International projectionist (Jan-Dec 1950)

THE first drive-in theater was built near Camden, N. J., in 1933. By the end of World War II, there were only about 60 drive-in theaters, indicating that the idea had caught on slowly during those eight years before the war. During the four years since VJ Day more than 1000 drive-ins have been constructed and many more are being planned or are under construction. As soon as unrationed gasoline became available, the public took to the highways for the wide-open spaces. The drive-ins were doing capacity business. Prospective theater owners could not build indoor theaters at first because of government restrictions on building materials. It was quickly realized that drive-in theaters could be constructed of readily available materials and equipment. It was also determined that they could be built at a cost of approximately 20% of the postwar costs involved in building an indoor theater of an equivalent patron capacity, based on an average drive-in audience of approximately three patrons per car. Marked Advance in Equipment Simultaneously, postwar projection and sound equipments were announced which had been designed and built expressly for drive-in theater use. It made obsolete most of the equipment used in drive-in theaters before the war, especially the sound equipment. The largest single factor in contributing to public acceptance of drive-in theaters is the incar speaker, introduced by RCA in 1941 just before the war. Experience gained prior to the war pointed the way to successful drive-in theater construction, equipment, and management. The in-car speaker removed most of the restrictions on locations where the use of centralized speaker systems at the screen would have classed them as public nuisances. For the first time, a theater patron had complete control over the sound. t J. Soc. Mot. Pict. Eng., Feb. 19S0. The Trend i in Drive-In Theaters1 By CHARLES R. UNDERHILL, Jr. RCA Victor Division, Camden, N. J. Here is a roundup article which covers all phases of the drive-in theater — planning, construction, and operation — and which provides a comprehensive picture of the rapid development of this comparatively new setting for modern motion picture entertainment. To the amazement of even the drive-in theater owners, in came a type of patronage rarely seen at indoor . theaters : the physically handicapped, invalids, convalescents, the aged, deaf people, expectant mothers, parents with infants and small children — whole families, dressed as they pleased in the privacy and comfort of their own domain on wheels. The 'Forgotten Audience They are continuing to come in increasing numbers from rural, suburban, and city areas — a new clientele representing a long neglected but highly important segment of some 30,000,000 people of the "forgotten audience," who, according to the claims of some producers, had not been attending indoor movie theaters. These are the backbone of drive-in theater patronage, and everything is being done to retain their acceptance of the drive-in theater. Drive-in theater patrons can do as they please within the dictates of decency in the privacy of their automobiles. They can shell and eat roasted peanuts, smoke, hold a normal conversation, regulate ventilation, and relax in wider and more comfortable seats with more leg room than is possible in an indoor theater. There is no parking problem or standing in line for admission. Parents are relieved of the worries and expense associated with employing suitable baby sitters, or of the conduct of their children if left at home. Obviously, no drive-in theater can afford a reputation for being lax in enforcing good conduct. Special Services, Features Taking their cues from the gasoline filling stations of the leading oil companies, aggressive drive-in theater exhibitors render those extra services and courtesies which experience has proven gain public favor: windshield wiping, car towing, tire changing, a free gallon of gas for dry tanks. Many other services have been made available to the public which are customarily not found in most indoor theaters. There are diaper and other vending machines carrying personal items, free bottle warmers for baby formulas, a nurse in attendance, call service for doctors or others subject to emergency service calls. Thus, the drive-in theater has long since passed from the novelty category into the realm of big show business. As the number of drive-in theaters has increased, picture availability has improved, bringing in the regular moviegoing public by the car-full. Returns on capital investment are an investor's dream and have been so startling as to attract new capital from sources far remote from the theater business. The maintenance costs of drive-in theaters have been estimated to run as low as 20% of those for an indoor theater. The concession business of the drive-in theater is the envy of almost any roadside stand and is estimated to (Continued on page 28) THREE VITAL ELEMENTS IN THE OPERATION OF A DRIVE-IN THEATER: SCREEN, PROJECTION ROOM, AND PROJECTOR INTERNATIONAL PROJECTIONIST • MARCH 1950 17