Boxoffice (Apr-Jun 1947)

MECHANICAL MAINTENANCE SECTION of BOXOFFICE Issue o/ APRIL 26, 1947 J. HARRY TOLER, Managing Editor JOHN H. TOLER, Asaoeiato Editor Vol. XIV No. 5 Topics: Your Attention, Please! . . . To Our Teen-Age Constituency 12) by Helen Kent * Springtime Prescription for Depressed Theatre Patronage 14 by Ansel M. Moore * New Safety Precaution for Theatre Ceiling Construction 16 by A. R. Trinkle * The New Josephine: Example of Thrift in Theatre Building 18 ¥ Structural Renovation Re-Dates Still Another RKO Theatre 20 ¥ Don’t Wait! . . . A Timely Discussion of Jobs That Need Doing 22 by Hanns R. Teichert ¥ Just Off the Boards 24 ¥ A Community Atmospheric Theatre in the Perspective 26 ¥ Thermal Insulation First Aid to Temperature Control 28 by Henry J. Wingate ¥ New Fiberglas -Cotton Fabrics Reduce Fire Hazards 30 + Plastic Wall Coverings Make Better Housekeeping Easier 32 * News of What’s New in Modern Theatre Equipment 34 ¥ New British Projector Designed for Superior Eye Appeal 46 ¥ A Further Clinical Discussion of Electronic Arc Control 47 ¥ The Quiz Pot 49 ¥ About People and Product 53 Published 13 times yearly by Associated Publications every fourth Saturday as a section of BOXOFFICE Ond included in all Sectional Editions of the AP group. Contents copyrighted, 1947; 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 (4), 111., or Eastern Representative: A. J. Stocker, 9 Rockefeller Plaza, New York (20), N. Y. Can Rural Communities Milord Modern Theatres? A well-meaning subscriber writes us to inquire why we don't publish more drawings of small-town theatres that can be built and equipped for from $40,000 to $60,000, stating that a figure beyond that is entirely out of reach of the average small-town exhibitor. We don't prepare and publish stock plans and specifications for theatres, because that is the function of experienced theatre architects who make it their business to secure maximum value for money invested by their clients. Besides, in our opinion, based on years of observation and experience that a modem theatre must be designed to fit its community, any suggestive plans we might publish would serve no good purpose and could be grossly misleading to inexperienced builders who might attempt to follow or adapt them. Furthermore, we have often published and will continue to present pictures and particulars of prospected and completed theatre projects in small towns.* Cost figures usually accompany such descriptions, and in most cases, they are outstanding examples of modem theatre building and outfitting that are paying handsome returns on their investment. In behalf of the small-town devotees of modern motion picture entertainment, as well as those ruralites who might become better motion picture fans if they were given the urge, we beg to differ with the opinions of those who claim that the average small town will support only the cheaply constructed theatre. We have records to show the contrary. A small theatre building might be erected even at today's high cost for as little as $40,000, or even less. But a bare building does not make a modern theatre. To properly furnish and equip the house for public service now demanded with motion picture presentation, even in rural areas, would run the minimum cost to a much higher total figure than our friend suggests. Trouble is, too many small-town exhibitors are afraid, or timidly unwilling, to provide what the rural motion picture patron goes for just as readily as his city neighbor. That thing is House Appeal. Hundreds of small-town exhibitors are still struggling along with drab "store shows" and "shooting galleries," merely because they think their communities won't support something better. Ruralites are no longer yokels. The radio, and even the motion pictures we have shown them, have wised them up and sold them the better ways of life. Small wonder many of them travel miles to patronize the nearest modern theatre — which could be yours. *A worthy example in point is presented in the "JUST OFF THE BOARDS" department of this issue, on page 24.