Exhibitors Herald World (Oct-Dec 1930)

October 11, 1930 EXHIBITORS HERALD -WORLD 35 Runs 75 Theatres — And Doesn't Seek Profit! Considered Regular Feature of Routine By Post Commanders By CHARLES S. AARONSON NEW YORK, Oct. 9.— There is in the United States a circuit of motion picture theatres, not generally known, which operates some 75 houses, 58 of which are sound equipped, scattered throughout the county, and yet makes no attempt to show a profit. The United States Army Motion Picture Service, operated under that department of the Adjutant General's office known as the War Department Theatres, has paid its own way without the aid of government funds since its inception in January, 1921. The organization, fully as complete and competently manned as any civilian chain of theatres, was designed solely for the benefit of the soldier personnel of the army. The picture houses are located in practically every camp and army post throughout the country, and though only evening performances are given, figures show that approximately 1,500 performances are offered to Uncle Sam's soldiers each month, or about 17,000 a year. It obviously requires an organization which knows its business to handle the operation of that number of showings. These programs are not offered to the soldiers free of charge, but at a nominal admission of 15 cents, which is made still lower through an arrangement by which the soldier may purchase a book of 10 coupon tickets at $1.25. In the cases where it is necessary, these books of tickets are sold on credit. Admission Fees Only Income The admission receipts are the only source of income for the organization, from which it pays all its running expenses, yet it is a very rare instance when the Army Motion Picture Service must point to a deficit at the end of any year. The entire organization is self sustaining. Theatres located at the larger (Special to the Herald-World) posts, which draw greater audiences by reason of their size, help to support those at the smaller camps which must necessarily have a more difficult task making ends meet. Every detail of the actual operation, including the construction of the houses, is completed by army personnel. Ushers, ticket takers, projectionists, are all soldiers trained by the staff of the department, which supervises operation from five branch offices located in key centers throughout the country. The theatres were constructed and sound apparatus installed by soldiers working under department engineers, who make periodical inspection trips of all theatres. After a study by the staff, RCA equipment was selected for the circuit. In this connection, it is interesting to note that since January 1, 1930, 58 houses have been completely equipped with sound apparatus, which gives a figure of six and one-half installations per month or more than one each week during the period. All this work is considered by the soldier as extra duty, for which he is paid in addition to his regular salary. In completing the sound installations, the men worked night and day, which indicates the feeling of the personnel toward the idea as a whole. The houses seat on an average of 400 people, with one, at Fort Benning, Georgia, having a capacity of 1,500. Commanders Like Idea Post commanders in general are very" favorably disposed toward the idea of motion picture entertainment for the soldier. Pershing is reported to have said on one occasion that he would rather command 1,000 men who had been entertained by motion pictures, than several thousand who had had no entertainment. One post commander has made the theatre in his camp one of his hobbies, calling it his "next to Roxy theatre." The picture house has come to be considered by army chiefs just as much a part of the curriculum as any branch of instruction, as they believe the instructional value as well as the entertainment is useful in keeping the personnel in touch with current events. The attitude is taken by the operation staff of the department that each theatre is catering to a small community in itself. Attractive programs are issued each week, describing the attractions current at the Building of Houses And Maintenance Is Handled by Soldiers theatre, which is paid for by the advertising of local merchants. There is no competition whatsoever with the civilian theatre, since the army post house does not go outside the camp limits for its audience. Great care is exercised in the composition of weekly programs, from the booking of pictures which are considered best fitted for the soldier, to the balancing of the program, in the same manner that is followed in the civilian circuit of theatres. Complete Records Kept Complete records of attendance, receipts, and audience reaction are forwarded to the main office by post commanders after each performance, thereby assisting in the formation of future programs. Audiences at the theatres are very orderly on the whole. M. P.'s are in charge, and a disorderly soldier is merely requested to step outside, where his admission fee is politely refunded. For soldiers in the field or on the border who are not near a camp, sound trucks have been developed in connection with the work of the Army Motion Picture Service, so that it is possible to set up a field theatre, so to speak, in about 15 minutes. At the head of the staff personnel is R. B. Murray, director of the service in Washington, assisted by Herman Meyers as auditor. Thomas H. Martell from his headquarters in New York, is director of bookings, handling all price arrangements on film rentals with the producing companies, which item is the largest individual expense involved in the operation of the service. Heading the other branch offices are : Fred Bund, Jr., at Washington; W. E. Crist at Dallas, Texas ; Stephen Czufin in Seattle and M. W. Smith in St. Louis. Each branch manager is assisted by a projectionist and sound engineer, who develop operators for the various houses and supervise the maintenance and servicing of equipment. Two of the 58 sound-equipped theatres operated by the United States Army Motion Picture Service for soldiers throughout the country. The interior view is of the 1,500-seat house at Fort Benning, Ga. It is the largest of the Army's theatres. The other illustration shows the exterior of the house at Fort Benjamin Harrison in Indiana. The Fort Benning photo is by the Signal Corps, U. S. A.