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400 FALUDI October
(b) The location of the theater from the point of view of accessibility and the population density of the surrounding residential areas within a mile radius.
(c) The size and design of the theater, which ultimately governs the capital investment and the operating costs.
(d) The facilities provided by the theater inside and outside the auditorium.
7. Importance of Location
The importance of the location of the theater cannot be overemphasized. Literally, many millions of dollars are involved in the selection of proper locations for theaters. There is no doubt that good pictures can modify temporarily the handicap of an inappropriate site but they cannot completely overcome this disadvantage.
In order to analyze the specific locations that are more desirable than others, we shall distinguish the following areas, in which theater sites may be considered :
1. Large urban centers.
2. Fringe areas.
3. Suburban neighborhoods.
4. Small towns in the regional areas of large cities
LOCATIONS OF THEATERS IN LARGE URBAN CENTERS
The basic structure of a city is composed of several functional areas — central retail and business sections, wholesale areas, industrial areas, residential districts, and their neighborhood shopping centers. These areas are generally scattered segments of a series of concentric circles. At the center is the financial and office district, immediately surrounding this is the central shopping area. In one section of the latter there is always a scattering of theaters, generally next to the window display stores. The motion picture theater tries to attract the man, or especially the woman, on the street. To do this, it must be easily accessible to the window-shopping crowd.
The motion picture business has demonstrated clearly how proximity of competing houses aids business. In many cities, all the downtown motion picture houses are located on one street, and even within three or four adjoining blocks.
A survey and analysis of retail centers of 24 cities in 20 different states, covering 135 blocks, reveals an interesting pattern and relationship between theaters and .stores.