Boxoffice (Oct-Dec 1962)

ALLIED CONVENTION . . . (Cont d) Urges Industry Research For Patron Motivation CLEVELAND — The contributions that marketing research is making to the automobile business can be applied to the motion picture industry, according to Dr. David F. Miller, manager of the marketing and consumer research department of Chrysler Motors Corp. TASTES LTNDERGO CHANGE Speaking to the Allied States Ass’n convention in the Sheraton-Cleveland Hotel here Tuesday (4), Doctor Miller said that people's tastes underwent a change over a period of time and that these changes in consumer opinion presented a challenge that could be met most effectively by a continuing, organized program of research. He explained that before a new Chrysler model was formally introduced to the public, it had undergone three consecutive consumer tests. If consumer tastes remain constant during a testing period, the research results will be consistent, he said. If consumer tastes change, the shift is detected and changes can be made as required at the least possible cost. Many of the things that are done by Chrysler have a direct application to the film industry. Doctor Miller said. The Chrysler technique of trying to find out in advance what will appeal to customers was pioneered by the film industry when George Gallup headed a firm whose main assignment was testing audience appeal of motion pictures. Doctor Miller said he could think of two significant marketing developments in the film business in the past 15 years. One was the rise of television as a competitor. The other was the growth of drive-in theati’es. He said it was obvious that attendance fell off sharply in the early TV days but was recovering. Drive-ins, he said, originally were patronized almost exclusively by young people on dates, but now were much more of a family affair. He asked if exhibitors had enough information about the reasons behind these trends and could they foresee that these trends would continue, at least in the short-range future. SEARCH EFFECTS OF TV FILMS Doctor Miller said that if he were in the film industry, he would be looking closely at the effects of showing pictures on primetime TV, such as ABC’s Sunday Night at the Movie and NBC’s Saturday Night at the Movies. He said, too, that the film industry should make an annual survey of people’s motivations for attending driveins, in order to detect trends of opinion that may affect future attendance and in order to uncover any motives that should be further exploited and dissatisfactions that should be corrected. If he were an exhibitor, the speaker said, “I’d like to locate my steady customers, put them on a mailing list, show them some special attention now and then, like a personal invitation to a sneak preview, to keep them coming regularly to my theatre.” Doctor Miller said these things could be done at little cost, preferably by trained research interviewers. Unlike the automobile business, exhibition has an almost instantaneous measurement of advertising effectiveness — the number of tickets sold. He asked if exhibitors wondered what would happen if they changed their advertising schedule. Would they still get the same number of patrons or do some combinations of advertising effort pay off more handsomely than others? In all cases, he concluded, the issues must be put to a test. Touching on the same subject, Robert Yelton Robb, associate professor of marketing at the School of Business Administration at Wayne State University, told the convention that last month he had made a market research study of 300 men and women in southeastern Michigan. His findings on patronage and non-patronage brought out some interesting points. The complaints consisted of poor management, commercial screen advertising, discom-teous personnel, over-priced tickets, double features, noisy children, lack of parking facilities, pictures that are too violent and too sexy, lack of managerpatron contact and bad timing of features, to name a few. One interviewee said if he were an exhibitor of a twin-bill theatre, he would start the main feature at 8 o’clock instead of 6:30, a common complaint. The physical aspects of theatres came in for considerable attack. Many said they attended theatres which had a nice atmosphere and courteous employes, one person stating that “although many people seem to like dreary movies, no moviegoer likes dreary theatres.” New Board of Directors Elected by TESMA CLEVELAND — A new board of directors was elected by the Theatre Equipment and Supply Manufacturers Ass’n here last week. Eight new directors were elected to serve for three and two-year terms to supplement the four incumbent directors who will continue in office for one more year. Elected for three-year terms were Clarence S. Ashcraft jr., Ashcraft Manufacturing Co.; New York; Leonard Satz, Technikote Corp., Brooklyn; Richard Kneisley, Kneisley Electric Co., Toledo, and Ei’win Wagner, Wagner Sign Service, Chicago. To serve for two-year terms will be George Marchev, Gordos Corp., Bloomfield, N.J.; William O’Donnell, Kollmorgen Optical Co., Rochester, N.Y.; Don Peterson, Bausch & Lomb, Rochester, and Arthur Meyer, General Precision Equipment Co., Tarrytown, N. Y. The incumbent directors are Ben H. Adler, Adler Silhouette Letter Co., Los Angeles; Lee Jones, Neumade Products, New York; V. J. Nolan, National Carbon Co., New York, and Martin Wolf, Altec Companies, New York. Election of 'TESMA officers will be held shortly. Says Better Service Will Bring Patrons CLEVELAND — If this is a dying business, then it is the one Don E. Hyndman wants to be in. Speaking to the luncheon meeting of the Allied States Ass’n convention here Tuesday (4), the assistant vice-president of Eastman Kodak Co. said that in 1955 and 1956, Eastman had the largest sales of its commercial film stock in its history. While there was a subsequent drop, last year Eastman scored an all-time record in sales. “If that’s a dying business,” Hyndman said, “then I’m very glad to be in it.” SELECTIVE OF THEATRE In his address to the convention, Hyndman said he was a devoted patron of motion pictures and that he saw a hundred or more films every year but that he was selective as to the theatre he attended. Comfortable seats, the best available projectors capable of throwing bright, sharp and steady pictures on a good-size screen, clean rest rooms and lounges and courteous personnel were factors that brought patronage, he said. “The general environment in the theatre is a matter of utmost importance,” Hyndman said. “If members of the audience have a pleasant recollection of their hours in the theatre, they will frequently return and become regular customers. If they are repelled by unpleasant surroundings, sooner or later they will be permanently lost. Some become bitter critics. Whispering campaigns are either the best or the worst advertising.” Hyndman urged exhibitoi's to be attentive to proper lighting, attractive lobbies, attractive but not garish refreshment sections and the main commodity — the program. He also advocated the closest relationships with the community and its members, establishing cordial contacts with schools, clubs, associations and churches, as well as the civic leaders. SHOULD STUDY AUDIENCE A good showman, Hyndman said, should study the audience in his vicinity and learn their preferences. The successful showman will learn of these preferences and build up his programs, wherever possible, around a suitable selection and succession of attractive showings. “And the skilled showman,” he continued, “will make good use of the advantages of color films which have now been developed to the point of exquisite beauty and dramatic value. Experience has shown that color can set a mood in a fashion almost impossible for black and white. Accordingly, the balanced theatre program will have a full quota of color films wherever possible.” Hyndman said it took an extremely competent, pleasant, diplomatic and capable man to be a truly successful exhibitor, adding that he had the greatest admiration for those who had mastered this difficult profession. Trans-Lux Dividend NEW YORK — A 15-cent quarterly dividend has been declared by ’Trans-Lux Corp., payable December 28 to stockholders of record on December 14. 8 BOXOFFICE :: December 10, 1962