The Exhibitor (1957)

LAYINtt IT Tomorrow Depends On Today With the first issue of the new, combined PHYSICAL THEATREEXTRA PROFITS DEPARTMENT, we are surveying projection and sound developments and drink dispensing and handling in theatres. The editors hope that the new format presents this material with a clarity and an abundance of detail unequaled in the past, unified in one convenient supplement covering all phases of theatrical operation. Taking a look at projection and sound reproduction, we dis¬ cover that new technological developments continue to be intro¬ duced, although none of them are likely to affect the average exhibitor in the immediate future. With the vast majority of theatres already converted to the wide-screen processes, most of the innovations at this time are refinements of the revolutionary developments of the last seven years. However, with great activity still going on, although at a somewhat different level, the theatre owner must remember, while watching experimentation with interest and excitement, that it may well be many moons before today's novelties have a practical application in his situation, and he must be realistic enough to know that the equipment he is using today is, fundamentally, that which he must use next year, and the year after, in all probability. With this in mind, the proper maintenance and improvement of his present installations is the thing of primary importance TODAY. With respect to theatre refreshment stand operation, we have noted with interest warnings in some industry quarters that the box lunch will begin to accompany patrons to drive-ins if prices are not held in line with what the public can afford, or chooses, to pay. In some situations, it appears that prices are predicated on the out-dated "all the traffic will bear" rule, and it seems to us sound advice that exhibitor and concessionaire alike should make sure that refreshment costs are scaled to the customer's pocketbook. Indoor theatres, too, are obliged to keep an eagle eye on patron price reaction. Charging an extra penny or two for items available in the corner drugstore at a standard figure, especially where candy is concerned, discourges sales and builds ill-will. Entertaining the greatest respect for the realistic approach of exhibitors to their problems, we are sure that each will recognize the importance of the equipment manufacturer, who was, and is, the main spring of technological development and whose future contributions to the industry depend on the support he gets today. PHYSICAL THEATRE • EXTRA PROFITS • Sectional de¬ partment of MOTION PICTURE EXHIBITOR, published every fourth Wednesday by Jay Emanuel Publications, Inc., 246-48 North Clarion Street, Philadelphia 7, Pennsyl¬ vania. All contents copyrighted and all reprint rights reserved. NOW 300 AMPS 250 n 200 u 180 rr 140 it 100 80 The NEW ROBIN SELENIUM RECTIFIER Specifically engineered for New and Wide Screen Projection Systems WORLD'S FINEST PROJECTION LENSES Write for informa¬ tion and prices tos SOLE U. S. DISTRIBUTOR J. E. ROBIN, INC. Motion Picture Equipment Specialists 267 Rhode Island Avenue EAST ORANGE, N. J. June 19, 1957 PHYSICAL THEATRE EXTRA PROFITS DEPARTMENT of MOTION PICTURE EXHIBITOR PE-3