Cinema News and Property Gazette Technical Supplement (1924-1925, 1943, 1946)

May 28, 1925. Supplement to THE CINEMA NEWS AND PROPERTY GAZETTE. CATERING FOR THE HOT DAYS. BY ONE OF THE OLD 'UNS. The coming of the warm season — I will not use the term summer— is generally heralded with mixed feeling's by the picture theatre owner or manager. Although it has its attractions from the purely personal viewpoint, it brings with it decreased receipts and anxious days and nights. Some decrease in attendance at indoor entertainments cannot, of course, be avoided, for ■the competition of outdoor recreation and sport is keen in proportion to the run of fine weather experienced. But that the drop in business can be minimised by the exhibitor who cares to tackle the problem wholeheartedly is the experience of the writer, extending over many years, and in widely different territories — north, south, east, and west. One of the first things the wise showman will do is to take stock of his exterior aspect. The accumulated dirt and dust of the winter season should be removed, and the clean, bright freshness of spring suggested by a good washing down, even if re-dressing or re-painting is not possible. But, geneially speaking, the money spent on re-painting or ire^-dressing the cinema front each spring is not an expense, but a profit-bearing investment. The outside illumination should receive careful consideration, and if coloured running-border lamps and similar devices are in use, the lamps should be cleaned off and re-dipped, preferably in some other colour. Careful study of what is sometimes called the psychology of the crowd goes to show that any change, however slight, does help to attract, and very marked changes in outside illumination can be made at small ■expense. The poster boards should receive special attention. The old paint and paste should be removed from the mouldings bv means of one of the paint solvents, the boards stripped of their old posters, and thoroughly cleaned down. A couple of coats of paint — of a new colour or shade— -clean, fresh blanking and neat, tidy billposting should add 100 per cent, to the attractiveness of the front during the long-light days. The vestibule and corridors will next call for scrutiny. Spend as much time and money as possible in making this part of the business attractive, for it is the aspect that catches the eye of the passer-by most surely. Let cleanliness and freshness be the keynote. Have the walls and pav-box front thoroughly cleaned — and keep them so. See that the programme board, the hanging frames, and other furnishings and furbishings are spick-and-span, and all brasswork and glasswork well polished each day. Use floral decoration suggestive of coolness and fragrance, if possible, but avoid the use of dry and dusty-looking artificial plants as you would avoid the income-tax man. Beautiful artificial flowers and preserved ferns are cheap enough these days ; they will clean several times if carefullv handled, and their effect is immeasurably increased bv mingling them with a few fresh cut flowers or potted ferns and similar greenstuff. It pays to have the vestibule looked after by the local florist during the summer months, or give one of the staff, with a bit of decent taste about him or her, an extra half-sovereign a week to do the job. Then there is the auditorium. Can you not detect that musty smell suggestive of dust-laden curtains, hangings and seat upholstery? Have the walls and projections well brushed down and every sign of lying dust removed. Get the vacuum cleaner busy on the seating and on such curtains and hanging's as cannot be taken down for the season or taken to be cleaned over the week-end. Overhaul the auditorium lighting ; have the lamps cleaned and substitute shades more suggestive of coolness and daintiness than you have employed during the winter. Look at the screen aspect — does it attract? Is there dust around the screen border or the orchestral enclosure ; if so, see that it is removed and is kept removed. What a difference a few palms, ferns or other plants make when placed near the screen and orchestral rail — always providing they are kept free from the suggestion of " deadness ''" that arises from dustiness. The operator will gladly help by running a string of tiny, twinkling, coloured lamps among the plants just to add a touch of the joyousness of colour. It all counts in creating impression. Then there is the atmosphere of the auditorium. Is your hall as well ventilated as it might be? If not, see what you can do to improve matters. Supplement your ventilation by the use of suitably-placed fans, and do away with any curtains or hangings that you think not really necessary. Maybe you have the chocolate boy going around with a sprayer ; well, see that he does not overdo the essence, for in many cases people object to the sickly smell, and they get the impression that the spray isvmerely used to disguise the natural unwholesomeness of the air in the theatre. That idea keeps many people away in the summer. As to the selection of programmes particularlv suited to the season, it is no purpose of mine to go into that here. Every exhibitor must be the best judge of the needs of his particular district. But I may be permitted to sug-gest that the inclusion of really good " shorts " showing travel and holiday scenes in various parts of the world, seaside doings, summer sports events, and the like will help to keep regular patrons coming and bring new ones if such subjects are specially advertised. " What rot ! advertising fill-up," I hear one exhibitor say. Well ! I can only tell him that I have proved it a paying proposition again and again. There are exhibitors — and some of them old ones at that — who will say : " Nothing will bring people in to the pictures in the hot weather." They have that idea fixedly in their minds, and nothing will alter their outlook. If there are any such among the readers of these notes, I hope they will read this last paragraph nrst — the rest is not intended for them. I am not out to teach any man his business, but merely wish to pass on an experience of some 20 summers that have been "not so bad as they might have been " for the benefit of those of my brother showmen who are interested.