Showmen's Trade Review (Jul-Sep 1943)

38 SHOWMEN'S TRADE REVIEW July 17, 1943 Exhibitors of America have many duties to perform these war days. You build unity and morale through motion picture presentations— and you promote and support the various government drives that are initiated to spur war production and civilian defense. RCA Service, like exhibitors, is carrying on important war duties: RCA engineers are rendering scheduled service to projection room equipment in thousands of theatres to "Keep 'em Running"—and other RCA Service groups are installing military equipment and instructing personnel, in this country and at the battlefronts. The RCA Service organization is today more than nation-wide ... it is world-wide . . . serving the home front and battlefronts too! RCA SERVICE CO., INC. RADIO CORPORATION OF AMERICA Subsidiary Camden, N. J. Wiring Regulations Must Be Observed Theatre owners, engineers and architects have been warned by the War Production Board, Conservation Division, to use care in checking all lighting specifications for conversion, remodelling or new construction projects to make sure that they comply with the policy outlined in the "Design Guide for Interior Electric Lighting and Wiring for Wartime Construction." The Guide was released recently, and in all instances, before completing plans or designs for lighting installations, should be consulted. Deviations from the policy outlined in the Guide may cause delay or possible denial of priority assistance when applications are reviewed by the WPB. Copies of the Guide may be obtained upon request from the WPB Conservation Division, 11th and H Streets, N.W., Washington 1, D. C. 'Buy Only to Cover Needs; Work with the WPB/ W. E. Green AdvisesTheatre Owners Among the more important considerations in carrying out the strict observance of the ideal which animates all good Americans at this time, are certain principles which go counter to the ordinary business rules rightly followed by management under normal conditions. Some of the considerations which come under this classification were stressed most pertinently by W. E. Green, president of National Theatre Supply, in an address at the recent annual meet. ing of the Allied Theatre Owners of New Jersey. Points which Mr. Green emphasized, and which are worthy of special notice, include the following: "Theatres cannot, and now ought not, to stock up with an unlimited supply of material used in the operation of a motion picture theatre. The supply dealer carries them for you. But it is not the routine requirements that make serious demands. It is your emergencies the well equipped supply house with competent, conscientious, experienced em-^ ployes has in mind — first, last and all the time. Any interruption of the show for any reason is inexcusable, except under extraordinary conditions. The supply dealer who does not know how exacting your re-; quirements can be, does not deserve your, patronage for he must be prepared to makei every effort to give you the service you need in your difficult and important work o( serving the public. I know personally, and everyone in my organization knows, the importance of what may be required in emergencies. Every manufacturer represented in our line has had years of experience in this field. They, too, know your requirements. We could not possibly represent any firm which did not strive to serve you just as intelligently and earnestly as we do. "The war has made many changes and demands, many sacrifices but there is no alteration in our attitude toward our customers. Our manufacturers have had long and friendly relations with exhibitors for many years and are just as determined as we are to give you every assistance and service war conditions permit — beyond that you could not, you would not, want us to go." Mr. Green called attention of his exhibitor audience to the type of men who are directing the Amusement Section of the WPB, mentioning that A. G. Smith, as chief of the section, brings a record of experience and cooperation into his work, and that Lester B. Isaac, special industrial consultant to the section, is a man of particular experience and attainments for the sympathetic and intelligent direction of his work. . This government agency, so well handled and so cooperative in working toward the end of keeping theatres operating under necessarily restrictive conditions as to materials, should have the best of cooperation in turn from exhibitors, Mr. Green pointed out. Working with these men and the regulations of the WPB, Green emphasized, means greater efficiency for the theatre owner and greated good for the theatre field as a whole. "The fullest, cooperation," he said "should be given to the WPB and the men I have just mentioned," adding: "They know this field thoroughly or they could not hold their positions. They are understanding, friendly and sympathetic because they realize the seriousness of your problems. But the best way to help them and yourselves is to comply cheerfully and promptly with all government regulations down to the last detail. "i cannot overstress the value to you of this recommendation. Time after time theatre operation is dependent upon some small part, which we are able to supply, but can only do so provided formalities preliminary to obtaining that part as outlined by the government are fully complied with. Not to conform with what may appear on the surface to be seemingly unimportant regulation, causes delays and unnecessary embarrassment. If the regulation or restriction works a hardship, instead of ignoring it or failing to obey it, we ought to take immediate steps to correct it. But just so long as it is on the books and is known to everyone, strict compliance saves time and tempers." Lounge a Social Center; Makes SRO a Pleasure "Standing room only" means a quiet game of checkers, backgammon, gin-rummy or bridge to the movie patrons of the Mayfair Theatre, Miami. Mayfair Lane, as this social center is called, is equipped for games, reading and writing and, before the food rationing restrictions, served refreshments. This social lounge has been fully utilized by the moviegoers and many use the Lane to entertain guests, hold club meetings, bridge parties and give book reviews. Manager Claude Norton does not confine his outside activities to the social center, on Sundays the theatre is used as a church. The Unitarian Society holds services and forums. Burned Theatre Standing Wall Second to Crash in High Wind High winds toppled a brick wall of the Princess Theatre, Aurora, the last pile remaining, after a disastrous fire some time ago. It inflicted considerable damage to the rear of three business houses, completely caving in the entire end of a bowling alley. The accident was second of its kind. About two weeks earlier another wall crashed, doing about a thousand dollars worth of damage to a furniture store. Gets Remodeling Permit Theodore K. Anthony has obtained a permit to remodel a theatre building in Urbana, 111., which he will operate himself. The work, cost estimated $1,863, will include construction of a new projection booth, and other improvements. The building was formerly occupied by the Varsity Theatre.