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for OCTOBER 1954
GEORGE SCHUTZ, Editor
EDITORIAL INDEX:
Page
CANADIAN THEATRE BUILT FOR WIDE-SCREEN: ODEON, EDMONTON, ALBERTA 12
A DRIVE-IN DELUXE WITH 120-FOOT SCREEN, AT SOMERVILLE, N. J 14
MISTER JONES HAS A PLAN, by Charlie Jones 16
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BETTER PROJECTION department:
CHOOSING PICTURE SIZE AND LENSES FOR ANY ASPECT RATIO, by Gio
Gagliardi 28
LAMP REQUIREMENTS OF WIDE-SCREEN SYSTEMS, by Arthur J. Hatch 34
■ ■ ■
METHOD IN MANAGEMENT department:
ORGANIZING TO GET EFFICIENT HOUSEKEEPING, by Curtis Mees, Twentieth
Article of a Series on Motion Picture Theatre Management 37
A DICTIONARY OF MAINTENANCE 40
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ABOUT PRODUCTS
ABOUT PEOPLE OF THE THEATRE
is published the first week of the month, with each regular monthly issued as a bound-in section of Motion Picture Herald; and in an annual edition, the Market Guide Number, which is published under its own covers in March as Section Two of the Herald.
QUIGLEY PUBLICATIONS. Rockefeller Center, New York 20, N. Y., Circle 7-3100.
RAY GALLO, Advertising Manager. HOLLYWOOD: Yucca-Vine Building; HOIlywood 7-2145. MIDWEST: Urben Farley & Company, 120 S. LaSalle Street, Chicago; Financial 6-3074.
The Impact of Wide-Screen On Drive-Ins
For about half the nation's drive-ins, another season has come and gone, or soon will be over. We hear it was one of the best in point of patronage that the outdoor field has had. The other half, to the south, still has good months ahead, the best in areas inviting to tourists.
Not all drive-ins have enjoyed increased attendance this year, but growth in regular patronage appears to have been the general reward of high-grade installations and aggressive, knowing management.
Relatively few outdoor situations have yet got wide-screen presentation underway, hence for most of those closing during winter months, planning and reconstruction for another season will be concentrated on installation of wider screens and the projection equipment which they require. These same months will be similarly employed by drive-in operators across the southern strip of the country. Few, if any, outdoor operations can wait much longer to embrace the new technique.
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And that brings the field face to face with considerations of cost which may well produce far-reaching changes in it. A drive-in recently opened in New Jersey is said to have cost better than $400,000. Could be. Not typical? No . . . but consider that a screen tower of proper wind resistance could be erected for seven to ten thousand dollars: now increase the width to 100 feet or more and the cost is hiked to more than twice as much — an allsteel screen tower for wide-screen can run to $25,000 and up.
No longer a novelty in the better locations, and compelled to keep as close as possible to standards of product and technique which the public knows are available to motion picture exhibition, the drive-in has outgrown the kind of investment and operation once thought adequate. It requires more money to start with, or to make improvements, and alert, smart, progressive operation to protect that larger investment, which is likely to push up standards all down the line.
Outdoor exhibition is about to prepare for a new season in a larger sense than ever before. The upshot of it will be quite a new period in its curious, wonderful history.
— G.S.