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348 McCoy AND WARNER October
The financial resources of the theater television group on a national scale, suggest that it could sponsor a repertory company which would produce different plays each week. An exhibitor could charge an increased admission fee for exhibiting such a play. The recording of such plays on film would enable the theaters to exhibit the play or plays at a time or times convenient to its patrons.
Theater television is available to enlarge the concert audience. Thus, a concert by a distinguished pianist could be made available in motion picture houses. Undoubtedly, financial arrangements could be effected among the promoter, the concert star, and the exhibitor.
Theater television likewise may be employed as a new means for the distribution of film. Thus, a feature-length attraction could be distributed on a national, regional, or local basis to exhibitors. The electronic method of distributing motion picture film could furnish the producer with an efficient method of "trade-showing" film; it could reduce the number of positive prints, and thus costs. Theater television may conceivably result in far-reaching changes in the trade practices of the motion picture industry and effect substantial economies in the distribution of film.
Theater television is not limited to entertainment ; it can render a public service to the community. Thus, in the forenoon, the theater television system in its entirety could be made available to the school system. The latter could install receivers in the schools; in addition it could use the theaters as classrooms. Lectures and motion pictures could be made available to the entire student body of a community. It has been suggested that theater television might be the medium or means whereby the schools can use television without undertaking the costly job of constructing and operating a television broadcast station.
This discussion indicates that theater television is technically and economically feasible, that there aTe adequate sources of program material which can and will be made available to the theater television group. Theater television will stimulate and help the box-office returns of the. motion picture exhibitor. Theater television which is nonexistent today constitutes no economic threat to television broadcasting. But if theater television is organized on a local, regional, and national basis, it could .become a challenge to television broadcasting.
Whether theater television ever will achieve its potentialities as an entertainment and public-service medium depends on the willingness and determination of the motion picture industry to develop this new art. Failure to accept this opportunity may well spell the doom of