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December 2, 1944
SHOWMEN'S TRADE REVIEW
33
PLAN IT THAT WAY
equipment in the projection booth. Otherwise there may be a day when the theatreman will £nd that he just hasn't got what it takes to deliver a satisfactory show.
There is a great amount of work going on in the planning rooms of manufacturers of equipment. It will bear fruit in improved apparatus for the theatres. But there is one very important factor that appears to be overlooked in many quarters. This is the fact that the motion picture producer actually is the key man as to the precise matters which concern theatre projection and sound reproduction. For what the producers decide upon must of neces3ity dictate the standards that will be built into important features of the projector and the sound system. Should there be a continuing and expanded trend of higher grade recording, it is certain that theatres will have to be geared up for it or else — well, or else!
There will be lots and lots of much better theatres than heretofore were in operation when the war ends. These will offer not only hotter competition to older houses, but also will be sufficient to encourage producers to st2p up their quality of recording, as well, perhaps, as use of "low key" photography for scenes and sequences selected by producer and director for cuch artistic treatment. In either case there will be need for quality equipment in the projector, lamphouse and the amplifier and sound head in order to keep up with the pace of things to come.
So here's a thought for postwar planning: stick to quality equipment and save, money.
IT'S going to be a great day when Victory is -*-won. (It'll be a Day worth waiting and working for.) To many of the people, more fortunately situated in this troubled world, that Day will mean a time when many things needed in homes and business establishments can be obtained. Among such people, of course, are theatre owners.
What postwar planning has been done, naturally, is very sketchy up to this point. It is hemmed in with "if's, and's and maybe's," because there is no authentic information upon which to settle points with finality. Even that can wait until the Victory is won. But there are a few important principles which it might not be a bad idea to adopt for positive consideration in these postwar plans that will be drawn up later. One of them concerns a matter that will loom large and importantly in the kind of result that is obtained from the new materials and equipment. This is the Quality of the goods that are to be bought.
What brings this up is the present indicators of trends in motion picture production, especially as it concerns sound recording and camera work. It is no secret to informed theatremen and projectionists that the very high grade recording now standard at some of the studios actually is far and away above the resources of much of the sound equipment that is to be found still in service at theatres around the country. There's a tipoff here for the wise theatreman. And the tip is that it will be wise to provide for increasingly high grade recording and camera work by installing only quality