The Exhibitor (Nov 1938-May 1939)

removal of all impurities from the air and bringing it to a degree of healthful humidity, as well as controlling the temperature of it, air conditioning is too frequently identified in the public mind as synonymous with air cooling. Let the public be told time and time again, that conditioned air — pure, dustless, germless air, with the proper amount of moisture — is more essential in the winter and early spring than at almost any other time of the year. At that season, when human bodies have their least resistance to colds and other ills, let the public be taught that theatres with conditioned air are safe, healthful theatres. When it shall have been developed to a point where it is practical to install such equipment, air sterilization, in association with air conditioning, will make theatres more healthful than Denver or the Alps, eliminate as entirely unnecessary the present (though diminishing) admonition to "avoid crowds.” Here again lies a valuable line of attack in selling seats through new supplies and equipment. Seat Comfort THEATRE CHAIRS are another item deserving of exploitation stress. As the symbol of comfort. Fast coming to head the public’s taboo list are theatres with rows of chairs so close together that the patron must needs tuck his knees under his chin to get parked with any degree of comfort at all. While men will openly complain that rows are too close together, they will endure it for their women friends, but even they are starting to complain. And when the ladies start to complain, watch out lest your gross suffer. Whether it is more annoying for one to bump his knees on the chair in front of him, or to have the patron in the rear do likewise to his back depends, of course, upon the patron himself, but it may be said without fear of contradiction that both forms of torture are fast reaching the point where they will no longer be tolerated. Of importance also, but perhaps entailing a bit less physical discomforture, are the width of chairs themselves. The vast majority of a theatre’s patrons are somewhat broader of beam than the lissom models (of both sexes) seen in the windows of the smart shops. Accordingly, it sometimes becomes an engineering problem to get into the narrow chairs, a greater problem to dislodge oneself. Through the adequate spacing of chairs and the installing of chairs of generous widths — even at the risk of incurring a diminution in the total capacity of th? house — the theatre has a valued "comfort” angle to ballyhoo with justifiable pride. IN URBAN CENTERS, where theatres of the powerful nation-wide chains control the first-run situations and many BETTER MANAGEMENT of the near-first-run theatres, the independent operator has not infrequently taken the lead in emphasizing comfort in his cinema. Where major companies’ product is tied up by chains and where the clearance and protection schedules originate from chain-controlled key houses, the small operator, if he is to stay in business, must of necessity emphasize the entertainment value of what product he can get and the comfort the prospective patron may enjoy in witnessing that entertainment. So effective has this policy been in some spots that the ponderous operating mechanism of mighty chains have been forced, by diminishing patronage, to do something along the lines of comfort in order to bolster their business. BM-7 Advertising your new equipment especially, and all your equipment in general, pays in the long run, for it not only tells your prospective customers of what you have and how they will probably like it, but it helps to enlighten them on theatre management and make them more conversant with and appreciative of the problems of management. Accordingly, if you have new sound, tell the world about it; if you install hearing aids, tell the world about it; if you have year-round air conditioning, tell the world about it; if you have comfort and plenty of it, tell the world about it. In short, "sell” your theatre as well as the attractions, both feature and supporting, upon your screen. It will pay you dividends in the long run. (jet IDEAL Chain for comfort . . . style . . . correct posture. Competition today demands these essential box office supports, makes old fashioned chairs a menace to business. for the service which is assured by the use of quality materials throughout. the popular prices for the value they represent . which make them unsurpassed. Write today for catalog and name of your nearest dealer. IDEAL SEATING COMPANY • GRAND RAPIDS, MICH. EXPORT OFFICE: 334 West 44th Street, New York City Attention: J. E. Robin February 15, 19)9