The Exhibitor (1957)

LAYING IT On The Line A Third Dimension? Ten years ago, the drive-in was the stepchild of exhibition, and there were those in the industry who predicted the “fad” would pass, like all fads. In the interim, however, the oracles of woe have been obliged to retract their misreading of the crystal ball as the drive-in has grown into a major enterprise for exhibitor, distributor, and concessionaire alike. If the startling growth of the outdoor medium in this country were not enough to put it on a par with conventional exhibition, then its acceptance in foreign countries would be the clinching factor. In past issues of PHYSICAL THEATRE, the solid entrenchment of the drive-in in such places as Australia has been reviewed. Now, in one of the cradles of civilization, this peculiarly American institution has appeared and been welcomed. Less than 10 miles from the center of Rome, The Eternal City, Loew s recently unveiled Europe’s first drive-in which, although it does not represent startling innovations, should be of special interest to exhibitors as positive proof that the second phase of exhibition is entrenched and peace¬ fully co-existent with the original. But, are there but two phases of exhibition? Last fortnight, Henry S. Griffing, president of Video Independent Theatres, which currently is con¬ ducting the Bartlesville cable theatre, or “telemovie” test, was careful to emphasize that he views the closed-circuit home movies as a third essential facet of exhibition and that, in the case of his extensive circuit, at least, the telemovies are an investment in survival. The important point is this: the cable medium, in its initial phase, in any case, is being operated by theatremen as an adjunct to the theatre, and is viewed by Griffing as an extension of service, not one which will put theatres and drive-ins out of business. Telemovies are a natural development in the growth of exhibition, one to which many exhibitors may adjust only painfully but, as long as they are theatre-operated, they are a third medium with which the first two can learn to live. In the final analysis, is it not possible, as distributors gradually agree to supply films to telemovies, a hungry medium, that the result will be more product for all, more prosperity for the whole industry? Needless to say, it is impossible to predict the eventual outcome of the telemovies experiment in developing and gaining public acceptance of still another phase of exhibition. Will the next ten years establish a third profitable theatre dimension? While the answer pends, the exhibitor owes it to himself to remain competitive, by any means available to him. PHYSICAL THEATRE • EXTRA PROFITS • Sectional de¬ partment of MOTION PICTURE EXHIBITOR, published every fourth Wednes¬ day by Jay Emanuel Publications, Inc., 246-48 North Clarion Street, Philadel¬ phia 7, Pennsylvania. All contents copyrighted and all reprint rights reserved. AMPS II 11 11 11 11 11 The NEW 'ROBIN-ARC" SELENIUM RECTIFIER The high reactance of the "Robin-Arc" rectifiers assures low sho t circuit cu rent, guaranteeing less sputtering, pitting, improved crater, carbon economy, longer useful life of mirrors and better performance. • A _ _ RoaiN-EScoanana//’ MOTOR GENERATOR J. E. ROBIN, INC. Mof/on Picture Equipment Specialists 26 7 Rhode Island Avenue EAST ORANGE, N. J. October 9, 19 57 PHYSICAL THEATRE • EXTRA PROFITS DEPARTMENT of MOTION PICTURE EXHIBITOR PE-3