The Exhibitor (1959)

On The Line The Drive For Standards In an industry beset by serious competition for the same commodity — the populace's leisure time — it is suicide to offer anything less than top-standard product. This is an old, time-worn rule, but one that has been ill-observed by 70 percent of the motion picture exhibitors in this country. There is nothing more foolish than giving the hard-sell to a product that has obvious flaws. The customer will be taken in once, then will return nevermore — and bear a permanent grudge for having allowed himself to be hoodwinked in the first place. It is toward the correction of these flaws that we have dedicated this issue, the second annual "Visit Your Supply Dealer Week" issue, combining it with the Theatre Owners of America, drive to correct the sub-standard projection and sound uncovered in 70 percent of the houses. The two are closely allied in purpose. We feel that the objective of this campaign must be achieved as quickly as possible because there is going to be a move back to motion picture viewing. Support for this theory comes from recent announcements from the television networks. Next season's schedules reveal that there will be more and longer "specials" produced by the TV moguls in an effort to pump some variety into the fare. These "specials" get longer and longer with more and more big-name stars being induced to participate. Sooner or later those peeping at The Tube will realize that what the whole thing is leading up to is an enter¬ tainment form perfected some years ago through the motion picture and, during which, those commercial breaks and eye-rubbing picture faults are non-existent. The search will be not only for entertainment, but for better entertainment. This search will lead millions to re¬ discover the motion picture. The industry must prepare itself for the selective audience that will result from the onrushing mass TV-nausea. If the quiz program died, so will the western. One thing is certain, the exhibitor cannot stand still. By doing nothing he is actually moving backward because those around him are advancing. The word obsolete has not often been applied to theatre equipment, yet it contains value and truth when used to measure those showplaces that have remained static in an attempt to wait out bad times. If the wait has lasted three years, the exhibitor is not abreast of the time, he is three years behind. Crisis has given birth to necessity and necessity has once again mothered invention. Wide screens, bigger and better sound, parking lots and top-flight program fare have made unprecedented advances in the past decade. Many theatre owners are in the backwash of this onrushing tide. The objective, then, is to bring every house up to date; aid every exhibitor to show his product in the best manner and environment; and make available to the public an irresistible entertainment form. The means to achieve this end are available. All that is needed is the will to make use of them. No showman can ignore this effort, backed by TOA and supplemented here with one of our annual ob¬ servances. The faults must be corrected. Short-sighted economy now will prove to be the most expensive saving the theatre has ever made. PHYSICAL THEATRE • EXTRA PROFITS • Sectional de¬ partment of MOTION PICTURE EXHIBITOR, published once a month by Jay Emanuel Publications, Inc., 246-48 North Clarion Street, Philadelphia 7, Pennsylvania. All contents copyrighted and all reprint rights reserved. It's simple to slump into a stew when the riding gets rough. But it’s a lot smarter to take a calm look at what’s wrong! Take your seating, for example! Or better, let us take it as OUR problem. You’ll be glad you talked to us. Why not right now? WRITE, WIRE or PHONE ALpine 5 8459 THEATRE SEAT SERVICE CO. A Division of 160 Hermitage Avenue Nashville, Tennessee MANUFACTURERS Foam Rubber & Spring Cushions, back and seat covers. DISTRIBUTORS Upholstery fabrics and general seating supplies. Read PHYSICAL THEATRE and EXTRA PROFITS Every Month Attraction Boards Avail¬ able. Write for Literature and Prices. .1*7 I. — » V A M A» Changeable Letters The BALLANTYNE CO. 1 71 2 Jackson St. Omaha 2, Nebr. August 12, 1959 PHYSICAL THEATRE • EXTRA PROFITS DEPARTMENT of MOTION PICTURE EXHIBITOR PE-3