The Canadian Independent (Oct 15, 1936)

Th sudden increasing age 4 mu 1 CUFD FOR THE BENEFIT OF (GE NDEPENDENT THEATRE OWNERS } PUBLIC SEEK ATMOSPHERE (Continued from page 3) to the subject to give the charm and appeal meant by ‘‘atmosphere’’ to the front of a theatre. A squat, shallow or * initovede p lobby can overcome the apweal of an attractive theatre front. The lobby need not ne cessary be large to give that feeling of comfort and ease which lends so much to atmosphere, but it should be well proportioned, attractively deeorated and lighted. Bare ceilings, bare walls give a barn _ like effect which is disenchant ing—and your theatre should be enchanting to your patrons. Bare and dirty walls in the orchestra and balcony, walls that have no character, nothing to attract and gratify the eye, have a deadening effect on imagination of patrons in it—and the object of your theatre is to excite the imagination of patrons, get them into a pleasant —™~ana receptive trame of mind so that features of your screen | fare which do not appeal to them — and no picture can please every patren alike—will not dampen their appreciation of its good qualities. Wall and ceiling decorations, baleony line’ and pitch, all add their bit to the intangibles which create ‘‘atmosphere.’’ Neatly garbed, pleasant and courteous attendants, without obsequiousness, add their share to. the “atmosphere’’ of a theatre, as do the comfort and good appearance of the seats, an attractive proscenium, good carpets, drapes that are pleasant to behold in material, color and arrangement. Interior lighting, in color, degree of brightness, and’ skilful arrangement Jend a very appreciable share to the atmospheric quality of a theatre. | Cleanness, the absence of all ‘unpleasant musty odors, old and deadened. air, draughts, or decreasing of warmth in cold weather, _ of sudden variations in temper ature of air-conditioned houses | ; —should be guarded against as ,an army of enemies of atmos‘ phere—of ‘the charm and beau : ‘ty that bring patrons into your ‘theatre and keep them in an -anticipatory frame of mind to “be pleased by .the. entertain“ment you offer them. f ¥ Sane eee Yod &i U.S. LEADING | WORLD WITH BIG MARGIN: According to the Washington D.C. numerical experts the weekly attendance at theatres in America total approximately ten times the full population of Canada and that is only the beginning. After figuring out the weekly attendance in the United States they go on to give the world in general with with the following summary. ~ Capital $265,000,000 (world) $2,000,000,000. Theatres; one for every 20,716 persons (world) one for every 6,724 (U.S.) In the U. S., production costs $125,000,000 a year, of which 64% is for salaries. Producers have $100,000,000 invested in studios and equipment, employ 28,000. Theatre investment is $1, 800,000,000. Exhibitors pay $255, 000, 000 a year in rentals, employ 236, 500+ fee Yearly gross for 15,378 theatres in the U. 8. is $750,000,000. The industry pays $100, 000, 000 a year taxes, $77,000,000 for ad| vertising. In the U, 8. between 75% and 85% of adults cinemaddicts buy tickets between 7.30 p.m. and 8:30 p.m. Average daily attendance at U. S. cinemansion is 11,425,000. TWICE TOLD TALES (Continued from page 3) , “A certain supervisor was trying to give an order to Schwab’s “Pharmacy over the telephone , but Jack Schwab couldn’t understand him and the customer finally hung up. A half hour later, visor’s chauffeur showed:up at the drug store with the following note: ‘‘I don’t want vasioline ; what I want is glisserine. Ts that plane enough? I persoom you can spell.’ * * * A New York agent was bragving to his friends back east about how royally he, had been treated while in Hollywood. ‘Tt was nothing but eat.all the time,’’ he said, ‘‘I had breakfasts, lunches and. dinners galore given to me. In fact,’’ he added, ‘‘I hardy had my knife out of my mouth all the time I was there.’”’ ~the~ super=" BRITISH COLUMBIA STARTS TO MAKE MOTION PI ie : Canada may soon join i ranks of motion picture producer in a sincere way if studios, now operating in Victoria, B.C. seontinie. -.to About two years ago, someone conceived the idea that_ because of Neate * , Storia and because ot film production quota regulations production on Vaneouver Island would pay big returns. Accordingly Mr. Bishop, who was formerly with Columbia Films, went into action and formed Central Films Limited. The studio officially opened almost a year ago and working in cooperation with Columbia have already produced several films. Reginald Hincks, well-known advance. PRODUCTS THE COMPLETE LINE OF MAINTENANCE & CLEANING || SUPPLIES: FOR YOUR THEATRE ——!! = Cleaning’ Compounds, Deodorant] Blocks, Paper — Towels, Cups Toilet Papers, Soaps Disinfectants | Brooms, Brushes, Mops, Ete. 72 Don Esplanade es ELGIN 6259 — TORONTO across Canada for his work on the legitimate stage during the last 15° years has been appointed casting director. | 297 CAMPBELL AVE. The Managing Editor, eee ee = The Pcie ae Holds. ue ‘Avonlanie from Beginning to End! ONLY 34 WEEKS — Co-operate With Your Fellow Independent Support the Cause by Subscribing Now to ‘“‘The Canadian Independent” THE SUBSCRIPTION FEE IS WHAT YoU THINK IT ‘Is WORTH TO YOU The Canadian Independent, 21 Dundas Square, Toronto, Canada. Please enroll me as a Subscriber to your Magazine. I enclose herewith the sum of $ WILCOX-CANADIAN TORONTO piacere leeterelene hepene isla: eonensieicase ou.s/thne.silpye seers era geememage Oct. 15, 1936 Fs igall Bispace ve SPIER ees i ie ald mess we aed 2 sida iar paniae paved ag . am an ees PE mores Migiput Rawat satus Be Oe epee ORR ER | Vege aes, Seats. Gee eae