The Exhibitor (1960)

EDITOniilL >1 Better Image For The Theatre With the great hue and cry of mass communications about al¬ leged “detrimental factors” concerning motion pictures and the¬ atres, it must be realized that the theatre was, is, and will continue to be an integral part of the community. In fact, it is one of the most important parts of each and every community in this country. Because of its unique abiliti/ to influence as well as to enter¬ tain, the motion picture has become an outstanding factor in the grotvth of our modern society. So in turn has the theatre. Today, more than ever before, the movie theatre is essential for young people. It is in the theatre that the adult of tomorrow will seek his entertainment— and it will be good entertainment in a clean, healthy atmosphere. Throughout the entire nation, theatremen are beginning to realize that their hard-tops and drive-ins are much needed as places where young people can congregate in decent, orderly fashion. And as these facts become known, more and more owners and operators are providing facilities for the youngsters. Record hops, live disc jockey programs, and even high school senior prom dances are taking place in conjunction with the show¬ ing of films at local theatres. At drive-ins, playground and amuse¬ ment centers are being operated for the benefit of the entire com¬ munity, as well as the enjoyment of the children. Valuable drive-in land is being used for community activities during off-hours. And the adults are also reaping the benefits of the community theatre. More charity shows and public tributes are taking place today than ever before. Theatremen are providing facilities for collections, and the donations are growing with the crowds. What does all of this mean? Just this— that the image of the com¬ munity theatre today is greater than ever before. That the com¬ munity cannot do without its movie theatre. At this time, it is of the utmost importance for all showmen carefidly to consider their theatre’s image within the community. If it is not where it should be, then something had better be done, for reputation can both help and harm any institution, especially one of entertainment. Building a better image is not a difficult task, but maintaining a good image requires constant work. It is with this thought in mind that we look toward our community image and question its present condition, for surely it will continue in the future. PtdAic relations, that nebulous phrase which serves as the image builder, must be considered with the greatest respect and interest. If you have effective public relations, your patronage will increase along with your status. Begin to campaign now. Work with local organizations. Start to plan tie-in showings with intere.st groups. Provide the youngsters with added recreational facilities. Remember, your image will remain because your theatre is an important asset in the community as a whole, but THE TYPE OE IMAGE DEPENDS ON YOU. 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. . . . if you think in terms of what you spend ONLY! But, be careful of FALSE economy! . . . saving money that could have paid off in profits, week after week, year ’round. Want to know how you can turn this trick by re-habilitating your seating? Call us. NOfV' AVAILABLE The NEW "VINYL-foam" SEAT CUSHION More durable, more comfortable, safer! Fire & motb resistant, won't lump, sag or discolor. Molded to “breatbe” & may be cleaned. Priced reasonably. Ask for samples. THEATRE SEAT SERVICE CO; A DfvtSHid tjf 160 Avomt^e Tei>}Tejtf<ee WRITE, WIRE OR PHONE ALPINE 5-8459 MANUFACTURERS Foam Rubber & .Spring Cushions, back and seat covers. DISTRIBUTORS Upholstery fabrics and general seating supplies. Changeable Letters STANDARD or BALLOON Attraction Boards Avail¬ able. Write for Literature and Prices. The BALLANTYNE CO. 1712 Jackson St. Omaha 2, Nebr. March 16, I960 PHYSICAL THEATRE • EXTRA PROFITS DEPARTMENT of MOTION PICTURE EXHIBITOR 25