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ATHENS THEATERS, INCORPORATED 489
theater. The reaction following the period of prosperity and the later depression in the cotton textile industry were seriously felt in the "one industry" city. It suffered hard times and a severe strike. Athens Theaters, Incorporated, was absorbed by one of the largest motion picture operating companies. Two competing theaters were built. The theater remained, however, the best located, the largest, and the finest theater in the city.
Commentary: This case, indicating, as it does, a distinct stage in theater development, is of interest chiefly for historical reasons. In spite of a very large number of theaters in Milltown, the erection of a de luxe house proved sufficiently attractive to cause serious embarrassment to a great many of the distinctly inferior houses that had been operating in the city.
The number of available sites for a de luxe theater was far more limited than for smaller or neighborhood houses. The case indicates that in Milltown people could not be drawn into a theater as they passed, acting upon impulse; but rather that they went to the theater at which they had been informed a good show could be seen. The decision of the company, however, would indicate either that the company did not believe that this really was the case or else that it looked forward to a time when people would enter a desirable theater upon impulse. If the latter were true, it was especially unfortunate, in this particular case, that the theater had no surplus space on which it could draw. If, on the other hand, the owners of the theater believed that people would go to a theater only after careful deliberation, then there would appear to be no good reason why even a de luxe house had to be located in the very center of the retail district where rents were high and available space limited. November, 1929 H. T. L.