Showmen's Trade Review (Jan-Mar 1945)

March 31, 1945 SHOWMEN'S TRADE REVIEW 35 The theatre (on$tructioii & Hainlenance &DVI C. B. AKERS eitlFFITH THiATRES K. F. ANDERSON W. S. BUmRFIELB THCAtACS . H. APPLE6ATE, JR. CCMTURY CIRCUIT W. B. ARMSTRONG eOLDCN STATt TMCATAiS E. E. CLEVELJKND •teoN MASS THtArnej J, H. E^OER INTERSTArC CIRCUIT EMANUEL FRISCH RAHOrORCE AMUSEMENT CORf MELVtN C. GLATZ *0X INTER-MOUNTAIH THEATRES HERMAN R. MAfER R H. McCULLOOGH HiknOHAl YHCArRls HARRY MOSCOWiTZ lOEWA iNICOR«»ORATEe FARMENTIER EVtRf^REEM TMEATRCi SAMUEL ROSEN COUNC TRANK D. RUBEL WOMKYCO THEATRES R. SCHMID MINNESOTA AMUSEMENT CO, CILAYTON TUNSTILL MAtCO TMtAfRfS R. VAN GETSON KALASAN ICATS CORP. JUL£S S. WOLFE l AMOUt ll»LATtR» CAHADilAN^ No. 1 — A Continning Series of Reports by Experts on Problems of Vital Importance Wartime Substitutes, Repair and Building Costs Are Discussed Few if any worthwhile substitutes for standard pre-war structural or equipment needs of the theatre have evolved from utilization of alternate materials, nor has the lengthened service of theatre equipment under necessities of wartime shortages affected any appreciable dollar savings ; no radical changes in theatre plants or presentation techniques are anticipated for the immediate postwar era ; repair and renovation costs during the past two years have risen more than 30 per cent and construction shows an increase of more than 35 per cent above prewar. These are a few of the many conclusions on vital subjects to the theatre owner that resulted from the first forum of Showmen's Trade Review's Advisory Council, composed of nationally prominent executives in charge of construction and maintenance for many of the most progressive and efficiently operated circuits in the world. A reliable indicator as to the volume of new equipment that will be required for the rehabilitation work that will go forward in theatres when industry reverts to civilian manufacture also emerges from the points under discussion at this first meeting of minds on the topic of postwar conditions in the theatre field. Theatre seats, shortest item of supply during the entire war period, lead by far as the article of top priority on budgets for postwar theatre renovation. New floor coverings — another very scarce article since the war began — rank second on this priority of planning for the future after Victory. Fabrics, air conditioning equipment, electric motors, popcorn machines, projectors and sound equipment, lighting equipment, marquees and ticket machines are other items high on the preferred list for installation as soon as new theatre materials become available. This being the first Advisory Council report in what will be a continuing study of theatre problems, it seems important to give a brief sketch of the background from which conclusions, offered for the service and guidance of the average theatre owner, will issue in reports that are to appear exclusively in this department. Membership of the Advisory Council presents an impressive cross-section of the prime theatre operations in the U. S. and Canada. Specific questions are on the agenda for each of these meeting of the minds of theatre executives serving on this voluntary board of consultation in cooperative efforts for the benefit of the theatre industry as a whole. The reports will be factual and represent the consensus of the members' individual views and conclusions on each point under discussion. The Advisory Council was originated as an idea and put into working form by this publication with the unselfish cooperation of outstanding men who are serving on it primarily and solely as a service to theatre owners and managers generally. It is hoped, and naturally to be expected, that the reports will provoke an interest and evoke greater consideration of vital matters of safety, construction and maintenance as well as to make available to all theatremen expert advice based on experience and methods developed in the finest type of theatre operations. Supply Demand! Prospecfi We have said the Council rates new seating "tops" on the question, "In your postwar planning what will be the first items you will want to replace?" While seats, carpet and air conditioning equipment comprised the first needs, many other items entered into second and third selections. Here is a breakdown of the most The Next Report Constructive advice to the average exhibitor as to important items to be considered in making postwar plans; expert opinion and comment on the prospect of radical changes in theatre design, and candid statements regarding postwar construction and renovation plans of the major circuits will feature the second Council report to be published in this department in the issue of April 28. Important for all showmen. Don't miss it. pressing requirements in relation to their importance in the consensus : 1. New Seats 60% 3. Furnishings 30% ArConditioning: fol ^quip. . . . 20% Carpet 20% 2. Carpet 40% Seats 30% Air Conditioning. 10% Air Conditioning. 10% Lighting Equip.. 10% Marquees 10% Safety Controls.. 10% Marquees 10% By grouping the consensus of opinion as to the most needed items for replacement falling within the foregoing three categories of relative importance it is possible to establish the following picture of overall needs : Seats, 30%; Carpet, 26-2/3%; Air Conditioning, 13-1/3%; Furnishings, 10%; Booth Equipment, 6-2/3%; Marquees, 6-2/3%; Lighting Equipment, 3-1/3%; Electrical Safety Devices, 3-1/3%. Even when considering the fact that the Council Members represent circuit operations it must be remembered that many of these circuits include partnership affiliations with hundreds of small town and neighborhood theatres involved. The overall consensus of opinion, we believe, will accurately reflect a true projection of postwar supply requirements. In coping with war-resulting shortages of equipment and maintenance items, 80 per cent of the Council are recorded as being forced to resort to substitute materials or equipment to keep their theatres functioning efficiently. The remaining 20 per cent were unaffected by this problem. Seventy per cent report the discovery of no substitutes worthy of continued use when standard materials again become available after the war. The 30 per cent minority who have discovered through necessity, substitutes worthy of continued postwar use, have qualified their position in the following comments : "In most cases the substitutes we have used during the war are not worthy of continued use in the postwar periods. However, in cases where we would normally remodel or change the interior of theatres with construction work, we have found that various fabrics and drapery material can be used very satisfactorily in covering up present architectural lines in order to make a complete change in general appearance. When, for example, a proscenium arch (Continued on Page 42)