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1947-48 Theatre Catalog, 6th Edition, Page 458 (444)

1947-48 Theatre Catalog, 6th Edition
1947-48 Theatre Catalog
1947-48 Theatre Catalog, 6th Edition, Page 458
Page 458

1947-48 Theatre Catalog, 6th Edition, Page 458

Manufacturers, and the Equipment Dealers

Progress of the Theatre Industry is Traced

To Harmony Between the Makers and Sellers

The Theatre Equipment and Supply Manufacturers Association, Inc., more commonly referred to as TESMA in the theatrical industry, was formulated some fourteen years ago, and one of the primary objectives was to cement a closer relationship between the theatre supply dealer and theatre equipment manufacturer and to improve the conditions in their particular branches of the industry and to meet the problems as they arise in the field. This, I believe, has been done. A closer cooperation now exists between theatre euqipment manufacturer and theatre supply dealer than ever before.

It is my firm belief that theatrical equipment is the heart of the industry. Over two hundred years ago, the first legitimate theatre in England had as its equipment stage scenery and rigging. And so on down through the years, theatrical equipment has played a major part in the presentation of theatrical entertainment. If we did not have raw film, cameras, and studio equipment, we would have no motion pictures. Without projectors, lamps, screens, chairs, and sound equipment, we would have no motion-picture theatres.

Because these theatres require service


Socrclary, leurrv Equipmen! and Supply Manu/ucturers Association. Inc.

and immediate replacement of equipment, the theatre supply dealer came into being. His success is ofttimes based on his knowledge of equipment, the service he renders, the stock he carries, and his desire to abide by the theatrical slogan that tithe show must go on." The theatre supply dealer is considered the theatre doctor in his territory. He is the man in an emergency. It is the theatre equipment manufacturers duty to provide products that will be a credit to the theatre supply dealer: products of quality and durability which will meet the various needs of the theatre owners. The average theatrical equipment is not turned out on a production-line basis. The demand is not large enough for such operation, and many theatre equipment items are custom-made. Therefore, the theatre equipment manufacturer endeavors to see how well he can turn out a product, not how fast he can do it. The point is best illustrated by the fact that the average motionpicture projector is in operation more hours a day than the average automobile,

yet it outlasts the auto by at least from 5 to 20 years.

The theatre equipment supply dealer is the manufacturers representative in the field. He is constantly meeting the problems of his territory, knows the needs of the consumer, the improvements they desire, and the like. He passes this information on to the manufacturer, who designs, develops, and engineers new and improved items to meet the demands of the changing times and new types of entertainment.

It is, of course, impossible for any one supply dealer to handle all the products manufactured by TESMA members. He generally selects the products he believes best suited to his particular territory.

At the annual trade show, presented by TESMA, the manufacturers exhibit their products to the theatrical industry. Here, ideas are exchanged and many problems are solved.

The harmonious team of equipment manufacturer and theatre supply dealer has been largely responsible for the progress of the theatrical industry, that is now the fifth largest in these United States. TESMA means quality merchandise and quality merchandise builds bigger and better theatres.

Equipment Dealer's Role in Show BUsiness

Well-Stocked Supplies and Service Know-How

Make Dealers Indispensable to the Industry

When the theatre owner wants advice on any matter pertaining to law, he calls in his lawyer. When he is sick, he immediately summons his doctor. He does this, knowing that he is not himself qualified to cope with the situation that confronts him. When the lawyer gets the call, he at once turns to his law books to review a similar case. Likewise, the doctor, when called, examines the patient and prescribes the remedy.

Now, when this same theatre owner wants some article of equipment for the theatre, he gets in touch with his theatre equipment dealer, who, he knows, will advise him as to the proper type of equipment to be purchased. The doctor and the lawyer have had years of study and experience before they were able to represent a client or to prescribe for a patient, and the same thing is true of the theatre equipment dealer. He, also, has had years of experience going from town to town in his particular territory looking over all types of theatre equipment, listening to the comments of exhibitors and projectionists, hearing of the trouble or success they have had with different items, and, after a few years


President. Theatre Equipment Dealer: Protective Association

of this, he has a good practical knowledge of equipment and is in a position to serve his customer in a manner which warrants confidence.

His store is, at all times, well stocked with emergency equipment and, if a breakdown occurs in any given point in his territory, he is obligated and equipped to do the best job of trouble-shootmg.

The dealer relies solely on the manufacturer of equipment for his product and uses great care in the selection of the items that he sells, because experience has taught him that, to sell an inferior product, costs him money in the long run. When the theatre equipment dealer equips a theatre for a customer, it is not the initial order that interests him so much as the continued buying of the customer from day to day and from year to year. He knows well, indeed, that if the equipment is inferior, he most certainly will not continue to receive the patronage of the customer.

There are some 19,000 theatres in the United States, and I believe I am safe in saying that the majority of these theatres depend upon the honesty, integrity, and experience of the theatre equipment dealers throughout the country to keep them advised on all the latest developments in theatre equipment, to consult them in matters of construction, and to depend on them to keep these theatres running from the standv point of equipment and service.

All of which causes me to say with no uncertainty that the theatre equipment dealer is one of the indipensable units of the industry and has a definite place along with the theatre owners, projectionists, and the many others upon whose shoulders falls the work of doing their part to entertain the millions who patronize our theatres.

Show business is a great business. Its slogan always has been-and, I trust, always will beettBigger and Better." The closer the relationship between the various units or organizations of show business, the easier it will be to keep alive that slogan, "Bigger and Better"!

1947-48 Theatre Catalog, 6th Edition, Page 458