The Exhibitor (1966)

1 A | <=7/ , on t>. • // (°.L L MASS SEATING I heat re f [ouelti f in J\anSaS l^itif it MASSEY SEATING 'We find it easiest to please the most $ op h is tic a ted f patron! Naturally, in our many years of seating service to so many theatres, we’ve been exposed to all varieties, from the average to the most sophisticated patrons. With all their combined preferences, one fact prevails: They all want comfort, beauty and pleasurable relaxation. And ALL these are the qualities, PLUS that MASSEY builds into their seats. Add convenient financial arrangements and your choice can be ONLY: MASSEY. now featuring MASCOFOAM SEAT CUSHIONS More durable, more comfortable, safer. Fire and moth-resisfanf, won't lump, sag or mat. Moulded to "breathe" and may be cleaned. Ask for samples. MANUFACTURERS: Foam rubber & spring cushions; coverings. DISTRIBUTORS: Upholstery fabrics, general seat supplies. SEATING CO. 100 TAYLOR STREET, NASHVILLE, TENN. Phone: CHapel 2-2561 KANSAS CITY — The opening of the Screening Roorr Theatre has brought a new and novel experience in theatre¬ going to the c ty. Built by Durwood Iheatres in the heart of the downtown sector, the Screening Room, with its 94 seats, must classify as one of the na¬ tion’s smallest, if not the smallest, commercial theatre. The atmosphere inside the theatre is, as you would expect, rather intimate and cozy. This is enhanced by several of the theatre’s physical aspects. The seating arrangement is that of a small amphitheatre The decor is red, white, and charcoa?. The charcoal walls and ceiling are a fitting background for one sheet posters of such time-honored motion pictures as “Gaslight,” “Cone with the Wind,” and “Casablanca,” which are mounted flush on the wall, billboard style Each is highlighted with its own baby spot, these lights and houselights being controlled by a dim¬ mer in the booth. Each patron is given a printed pro¬ gram called the Screening Room Play¬ bill, itself an innovation. It includes a synoosis of the current picture, listings of the features playing at other Dur¬ wood theatres, and news of coming at¬ tractions. On page four is a quiz answer sheet which can be detached. This sheet is used to play “movie quiz,” a game instituted by the management. The game, an interesting item to say the least, is played thus: An automatic slide projector flashes a number of photographs from old and new movies on the screen. The answer sheet con¬ tains multiple choices for each slide, and the patron is asked to check what he or she thinks to be the correct answer. These are checked later and each perfect scorer is mailed a pass good for the next attraction at the theatre. The management makes no attempt to make the test difficult, but few patrons succeed in getting all 20 answers correct. This feature already has become a considerable conversa¬ tion piece, and is building excellent word-of-mouth for the theatre. The mini-theatre’s exhibition policy is to show the best in foreign and do¬ mestic releases, whether first or sub¬ sequent run, but always first run downtown. The boxoffice is open only 30 minutes before the feature begins, and no tickets are sold after it begins until the next pre-feature period. The theatre is fully equipped for 35mm projection, the booth equipment including Cinemeccanica projector, xenon lamphouse, and an automatic slide projector, mentioned earlier. The motion picture projector is fully auto¬ mated, and all neatly arranged in an area that formerly was the cloakroom of the night club that once occupied the site. The screen itself is 7' by 9', and there is no traveler as such across the screen. A filmed traveler opening and closing is used instead. Seating is push-back chairs newly covered multistriped cut red velvet, and strips of this velvet also are used to flank the screen panel. Carpeting is nylon in the gera¬ nium red hue, and covers risers as well as floor. Since the Screening room is located in the Midland Theatre building, the operation is directed by Donald’ Emmert, manager, and Thomas Sheppard, assistant, of the Midland. It all amounts to something defi¬ nitely avant-garde in exhibition, if such a situation can be found in any theatre today. ARBON ARCS . . . FOR FINEST PROJECTION HoASuUne Abe Gasiho+vi division • Brighter Light on Screen • Longer Burning per Carbon • More Economical . . . Compact Xenon Arcs products division 'Xr-r/ioss LAMPHOUSES • ICeTunrs POWER SUPPLIES CARBONS, INC., BOX K, CEDAR KNOLLS, N. J. 07927 PE-12 PFIYSICAL TFIEATRE • EXTRA PROFITS DEPARTMENT of MOTION PICTURE EXHIBITOR November 16, 1966