The Exhibitor (Nov 1938-May 1939)

BM-3 o u o THE FRONT COVER °"CC a S' mon-pure summer novelty, air conditioning is no longer an adjunct of theatre operation to be lightly pushed aside when the patron-pulling power of "coolness” is no longer needed. Rather is air conditioning a matter ever to keep in front of the patron not only as creating conditions under which they may enjoy cinematographic entertainment in solid comfort, but conditions that are truly healthful to them. Here we see a typically burgee’d theatre, advertising the healthful and comfort angles. Well as this is, the management must carry on throughout his entire theatre: maintain his plant to create the proper conditions, change decorations, even lighting effects further to enhance the meaning of cool comfort. So, too, at other seasons of the year can, and must, the theatreman carry on, using the fact of air conditioning as one of his most potent advertising messages. Air Conditioning — Your Year 'Round Ballyhoo # UNWORTHY of the term "showman” would be the exhibitor who failed to advertise each picture coming to his theater and to take full advantage of all those aspects of the booking — in short subjects as well as in the feature — that might induce people to want to sec the show. Yet pictures are not a theater’s sole source of exploitation possibilities: every adjunct of theater operation has its possibilities in the field of institutional advertising. # AIR CONDITIONING, which must, for successful theater operation in this and subsequent years, be part and parcel of every theater’s equipment, forms the most valuable source of possible institutional copy at the theater man’s disposal. In the summer months of the year, it takes no ingenuity to ballyhoo the healthfully cool comfort of the theater, what with all the gadgets, decorations and whatnots that are available from poster companies as well as from many of the major distributors. # WINTER TIME is the time for more, and perhaps even more strenuous, exploitation, for in this season, when man’s vitality is low and he is more subject to diseases and colds, the advantages of air conditioning are of even greater significance to the general public. "Avoid crowds” is a popular axiom of the "flu” period. While generally true, the advice has less force where that crowd is watching the latest cinema, under ideal conditions of temperature and humidity, where the air is free of dust and germs affecting the respiratory tract. % "IT IS GOOD for you and you will like it” should be the theaterman’s approach to making the public air-conditioning-conscious. It matters not whether the season be spring, summer, fall, or winter, the identical approach should be followed. The wise theater operator, however, will follow through with his institutional copy, and maintain his theater auditorium as near to ideal conditions as he can. For this purpose he will have handy at all times a Comfort Chart, changing the humidity and temperature as his special conditions may require it. • ICICLES, IGLOOS, AND SNOW are fine for Eskimos, but how many theater men cater to these dwellers within the Arctic Circle? And that is precisely the number that should utilize icicles igloos, and snow in their ballyhoo — for the other operators it suggests to the public coldness, not comfortable, healthful coolness. But whatever you do, Mr. Theaterman, sell your air-conditioning system spring, summer, fall, and winter. For the public, it is good for them and they will like it; for you, it is good for you and you will like it! THE EDITORS March 15, 19)9