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Zk ‘Drive-m . .
:Ar A regular department devoted
to the design, eguipment and
operation of outdoor theatres.
Afew "Walk-In” Theatre for a Small Drive-In
AT THE Clervue drive-in in the small Florida town of Clermont patrons were recently introduced to a new type of “walk-in” installation, employing a small, enclosed “auditorium” from which they could view the screen. This scheme was the latest showmanship creation of Hugh G. Martin, a veteran of 43 tears in motion picture exhibition whose successful ideas in exploitation have earned him an impressive reputation far and wide.
Mr. Martin is a partner and chief officer of MCM Theatres, a circuit with 16 operations both indoor and drive-in throughout
Florida with headquarters in Leesburg. The theatres are mostly in small towns, or as Mr. Martin calls them “the ‘one horse town variety,’ meaning one bank, one doctor, one super market, one newspaper (that a weekly) and one theatre.” The “small” size of the town hasn’t kept Mr. Martin from conceiving and executing a variety of “big” promotional schemes, which the new “walk-in” at Clermont exemplifies. He owns the Clervue entirely himself, and he often uses this drive-in as a “guinea pig” for testing his ideas before putting them into practice
An enclosed auditorium for "walk-in" trade is the latest innovation at the Clervue drivein, Clermont, Fla., as conceived by veteran exhibitor Hugh G. Martin. He describes the scheme herewith along with some other of his recent promotional ideas.
elsewhere. An extensive renovating program was recently begun there, in which the “walk-in” was the first step.
The Clervue has a capacity of 253 cars, divided among seven ramps, and the auditorium, which seats 35, has been placed at the eighth ramp, where it is adjacent to the refreshment stand.
Mr. Martin describes the building as
Plate glass gives patrons of the "walk-in" section of the Clervue drive-in an unobstructed view of the screen from the last ramp (the eighth) where the enclosed "auditorium" (loft) is situated. Hugh G. Martin, owner of the drive-in, is shown looking into the building (above) which seats 35.
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MOTION PICTURE HERALD. JANUARY 7. 1956