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1947-48 Theatre Catalog, 6th Edition, Page 362 (348)

1947-48 Theatre Catalog, 6th Edition
1947-48 Theatre Catalog
1947-48 Theatre Catalog, 6th Edition, Page 362
Page 362

1947-48 Theatre Catalog, 6th Edition, Page 362

hearing aid, feeling perhaps their loss does not justify the purchase of an indie vidual aid, are delighted to use the hearing aid equipment in the theatre because of the relaxation and enjoyment it adds to the programs.

Hard-of-hearing folks are often lonely and patronize aid-equipped theatres more often than other people because the theatre so equipped furnishes them a strain-free type of entertainment which is an escape from their everyday existence. Often the movies represent the only outside amusement available to a deafened individual.


The ideal installation in a theatre is to have a jack-box installed on at least every other seat, thus allowing the hardof-hearing patron to sit anywhere in the house and use the hearing aid. However, some theatres feel this is too expensive and, instead, have a certain section, or sections, of desirable seats

PLOOR PLAN for placing Theatrephone installations.

(some forward and some back from the screen) wired with jack-boxes. These seats are reserved for the hard-of-hearing patrons.


Advertising, for any purpose, must be consistent, intelligent and eye-catching to pull results. A manager, with a new hearing-aid installation in his theatre, has many natural angles to follow. For example, a line should be carried indefinitely in all ads stating that the theatre is equipped to take care of the hard-of-hearing. A short trailer can be thrown on the screen also, urging patrons to tell their hard-ofhearing relatives and friends about this service.

Cultivation of groups and organizations specially devoted to, or concerned with, hard-of-hearing people is a Wise investment. Every representative group has deafened members and many make special arrangements for them. Special While the ideal situation would have a iackbox

on every seat (at least, every other seat), it is generally expedient only. to wire special seats. in one or two special areas, and then reserve these places for the excluswe use of hard-ot-heanng


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The diagram also shows a suggested place for the installation of the instruction outlet.

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ized groups to which appeal may be made include Leagues for the Hard of Hearing, schools and clubs for the deafened, churches, veterans organizations, retail hearingeaid ofiices, and service and fraternal organizations who are interested in hearing problems as part of their programs. A certain num- ' ber of courtesy tickets can be furnished these groups to be given away or sold at a special price as part of the advertising promotion. Offices of the equipment manufacturer in the area consistently cooperate by inserting your program material in their regular mailings to their hard-of-hearing customers. Consistent promotion of this kind is expanding audience area 40 and 50

miles for theatres that use these Acousticon mailing facilities. MANAGEMENT

The finest argument for continued use by patrons is the service given in the theatre. Every detail should be watched to ensure the satisfaction of the user. Preference of patrons as to distance and angle from the screen should be carefully considered so that all Will be satisfied. Outlets must be in good spots, not poor spots in the house. Ushers must be instructed in the working of the system and parts. Careful checks should be made on the equipment at regular in tervals to ensure maximum performance at all times. All receiver units should be wiped off with a cloth moistened with some sterlizing agent before being returned to the rack after use.

The procedure for handling the theatre hearing aid is simple. The patron asks for the aid at the box office when he buys his ticket. He signs a receipt for the receiver assembly and the receipt is placed on the hook from which the receiver is taken down and handed to him. Later when the user has established his identity and responsibility, he is issued a permanent card carrying his name and address and he presents this at the box otiice and receives the unit when purchasing his ticket, thus elimins ating the trouble and delay of signing for it each time. This card is hung on on the hook, as before, and is given back to him upon the return of the receiver unit at the end of the performance. Management and ushers can tell at a glance how many hearing aids are in use in the theatre and can check on seating, et cetera, from this board. Ushers should also be instructed to fill the patrons request for his preference in either bone- or air-conduction receiver and handle or headband.

Properly installed and carefully exploited hearing aid equipment is bringing exceptional dividends to theatre owners and managers everywhere. An extra 10 percent in receipts, expanded audience area, increased audience appeal, inestimable good Willethese are

divulcnds worth working for and receiving. Twenty million prospective patrons

are asking for more theatres with equipment for the hard of hearing.

A rich share of this profitable market is waiting to pay its way into your theatre. The good will, the satisfaction and the loyal patronage of the extra 10 percent can make your theatre the most populareand the most prosperous in your community.

1947-48 Theatre Catalog, 6th Edition, Page 362