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the importance of programming •»y morton g. thalhimer president, neighborhood theatre, inc* richmond, va. o THE many important factors that go into the oper- ation of successful motion picture theatres, program- ming is one of the most vital. Basically, every exhibitor, whether he operates a deluxe first-run downtown theatre, small town or neighborhood sub-run house, has the same 4 goal to achieve in programming, to carefully select from the product available those attractions which will please and satisfy the greatest number of his potential patrons and bring to the box office the largest possible gross. However, the problems of the deluxe downtown first- run exhibitor and the small town or neighborhood exhib- itor are considerably different in many respects. While a star-studded sophisicated comedy may turn in record grosses for the downtown first-run, a modest budget family attraction might do much better in the small towns and neighborhood. Let us look at some of the problems of the first-run exhibitor. First, he must know the type of clientele his theatre caters to. All downtown first-runs are not alike. Some theatres, either by long-standing policy or physical location and appearance, appeal to the persons who like comedy of the slap-stick variety, super westerns or m dramas with plenty of action and suspense. Another deluxe first-run in the same general area might starve with pictures of those types but thrive on sophisticated comedies, heavy drama and musical comedies. There- fore, careful selection must be made to appeal to the taste of the theatre's patrons.