and is not far removed from the famous “dust bowl,” where during recent years a whirling dervish of wind-whipped sand almost annually plays havoc with crops and business conditions. Under a situation of this sort, a substantial investment in theatre property modernization provides a display of courage and conviction that is worthy of glowing commendation. What Happened at Hebron The Majestic Theatre, at Hebron, Nebraska, was recently modernized by its owner and operator, Mr. A. H. (Abe) Records, about whom more will be said later. The project involved a complete remodeling of an old building, the birth date of which was identified on the cap-piece of the cornice as 1882. Illustrations shown here afford a rather clear conception of the transformation effected. An entirely new facade, front entrance and a new modem canopy with changeable letter attraction boards and topped by the “Majestic” vertical main sign, a streamlined ticket office and attractive entrance doors, built-in display cases and other modern devices are now impressionably evident in the new Majestic. The radical change in the appearance of this 400-seat small-town theatre is interesting, because the completed result shows what may be accomplished by thrift and good judgment in the application of modern materials to old theatre buildings, particularly those in smaller towns and communities. It will be noticed in the picture of the final or “after” result that there are now three steps in front of the theatre, making a sort of terrace with a little space allowed on each corner for the planting of flowers and shrubs. The owner was quite fortunate in that the front of the old building was set back a few feet from the property line. The practical reason for the formation of these steps was that the inside lobby and foyer were on a level with the terrace and could not be lowered without prohibitive expense. The idea of the steps eliminated the necessity of lowering the floor and quite apparently to the advantage of general appearance. Of particular interest, too, is the clever cove arrangement of two columns or niches for neon lighting at each side of the entrance running upward from the two built-in display cases to the top of the cornice and capped by reflecting roundels. The effect is most pleasing at night. In addition to front alterations, a new Mr. and Mrs. Arthur H. Records, justly proud owners of the recently modernized Majestic Theatre, in Hebron, Nebraska. projection room was constructed and a number of other interior changes were made, including redecoration and furnishing for the lobby, new carpets throughout, modern lighting fixtures and general renovation. New sound equipment was installed and individual head-phones were provided for patrons with impaired hearing. The Majestic’s modernization was carried out through the cooperation of Carl White, of the Quality Theatre Supply Company, of Omaha, who engineered the changes and supplied most of the equipment and materials entering into the project. The Man Behind It A brief interview with Arthur H. Records, the man behind the project, brings out some interesting personal characteristics and slants on profitable theatre operation in small-town situations. Mr. Records has been in theatre business twenty years. Prior to becoming an exhibitor, he was an employee of the Bell Telephone System. He plays golf for fun and relaxation, is an active member of all civic clubs and in his own words, “I never shirk a community obligation and always try to make our town a better place to live in.” Asked his opinion regarding future prospects for picture business, Mr. Records re 30 The MODERN THEATRE SECTION