International projectionist (Jan 1963-June 1965)

HOW CAN MOTION PICTURE THEATERS BE IMPROVED? D. E. Hyndman, Assistant Vice President Eastman Kodak Co. In making suggestions to theater owners, I have the great advantage of not owning or operating a theater. This permits me to suggest almost anything that seems worthwhile without any financial penalties in case I am wrong. I hope you will keep my privileged position in mind throughout this article. Perhaps we might just pause for a moment and philosophize on the things that, I think, motivate attendance in motion-picture theatres. One of the great characteristics the motion picture has is its ability to transform one — in the twinkling of an eye — to another world. The minute you walk in off the street and sit down, you can forget what city you are in, what problems you have, what problems the world has, by identifying yourself with the activity on the screen. TV with its smaller screen and generally more distracting ambient atmosphere will never be able to do it. The very good mind can approach this with TV or by reading a good book but no medium can so engage the participant as the motion picture shown in a good theater. We might consider the advance of the motion-picture industry during the great 1932 depression. People flocked to see Dick Powell and Ruby Keeler in "42nd Street." They flocked in to achieve 90 minutes of relaxing participation in someone else's escapades. The minute they walked off the streets they were in another world and the silver screen took them into this other world. People Want to be Absorbed During World War II the millions of men on duty around the world achieved a few minutes "Change of Pace" through the films that were shown to them — and they stood in line for a good long time to get into the over-crowded base theaters to do it. What I'm trying to say is that Ed. Note: Mr. Hyndman echoes the pleas of projectionists for lo these many years as he goes directly to the exhibitors at the National Allied convention in Cleveland. His remarks emphasize the need for updated theatres to permit the technicians to do the job required of today's patron. International Projectionist people want to become completely absorbed with what is going on before them on the screen. Regardless of their mental capabilities, the motion picture is capable of achieving a sense of participation far greater than any other medium I am aware of. Theater owners must nuture this capability by presenting the film in its optimum manner. They must not place any roadblocks in the way of the theater goer that will impede his transformation from the harassed businessman, housewife, student, teen-ager or whatever he was when he walked in. If owners do throw these roadblocks in my way, they are going to lose me as a customer. I like movies and manage to see about a hundred or more every year. But I am selective as to the theater I attend. I don't like roadblocks — I don't like to break my bones finding a seat; I don't like to sit in a brokendown seat: I don't like to smell rancid butter and the like — nor does anyone else when he has paid for comfort. A theater must be a pleasant place to congregate with others, with people who really want to go to the movies. Location is Important Sometimes the best way to improve a theater is a very radical one. It consists in moving it from an undesirable location to a more suitable and promising location. Any owner who does this should carefully survey possible theater locations in his town or city getting the best realestate advice which is available. The theater should be placed near a modern and growing center of population. There are some strategic neighborhoods where large numbers of important apartments or housing developments are being erected. Being as close to these as possible is a good idea. Furthermore, shopping centers are often attractive locations for a new theater. A great many people are drawn to a shopping center. Many of them find that they have some time to spare and will drop into a theater to enjoy the show and rest their aching feet. A big plus in a shopping center is the large available parking area. January, 1963 But a successful theater requires more than a good location. It needs modern, efficient, and properly maintained equipment. The best available projectors are excellent devices and capable of throwing a large, bright, and sharp, steady picture on a goodsize screen. Economy in picture brightness or sharpness is indeed foolish since the picture is the major part of what the exhibitor has to sell his audience. The screen and its surroundings are also of major importance. Modern and capable theater architects surround the screen by framing, luminous or otherwise, in such fashion as to make the picture blend into its surroundings thus increasing naturalness. This is also a good idea since the theater conditions are quite different from those in regular television viewing in the home. And theater exhibition should not resemble home entertainment if it is to attract a maximum audience. It is very important that the quality of sound in all parts of the house be excellent. This means that the theater, possibly with some new acoustic treatment, must have the right amount and type of reverberation. Sound levels must not be too high — a common failing in many theaters. Speech and musical reproduction must be of the highest quality even for people with somewhat impaired hearing, so that they can understand all the dialogue and enjoy musical accompaniment. General Environment Should be Pleasant Needless to say, the refreshment section of the theater lobby should be attractive but not garish. And it 'should not give the theater an amusement-park atmosphere, but rather emphasize the comfort and convenience aspects. That is, it should be readily accessible, but not obstrusive. Particular care is required for the marquee, and lobby displays. Often these are "busy," fussy, and confusing. One main theme should be emphasized and everything kept subordinate in these displays so as to avoid confusing the prospective customer. The general environment in the (Continued on Page 18)