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BEFORE, DURING and AFTER
1. The Majestic Theatre, at Hebron, Nebraska, as it appeared, before being touched by the magic of modernization.
2. The building during the process of structural face-lifting , completely shorn of its old false facade.
3. The made-over Majestic as it now appears in its new dress of streamlined design and modern materials.
plied: “Good. But they (the producers) must give us better pictures or people will try to pick the good ones and pass up the bad ones. Picture-going is a habit that has to be pleased.” Continuing, he said: “Show business is an up-and-up business. If you can’t stay UP, someone will take your place.”
Basketball games and radio are rated by Mr. Records as the toughest competition for his theatre, which draws its patronage from a radius of 20 miles, including several small towns which have no theatres.
Responding to our inquiry as to what business improvement at the boxoffice he had been able to observe as a result of the recent remodeling of the Majestic, Mr. Records had this to say: “This is a hard question to answer. My town folks are awful proud of our theatre and they tell ME about it, which is most gratifying. We are in the drought section where show business is up or down, depending on crop prospects and conditions. But where some exhibitors have had a hard time holding their own, I have gone ahead in good times and bad. I figure the job (modernizing) will increase business 30 per cent for the year.”
Favors Good Housekeeping
Mr. Records is a good housekeeper. He says: “Clean often and keep the place clean. We have a regular house-cleaning routine for each week — a regular day for looking after seats, lobby and so forth, changing lobby displays and other details as often as possible. People notice such things.”
The owner of the Majestic can see no reason why the small-town theatre should be any less attractive than its metropolitan contemporary. On this point he remarked: “Show places are made for flash and the more of it the better, especially where competition is keen. A good-lookingfront and plenty of light outdoors at night is needed.”
Amplifying this thought further, Mr. Records went on: “Theatre fronts, no matter where located, should always be kept up, all lights in place and burning. People are like bugs at night. They mill around places where there’s plenty of light.”
Mr. Records was asked to give us a general outline of the methods he uses in selling his show to the public. The answer as he gave it affords an interesting sidelight on small-town business promotion. Said he: “I have been here so long that I know everyone in my trade territory. I
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BOXOFFICE :: May 27, 1939
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