Showmen's Trade Review (Oct-Dec 1944)

December 2, 1944 SHOWMEN'S TRADE REVIEW 45 Surveys Indicate Carpet Stocks Now at All -Time Low . "Surveys indicate that it will probably take several years after the return to normal production to supply the already established demand for replacement carpet" in the opinion of F. I. Monahan, general sales manager of Mohawk Carpet Mills, Inc. Prior to the war, with the upsurge of business in theatrical and commercial fields, there was evident a pent-up demand for commercial carpet as a carryover from the curtailed buying during depression years. As a result of a refurbishing spree during the immediate pre-war period, stockpiles of commercial carpet were practically non-existent when conversion to war production and manpower shortages upset normal manufacturing procedHre in the carpet industry. "Today that industry is facing the most critical period of depleted carpet stocks ever experienced in all types of carpets and rugs both for commercial and consumer consumption," according to Mr. Monahan. The Mohawk Mills, as are all others, Mr. Monahan points out, are seriously limited in civilian production due to restrictions on material and manpower shortages. Much of the weaving equipment is being used in the manufacture of canvas duck. Army blankets, sleeping bags, tarpaulins, etc. Regardless of these handicaps a limited amount of carpet suitable for theatre use continuously has been allocated by the mills, but this has not been sufficient to meet the demand for theatre carpeting. Allocation System to Continue Mr. Monahan states that while the theatres have been enjoying phenomenal business which has brought their carpet requirements up to an all-time high, other businesses using commercial carpeting likewise have been prospering and all during the same period of production curtailment. He foresees the continuance of an allocation system to effect equitable distribution of available carpet stocks for a considerable period after the war or after a return to normal production, which ever period might come first. The Mohawk Company's surveys of postwar theatre carpet needs indicate that higher quality carpet fabrics will be in greater demand. No curtailment is planned by the company in the range of designs and styles, in anticipation of a trend which may, in the postwar era, bring forth varied architectural treatments. Research, Mr. Monahan says will enable the incorporation in postwar carpet of certain improvements which have been developed through experiments during the present emergency. As to the cost of carpet in the future, much cjepends upon material and labor costs, Mr. Monahan said. "It is felt generally that wages will be higher as well as the cost of raw materials. However, it is diflicult to forecast what increase, if any, would be required to be reflected in the pricing of carpets." There appears to be no reconversion problem involved in this industry but rather a return to normality in thj supply of raw material and adequate manpower as the requisites for a return to normal production. A further decrease in the available supply of cotton yarn for carpet backing is presently confronting the industry with many looms reported idle. Theatre's Baby Checking Room a Hit; No Errors A theatre in which approximately 2700 children a month are checked, just as a piece of luggage or a parcel, to give their mothers an opportunity to enjoy the performance without interruption, is the Balaban & Katz Southtown Theatre, Chicago. In the 13 years during which the Southtown has been operating the first theatre nursery in the country not one "checked" child has been misplaced. Under the checking plan the child's and parents' names are recorded along with the child's birth date and the approximate location of the mother's theatre seat. Furthermore, Mrs. Mary Ann Hess, supervisor of the playroom, who is a trained nurse, has an uncanny ability to remember faces. Scores of young mothers have highly complimented the theatre for its unusual service. They have declared that were it not for the theatre nursery they would never have a moment for themselves in which to relax. Many of the mothers who check their infants are newcomers in Chicago. Their husbands are in war work there, and they have no friends with whom to leave their offspring for an hour or so while attending the movies. Ages of the children checked range from infants a few days old to those of six and seven. Most of the small babies sleep while their mothers are looking at the show. A wide variety of games and other amusements are provided for the older boys and girls. One of the many ways American Seating Company protects your seating investment. A heavy, sandfilled cylinder drops repeatedly on the chair under test, to determine whether the construction is proof against failure. Planning your postwar theatre? so are wei r OUR constant research and testing of theatre chairs and materials have always resulted in the very highest standards of construction. This fact is amply demonstrated by the way American Seating Company chairs are withstanding hard, prolonged wartime use. Many of the research and testing methods developed especially for our war production w ill apply to our forthcoming peacetime products. They will result in new improvements that will pay even further dividends to theatre owners. When final Victory comes American Seating Company will be your source for the best in theatre seating— as it has for over half a century. GRAND RAPIDS 2, MICHIGAN WOllLD'-S LEAnEH l.> PI BMC SEATIXi Monufacturers of Theatre, Audilorium, School, Church, Transportation and Stadium Seating Branch Offices and Distributors in Principal Cities