The Exhibitor (1960)

EDITORIAL Taking The Plunge Just a few short months ago, Albert M. Pickus, president of TOA, wrote in an article prepared on occasion of the TESMA, TEDA, and TOA Convention and Trade Show “that the regular commercial theatre needs research so badly . . . here is where we are remiss for not calling in the experts and the men of vision to tell us how, within our means, we can make our theatres more exciting.” We feel that Mr. Pickus will be delighted with some innova¬ tions found in Generals’ Pompano Cinema, recently optmed in Pompano Beach, Fla. This shopping center house certainly rates editorial space, and a good look at some of its features, as covered by the Physical Theatre report in this issue, will tell you why. Its approach to the basic problems in modern theatre design are direct and effective, such as the use of long-rowed continental seating and the novel treatment of its maskless screen that sweeps into the auditorium. The imaginative ideas of Wm. Riseman Associates, designers of the theatre, are certainly refreshing and make the house an out¬ standing example of contemporary theatre design. Among the many novel features found in the theatre are: an art gallery, and attractive courts and gardens for intermission and before-theshow gatherings. We are aware that the operator of the “regular commercial theatre” of which Mr. Pickus spoke, cannot afford to completely gut his theatre, to remodel its exterior; however, some of the ideas found in this theatre, and other outstanding houses this publica¬ tion brings to your attention, can be adapted to the most inexpen¬ sive remodeling programs. In the final analysis, it is up to the individual exhibitor whether he will actively compete for the share of the entertainment market that drifted away from him some ten years ago. The gloomy house of the twenties, with its Victorian decor and defective projection equipment that has managed to survive the brutal post war years should make up its mind whether or not it wants to stay in the movie business now, and come to the realiza¬ tion that the hot properties got that way because their owners were optimistic enough to spend a little money to make money. We do not suggest that every theatreman can breathe new life into a third-rate, marginal operation simply by laying out cash for refurbishing. But if careful analysis reveals that your location has the latent potential of becoming a first run house, the only thing holding you back is a dislike for bigger profits. 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. Be realistic, friend — beat-up seating is beat-up seating. And movie customers know it. They don’t like it ... . and, worse, they don’t come back . . . though they may never say why. All the great film fare in the world won’t help. We will — fast! Just phone and find out how! _ NOH' AVAIL/ABLE The NEW -VlNVUoo'"" SEAT CUSHION WRITE, WIRE OR PHONE ALPINE 5-8459 MANUFACTURERS Foam Rubber & Spring Oushions, back and seat covers. DISTRIBUTORS Upholstery fabrics and general seating supplies. THfAtRE -SEAT' SERVlC^'Cd^^, ' A DlvISHjHt of ^ ^ SEATING CO. 160 HermiUge Avenoe Changeable Letters STANDARD or BAllOON Attraction Boards Avail^ able. Write for Literature ^ and Prices TheBALLANTYNE CO 1 71 2 Jackson St. Omaha 2, Nebr. December 14, I960 PHYSICAL THEATRE • EXTRA PROFITS DEPARTAAENT of MOTION PICTURE EXHIBITOR PE-3