Boxoffice (Apr-Jun 1962)

They re Rolling in the Aisles — Bowlers, That Is! Alta Theatre, Dinuba, Calif, pictured (left) before conversion into Dinuba tion of bowlers scores and concourse behind seating area where two re Lanes (right). Note sleek lines of bowling equipment, tele-scores for projec freshment stands are located. Note tenpin-shaped lights above one stand. n STRANGE SIGHT at first. It takes a moment to become adjusted to a theatre where spectators have become performers; where cries of “Cut ’em off at the pass!” have been replaced by “We need a double to win!” and the sneering villain substituted by the jeering away at a defiant ten pin. Films have become frames in certain movie houses across the country. Existing economic factors have forced certain operators to explore profits in other fields of entertainment. Bowling has proven to be one of the best. The move is a logical one. Theatre structures, already recognized by the community as a center for recreation and relaxation, often are adaptable for conversion into As/k Your Motiograph Dealer centers for the nation’s number one sport. Take the case of Phil Milberger in Kansas City. He converted with six Brunswick Crown Imperial Lanes, tel-e-scores, settees and a snack shop. The $60,000 renovation was launched in late spring and completed in time for the fall bowling season. At last report, approximately 13 leagues act out the bowling drama in his theatre each week. EXTENSIVE CONVERSION IN THE EAST In the northeast. General Drive-In Corp. has undertaken the conversion and operation of 15 theatres into a chain of bowling establishments. Over 500 Brunswick “Gold Crown” lanes are planned for the recreation of these theatre markets. Philip Smith, late General Drive-In president, who spearheaded his firm’s entry into the bowling field said he looked upon the move as “a most promising expansion of our historic interest in family entertainment for an ever-growing leisure time market.” The trend has gone overseas, too. The Arthur J. Rank Organization made its move into the bowling business. But the move to conversion has not been hasty or lacking in planning. Research on market area, facilities of existing structures to accommodate the desires of bowlers are carefully examined by the house operator and a representative of the bowling manufacturer. As one Brunswick branch manager stated, “It has been the policy of my company to step over to the side of the prospective customer. We analyze, study and draw ECONOMY TOP PERFORMANCE assured when you install UNBREAKABLE NON-PITTING NON-TARNISHING NON-PEELING ER-SHULTZ METAL REFLECTORS GUARANTEED 5 YEARS! Eliminate Cost of Replacements and Spares See Tout tised by Army ond Air Force Motion Picture Service since 1952 Theatre Supply Dealer Manutoctured by HEYER-SHULTZ INC cedar Grove, N. J. conclusions on the basis of “does the location and market offer the potential for profit?” So far, this premise has worked well for all concerned. America, with its highest living standards of any era, looks to recreation to fill leisure time. It is only fitting that movie structures continue their role in that facet of the American way of life. For more information about equipment or products described editorially or in advertising in this issue, use Readers' Service Bureau coupon on page 35. MINIATURE GOLF A money making addition To your present business HI-PROFIT LO-COST BEWARE Old Fashioned concrete or wood type construction BE SURE Buy the newest — Buy the besi — ^Electrical Automation — — Fibreglas and steel construction — — Long term guarantee — — Low cost — Write or phone NIAGARA SPORTCENTER, INC j 553 River Road NX3-0660 j ■ N. Tonawondo, N. Y. NX3-4490 | I Also Builders of ■ ■ Driving Ranges — Automated Archery | ■ Par 3 Golf Courses ■ 34 The MODERN THEATRE SECTION