Showmen's Trade Review (Jul-Sep 1940)

August 17 , 1940 SHOWMEN'S TRADE REVIEW Page 29 This is logical Time for Equipment Cliedup Prepare for Fall Business Increase with Necessary Improvements ARE you getting ready for Fall? Many . managers concentrate on the big pictures they've booked and on how they're going to sell them. There is, however, an "unseen" factor — "unseen" because, while your attractions get most of the credit for luring patronage, it is also true that the appearance of your theatre and the condition of its furnishings and equipment are of prime importance, despite the fact that they may not be overly emphasized when one checks upon the difiference between profit and loss. The physical appearance of your theatre, among other things, goes a long way in making patrons' visits enjoyable and comfortable. You will act wisely in taking a few moments for a thorough inspection during which time you can make notes to use as a guide in planning needs and improvements in equipment. This Fall there is bound to be an increase in business, and this factor practically demands that you give more than ordinary attention to renovating and reconditioning your theatre and its equipment. First — although not necessarily most important— is the matter of seats. If patronage has fallen off and you are still using hardboard seats, you should realize by now it's no fun sitting on a hard seat through a long show (often two features). No one likes to develop callouses from these antiquated theatre fixtures, and no one can properly enjoy entertainment under such "sitting" conditions. Now is Time to Re-Seat If you don't have cushionless chairs, there's still a possibility that the springs in your present chairs have lost their resiliency; the upholstery may be almost worn off. As a matter of fact, your seats may be in such a condition that the wisest thing to do, both in the interest of the patrons' comfort and in the future of your theatre, is to replace them with new modern, streamlined, deluxe chairs. No matter what your decorative scheme, there is a style and pattern available to suit your needs. Should your seats require only minor repairs — and don't fool yourself on this — then be sure that the necessary repairs are made as soon as possible. The attractiveness of any theatre can be seriousl}' jeopardized by thread-bare, colorless, worn-out carpets. At the same time hazards are present that may involve you in costly law suits. Why not replace your old floor coverings with those of a newer trend both in design and manufacture? Just as much as other furnishings, carpets are an important factor in the rise and fall of business, depending on their condition. If customers make derogatory remarks about the furniture in the foyer and lounges, it's time you should do something about it. Patrons do talk, especially women, and if you permit your furniture to become worn and unkept, such conversation can be detrimental to your theatre. Provide a favorable impression for your patrons by placing attractive, high quality furniture in those sections of the house where necessary, or make sure that what you already have is in need of only a few repairs here and there. Bear in mind, however, that you can't make repairs year after year and still expect the furniture to stand up. There's always a limit. Plan a redecoration program for your lobby. New curtains, a coat of paint here and there would be quite in order. See that your rest rooms are clean, and if an "ill wind" blows therein, use a good disinfectant to remedy this situation. Of course, there should always be a checkup of the air-conditioning apparatus and heating plant for the comfort and well-being of your patrons. It is well to seek the advice of a competent heating and ventilating engineer to aid you in maintaining healthful and comfortable temperatures at all times. Good sound and projection are always important. With them, the best pictures becomes dull and boresome. Patrons should never have to strain to hear dialogue, nor should their eyesight be impaired with faulty projection. Likewise, a screen can't last indefinitely. Following a thorough inspection, determine the advisability of purchasing new sound and projection equipment. The front should impart an inviting apearance to the man on the street. It should be bright and cheerful, not gaudy and cheap. Dirty light bulbs, one out here, another there; dirty attraction letters not visible at any reasonable distance; a paint and decorating job that shows the ravages of time^ — all these things detract from the appearance of your theatre. mm t^^t °^^^.\°h:"r enJ dense blad and brilliancy wrth t^-^ P j fflms, twice as much white and the colo e p^^^ct by i:„ht Is required as F ,'^ny low intensity arnp^ ye This doubling in ''"S^lfc^^^^^^ and carbon t:r:."rtt:n°t:";er ^^--^ aevelopment °^ . , j fie -^'^""^ ^'^ ^ High Intens.ty Automatic P'°)-^*7^,t moderate ,,,ehe.actly Ms the needs o^^^^^^^ slied theatre usmg a scr u> liaht secured by this new ="2 the tw intensity appear a lamp rnaKes comparison. „„ddy yellow by comp „uddy yellow by . o,,,,,„-,lU,range a demonstration m you STUONG ElECTLIC COHPOHATION 2501 LAGRANGE STREET • TOLEDO, OHIO Export Office: Room 2002, 220 W. 42nd St, NevV York City