The Exhibitor (1959)

VOTE FOR HIGHER STANDARD: Instruments used by National Carbon Company field technicians when they visit theatres to give technical assistance under the program of the Council for the Improvement of Theatres and Motion Picture Projection, are explained to George G. Kerasotes (right), president of Theatre Owners of America, by J. W. Cosby, arc carbon sales manager for National Carbon, at TOA's headquarters in New York City. Cosby is holding a light meter; Kerasotes a tong ammeter. National Carbon tech¬ nicians are available at all times to theatres for free technical advice on arc operation and screen lighting. National Carbon Company is one of nine companies and trade associations cooperating in the Council's program of helping theatre owners to improve their physical theatre operations. PHYSICAL THEATRE Vol. 14, No. 8 August 12, 1959 In the quest to better motion picture theatre facilities all over the nation, we have linked this issue, the annual “Visit Your Supply Dealer” issue, with the Theatre. Owners of America and the 150 supply dealers who are cooperating with TO A in its “Better Pro¬ jection Pays” drive. We urge exhibitors every¬ where to join in “Visit Your Supply Dealers Week,” August 17-21. Initiated last year by Motion Picture Ex¬ hibitor as an added exhibitor service, we are sponsoring the Week as a supplement to the drive for better motion picture projec¬ tion and sound, being sought by the TOAinspired Council For The Improvement Of Theatres And Motion Picture Projection — which will lend technical aid to those theatres requesting it. It is toward this end that we have reprinted the Council’s Request For Technical Aid within these pages. Second ‘Jf eefc’ Formation of the Council was motivated by a recent report of the Motion Picture Research Council, which in a two year survey found sub-par projection in 70 percent of the 700 theatres visited in 100 cities in 12 states. At many of these houses good focus could not be maintained — often because of worn parts or subpar optical components. Many others were found to be equipped with wrong-size lenses and under-sized sprockets. The TOA, upon hearing these figures, forth¬ with drew up plans for the new organization. In accordance with the previous format of Visit Your Supply Dealer Week, exhibitors will find the dealers making special efforts to be helpful during the Aug. 17-21 period. As last year, dealers will offer prizes, favors, gimmicks and 150 of them — those who have joined with the Council for projection im¬ provement — will willingly make a no-obligaton inspection of projection and sound equipment for those who so request. This is an opportunity for even the marginal, or sub-marginal operator to find out what he can do to improve his facilities and en¬ able him to plan accordingly. Cull To Exhibitors In the all-out drive to improve projection and sound, the Council distributed its Re¬ quest for Technical Assistance which we re¬ printed in the June 17 issue of PHYSICAL THEATRE. We are reprinting the form again with the hope that even more exhibitors, having been made aware of their needs, will take advantage of this totally painless way to improve their facilities. Other Problems The majority of request for assistance re¬ ceived by TOA thus far, have asked for aid on projection and sound. However, requests also covered problems in power supply, acoustics, remodelling, screens, marquee and lighting, carpeting and air-conditioning. From drive-ins have come requests for inspection of speakers, ramps, screens, heaters and box office control systems. Reports from various company representatives in the field who are cooperating in the drive indicate that many exhibitors are asking questions relative to the TOA program. It appears that the cam¬ paign is well on the way to success. Below are only a few of the many exhib¬ itors that have taken advantage of the form. Case History 1 A small circuit (three theatres) filled out and returned the Request for Technical As¬ sistance form to TOA. The owner asked for help on the projection and acoustics, stating that he had a real problem at one of the houses. In this case a representative of the National Carbon Company made a special trip to investigate the problem. The owner’s appreciative note, written after the National Carbon man had departed, read, in part, “Our projection is tremendously improved. The help to our projectionist cannot be measured in dollars and cents.” Case History 2 The owner of a theatre in a large Eastern city reported difficulty with his power supply. His request for aid was turned over to the The Drive To Perfect PE-4 PHYSICAL THEATRE • EXTRA PROFITS DEPARTMENT of MOTION PICTURE EXHIBITOR August 12, 1959