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1950-51 Theatre Catalog, 9th Edition, Page 3 (iii)

1950-51 Theatre Catalog, 9th Edition
1950-51 Theatre Catalog
1950-51 Theatre Catalog, 9th Edition, Page 3
Page 3

1950-51 Theatre Catalog, 9th Edition, Page 3


. As this 9th Annual Edition of THEATRE CATALOG goes to press, the theatre industry faces a future that is clouded with confusion and uncertainty. Only one fact stands out clearly and distinctly on this nebulous horizon. Although there has been no specihc declaration of hostilities, and there is a continuing paradoxical tendency of many in high places to refer to the Korean fighting as a mere ifpolice actionf the nation is at war, and the theatre industry along with it.

The first ofEcial indication that the.industry, as a vital segment of the national economy, would have to mobilize for defense came on October 16, 1950, when the National Production Authority issued its Order M-4, limiting the amount which may be spent for theatre construction and remodeling to $5,000, in order to conserve a tightening supply of materials needed for the mobilization program. In addition, certain restrictions have already been placed on materials needed for the production of theatre equipment, and there is every indication that further curbs may be imposed in the future.

It is impossible, however, to prophesy exactly what the months ahead will bring. Judging from the befuddled state of affairs in Washington at present, it would seem that the helmsmen who are attempting to guide the Ship of State know no more than the average citizen as to just where the zigzag course on which it is sailing is taking us.

The theatre industry for one had good cause to wonder recently when, in connection with the aforementioned $5,000 restriction (intended to apply to real property only), the NPA issued directives changing the traditional classification of such items as theatre chairs and water coolers from personal to real property, thereby bringing them within the above ceiling and virtually putting some manufacturers out of business.

Fortunately, due. to the protests which naturally resulted, the NPA rescinded these orders, but, since more bureaucratic errors of this nature may take place, it is incumbent upon the industry to safeguard its best interests through such organizations as TOAI ALLIED, and TESMA. The industry would be glad to make the same sacrifices that it did during World Wiar H, but it cannot afford to stand idly by while its security is undermined.

Under these trying circumstances, the best that any publication can hope to do is to devote the bqu of its editorial content to whatever trends have been and are taking place while endeavoring to present additional subject matter that will be helpful to the reader in understanding and adapting himself to developments which may take place in the foreseeable future. This precept has been used by the, Editors in the compilation of material for this 9th Annual Edition of THEATRE CATALOG, and it is hoped that the customary keen attention paid to design, construction, maintenance, management, equipment, etc., in the following pilch will match the high standards of service to the industry which the preceding eight editions have established.

Inasmuch as the problem of declining boxoflicc rcceipts is the most pressing one confronting the industry today, a keen analysis of the situation entitled gWhath wrong with our Tllt'tllr05?l, is given the feature spot in this volulnc. Devoted primarily to the rolc of the physical thcatrc building in attracting patrons, it is well worth lhc thoughtful attcntion of cvcry industryitc.

The usual pictorial rcvich of the bcst construction of the prcvions ycaribotli roofed thcatrcs and (lrivc-insril'ontinuc with 37 of thc formcr and 20 of the latter accorded liberal illustrated trcatnlcnt. Incidentally, many of tltcsc theatres will also be awarded thc Annual Merit Award plaquc, bcstowcd lust ycar for tbc first time by the Editors of THEATRE CATALOG and thc PHYSICAL THEATRE llcparuncnl of its sister publication EXHIIHTOR on thc bcst of thc outstanding ncw thczltrcs rcvicwcd in the 8th Annual Edition.

Drive-ins, whose importance in lhc industry looms largcr and larger with each passing your, are again grantcd cxtcnsivc span-c in this 1930-31 Edition. A dcttlilcd lis mg of the 2,703 that will scrvc thc 1931 scason (ll. I37 to IA. 168} shows an increase of 9:30 ovcr thc. 1,753 in opcrution during the l950 sczlson. Tln- fISt'coiitl Annnul Drive-1n Andicncc Surveyii (P, l28 to ll. I36) providcs sonic inlcrcsting facts about the entertuinnicnt habits of tho Alncricnn families who patronizc lIn-sc outdoor thcatrcs.

Olhcr .sancys in this volunlc. such as lWIincratnu: A Ncw Era in l'ilm l'Intcrtaitr mcnt?" (ll. 321 to I). 323) and "Bowling Alloy Opcrution with TIn-utrcs", (if. 434 to P. 440). typify a Table of Conn-ms dcsigncd to furnish the owners and operators of the worlth thcatrcs with the most np-to-datc information uvailablc on pcrtincnt matters of intcrcst.
1950-51 Theatre Catalog, 9th Edition, Page 3