Moving Picture World (Jan-Feb 1927)

QJoup Equipment H Service for you.'—Jheatre Owner~Mild£r~Studio~> %J Caboratorij ~ Exchange Executive —Jrom yourJnqle fiditecL by cJ). Van Boren foajeil o Empty Seats a Slam At Your Showmanship MPTY SEATS can not be filled by alibis. You may manage to kid yourself into thinking that empty seats are not your fault, that they are there: because of public apathy. But the truth, if you are honest with yourself, is that empty seats are holes in your showmanship through which the life blood of profits goes oozing away. There is a strong tendency among exhibitors to shift the blame for empt)^ seats. It can’t be shifted. Finding alibis is an admission of either mental laziness or lack of" real showmanship. If half the time now spent bemoaning the damage done by motor cars, radio, public apathy, should be put into seat-selling effort there would be a .lot more exhibitors pulling their communities out of the sitting rooms into the standing room. Present Rivals of Theatre Have Been Sold by Hard Work If we would be honest with ourselves it would be easy to admit that the automobile and the radio have become the rivals that they are through showmanship in the creating of their following. In fact, showmanship and good salesmanship are one and the same. The car salesman doesn’t beef about the radio keeping people home in inclement weather — he brings out a sedan and sells its comfort and convenience in all weathers, its service. The radio man doesn’t waste breath yelling that the sedan shuts off the loud speaker. He makes his receiver easier to manipulate, puts on better programs. Then he sells the public. The step-along showman realizes that modern theatre management means a lot more than the ability to give the audience a pleasing routine with the material at command. He knows that he must sell his seats before he starts his show. He plays the same game that his so-called rivals play. He gets busy selling. Just as the local motor car and radio salesroom ties up with the intensive selling campaigns of the manufacturer, so the theatre man hooks in with the producing company’s campaigns which even goso far as to make use of the so-called rival radio as MetroGoldwyn-Mayer, First National and others do. Modernize Theatre Then Modernize Seat Selling Plan Equip your theatre and sell your theatre as a community institution. Turn public apathy into public pride in the theatre that is representative of the progress, the standing, the quality of the community. Don’t waste your time quarreling with conditions. Go out and outsell your competitors. Don’t admit that empty seats mean an empty head. Admit that they are gaps in your showmanship and then get busy plugging up the gaps. Fire Hazard Lowered by Take-Up Handled by J. H. Hallberg J. H. Hallberg has scored a new feature in his projection equipment program by securing the distribution for the Clayton Even Tension Take-Up. This is the much talked about Film Take-Up installed in most of the Paramount Theatres, in many of the Loew Theatres and also in the Keith and Proctor circuits as well as in many smaller theatres and road shows. The last important installation was made in the new Paramount Theatre in New York where the eight Simplex Projectors were equipped with the new Clayton Even Tension Take-Up. The important features may be enumerated as follows : — The best insurance against film fire. Takes up any amount of film evenly. Will take up with any size reel hub. Prevents excessive wear on the lower take-up sprocket and shaft. Stops opening of film splices. Prevents unnecessary stops in the show. Saves excessive wear of the film and the entire projector mechanism. Mr. Hallberg reports many inquiries and new important installations are under way, and states free circular will be sent upon request. GRANBY, MO. — CTub Theatre is being remodeled. SEATTLE, WASH. — Liberty Theatre, care United Artists Corporation, plans to remodel theatre. Estimated cost $150,000. NORTHVILLE, MICH.— New addition is being built to Penniman-Allen Theatre. COLUMBIA, MO. — Consolidated Theatres Company plans extensive improvements to old Star Theatre on North Ninth street. Estimated cost $10,000. c LASSIFIED ADVERTISEMENTS Help and Situations Wanted Only 3c per word per insertion Minimum charge 60c Terms, Strictly Cash with Order Copy must reach us by Tuesday noon to Insure publication in that week's issue OPERATOR — Non-union, three years’ booth experience. Will go anywhere. Any outfit. Have references. Apt. 55, 3671 Broadway, New York City. OPERATOR— Non-union., six years’ experience, wants position with Simplex or Powers machines. Go anywhere. Write E. T. Nielsen, Montpelier, Idaho. ROLL — Machine — Coupon TICKETS QUALITY — Second to nonet SERVICE Unexcelled — our LOWEST PRICES will be mailed to you on request. State your requirements by mail — Today 1 TRIMOUNT PRESS LARGEST AMUSEMENT TICKET PRINTERS IN NEW ENGLAND FOR 17 YEARS 119 ALBANY ST., BOSTON, MASS. DETROIT, MICH. — Lincoln Square Theatre has passed into control of Kunsky Theatres Corporation. Approximately $50,000 will be expended by company in redecorating front and interior of theatre, installing new and additional seats, improving stage facilities and lighgting system, and erecting large electric sign and illuminating' canopy. HANCOCK, MICH.— Star Theatre is being remodeled and enlarged. KENOSHA, WIS. • — Immel Construction Company, Dana Building, Fond du Lac, has contract for three-story theatre, to be erected at Main and Exchange streets, for Universal Chain Theatrical Enterprises, 730Fifth avenue, New York. Estimated cost $600,000. SAN FRANCISCO, CALIF. — Clausen & Amandes, Hearst Building, are preparing plans for reinforced concrete theatre to be located at 21st avenue and Taraval street. Estimated cost $150,000. SANTA MARIA, CALIF. — L. A. Smith, Film Exchange Building, is preparing plans for five-story theatre to be located at Broadway and Cypress street. Lessee, West Coast Theatres, Inc., 988 Market street, ©an Francisco. Estimated cost $150,000. SANTA ROSA, CALIF. — Proctor & Cleghorn have contract to convert old amusement hall on Fourth street into an up-todate moving picture house for Mrs. W. W. Felt. DAYTONA BEACH, FLA.— F. W. Bartlett will erect theatre, store and apartment building. Estimated cost $10,000. GAINESVILLE, FLA.— R. C. Armstring, manager of Lyric Theatre, announces plans to erect new theatre by Saenger Theatres, Inc.. L. M. Ash, treasurer, 1401 Tulane street. New Orleans, La. GULFPORT, FLA. — B. T. Rodd, president of Gulfport Chamber of Commerce, announces that community theatre will be erected on Second street. Estimated cost $15,000.