Showmen's Trade Review (Apr-Jun 1945)

re You Planning to Build? Constructing a New Theatre is An Adventure Calling for Consideration of Many Factors No. 1 Selecting The Site So many written requests for information on the proper approach to new theatre planning have been received in recent months that we deem it about time to set forth in detail our opinions and findings as a result of considerable research on this subject. Many of those seeking information are STR readers presently in the Armed Forces, from Buck Privates to commissioned officers who have salted away a nest egg toward the V-Day construction of an attractive little theatre in their home town. All of them have had theatre experience and some requests have come from men presently operating small theatres or small circuits of theatres. Each, no doubt, has a location for his postwar theatre. They all seem pretty specific as to the number of seats they will need. Beyond this point they are all wide open for suggestions. Many appear to be seeking a sort of Sears Roebuck Catalog of small theatre plans (500 seat average). Each community has its own exclusively peculiar problems, each plot of land offers certain limitations, each state has its own building code restrictions which must be met for plans to pass muster, each prospective builder has personal likes and dislikes in the matter of layout, design, seating, etc. In short, there are so many variables to be considered that little short of a heart to heart talk with an architect will suffice. For months now, we have been gathering the best available opinion from the theatre trained members of the STR staff, technical experts, architects and fellow circuit and independent showmen who live this business on a twenty-four hour day basis. As we have tangled with this subject from every angle we have been laying the foundation for this series of articles in the form of feature stories which have appeared in this section since the first of the year. The continuing series of features labeled "Postwar Pattern" and "Renovation and Repairs" plus the discussions by the members of the Advisory Council are all developing important information for the postwar theatre planners. The theatres analyzed in our "Postwar Pattern" series are outstanding examples of advanced thinking and planning in the prewar years and each possesses certain proved features worthy of consideration in any new project. While all have been large or medium sized houses, there is no reason why their best points cannot be incorporataed into the smaller theatres with gratifying results. The features recently undertaken under the heading "Renovation and Repairs" will continue with interior decorative schemes and are equally adaptable to new theatres as well as older houses. Both of these features are geared to supply ideas and inspiration to theatremen, to help them see what others have done and what still others may do, to aid by providing visual evidence which the showman may use to convey his desires to his arachitect, to provide a starting point in postwar planning. In the interest of putting first things first, let us tackle the number one item in theatre planning, the matter of location. Where Shall I Build? As we have said, many theatre planners have a specific location in mind and to them all must be directed a few sage words of caution. Year in and year out, before the war, hundreds of men and some enterprising women have undertaken the construction of new theatres. Some have built in communities with existing theatres on the basis that more seats were warranted in an area which they considered capable of supporting such added amusement facilities. Some have built in theatreless towns in the belief that the town could support one. Some located new theatres on the outskirts of large cities in anticipation of expansion of local housing facilities and others built to take advantage of a scattered trade area (drawing on several small communities incapable of individually supporting a theatre) by offering good parking and transportation facilities. Prominent among this group of theatre builders were men inexperienced in the motion picture field, a grocery store owner, an ex-Mayor,, a clothing merchant, auto dealer, etc. These men saw in the theatre a good investment and with the restrictions which have retarded new construction artificially during the war the ranks of prospective new builders have been swollen additionally by investment seekers who have observed the consistency of this business through depression and war boom years. They are attracted by the promise of a return above that offered by present day stock or bond investments. Perhaps most prominent are the real estate men who see in the postwar theatre a means of developing an entire community business center with store and parking facility rentals offsetting much of the theatre overhead. Such planning is sound where adequate financing is available for in a competitive tug-of-war the theatre with the lower overhead can outdistance its rival. Some of these prewar theatre builders have been tremendously successful because they (Continued on Page 52) A $500,000 recreational and shopping center at Maumee. Ohio, is being ereeted by the Anthony Wayne Development Co. for expected eceupaney by fall. This com m unity project will house a 1400 seat theatre, department store covering 100,000 sq. feet, 16 alley bowling center, and club room facilities. Parking space for SOO ears has been provided with the buildings covering 37S x 100 feet. Structure will be fireproof, air conditioned, with provisions for spacious seating snd televiston projection when available. Ceorge Howard Barrows and Asso> eiates of Cleveland, architects and engineers, have prepared the plans. Mr. Barrows is also president of th* company constructing the project. Jack O'Connetl will operate the theatre, the front of which provides a most attractive corner high-spot for surrounding Structural units. MAUMEE, OHIO, SITE OF NEW THEATRE-COMMUNITY PROJECT