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local community showmanship • • by morton sunshine editor, independent film journal ThE WISE exhibitor is a community-conscious showman. He knows that his theatre cannot exist in a vacuum— that it thrives on public interest, excitement and construc- tive activity. The alert theatre owner is invariably one of the town's leading citizens. Personally, he may prefer to remain in the background, but he never takes a back seat in worthy community projects and his theatre is generally in the fore- ground. A smart showman pays attention to the comfort of his patrons, the courtesy and efficiency of his staff and, particularly, to the calibre of product which he exhibits. He is affiliated with local civic, fraternal and trade organ- ization. He enjoys the good will of his patrons and com- munity leaders — teachers, clergy, newspaper editors, merchants and city officials. His legislators lend a sym- pathetic ear to his problems. An exhibitor no longer opens his doors and gets out of the way of a mad rush. The day has long since passed when he could book any show and play to top grosses. Today, the public is selective and the war time dearth of entertainment has been replaced with a period of plenty. It therefore behooves the showman to examine what is happening to his patronage, to make every possible effort to recapture the part which has been lost, and to make a bid for new audiences. He knows that there is a vast potential which has not yet been tapped. He is willing to try all constructive ideas that may be advanced to increase theatre attendance. He is