Showmen's Trade Review (Jan-Mar 1947)

18 SHOWMEN'S TRADE REVIEW, January 4, 1947 THEATRE MANAGEMENT Jackson on 1947 Battle of the Buck Unveil Tablet to Service (Continued from Page 17) to reach its highest dollar potential unless new ways of commanding the attention of a wary and different public are quickly coined and put in action. Exhibitor and distributor alike can profit from the mistakes of years — many of which have been deliberately resurrected and used in recent months — in advertising approach. That "Fool 'em" road jes' ain't there no more. Today's public is demanding the truth about everything from everybody. To satisfy this demand is not at all difficult for the thinking personnel of this business. It has been written time and again — and credited as truth beyond question — that pictures — all kinds and classes of pictures — have their roots firmly imbedded in human emotions and emotions are like noses — everybody has 'em. Determine Product Appeal The principal requirement is for distributor and exhibitor alike to carefully analyze just what emotions are most forcibly appealed to in the product to be offered and set attendance goals accordingly. With the appeal determined, all advertising and exploitation should be pn prepared as to entice attendance from those groups best suited to enjoy the presentation. The regulars can be depended on, but success — I mean the highest possible gross — depends on attracting the particular element or strata or occupational, civic or professional group whose hearts or heads are most likely to respond to and enjoy the type of portrayal being offered. In 1947 we must call a halt to the misguided practice of masquerading a documentary film as a stirring romance ; a period film as a Hattie Carnegie Fashion parade ; a mediocre attraction as a superspecial and so on right down the line. Know who and where your customers are. Learn everything you can about their likes and dislikes. Then use common sense in choosing the ways and means of seeking their patronage. Like the characters in the stage play "The Skin of Our Teeth," we'll all live through our adversities and emerge the better for our experiences but there is no sensible reason why we shouldn't take everv precaution to make our road as easy as possible. It can be done if we carefully plan the ways in which we spend each of the golden hours still housed in that 1947 treasure chest that Father Time just left on our doorstep. Men at Theatre Opening Opening of the new Hamilton Theatre in Hamilton Township, Trenton, N. J., on Christmas day was marked by the dedication of a memorial tablet to the memory of the young men of the township who served in the armed forces during World War II. Unveiling took place on the lawn which covers the area between the street and the "community" type theatre at the corner of Broad Street and Maddock Avenue, and was attended by public officials and a number of well-known personalities. The Hamilton Theatre, which features colonial architecture throughout, embodies the latest features found desirable in the communitytype of theatre ; it provides space for ease of entrance and exit, and its sound and projection equipment are said to be of superior cmality. The space between the street and the theatre is landscaped with grass and shrubbery, thus adding to its attractiveness as a place for community gatherings. Keep Them Comfortable While it is very important to keep your patrons warm and comfortable, bear in mind that the number of spectators in your audience can make a difference in the degree of such comfort. Body heat, multiplied many times, will increase the over-all heat ; on the other hand, with fewer people, the temperature must be increased by your heating engineer. much, not more. The treatment will cause the algae to settle out into the tank, which must then be drained, cleaned and refilled. This treatment is not permanent. It must be repeated whenever new algae formations appear. Water Pump The water pump stuffing box should be so adjusted that an occasional drop of water is lost when the pump is running. If the adjustment is looser than that the vacuum created at the center of the pump rotor may draw air into the water system, decreasing the pump efficiency and increasing rust formation in pump and piping. Too tight an adjustment will cause the packing to wear out readily, produce excessive wear on the shaft, and overload the motor. The pump should be properly lubricated, according to manufacturer's instructions, at all times. The pump should be kept in proper alignment at all times. Misalignment overloads the motor and puts undue wear on the impeller and sleeves. The normal that occurs in the pump is very largely due to dirt and grit in the water. Keeping the water clean will minimize operating troubles. When the pump is reassembled after being opened for repair or adjustment, do not use steel keys in place of monel shaft keys. Steel keys will rust out and free the impeller. TROUBLE SHOOTING 1. Symptom: No spray or intermittent spray from nozzles. Causes and Cures: (a) Clogged nozzles — clean them, (b) Obstructed suction line— clean it out. (c) Clogged strainer — clean it. (d) Defective header connections — tighten all connections, (e) Water pump air bound — open petcock. (e) Loose pump impeller— re-key it. 2. Symptom: Water leaking through washer. Causes and Cures: (a) Dirty eliminator plates — clean them. Misaligned or damaged plates — realign or straighten. 3. Symptom: Poor cooling. Causes and Cures: (a) Outside air very humid — turn off washer and operate fan at full capacity, (b) Improper spray — correct as indicated under Symptom 1, above. 4. Symptom: Low water in tank. Causes and Cures: (a) Incorrect float setting — readjust or replace float, (b) Insufficient water supply — check all piping, and all valve settings, (c) Defective float valve — clean and repair it. (d) Leak in tank — repair it and inspect structure, (e) Overflow pipe out or defective — repair or replace it as needed. 5. Symptom: Water tank overflows. Causes and Cures: (a) Defective float valve — remove and repair it. (b) Plugged overflow — clean it out. (c) Incorrect float setting — readjust or replace float. (All of the foregoing comprises verbatim quotation or paraphrase of a chapter in the book issued to members of classes in the School of Maintenance of Wilby-Kincey Theatres circuit. The book was made available to Showmen's Trade Review for such quotation by the company, which is headed by R. B. Wilby, and H. F. Kincey, and is recognized as one of the most progressive and efficiently operated circuits in the United States. The book,, according to Mr. Wilby, was prepared not as a manual, but merely to serve members of the classes (which are conducted for managers of the circuit) as a notebook to spare those attending the classes the effort of making their own notes during the talks and demonstrations.)