Motion Picture News (Oct-Dec 1929)

54 Motion Picture N e tv s December 7. 1929 THE BULLETIN BOARD Notes, Reports and Ideas That Keep Vou Posted on the Trend of the Trade from Month to Month BUSINESS as usual — mostly better than usual at the de luxe theatres throughout the country — was the only aftermath of that event which stole the headlines in newspapers during the past month — the market smash-up. While suggestions and advice to business on how to steer clear of any serious slump have emanated from all directions, the simple formula prescribed by trade commentators and film executives that showmen can maintain their box-office averages by providing real diverting entertainment and by advertising, still appears to be the soundest advice for application in the picture theatre business. In an editorial in last week's Motion Picture News, Wm. A. Johnston, again pointed out the necessity for "working cheerfully and advertising." As a matter of fact, what seemed to be one of the most convincing arguments advanced by those with suggestions for stabilizing business was the recommendation by Earnest Elmo Calkins, of New York, in a letter to Julius H. Barnes, chairman of the board of the Chamber of Commerce of the United States, that advertising men be included in the business stabilizing council to be formed at President Hoover's request, because, the writer states "We are dealing with that strange force, mob psychology. Already a tremendous whispering campaign is under way. People are telling each other stories of the aftermuch of the slump — losses, suicides, unemployment , cancellations — and these stories are grossly exaggerated, like the atrocities of the late war. It is peculiarly and emphatically an advertising situation." An Advertising Situation TO help their own business, as well as that of others whose prosperity is necessary to continued profit at the theatres, the showmen now can apply the force of advertising with great effect. As is being pointed out by many theatre executives, it will not do to wait for business to lag before instituting a strong advertising program for the theatre. Several important theatres now are putting on extra exploitation pressure, despite the fact that there is no sign of a slowing down at their box offices. Diversion, comfort, healthful sur roundings, are being stressed in these campaigns, with the institutional angle being worked in connection with the quality of the house service and the scientifically ventilated and heated auditoriums. The latter feature more than ever is making a marked impression on the public, which has become "atmosphere"' conscious through theatre advertising, the advertising of restaurants, department stores, and now through business, because so many industrial plants are installing ventilation and air conditioning systems as a means of increasing efficiency in production. Theatre Building Boom SEVERAL theatre architects queried by this department on the prospects for new building operations during 1930 replied that from actual calls for plans by big circuits and independent operators, there appears to be under way a program of heavy theatre construction for next year. This information was sought prior to the White House conferences of business and industrial leaders to support President Hoover's program for speeding construction work, a program which is certain to give impetus to theatre building for which there is a need, as well as other projects warranted by conditions. A Los Angeles dispatch by Universal Service, which appeared in last Sunday's newspapers, quoted Harold B. Franklin, general manager and executive head of the Fox Western Theatres, as announcing an elaborate construction program involving plans for 24 theatres, the announcement being made in response to "President Hoover's appeal for support of the program for national industrial stabilization." The building program announced by Mr. Franklin, calls for the expenditure of $9,450,000 on theatres to be built in San Jose, Sacramento, Oakland, Santa Barbara, Bakersfield, Berkeley, Stockton, and other California cities. Much of the new building to be done next year, according to architects who are preparing plans under commission of several circuit operators, will replace older houses obsoleted because of changed conditions of location, age of building, etc., while a great number will carry certain operators into territories where they are not now represented, and which there fore, will bring new competition into many cities and towns. Provision for Big Screens ARCHITECTS state that all commissions for plans from the larger operators call for design to allow for the enlarged screen. The big screens, which are now regarded a certain development of the near future will have a decided effect on auditorium design. Proscenium openings will be much wider, of course, and balconies will be much higher, to allow for sight lines from the rear portions of the auditorium. This is a reversal of practices which were in vogue a few years ago, when the so-called "de luxe" style of auditorium was in demand. The idea was to achieve a feeling of greater intimacy by including a loge under the main balcony, thus breaking the distance from floor to balcony top. The Capitol's Birthday DURING the month past the tenth anniversary of the Capitol in New York was celebrated with special exercises in the theatre itself and by Major Bowes and his Capitol Family in one of their regular Sunday evening radio broadcasts. When it was built, this picture theatre, with its 5,000 seats, was regarded by many as a most daring, if not a little foolhardy, adventure in showmanship. "Too large for a picture theatre on Broadway or anywhere else" was the verdict of many. Since which time there are houses of equal capacity in many cities and some of greater capacity. As well as being a pioneer in the 5,000seat class, the Capitol is one of the youngest old theatres to be found in the country. Through the ten years of its operation, the Capitol has been kept strictly up to date. New equipment, facilities for presenting the various types of shows which have come into vogue from year to year, and a constant vigilance to maintain standards of service have enabled the Capitol to hold its place in the forefront of Broadway's great motion picture institutions. Under Roxy's tenure of office as its director, the Capitol moved ahead with the times — in highly important matters really ahead of the times — and the same (Continud on page 54)