Boxoffice (Jul-Sep 1947)

Issue of AUGUST 16. 1947 MECHiXICiL MUETEEifCE SECTION of BOXOFPICE I. HARHY TOLEH, Managing Edito! tf/^l ’V'T'U’ ISIn Q JOHN H. TOLEH, Asaodate Editor • W OA. A1 V 1\0 O Topics: Autumn Renovation . . . Time to Set the Scene for Winter 14 by Helen Kent ■K That Fuzzy Atmosphere Means Your Theatre’s Out of Focus....... 18 hy Ansel M. Moore ¥ Harold J. Fitzgerald Sets a Public Relations Pattern 20 by James Gahagan * Omaha’s Chief Theatre Has Innovations 22 ¥ Just off the Boards 24 ¥ Tradewinds 24 ¥ New Chair Models to Emerge from a Modernized H-W Plant 26 ¥ Another Achievement for Competent Theatre Architecture..... 28 ¥ Sequel to Suggestions on Small Town Theatre Decorating 32 by Hanns R. Teichert ¥ Practical Principles of Theatre Air Conditioning (Part III)...... 36 hy George P. Frantz ¥ News of What’s New in Modern Theatre Equipment ..,.44 ¥ A Projectionist Crusades Against Mutilation of Film 50 by The Conductor ¥ Discussion of Six-Phase Full-Wave Rectifiers for l-KW Arc Lamps ..51 ¥ The Quiz Pot.... 53 Published 13 times yearly by Associated Publications every fourth Saturday as a section of BOXOFFICE end 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. Danger oi Doing Too Liitle ’Til it Becomes Too late As has been our custom for the past ten years, we again suggest the months of August, September and October as the "Autumn Renovation" season. The logic of our proposal is clear. A clean-up, repair, replacement and "change of scenery" routine for all theatres well in advance of the winter season, and at a time when such activity presents less interference to operations than at any other time of year, is the general objective. But this year the customary aim of Autumn Renovation, while as potent as ever, is superseded by a more specific and timely reason for prompt action. The modernization and improvement of our physical properties should be started and completed before it becomes too late to effect its purpose. Already there are scattered complaints of a real or fancied recession in boxoffice receipts. We hope they are only the usual summer complaints; but owners of run-down theatres are again beginning to talk of lower admission prices, bargain days, dual billing, premium promotions, prize drawings and like devices for "doping up" the failing patronage of sick theatres.* With gainful employment throughout the country now well beyond the sixty million mark set by even the starriest eyed star gazers of the early postwar era, we can see but one contributing reason for a recession in theatre receipts. And that condition is still correctible. The smartest of our smart showmen have begun to realize that the time has come to check the further onset of property deterioration. They are either remodeling their old houses, rebuilding them on present sites, or are finding nev/ locations more adaptable to their needs for expansion. True, construction costs ore high. Labor and certain critical materials are still problems of higher mathematics; but are there any prospects that costs will become lower? Certainly we can see none, unless or until a general depression arrives, and that doesn't appear imminent. But our own little recession, now being discussed privately between ourselves, may grow into a real big one if we don't put our places of business in shape to compete with the many counter attractions which hove already begun to vie with motion pictures for public favor and patronage. Thus we hove o vital and specific reason for suggesting an Autumn Renovation program for all theatres at this time. The danger of further delay — and of doing too little 'til it becomes too late — should be evident to every exhibitor. The buyers' market is abating. From now on the biggest thing in business (show business, too) will be selling. In theatres House Appeal has Soles Appeal; hence property modernization is o logical step in the right direction. * Read Ansel Moore on "Fuzzy Atmosphere," page 18 herein.