Motion Picture News (May-Jun 1923)

June 2, 1923 2691 NEW THEATRE construction & equipment projection department camera P. M. ABBOTT TECHNICAL EDITOR How to Make the Theatre More Attractive Valuable Suggestions on Renovating and Remodelling That Should Be Considered IT is now the season of the year for exhibitors to be giving thought to remodelling and renovating their theatres. This matter requires considerable thought and study to secure the most effective results with the minimum of cost. It is therefore advantageous to make a preliminary study of this problem well in advance of the time for the actual work. Possibly some exhibitors feel that the problem of renovating or remodelling the theatre does not confront them individually. That their house is in excellent condition and well satisfying to the clientele to which they cater. Perhaps this condition holds true to a degree in a few instances, mainly in the modern picture palace. But only in a minority of cases. In the average motion picture theatre there is unlimited opportunity for alterations, not necessarily of an expensive nature, but alterations which will give to the clientele of that theatre a change of atmosphere to which they have become thoroughly accustomed. Good pictures are an essential. This we have stated time and again. Their importance is understood universally by every successful exhibitor. But what is under-rated, due no doubt to a natural lag in understanding and appreciating the development of the American motion picture goer's demands and tastes, is the neecssity for refinement and perfection in the phvsical characteristics and appointments of the theatre. Increasing the Popularity of the Theatre These demands which the public now make, on the theatre, must be met if a generally increasing popularity of pictures is to be enjoyed. That is why the matter of remodelling or renovating should command the serious consideration of exhibitors. Changes throughout the theatre can be of a greatly diversitized nature. Possibly that phase which lends itself with the greatest effectiveness is interior decoration. No matter what the style or type of house, if the proper artistic touch be given, a pleasing, restful and inviting atmosphere can be created. Color schemes and designs may be made to harmonize with any architectural design. Naturally some theatres lend themselves to better advantage for this purpose than others. Yet take anv ordinary house and apply that certain quality of taste to the scheme of interior decoration and the general attractiveness of appearance will be increased many-fold. To secure this result requires time and thouerht and probably the recommendation or services of some expert decorator. Interior decoration is an art and must be considered and treated as such in its application. While the front of the theatre may not be of paramount importance yet a neat attractive exterior certainly lends a degree of dignity and creates a popular impression among the townspeople. A well proportioned and designed electrical display sign which harmonizes with the theatre exterior not only serves to improve the appearance but in most instances will be found a good investment from its advertising value alone. Here lies an opportunity for many exhibitors to add a new or improved feature to their house that will give a double value, and possibly will give their particular building exterior predominance over all other buildings in that locality. A Venerable Point for Effective Re-design The marquee proves an equally venerable point for re-design in many instances. A redesign in this case may only involve the changing of the illumination of the marquee as effective lighting is very important in marquees. In this again lies an opportunity to make the theatre front the center of attraction of a given locality. Lobby frames, ticket booths, and the other innumerable details of the theatre exterior are all subjects on which an improvement may be made. Such improvements can be counted upon to immediately attract the attention of the town or neighborhood. When considering the stage or what represents the stage in a motion picture house, the matter of the exhibitor's skill in showmanship enters, for it is here that individuality may be displayed to best advantage. The general decoration of the stage comes within the scope of interior decorating, but the finishing touch for each show must be supplied from an individual's fund of original ideas and tastes. This subject of staging and presenting a picture is fast becoming an art in itself and can no longer be ignored by any far sighted exhibitor. Two Subjects of Greatest Importance to Theatres There are two subjects without which no discussion on the physical characteristics and appointments of a theatre would be complete. They are ventilation and projection. While the above discussion has given stress to many other subjects, these last two mentioned have been reserved as having the greatest influence on the popularity of a theatre. A large number of houses now operate throughout the complete summer. This record, which in the past was impossible, is now within the grasp of every theatre through the installation of proper ventilating equipment. Ventilation is now only important in the summer but proves nearly as useful in the winter. The cooling effect in summer in many parts of this country is an absolute essential, yet the exhaust of foul air in winter is nearly as great an asset. Every Exhibitor Must Come to One Conclusion Exhibitors must come to one conclusion, i.e., ventilation is essential for the successful operation of a theatre and eventually every theatre will embody this feature. Providing a theatre does not have the facilities for proper ventilation, then no other remodeling: or renovating should even be considered until this condition is remedied. There are various ventilating equipments on the market, some one type of wnich will amply fulfill the requirements of any particular type of theatre. This department of the Motion Picture News offers its service gratis to exhibitors in the selection of the necessary equipment. Projection and screening of the picture does not necessary come under the heading of remodelling or renovating. They are subjects which should be under the constant attention of the exhibitor for it is through these that the effectiveness of a picture is enhanced or destroyed. Why there is one single exhibitor today that does not realize tbis to its fullest degree is highly problematic. An exhibitor who tolerates imperfect projection cannot be excused. The manner in which large numbers of exhibitors shun improving their projection department might lead to the belief that a heavy expenditure was necessary for the installation and maintenance of up to date equipment. Considered as a percentage of the theatre's yearly expenses, this proves negligible. Many articles have appeared in this department from time to time on projection and there is therefore no necessity of going into details at this time. Sufficient to say that good projection is as essential as good pictures. The one cannot be had without the other. Articles treating in more detail with the subject of renovating and remodelling well appear in this department in the near future. The suggestions contained in the above discussion will serve as a reminder to the exhibitor so that he may start planning for improvement on his theatre this summer.