Theatre Catalog (1948-49)

Drive-In Theatres of the United States Latest Available Data on Location, Ownership, Car Capacity, and Operating Policy Disclosed by Survey After several years of continued growth, drive-in theatres have emerged as an important, separate segment of the theatre industry. As a result, it has now become possible, and necessary, to accumulate definite industry statistics and records that will enable a correct evaluation of their individual drawing areas, their motion picture requirements, and their future growth. The accompanying survey drawn from a questionnaire conducted by the able Research Department of the Motion Picture Association of America formalizes for the first time much helpful data. This is a start. Continuing work of refinement and research will produce the maximum accuracy in future reprints. In earlier issues of THEATRE CATALOG, the total number of open and oper ating drive-in theatres in the United States has been variously estimated up to a maximum of about 300 at the end of 1947. Predominantly this number resulted from an inspection of different companies’ files and records without the facilities for cross checking and pin pointing for complete accuracy. It was a known fact that due to war time and immediate post-war restrictions on new construction and due to the high prices of all structural materials, many of these were small and relatively makeshift efforts. The in-car speaker and the important confection vending had created wide interest and made development possible, but actual progress was slow. Not until the fall of 1947 and the spring of 1948 did the real growth materialize. During this period more and larger drive-in enterprises were completed and opened than previously existed. Some were deluxe operations costing $350,000.00 to $400,000.00 for 700 to 800 car capacities; and a few dual or twin theatres offered accom " modations to as many as 2000 cars. Number and Car Capacity of OPEN AND CLOSED Drive-In Theatres in the United States, by Exchange Territory Number of Theatres Territory Open Closed* T. 17 Charlotte Chicago Cincinnati Cleveland Des Moines Detroit Indianapolis Kansas City Los Angeles Memphis Milwaukee Minneapolis New Haven New Orleans .... New York Oklahoma City .. Omaha Philadelphia Pittsburgh Portland St. Louis Salt Lake City .. San Francisco ... Seattle Washington otal 17 13 761 198 Car Capacity Open Closed* Total 6,525 xe 6,525 18,498 150 18,648 9,900 825 10,725 8,241 500 8,741 23,444 200 23,644 11,930 oF 11,930 22,226 350 22,576 20,505 nt 20,505 29,020 ar 29,020 3,725 100 3,825 3,024 a0 3,024 13,755 ae 13,755 14,250 14,250 10,500 33 10,500 12,056 1,050 13,106 4,053 Si 4,053 1,554 ke 1,554 1,850 Je 1,850 2,150 on 2,150 6,129 a 6,129 6,650 Pi 6,650 8,794 ne 8,794 1,850 ae) 1,850 5,344 A 5,344 16,494 oie 16,494 2,800 ote 2,800 4,940 oe 4,940 11,179 m4 11,179 11,791 54 11,791 7,400 s 7,400 11,626 11,626 3,175 314,378 Better film supplies and earlier runs were solicited from the film distributors, backed by offers of high dollar and percentage rentals to the place where the industry as a whole realized that here was a husky, new, permanent facet of its entertainment outlet, —and not just a passing and not very reputable fad. Probably the equipment manufacturing fraternity was the first division of the industry to recognize the amazing growth of drive-in theatres; and to do something about it. Larger and heavier mechanisms, light sources and means of power supply were adopted or specially designed for their extreme needs. Underground cables were found and recommended; engineering services were offered; and much research was accomplished in the fields of cash control, screen towers, traffic control, lighting, confection vending, sound and fencing. All of this has resulted in making 1948 one of the best equipment sales years on record. To satisfy membership inquiry, the important Motion Picture Association of America (better known as the “Johnston Office”) during the months of July and August, 1948, launched, through their Research Department, a detailed statistical survey of the drive-in theatres then operating and in the aborning stage. Questionnaires were forwarded to the territorial offices of their seven distributor members and on the basis of general trade knowledge or actual interviews with owners, data was accumulated from each of the distribution areas. Carefully compiled and published to a selected trade list in September, 1948, a supplement was issued in October, 1948, and continuing periodic attention is planned. Because the growth of drive-in theatre operation is continuing at the same accelerated pace in every nook and cranny of the country; and because exhibition policies and even car capacities and ownership are not’ static; much of the data here published may not be completely accurate and current for any great period of time. However, as the start, and as the first formalized knowledge of any kind, it has merit. The data as to “number of months open a year” has been recorded, as shown on questionnaires, except that fractions of months have been raised to the next whole number. “Program policy” and “number of changes weekly” refer to the usual policy understood to be followed by each theatre at that time. Naturally, neither the Motion Picture Association, nor THEATRE CATALOG, in publishing this information accepts responsibility for, or warrants the accuracy of the data following. It is published as a guide only. ; THEATRE CATALOG 1948.49