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482 HARVARD BUSINESS REPORTS
price of 50 cents was charged. The enterprise had been successful, the theater often being rilled to capacity with a waiting line. The Universal Chain Theaters Corporation had been unable to secure information on the number of tickets sold each week. The programs presented by this theater were usually composed of vaudeville and motion pictures. The motion pictures shown were those produced by the MetroGoldwyn-M ay er Pictures Corporation, the Paramount Famous Lasky Corporation, and First National Pictures, Incorporated. In the past, Universal films had had no outlet in this district.
The Universal Chain Theaters Corporation for some time had been basing many of its calculations on the assumption that the average community would support 1 theater seat for every 8 or 10 people. It believed that its past experience warranted this assumption. Inasmuch as this district then had a population of 150,000 and had only 2,200 seats, or 1 seat for every 70 people, the man making the survey was of the opinion that the district could readily support another theater of more than medium size.
The site selected for the proposed theater was on the northeast corner of 46th Street and New Utrecht Avenue, three 200-foot blocks from the nearest subway station. The frontage occupied half of the running block; the other half of the block was vacant property, but plans were being made by its owners to erect retail store buildings thereon. The adjoining blocks to the south and to the north on both sides of New Utrecht Avenue were occupied by small retail stores. The site was well located with reference to the most important retail center in the district, which was the intersection of 43rd Street and New Utrecht Avenue. It was the company's opinion that the most profitable theater location was the junction of the two most important retail business streets, the streets where the principal specialty shops and the five-and-tencent chain stores were situated.
The survey also showed that there were adequate parking facilities near-by and that the subway and surface lines furnished adequate transportation. The man making the survey did not make a count of the number of pedestrians and the number of automobiles passing this site. The site could be purchased at a reasonable price in line with prices for near-by property. Real estate values in the vicinity of this corner were increasing rapidly.