Boxoffice (Oct-Dec 1963)

EASY COME EASY GO There’s More where This came from If that's your philosophy, that's your business, but, if getting business keeps you on the go, take our tip, from others' costly experience, check your seating. Often, it makes the difference between red and black. Phone us for a little chat. > Now Available The New "MASCOFOAM" Seat Cushion \ More durable# more comfortable# safer! Fire & moth resistant, won't lump, sag or mat. Molded to '’breathe" and may be cleaned. Priced reasonably. Ask for samples. / WRITE, WIRE OR PHONE CHapel 2-2561 MANUFACTURERS Foam Rubber & Spring Cushion? back and seal covers. I DISTRIBUTORS Upholstery fabrics and general seating supplies. "X theatre seat SERVICE CO. A Division of MASSEV 100 Taylor Street Nashville, Tennessee IF IR! HE IE ! New Catalog of Superb Values SMALL PRIZES • FLASH PLUSH TOYS • DOLLS Send for your copy today. EFRNY NOVELTY CO., INC Movie Business Could Be Improved By More Care on Part of Exhibitor By LOU WALTERS* In discussing the problems of our industry with various ones it was amazing to learn of some of the problems so costly to our business which could be so easily corrected. For instance — some wonder why their snack bar receipts are off, yet do these same exhibitors take a look around the grounds of their drive-ins after the show to see for themselves the great number of discarded sandwiches, hot dogs, etc. Now it certainly stands to reason a patron will not pay 25 cents for a hot dog just to be buying one. He wanted a good hot dog, but when he throws it away after one or maybe two bites there is a reason ... is it the poor grade meat? Is it half cooked? Is it dirty? These things need be investigated for it is so easy to drive a few miles away and get a good show and good food too, so protect your attendance by watching every avenue of service rendered. ARE YOU OVERCHARGING? Another thing, you often see families drive up with a car full of children and open up the trunk of the car and bring out their own cold drinks. Why? Is it because you give them three-cents-worth of ice and two cents of cold drink and charge a quarter? Are your restrooms clean? You say the kids are so filthy and write on the walls . . . why not demand more respect from them by patroling them more often and, as the exhibitor in Kerrville did, have them arrested. Just talking to them and threatening to not let them come back into the theatre will not scare the kids of this nature, but to prefer charges will, they will know you mean business. Do you allow off-color behavior in your theatre or drive-in? Patrol your theatres more closely, and demand respect so families of good character will feel free to attend and allow their children to attend your theatre. A HANDBILL IN EVERY CAR What has happened to the old handbill? We encourage attendance at our snack bar so while our preview of coming attractions is on the patrons are often at the snack bar so a good handbill placed on the seat of every parked auto would help renew the interest of many who have gotten out of the habit of going to the show. Projectionists need to be cautioned to keep their machines clean and in good shape so there will be no unnecessary breaks in the show. One would be amazed at the filth on many pieces of machinery sent in for repair even from big first-run theatres. It is no wonder they have breaks in the film to interrupt the continuity of a picture. *Lou Walters Sales and Service Co. Exhibitors Must Not Only Give, But Enforce Orders |n one case, where the theatre owner denied that lye was used in cleaning a restroom, but nevertheless a patron sustained injuries of burns caused by the fall of a can of lye upon him while in a toilet room commode closet, the court held in Smith vs. Saenger Theatres Corp., 186 So. 866 (La., App. 1939) that it is well known and characteristic for certain persons to use lye in cleaning receptacles. In fact, this southern court held that the porter in the case probably fell into the pattern or mold so characteristic, said the court, of Negroes to use lye in cleaning receptacles. CARELESS HANDLING Therefore, applying this common-knowledge principle or taking judicial notice of the alleged weakness of Negroes to use lye in cleaning receptacles, the court held that the lye had been left on a wooden board above the commode closet door by the porter for his own convenience in cleaning, and therefore held the theatre owner responsible whether or not he had supplied the lye. The plaintiff’s injuries in this case included second-degree bums upon his head, eyelids, abdomen and genital organs. The court rejected as farfetched an argument that the injuries had been fraudulently self-inflicted and the court emphasized that there was no evidence whatsoever that the plaintiff was insane. This case seems to support that not only must the theatre operator give proper orders but he must act as somewhat of an “enforcer” to make certain that the orders are followed through. Norman Shigon, attorney at law, Philadelphia. Non-Food Vending Can Be Profitable to Theatremen There are many non-food items which are suitable for vending in both drive-in theatres and indoor houses, which can add a sizeable income to the overall revenue. Among these items are the following: Aspirin, books, combs, handkerchiefs, hosiery, ice, newspapers, perfume, soap, pencils, postcards, postage stamps, tooth brushes, tissue (cleansing) , towels and razor blades. Venders of this type can be set up in lobbies or restrooms and actually perform a service to the patrons. Art in Regular Movie Houses A good many non-art houses are now displaying permanent sculptures and paintings or transient exhibits by local artists in the lobby or lounge. Lou Walters 40 The MODERN THEATRE SECTION