The Exhibitor (1950)

I LAYliVK IT Tilt; Crossroads Of 19511 The year 1950 represents a great deal more than a mere halfway point in another century. In essence, it marks a turning point in a civilization and a culture that has withstood the fury of two devastating wars in the past 50 years. Modern man stands today at a crossroads, for an epoch of progress and fuller personal self-realization has gone hy, and the future is his to do with as he himself wills. By no means does this mean that he cannot move forward to even greater utilization of his seemingly infinite faculties, but only that the choice between further progression or retrogression is primarily his to make. Just as the atom bomb and other lethal weapons which he has developed have given man today the power to soar to loftier heights of human fellowship or to plunge into the depths of utter self-annihilation, so the American public has given to the theatre industry its choice of increased patronage or a still further drop in boxoffice receipts. This is a challenge that has been plainly stated, howsoever unpleasant it may sound, and it must he accepted in the expectation that there will be no quarter asked, nor given in determining who becomes the victor and who the vanquished. Happily, it appears to us that most theatremen have become aware this is a time of decision when every effort must he bent toward the salvation and further nuturing of an industry whose roots are settled deeply in the American way of life. While it is true that television, sporting events, and the increased popularity of other forms of entertainment have taken their toll at the theatre boxoffice, there is no really sound basis for endeavoring to find a convenient scapegoat upon which to cast the blame for the industry’s losses. Those who do are taking only a negative, and not a positive, approach to a solution of the problem. I While the film studios do seem to be making a conscientious effort to live up to the slogan that “movies are belter than ever,” although their efforts to create more public goodwill may be somewhat offset by the continued scurrilous activities of some of their wards, it appears to us that all of those engaged in designing and building new theatres are especially deserving of commendation for producing houses that will lure the wayward moviegoers back into the theatre if anything will. The architects, engineers, equipment manufacturers, decorators, and builders have really put their shoulders to the wheel in the last year or so to turn out theatres that provide everything anyone could ask for in the way of luxury, comfort, and modernity. Fronts, for example, have been designed in a streamlined fashion with a marked departure away from the bizarre to the simple. Clumsy marquees have been discarded, in favor of higher sign towers with glass used generously at the entrance. Inside, rich carpeting, mirrors, fabrics, concealed lighting, and natural themes have all been employed to enhance the charm of lobbies and foyers. Better sight lines, lighting, decorative effects, and design aimed at improv¬ ing acoustics have made recent auditoriums and balconies ideal places for witnessing what the film centers of the world offer in the way of motion picture entertainment. A similar accent on commodious efficiency has been carried op into the design and appointment of lounges and rest rooms with comfortable functional furniture, multi-patterned wallpaper, ornate draperies, and other features all blended together to form a luxurious decor. Thus, as far as the theatre builder is concerned, more progress seems certain because he is keenly aware of the fact that an ever more discriminating public must be catered to with the finest in appointments and equipment which his money can buy. In short, he has set his course toward attracting more busi¬ ness, and it is up to the producers and exhibitors to follow suit, if the industry is to continue to grow during the next half-century, as it has during the first. PHYSICAL THEATRE • A sectional department of EXHIBITOR, published every fourth Wednesday by Jay Emanuel Publications, Inc., 1225 Vine Street, Philadelphia 7, Pennsylvania. All contents copyrighted and all reprint rights reserved. II 1:3 m m jk' Thumbs up or thumbs down on a picture — it depends in part on a movie-goer’s taste! But one feature upon which the people’s verdict is unanimous is wash¬ room cleanliness! You can take it from America’s millions of theatre patrons that a clean, sanitary washroom is a profit¬ able big plug for your theatre . . . while one that breeds germs and odor is a costly “knock”! West Washroom Maintenance keeps your washrooms above criticism because: it services them fully clean — not merely half-clean. Trained specialists tborougbly clean the traps and howls, eradicating the hidden source of offensive odors. It’s a complete service which costs you nothing extra with the pur¬ chase of West washroom prod¬ ucts. For full details, consult one of nearly 500 qualified West representatives from coast-tocoast. FREE? A handsomely illustrated brochure is now available upon request. Just fill in the coupon below to discover how yourwashroom mainte¬ nance costs can be greatly reduced — and how you can obtain the Free services of trained West service men. r — — -Please clip to your business letterhead* — — ! MlWil— i^DISINFECTINS i ww ft «9 j ; DEPARTMENT A 42-16 WEST ST., LONG ISLAND CITY 1, N. Y. I would like a free copy of I J “AN IDEAL WASHROOM MAINTENANCE" | | NAME _ j ' POSITION _ „ ^ j Maij 31, 1950 PHYSICAL THEATRE DEPARTMENT of EXHIBITOR PT-3