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because this industry cannot afford to be "too close to the forest to see the trees" . . .
It is high time to stand off and look around us — and to realize that in this land of restless progress not much keeps on looking the way it used to look. Nowadays we don't hear many people — at least not those whom we must keep coming to theatres in greater numbers and more frequently— voicing a contention that: "What was good enough for my father's father is good enough for me".
The evidence of modern structural changes is all around us — from supermarkets to motels. Even on once staid and static Fifth Avenue has now arisen a succession of modern and magnificent men'swear stores that are an inviting attraction in themselves. Observe also how the various old-line major banks are setting the pace in attractive, new appearance and modern facilities — and how many of the big department stores are moving forward with beautiful new suburban branches — and the rapidly growing number of modern shopping centers, all with ample parking facilities.
The point that all these businesses understand well is that what you have to sell can be sold easier and better in modern, more attractive, better equipped surroundings. From the promise of the exterior of the establishment to the fulfillment in the interior, every visit is a pleasing experience in itself and inspires a desire to return for more.
Having pondered on that, the questions for theatre owners and operators to ask of themselves are obvious. It is equally obvious that the main forms of competition to the motion picture theatres are not standing still and will not stand still.
Also in this issue of the industry's only Market Guide —
BETTER THEATRES SECTIONS INCLUDE: A Digest of BT articles of timely significance — on equipment, operation and maintenance; also a section on Drive-ins; and the unique Catalog sections, with brief details on equipment and supplies of every description. BETTER REFRESHMENT MERCHANDISING SECTIONS INCLUDE: The theatre refreshment Survey Report, and the "Champions" list of best-selling brands; also announcement of winners of Special Merit Awards for merchandising ideas.
The plain fact is that to keep the public coming to the theatres often enough (not merely to the biggest of the big attractions) the theatre itself must be more inviting, more relaxing, and provide a better setting to make every picture-going experience more pleasurable than is now the case in many theatres.
For those whose thoughts are moving in that direction, and for the interest of all exhibitors, a special section to be published with this week's issue of Motion Picture Herald — in the annual Market Guide number of Better Theatres — will be devoted to —
"Visualizing the Better Theatre for the New Motion Pictures"
by George Schutz and Ben Schlanger
This will be no mere "dream" theatre concept for some time in the vague future. It will be a practicable presentation of what can be done NOW. It will visualize the more inviting exterior and plot development, the more stimulating and appealing interior, and an auditorium which is devoted to the full realization of the new arts of the screen.
THIS WEEK . . . WITH MOTION PICTURE HERALD