Harvard business reports (1930)

Record Details:

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ATHENS THEATERS, INCORPORATED 487 purposes other than two small stores at each side of the lobby. Inasmuch as the site was situated at a street corner, it would be necessary to spend much more on the exterior treatment of the theater than would be the case if the exterior of the theater proper could be hidden by surrounding buildings. Moreover, the land sloped in the opposite direction to the slope of the theater floor; this condition would entail additional excavation and foundation work. Lastly, the proposed location lay between two churches. One of these occupied the remaining frontage in the block of which the theater site was nearly one-half, and the other occupied the opposite corner of the side street. Church buildings, nearly always dark at night, would separate the theater from the remainder of the buildings on the street. In view of these disadvantages, a careful study of the central district was made in order to ascertain whether another location more suitable for the theater could be obtained. It was found that no more favorable site was available, as to secure any other parcel of land of sufficient area in this district would necessitate an assemblage of early cottage properties. A department store, for example, occupied land made up of 17 original divisions, some of which were still held in the form of leaseholds. To secure enough land for a more desirable location would require much time and would eventually result in a higher cost than that of the proposed site. As a result of the investigation, the company felt assured that no rival theater company was likely to enter the city and secure the advantages of a more favorable location. The company believed that the apparent disadvantage of the site in respect to separation from other business buildings could be disregarded. Milltown was not a city where people thronged the streets and could be drawn into the theater as they passed, but rather one in which people would go to that theater at which they had been informed a good show could be seen. The additional costs in building construction because of the topography of the land were likely to be less than the additional expense in securing a more favorable site. Building plans showed that the desired capacity of 2,500 seats could be attained, but that the lobby would be cramped unless more land was available. The original parcel had a frontage of 100 feet and a depth of 163 feet, leaving about 35 feet in an adjoining property between the rear of the theater property and the next