We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
552 HARVARD BUSINESS REPORTS
contemplated adopting a program policy of showing three performances daily. It was possible, furthermore, that the Willamette Theater might suffer from the propaganda resulting from a labor dispute. The strength of this argument, however, was reduced considerably because of the rather indifferent attitude assumed by the Californian public toward union labor.
As the second alternative, the general manager proposed that the Willamette Theater discontinue vaudeville, dispense with its musicians, and adopt a complete sound motion picture program. The orchestra was not under a long-term contract and could be released on two weeks' notice. In addition to the fact that expenses would be decreased, this policy offered several advantages. In the first place, partly because of the popularity of sound pictures, and the scarcity of high-quality vaudeville acts available at reasonable prices, the entertainment policy of the company, with but few exceptions, had been changed. Whereas originally Chain Theaters, Incorporated, had been primarily a vaudeville circuit, in some cases showing motion pictures as added attractions, in 1929, in all but a few of its theaters, motion pictures either were the principal attractions or were at least of importance equal to that of the vaudeville acts. Furthermore, a producing unit affiliated with the company had scheduled a number of costly motion pictures for release during 1929 and 1930, and contracts had been made for the outstanding product of certain rival producers, with the result that the risk of an inadequate supply of high-quality films had been minimized.
Another executive agreed with the general manager that for the present a program made up entirely of motion pictures would produce satisfactory results. He recognized the drawing power of synchronized pictures and the prevailing lack of interest in vaudeville. He was inclined to believe, however, that once sound pictures had become as common as the silent ones, there would be a reaction toward the legitimate stage, orchestras, and stage presentations, especially in the larger theaters. As illustrations he cited several theaters which, after having tried the plan of showing programs which consisted of motion pictures only, had changed their policy to that of presenting a combination of pictures and vaudeville with an orchestra.
A third executive opposed a straight motion picture program. In his opinion, the Willamette Theater was recognized locally as