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Desirable Locations for Theater Sites*
BY E. G. FALUDI
PLANNING CONSULTANT, TORONTO, ONTARIO, CANADA
Summary — Land economics, sociology, and physical planning have enabled us to determine with scientific exactness the characteristics of the urban retail structure, of which the theater is a part. Today, the selection of the location of the theater is more important than ever before because of various new trends adversely affecting the motion picture industry. The following is the basic information required to determine the suitability of a location and site for a theater: size of the tributary population; living and spending habits; the retail pattern; physical characteristics; and the anticipated development of the area. Once these factors are ascertained, we can determine the relation between seating capacity and population hi the tributary area and evaluate the economics involved.
f~\ VER THE PERIOD of half a century, the motion picture industry has V>J grown to one of the five largest industries in the United States. This achievement is partly because of the leadership of a pioneer generation which had the business acumen to foresee the possibilities inherent in the motion picture and which had the capacity to develop and industrialize it. For the last ten years, however, social and economic trends, new technological inventions, and developments within urban and rural areas have been endangering the privileged position of this industry.
What the direct effect of these trends and changes will be on the industry as a whole is difficult to forecast, since no over-all survey has been undertaken covering each of its fields or branches.
However, sufficient data and information are available to define the anticipated effects on the motion picture theater and to establish the conditions under which it may operate and serve a community most successfully.
TREND IN SOCIAL ACTIVITIES AND THE MOTION PICTURE THEATER
The importance of the trend in social activities as related to the motion picture theater is revealed by recent surveys conducted on the
* Presented April 8, 1949, at the SMPE Convention in New York. 396 OCTOBER, 1949 JOURNAL OF THE SMPE VOLDME 53