Showmen's Trade Review (Oct-Dec 1949)

E-8 SHOWMEN'S TRADE REVIEW, October 15, 1949 Circuit Heads Use Lobby Television To Cultivate Future Patronage Often heard in motion picture exhibitor circles is the question "What can television do for me?" An interesting answer comes from the Walter Reade Theatre circuit — one of the pioneers in lobby television. Their answer, in essence, is: "Very little from an immediate box-office dollar and cents return; tremendous from the more important aspects of prestige, establishing a reputation among patrons of progressiveness, and most importantly, getting patrons used to the idea of coming to their neighborhood motion picture theatre for the best in current television." This latter point, according to the Walter Reade organization, is where the eventual payoff will be. In the not too distant future when full theatre screen television will become an actuality for the average movie house, the average patron will accept it as a matter of logical development. It was with this long-range thought in mind that the Walter Reade circuit installed a television set in its Park Avenue Theatre, New York City, back in 1946— the first time a television set had been installed in a modern American theatre as a day-in and day-out lobby service for patrons. This same thought was behind the quick installation of additional 20-inch screen sets (at that time the largest on the market and a novelty to most patrons) in circuit houses in New Jersey — even in such small towns as Freehold, with a population of only a few thousand. It was also the motivating thought when the Reade circuit remodeled its Majestic Theatre in Perth Amboy last winter, and built a television room into the theatre at great cost. A set projecting onto a six by eight foot screen was used and the area furnished with living-room comfort — again the first time such a lounge designed solely and specifically for television had ever been built into an American Theatre. A second such installation has been made Mounting television set above exit door is one way used by Reade circuit to provide lobby video when other space is not available. Folding chairs were placed along one side of lobby to accommodate patrons. Installation here shown was in the Majestic Theatre, Perth Amboy, N. J. It was subsequently replaced by a specially-built, de luxe television lounge. This television lounge at the Paramount Theatre, Asbury Park, N. J., has SRO during many broadcasts of special interest. Walter Reade circuit officials say such lounges help educate patrons to look to their motion picture theatre for video entertainment, and prepare them to expect large-screen programs in the auditorium when those become available. in the circuit's St. James Theatre in Asbury Park, N. J. Smaller, twenty-inchscreen sets in special lobby installations are also operating in nine other theatres —the Mayfair and Paramount in Asbury Park; the Strand in Freehold, the Carlton in Red Bank, Paramount in Long Branch. Community in Morristown, Strand in Plainfield, and the circuit's two drive-in Theatres in Woodbridge, N. J., and Kingston, N. Y. The circuit's progressive television interest reflects the personal interest in theatre television of Walter Reade, Jr., who is co-chairman of the national Theatre Owners of America committee on television, and who has been prominent in the industry's activities furthering the development of theatre television. It is his opinion that installation of large screen television in the average motion picture theatre in television reception areas is only a matter of developing equipment that is within the price range of the average theatre, and developing programs that will be suitable for theatre presentation. Therefore, according to the Reade organization, lobby television is the only available means of preparing theatre patrons for this development — in effect bridging the gap until full-screen television becomes an everyday reality. TV Free to Non-Patrons The Reade organization has been making its television facilities free to the public — -not patrons alone, but open to everyone— for special attractions like world series, and public events such as the Presidential inauguration. It has also, particularly in the case of its six by eight foot installations, been using lobby displays to list the programs to be shown in the big lounges. The circuit's officials say it is impossible to determine the effect of television on the boxoffice. While the lounge in Perth Amboy might be full to its 200 person capacity on a night fights are telecast, there is no sure way of knowing whether the patrons came to the theatre because of the movie, the television facilities, or the com bination of both. Only one thing is clear — there are 200 persons in the lounge watching a fight who might not otherwise have been at the theatre. Several types of television patrons have identified themselves. There are husbands who bring their wives to the theatre to see the movie while they themselves watch sports events. There are others who come early to watch such variety programs as the Milton Berle Star Theatre and then go in to see the picture. There are still others who like to catch a few minutes of television while waiting for the "break" that will enable them to get seats in the theatre auditorium and see the film from the beginning. And there are also children who count on the late Saturday afternoon kiddie shows as a definite part of their Saturday movie and video entertainment. There are too, of course, occasional patrons who ask at the boxoffice when a certain television program will be shown, or whether the program will be on the theatre's set. However, these are very few. All in all, Reade executives have concluded that figuring an actual boxoffice return on a television investment is — as was stated — practically impossible. Actually, a lobby television installation is summed up by them as an investment for the future plus the fact that it provides an additional exploitable service for patrons. In that way, they believe, it verjdefinitely pays off. Link Between Still and Moving Pictures on View at Rochester George Eastman House, Rochester, New York, which will be opened to the public this fall as a photographic museum, will display among other exhibits a set of still photographs projected in sequence by Eadweard Muybridge in 1880 to constitute a motion picture. The photographs, showing a horse race, were made by lining up a number of cameras alongside a racetrack, and stretching strings across the track. When a horse galloped past, it broke the strings one after another, causing the cameras to take a succession of still pictures. Muybridge's "projected pictures of horses in motion amazed audiences," Eastman Kodak Company reports in announcing the exhibit. Protective Varnish A new plastic-base varnish for lounge furniture that is said to be totally resistant to burning cigarettes and even to naked flame has been put on the market by L. Sonneborn Sons, Inc. The material is further rated as acid and stain-resistant. It can be applied over wood, masonite, metal, tile and composition materials; and with the help of priming coat to such non -porous surfaces as glass. Emergency Power Plant A 5-KW diesel-driven electric generator, so quiet and vibration-free that it can be operated without bolting down, according to its manufacturer, has been brought out by D. W. Onan & Sons. The smooth operation is the result of opposed-cylinder design and integral shock mountings, the maker explains. Either 50 or 60 cycle output, in all standard voltages, can be supplied.