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1945 Theatre Catalog, 4th Edition, Page 11 (xi)

1945 Theatre Catalog, 4th Edition
1945 Theatre Catalog
1945 Theatre Catalog, 4th Edition, Page 11
Page 11

1945 Theatre Catalog, 4th Edition, Page 11

previous instruments used by the Armed Forces. '

Currently, and for several months to come, these manufacturers cannot gear their plants to full production because they depend largely upon other manufacturers to supply ball-bearings, fractional horsepower motors, electronic parts, indicating meters, switches, etc., which must be made in large quantities and to minute specilications. Our manufacturers must wait until the facilities of those other suppliers can be reconverted to the manufacture of those needed components. We also use many types of precision castings which must be obtained in large quantities from specialized foundries previously engaged in making castings used in the production of military goods.

When we consider a production cycle of from 3 to 10 months for our different

classes of equipment, it is not expected that our manufacturers will start delivery on all of the different classes of equipment, in quantity, for at least nine months. When we give serious thought to these circumstances, we must not relax in our efforts to keep in proper repair all of the equipment which is now in use.

Theatre owners should now seek the assistance and cooperation of their supply dealers so that a new evaluation can be made of their future projection equipment requirements. The supply dealer was most helpful during the War years, and theatre owners need his friendly cooperation and expert advice now more than ever. Theatre owners should plan now to install, when available, such emergency equipment as a complete third projector unit, dual amplification, and

emergency device for current conversion. If such installations had been made before the war, the demand for so much new equipment would not now be so great. Such installations are excellent investments and are good insurance against any kind of equipment failures. It reduces the basic causes of dangerous and costly film fires.

Everyone in our business who manufactured, distributed, and serviced projection and sound equipment did a tremendous job in helping to keep all of our theatres in operation during the war years. We are likewise confident that all manufacturers and distributors will continue to be helpful to their customers and considerate of their equipment requirements until they are in full production and can deliver all of the equipment which will be needed.

Theatre Supply Dealers in the War Years

The Equipment Dealers Did Their Share To Keep All America's Theatres Running

As I look back over the past three years in the theatre-equipment business, my first thought can be expressed in one word, tttough," for very little major equipment was obtainable, the small supplies scarce, governmental restrictions creating a vast amount of detail work, n) help, only a few exhibitors on Film Row and no gas to go to. them. Yes, "tough" seems to be the word. But after a little more thought, I wonder if it was so tough after all, because, as I look over the list of theatre-equipment dealers in this country, I find them all still in business and going strongeno failures, no long faces, no talk of depression, but there is talk. Yes, talk of expansion seems to be the watchword.

Naturally there are reasons why the

. equipment dealer is in this frame of mind

after four years of tough going. I feel that the manner in which our

Government handled the distribution of I

materials played a big part in assisting the theatre-equipment dealer. In talking to a group of dealers and manufacturers about two years ago, I said in part, tiSo often when the electrician goes in the government service he comes out a carpenter and when the carpenter gives his services to the government he comes out an electrician, but in the selection of Allen G. Smith, who served as chief of the amusement division of the War Production Board, our government placed the right man in the right place.

Mr. Smith was and is a practical theatre-equipment engineer. He knew all the angles, he knew what the dealer needed to keep the theatres of this country open, and he certainly did a tremendous job. His services are greatly appreciated by the entire group of dealers, and his great effort is one of the reasons why the industry in general is in very good shape.

Not one situation has been brought to




my attention where a theatre owner was forced to close his theatre for the lack of equipment or supplies, and that is, indeed, a good record for any industry under such trying times.

The average theatre-equipment dealer has learned a lot from his experiences during the war period. He has learned that he can add new lines to his business,

A life-long associate of theatre business, the equipment part of the career of Ray G. Calvin really started in 1929 with the establishment of the Exhibitors Supply Company, in Saint Louis. Taking an active part in the equipment.dcalers, business, as a national industry, Mr. Calvin was elected secretary of the Theatre Equipment Dealers Protective Association, in 1941, and i'e-electcd to the post in 1.942. In 1.945, his associates, in appreciation of services rendered the. industry and the group, elected him the Associations president.

items which in pre-war days were considered almost foreign to the theatre-equipment business.- He has learned the value of a good repair shop and service department and also that it pays to give more attention to the small items sold over the counter. He has learned that it has paid to have remained a good salesman, with an interest in his customers' wants, instead of the too-long-looked-at, bored expressions of salespeople and the ever-ready crack of iidonlt you know there's a war on." Public opinion will express itself on this very attitude, and loud, for quite some time to come. He has learned that projection and sound units are only other items in his store. For, after three years of being without these things, he has found the value to his business of other items of importance which in pre-war days had very little attention, such as carpets, draperies, air conditioning, lighting, rentals, fire-fighting equipment, and even such small items as nashlights and batteries.

The dealers' work in the post-War days is now out out for him. When I look through the trade journals and read of the millions of dollars to be spent on theatre construction and remodeling, I am amazed, and my amazement mounts when I see that this program is all for 1946. I wonder where all this equipment is coming from in one year's time and feel certain that it is not coming that quickly, but some pretty tough boys who thought along those lines wound up behind the eight ball.

A recent survey shows that something like 27 per cent of all projectors now in use are to be replaced and about 30 per cent of the same will be rebuilt. Sound units seem to be in better condition as, it is estimated, 11 per cent of those in use will be replaced. About 20 per cent of all projection lamps will be replaced, as

1945 Theatre Catalog, 4th Edition, Page 11