The Exhibitor (Nov 1939-May 1940)

BM-5 NYONE WHO has had the privilege of reading the material carried in the Better Management section for the past few years must by this time be a strong believer in modern theatres, and the privilege accorded me to write of my experiences as a practical theatre operator must, I know, come as the result of my belief. At present, as the result of expansion during 1939, I operate, buy and book for 14 houses*, of which the Hippodrome, Pine Grove, Pennsylvania, is open in the smallest town, less than 4,000, while the four holdings in Philadelphia cater to residents in a city of 2,000,000 population. Naturally, my experiences have been varied, as must be apparent. Country tastes differ from those of city residents, and the problems of maintenance in the various sectors likewise. Only recently, contracts were awarded for the renovation of the last of this group of houses, which sees the culmination of a program on which between $300,000 and $400,000 was spent. This varied from rebuilding to new marquees, sidewalks, etc. and numerous details in others. /"\NE might ask, naturally, if I feel that this expensive program of modernization and renovation has proved worth while. I am spending my 28th year in the business, and although the field was never so competitive there was never a time that I did not know that every dollar spent in renovation and modernization of a house was being invested wisely. Some say that the picture means the difference between profit and loss, but it became apparent to me very early in my experience that even the best picture could not attract patrons to a house which was not inviting and comfortable. Even now, in situations where the run is not of the best, the houses are on the profit side of the ledger solely because the people of the neighborhoods have come to learn that it pays to wait to see a picture in a clean, modern, up-to-date *Ace, Apollo, Cedar, Chelten, Tioga, Philadelphia; and Pennsylvania houses: Rialto, Colonial, Phoenixville ; Lyric, Opera House, Miner sville ; Penn, Royersford ; Music Hall, Lansdale ; Royal, Broad Street, Nazareth; Hippodrome, Pipe Grope, PRACTICAL OBSERVATIONS about M1INTEIM of I hr THEATRE and its EQUIPMENT By Lewen Pizor theatre, equipped with the best mechanisms money can buy and so inviting they have become real family institutions. UR managers are instructed to keep a careful eye on the condition of their houses. The daily inspection by the maintenance man, cleaners, etc. is, of course, part of the regular routine, but, in addition, there is a careful, special monthly checkup, a complete report on which is made by the manager and then sent to the home office. This is prepared in chart form by the home office assistants and proper steps are taken to insure that every matter is taken care of as soon as possible. In addition, personal inspection of the houses is made monthly, making special note of the verbal report from the managers. In the Philadelphia houses, Charles Segall, my associate, has charge of this department. The charts kept in the home office prove a guide, letting us know at any time just what the condition of the houses may be. These charts are kept permanently. We also find that by this careful checkup that we get longer life of the things we buy as there is less chance for serious trouble. This, in the long run, becomes another method of saving money. 'TP HE MAJOR problem confronting us, as it must other theatres, is that of vandalism, especially on Saturday matinees when the theatres are crowded with children. We go to great lengths to keep a watchful eye on them, even to the extent of seating our theatre staff in various parts of the houses watching for the first signs of destructive tendencies. Our ushers are always patrolling the aisles to STRICTLY PERSONAL Lewen Pizor, a veteran of 28 years experience in the business, operates 14 houses in the Philadelphia and Eastern Pennsylvania area. For many years he has been president of the United Motion Picture Theatre Owners of Eastern Pennsylvania, Southern New Jersey and Delaware, Inc., and is on the national board of directors of the Motion Picture Theatre Owners of America. In addition to his industry activities, he is also a director of the Broad Street Trust Company of Philadelphia, president of the West Philadelphia Federal Savings and Loan Association, director in two Philadelphia hospitals, prominent in fraternal work, and also plays a big part in civic endeavors. Prominent among film men of the area, and well known to others in other parts of the country because of his organization contacts, he is happily married, and recently became the father of a baby girl. He says that his hobby is work, and his activities prove it. detect whether the urge to slash or cut is noticeable. In this manner, we have been able to cut down some of the attendant expense, and through a system of education of the children we have been able to point out to them that “what they wouldn’t do in their own home they should not do here.” A T THE present time, every one of our 1 houses is in A-l shape, even down to the smallest theatre, although business during the past year was not always too profitable. However, I have found that keeping a theatre up-to-date should not be based on earnings, but on the long pull. Profits within a theatre are affected by business conditions and the drawing power of the pictures, but, the condition of the theatre always comes first. Roughly, I would estimate the value of the 14 theatres at between $1,000,000$1,500,000, and it would seem penny wise and pound foolish to stint on a comparitively few dollars and imperil such a huge investment. T^\ URING my travels throughout the country in organization work, I have made it a point to sound out opinions of other theatremen as well on renovation and modernization of theatres, and I was not surprise to learn that they, too, are pretty well sold on the value of the idea. So much has been done to educate the exhibition faction by the equipment companies and the tradepapers that it is impossible for a theatreman to crawl into his shell and not know what is going on outside. A vote of thanks, I know, should be forthcoming to these industry institutions which have taken upon themselves over a long period of time to preach the gospel of more efficient operation, for it has been through their efforts that the present vogue of keeping up-to-date has been made possible. TN CLOSING, let me say this. Each theatre represents a different type of operation and every exhibitor’s problems are his own, but there can be a blanket rule about renovation, modernization and maintenance. Don’t look at the money spent to keep your houses up-to-date as an expenditure of the moment — it is more than that. It represents confidence in the future of our business and a permanent advertisement to your patrons that you are doing everything within your power to make your theatre the best there is. January 17, 1940 THE EXHIBITOR