Showmen's Trade Review (Jan-Mar 1947)

SHOWMEN'S TRADE REVIEW, January 4, 1947 17 THEATRE MANAGEMENT screen merchandise, — if he plans well and works hard — can make "duck soup" of the job of dispelling the mental factors. The smart showman will concentrate his effort along new and different lines of approach to public interest and public favor. He'll leave only markers to indicate the way to his theatre along the old "find 'em and fool "em" trails that will be all cluttered up with the efforts of his competitors. He'll blaze new trails of honesty, truth and sincerity in his advertising. He'll manifest a genuine and carefully studied interest in the likes and dislikes of the various segments that go to make up his customer potential. He'll construct his shows so that every faction will feel the pressure of his effort at intervals so frequent that the urge to attend his theatre will become irresistible. He'll make his theatre so spotless and "homey" and his service so complete, congenial and considerate that the folks will want to come back again and again and actually s :ek out his establishment as a place of refuge from mental harassment and physical weariness. An About-Face for Many The above is as comprehensive a blue print as most theatremen will need to chart a profit course through the 362 remaining days of 1947. In many ways it's an about-face from the course many have been traveling. The war and war boom sent most everybody skittering along lanes where nobody seemed to give a thought of service or consideration to the other fellow, and "devil take the hindmost" was the order rather than the exception in business practice. Today the world is coming out of its war-time tail spin and, while it still wobbles a little, beginning to adjust itself to new and different conditions. In the process the public frame of mind — with which we alwavs considered ourselves overlv familiar — has changed drastically and the various "Open Sesames" we used for years seem no longer capable of unlatching the purse-strings. Precision diagnosis of the new attitude is defying the mental machinery of intellects far beyond my meagre comprehension. Of a few items I am overly certain. One is that the word complacency no longer has meaning or place in the minds or actions of the world's people and that in its place has come agitation and perturbation. The other is that the most certain and desirable as well as the quickest cure for those last-named twin agents of the "jitters" is a two-hour dose of picture entertainment administered in the relaxing comfort of a well operated theatre. But the days when they stood in line and clamored for the medicine are over. In 1947 showmen are going to have to follow new techniques to capture atten tion necessary to coax 'em into taking what's good for them. Just what technique will serve to entice your potential customers away from the other fellow's games and keep their feet trekking to your box-office is easier for you to determine than for me. But, again I'm sure, there are not many showmen who have been burning the wick low in the wee small hours figuring intelligent ways of attracting such business as has not been voluntarily patronizing their establishments. 1947 promises to present a real problem that will require considerable noggin nudging for those who contemplate consistent profits. Box-Office Magnets Fewer Pictures — in all brackets — will be fewer. It is doubtful if as many high audience magnets will be offered by the distributors who have already perfected plans to fill in great gaps in their production schedules with re-issues. This state of affairs is not going to affect the major runs where quality product can be depended on to consume seven or more days of playing time. It is the little guy who has to change two, three or more times a week who will feel the squeeze most severely. And let me say right here that even the best of product will fail (Continued on Next Page) THEATRE MANAGER'S NOTEBOOK Maintenance AIR CONDITIONING 2. Air Washers (From an Outline of Talks Presented to the Classes in the Wilby-Kincey School of Maintenance) Spray nozzles, eliminator plates, water strainer, water pump and structural surfaces of air washers all need close attention. Rust and corrosion are the greatest hazards to the life of the equipment. These are usually caused by acid content of the water, and by oxidation of moist metal surfaces. Frequent inspection and prompt action where rust appears are essential. Painting Wherever rust is observed the surface should at once be thoroughly cleaned, wire-brushed to remove existing rust, and painted. Surfaces that are not normally wet can be given one coat of a suitable primer followed by one coat of moisture-proof aluminum paint. Surfaces that are normally either submerged or wet should be painted first with a coat of red lead, this being followed by primer and outdoor aluminum moisture-proof paint. Do not put any -painted unit back in service until the paint is thoroughly dry. Nozzles Keep all spray nozzles open. If any fail to function properly, clean their orifices thoroughly. If this does not restore proper size spray, then bleed off air from the water pump by opening the petcock. Check the nozzles twice a week and more often if trouble is frequently encountered. Float Valve Do not fail to check often on the condition of the float valve in the water tank. Note particularly any change in the distance the float extends below the surface of the water. A punctured float, or one with a slow leak, will sink. Then if the drain line happens to be restricted the tank will overflow, causing either minor or very extensive damage according to its location. Algae Formations Algae are living plants which grow as green, stringy masses on damp surfaces, and collect in the basis of air washers during summer months. They may clog pipes, valves and spray nozzles unless effectively destroyed as often as necessary. Make a concentrated solution of commercial potassium permanganate and add this solution to the cooling water until the latter assumes a faint pink color. Use only that OVER