Harrison's Reports (1949)

160 HARRISON'S REPORTS October 1, 1949 the other hand, lower prices will induce greater demand. Whether the chicken or egg came first, it is necessary that the price of equipment come down in order to stimulate rapid development of theatre television. Our knowledge of American industry leads me to believe that successful manufacturing methods will be developed to reduce the cost to the reach of the pocketbooks of all exhibitors. . . . "In terms of new developments in theatre television equipment, I would like to urge a few myself. I am convinced that better quality pictures are needed for the future and that they will come as they did in motion picture film. . . . I do not know how long it will take to bring in color theatre television but I feel that the engineering laboratories of RCA and similar institutions should devote at least as much time to produce color theatre television equipment as they do for color television broadcasting equipment. Indeed, the economic factor as well as the physical conversion difficulties for broadcasters should render theatre television a more feasible market for color television than broadcasting, whenever it becomes available. The experience of exhibitors with color motion picture film underscores their desire for early color theatre television. Much as I would like to see color theatre television, however, I do not feel that theatre owners can afford to await such developments, which are at least several years away from practical, commercial operation. Like the broadcasters, we must get started now — right away — in black and white television, and establish the new industry of theatre television. We can't afford to wait for the future in television — or there may be no television future for us. "As you probably know, there are two main types of television equipment planned for the theatre: the RCA instantaneous type and the Paramount film-storage type. The RCA system receives the television image and projects it electronically and instantaneously to the screen of the theatre. The Paramount system receives the television image, records it on film which is rapidly processed within less than one minute and fed through the normal film projector to the theatre screen. Each type has its advantages and disadvantages. As to myself, I have bought the RCA instantaneous equipment as the basic system in our theatre. "I have seen the powerful effect of instantaneous television when we telecast the recent Charles-Walcott heavyweight championship fight in our Fox Theatre in Brooklyn. The results were most gratifying — 4500 admissions in a theatre seating only 4100; the box office was closed an hour before the event and the crowd turned away might have sold out the house again if there were room. The tenseness and expectancy of the audience in the theatre was attributable to the fact that they were witnessing the fight at the very instant it was taking place in Chicago some 700 miles away. The crowd reaction to the theatre telecast of a mediocre fight was so good that it started me thinking about how I would have liked to have the instantaneous television equipment on the many occasions each year in which the box office is reduced by the public's avid interest in large sports events or news events like F.D.R.'s fireside chats, for example, available heretofore only outside the theatre. "Experience to date has shown that theatre television shows draw more people to the theatre. I believe that we can give box office a big lift by developing regular theatre television exhibitons to supplement our regular films, thereby attracting many new people to the theatres who have not been regular theatre-goers. The programming of theatre television will be a difficult one — but it affords us with excellent opportunities for show business judgment and imagination. At the present time, I see big sports spectacles and significant national and local news events as the primary and possibly the only programs for theatre television. Eventually, there may be a new television entertainment form developed for the theatre too, but this does not seem in the cards for some time. In the long run, of course, there must be enough theatres equipped for television to enable the offering of exclusive telecasts in the theatre not available anywhere else. For the present, however, it will be sports and news primarily for theatre television, in my opinion. Along these lines, we were gratified to be able to sign the first historical deal for televising this year's World Series in our theatre in Brooklyn. As a matter of fact, just six weeks ago I flew to Chicago for an appearance before the Baseball Commissioner, Mr. A. B. Chandler, and the Governing Council of Baseball to present the case for theatre television exhibition of the World Series. I am glad to report that as a result, Baseball has opened up its gates to theatre television. This, in my opinion, portends a big future for the public, for the entire industry . . . and Baseball. Again our theatres will be able to attract an audience previously not attending our theatres, running into the millions on such days. "For Baseball and other sports organizations, theatre television represents a new expansion of horizons making their events available to new millions of people throughout the country and supplementing their box office with this new revenue. Theatre television thus can expand the walls of the Yankee Stadium or Madison Square Garden into the theatres situated in remote corners of the country, bringing new interests and audiences to the sports events. "We intend to advance our admission prices for the World Series, offering our regular film features in addition to the Series. We will telecast all of the Series, no matter where played. We have devised a ticket scheme for handling games called on account of rain. This and many other problems are presented by the harnessing of television with motion pictures. "But we must overcome the difficulties and work out a practical scheme for a new double feature in motion picture theatres — film and television. In these days of tremendous technological progress, we theatre owners must move forward at all times, or be left behind. Television represents progress and we will progress with television. I expect in the not too distant future that there will be nation-wide networks of theatres hooked together for telecasting events like the World Series at the very instant the games are played. This will enable millions of people in the most remote parts of the country fo see simultaneously events taking place hundreds and thousands of miles away. Just think of the feeling of immediacy and active participation which this will give to these millions throughout the country. "To this end, it is necessary for the entire motion picture industry to join hands in requesting the Federal Communications Commission for an allocation of air frequencies to permit the development of theatre television. Already, there has been an unprecedented all-industry support for this proposal. The Theatre Owners of America, the Motion Picture Association of America, the Society of Motion Picture and Television Engineers, Twentieth Century-Fox, Paramount Pictures and Fabian Theatres have filed petitions with the FCC requesting a public hearing on theatre television channels. More voices should be added to these. Exhibitors throughout the country should join in this proceeding for their mutual protection. The motion picture industry, large and small alike, exhibitor, producer and distributor alike, all have a future, if not a present, stake in air channels for theatre television and we must all work together so that the motion picture industry does not lose these precious privileges by default. . . ." A BOOST FROM AUSTRALIA Mr. W. R. Clemenger, general manager of Goldfields Pictures, a large theatre circuit in Australia, writes as follows: "For the 25th year it is my pleasure to forward my annual subscription to Harrison's Reports and it reflects great credit on your organization that during this period I have only on one occasion had to write for a missing copy, which it is presumed was lost through enemy action. "Your film reviews and editorials still continue in your virile and courageous policy, and one could write pages on their benefits to exhibitors, covering all phases of the industry, big and small, and covering territory reaching to the ends of the Earth, as although we are thousands of miles from the 'hub of the industry' decisions made in New York are just as vital to us here in Western Australia."