Motion Picture Herald (Jan-Mar 1956)

Air-Conduionin^ Than You Think Theatre for Less By W. O. GILBOY AIR-CONDITIONING engineer familiar with unique need of theatres for comfort-cooling, the author has made out of that need a field of special interest. This article is based on his experience and on his knowledge of a recent engineering study of theatre air-conditioning practices and requirements, which revise many former values. This is a brief case history of one typical motion picture theatre and its efforts to stop retrogression and get back into the money. These are cold facts vouched for by the owners. The Crown theatre in Hartford, Conn., increased its paid admissions during the months of July, August and September, 1955, by 35% over the same months of 1954, and has sustained a high percentage increase for the balance of the year to date. It is expected this year, and particularly this summer, even better figures will be available because, in spite of the past history to the effect that the Crown could not draw from the big downtown houses, it is doing so — and in increasing numbers! It is strategically located and it is gaining in reputation as the most comfortable theatre in downtown Hartford. Perhaps there is still some truth in the old saw about building a better mousetrap. The Crown theatre is a 720-seat house on Main Street. It is in the old part of Main Street surrounded by small stores, older apartment houses, small manufacturing and service businesses and the remnants of the old residential middle-class buildings of the nineteenth century. The patronage is largely from the neighborhood families living in the area. It is not a downtown theatre in the sense of drawing transient patronage, or luring customers from the suburban population. Its prosperity depends on its ability to hold the loyalty and custom of its neighbors. During the years it had fallen, as its surroundings had, into a rather careless disregard for its appearance and, like its appearance and, like its neighbors, had become accustomed to its shabbiness and wore it with a certain stubborn resistance to the inroads of time. This mellowing process is fine for good wines and liquors but it is no good for a motion picture theatre, unless the objective is to wait long enough and develop a museum ! Some people will pay to go Into a museum ; increasingly few will pay to see their movies there. The Crown owners knew this and so, one day, they faced up to the fact that they no longer had a good investment, and being good business men, they decided to do something really effective about it. The decision about what to do and how much to spend on improvements was not an easy one. But after sweating it out through several long meetings, the manager, Joseph L. Giobbi, and the owners agreed that nothing short of a major overhaul would put the theatre in shape to make a successful comeback. It was very apparent from box-office receipts that, along with a general decline in patronage, the greatest loss was during the summer months. This pointed up the need for air conditioning as well as refitting. P'ortunately, the theatre building itself was sound and of a shape and proportions to encourage reconditioning and decorating in the modern mode. It was believed that a genuine concession to popular reliance on comfort and pleasant surroundings in the theatre would really pay off. COSTS VERSUS NEED When estimates for such a program were available, there was some plain and fancy counting of costs against probable gains. But these fellows had the tenacity to stick with it and think it through and the courage to make the right decisions. And as often happens, once the decision to do something constructive about a bad situa tion is made, we look back and wonder at our doubts. The point of decision at once seems obvious, the only possible Avay, really. It became apparent in retrospect, considering what the old Crown had to offer, that the neighbors did not want to spend many evenings in such shabbiness. And not many did. They were more comfortable somewhere else and even a good picture could not draw them on warm summer nights. Management, having made Its decision, did not spend money on patches. It was a brand new suit, underclothing and all, that the old theatre got — but not until after it had a good bath. The building was stripped, cleaned and completely redecorated in simple good taste. Sound absorbing panels were added to the celling to break echos. New carpeting and new retractable seats were installed. A new screen and new sound and projection equipment were provided and, of course, a new year-round air-conditioning system. PROOF IN PATRONAGE Air-conditioning had been their biggest hurdle because it seemed like a topheavy addition to a serious capital investment, but they took It in stride and now agree it was their best decision. It has proved to be the most effective implement In restoring and increasing neighborhood patronage. This is true not only during the summer months, but also throughout the whole year. They know now that clean, odor-free air at a controlled temperature, and Avith even, gentle air motion by means of proper distribution, is as effective in the relaxation and comfort of the patrons as are clean, pleasant surroundings and comfortable seats, and in summer there is no substitute for the cooling and dehumidification provided by good air-conditioning. The decision to do something about the Crown theatre was made early in the spring of 1955. The work was completed in early summer and the air-conditioning put in operation at the end of the first AA'eek of July. By that time it Avas badly needed, for the hot 1955 summer was at hand. This case history does not reveal all of 8 MOTION PICTURE HERALD, MARCH 3. 1956