Showmen's Trade Review (Oct-Dec 1947)

14 SHOWMEN'S TRADE REVIEW, October 18, 1947 The Brass Tacks of Efficient Picture Theatre Management* LOWERING THE BUSINESS BARRICADES By Jack Jackson As a result of much visiting and canvassing by mail I've concluded that theatremen don't really mean it when they ask: '"What's happened to business?" What they really want to know— and seem considerably confused about— is what happened to "boom" business and what happened to "big" profits. I believe that, with very few exceptions, theatre operators will admit that— barring a bad slump in early spring— business is still good Not "boom" or "big" — but good. I've sounded out some pretty solid sources for opinions about the general drop from the high levels existing last year and the years immediately preceding, and find three factors dominating a host of reasons for the decline. This "Jackson Poll" represents a cross-section of bi<^ theatres in big cities, small neighborhood houses and the fellows who battle for business in the forks of the creek and so, I believe, provides a pretty sound basis for conjecturing on the general overall picture of where to look for the business barricades. 'What you do about lowering or removing them is entirely up to you and the ingenuity and effort you are able to put into the job. Of course, the factor ranking highest as an impediment to box-ofi^ce traffic is that ubiquitous Did meame,_ High Cost of Living. As most of the showmen I've contacted reason-and available statistics seem to point to the accuracy of their thinking— existing economics confronting the average American family are the biggest threat to theatre attendance. And, unless cor' rective measures are instituted, the continued rise in costs of necessities will be reflected in a proportionate decline m theatre receipts. Let me get it down right quick that there is no talk of cutting_ prices. Not only is the economic threat too big to be halted by fractional decreases in admissions, but the increase in operational costs make such a move prohibitive The_ figures I have gathered— not official, but the considered surmise of exhibitors 'in various localities— indicate that the average wage runs from 29 to 36 dollars per week with employment rangmg from 75 to 85 per cent of complete possibility. On the face of it, this appears to be conducive to business expectancy far in excess of what theatres are enjoying but the Nubian in the kindling pile is "where does the money go?" rather than "how much is there?" Poor Man's Refuge, Middle Man's Pastime We all recognize that the profitable operation of theatres is totally— or practically so-depend ent on the patronage of the great masses of people who occupy the lower and middle runos of America s social ladder. We expect and get but a trifle of our revenue from the upper cru'st or the ■ don t care about cost" groups. Perhaps I'm exaggerating a bit but the average theatre could easily be classified as the poor man's refuge and the middle man's pastime If we a-ree that average earnings are at the figures quoted, then must also agree that our patrons-the poor and middle class families — have incomes slightly below those figures. From this premise it is necessary to conclude that with the prfce of necessities (food clothinshelter, etc.) now rated— according to national figures— at 72 per cent above early '40 and '41 prices, the dram of existence cost is heavier on our potential customers than it has been in many years. Contrary to claims of some authorities, I found no exhibitor willino to admit that wages among his customers had advanced proportionately with the rise in prices of life's barest necessities. Let me give you a few actual figures. Throughout most of Texas and particuarly in the south and central portions there is a hWh population of Mexicans. To these people the common red bean is almost indispensable Recently an exhibitor, whose patronage would be practically nil without these people of Spanish extraction, called my attention to signs in grocers windows advertising red beans at 25 cents a pound as though the quotation were a bargain. Only a few short years ago three pounds for 10 cents was considered exorbitant. Rice, formerly sold at three, four and five cents per pound is now 11, 12 and 15 cents. Bread is now 33 per cent up with the size of the loaf about 33 per cent down. Coffee, formerly 12 to 16 cents (for cheap brands) is now 27 to 37 cents. I mention these Items because they are on the must list for the poor families. Butter, meat etc I've deliberately omitted. Such prices are far beyond the 72 per cent overall increase and' offer some idea of the heavy burden carried by the poor and middle class chap who is the most frequent customer of our theatres. I don't know what this adds up to, if anything, but it is a problem that is demanding more (Continued on Page 16) _*This series copyrighted and must not be produced in part or whole without written permit, sion from Showmen s Trade Review. Inc. 8 Promotions Revealed In Florida State Ciicuit Several promotions from the ranks of theatremen of the Florida State Theatres circuit into positions of greater importance were announced late last week by Frank Rogers, president of the chain. Jack Fitzwater, former city manager of the Ft. Lauderdale theatres, has assumed the office of east coast district supervisor, with headquarters in the Florida Theatre, West Palm Beach. His post in Ft. Lauderdale has been taken over by R. J. (Dick) Ludwig, former manager of the Edgewood Theatre, Jacksonville. Homer Fuller, former manager of the Grand, Orlando, moves to the Florida, West Palm Beach, as city manager, with his Orlando post going to R. L. Puckhaber, former manager of the Beacham, Orlando. Puckhaber, in turn, is succeeded by Robert S. Anderson, former manager of the LaPlaza, St. Petersburg, who becomes manager of the Beacham. R. R. Montgomery, former manager of the Florida, West Palm Beach, moves to the LaPlaza, St. Petersburg, and Archie Adams, former manager of the Brentwood, Jacksonville, moves over to the Edgewood, Jacksonville. Dan Sheffield, former assistant at the Arcade, Jacksonville, moves to the Brentwood as manager. Century's Sat-R-Day Camp Receipts Will Go to PAL Century Theatres, which this week starts its Sat-R-Day matinees for kids at fi\e theatres, will donate the receipts from three of the five to the Police Athletic Club, it was announced by General Manager J. R. Springer. Initial shows will be given at the Patio and Mayfair in Brooklyn, the Sunnyside in Long Island City and the Floral and Freeport (L. I.) houses. The Sat-R-Day Camp programs will run from noon to 5 p.m. every Saturday hereafter and present bills prepared especially for the youngsters. A screening committee has been appointed to eliminate all films considered inappropriate, and an accredited teacher will handle audience participation in stage activities. ANNIVERSARY CAKE. Manager Bernie Seiden of Century's Tovm Theatre, Flushing, L. I., shares a cake writh patrons on the theatre's Fifth Anniversary. Here's a goodwill stunt that other showmen should use when those anniversaries roll around.