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1950-51 Theatre Catalog, 9th Edition, Page 458 (434)

1950-51 Theatre Catalog, 9th Edition
1950-51 Theatre Catalog
1950-51 Theatre Catalog, 9th Edition, Page 458
Page 458

1950-51 Theatre Catalog, 9th Edition, Page 458

Bowling Alley Operation with. Theatres

How a Mutually ProfitableAlliance May Be Formed Between Two Enterprises Which Support One Another

Bowling in the United States today is big business in the fullest sense of the phrase, for the nations 20 million bowlers spend over $250,000,000 a year on fees and playing equipment. In short, bowling establishments, with their tremendous flow of traffic for both league and open (non-league) play, play an important role in, and become an integral part of, the recreational and social life of a neighborhood or community.

From a promotional point of View, bowling receives powerful backing from several major national organizations: The American Bowling Congress, The National Bowling Council, The Women's International Bowling Congress, and The American Junior Bowling Congress. These organizations devote their entire promotional efforts and full energies toward creating more bowlers and building a better foundation for bowling. Their constant and continuing efforts in these directions have been primarily responsible for making bowling a major recreational activity on the American scene.


Due to their pulling power as a traffic builder, theatre operators seeking a profitable adjunct to their financial sales picture would do well to consider seri FIG. l-8-lane alley (multiple enterprise proiecl).


The Brunswick-B alke-Collender Company

BRIEF: There is . . . of course . . . a world of difference between heaving a ball down a bowling alley . . . and comfortably settling in a theatre chair to watch a moving picture . . . One would have cause to wonder . . . therefore . . . how two such distinctive forms of recreation could be operated together . . . but they can be easily combined . . . and profitably, too . . . As a matter of fact, they form a natural partnership . . . with" each helping to support the other nicely . . . The alliance also paves the way for other sources of revenue . . . such as cocktail lounges and locker rooms.

The following article . . . written, by a representative of an outstanding bowling equipment manufacturer . . . describes in detail how bowling alleys and theatres may be jointly operated for mutual benefit . . . Discussed are such important matters as: attendance potential factor . . . other sources of revenue . . . measuring bowling alley draw . . . number of alleys . . space requirements . . . construction costs . . . overhead costs, etc. . . . Two typical bowling alley-theatre installations are also analysed.

ously the installation of bowling lanes as a potential profit partner. The mutual benefits derived from an alliance of this nature are innumerable and support each other from every point of View.

Attendance Potential Factor

There are numerous reasons Why bowling alleys in conjunction with theatres lead to many profit-producing ramifications. Among the most important is the ability of the former to draw all types of people who become potential theatre patrons to an even greater degree because of their interest in bowling.

For example, in addition to the men, women, and children who constitute the actual bowlers at all times of the day and night, there is always on hand a good crowd of spectators who come to watch league games, tournaments, instruction clinics, or exhibitions. Many of the men and women bowling have families and friends who may elect to watch them bowl-or they may decide to pass their time in the theatre. ()nc operator of a joint theatre-bowling alley project states that many wives attend the theatre while their husbands participate in their bowling league matches, and couples bowling together often leave their children in the movies while they are engaged in the sport; the price of theatre tickets is considerably less than

they would have to pay for a ffbaby sitter,i to Watch the youngsters at home.

Furthermore, an alliance between bowling lanes and theatres often serves to attract groups of couples, particularly when they are unable to find something to do which will appeal to all members of the group. In such cases, the couples who have seen the current film often go bowling, while those who have not attend the theatre. They meet afterwards in the cocktail lounge of the bowling establishment or at the snack-bar-other avenues of extra profits which will be discussed further below. Thus, it is obvious that by offering other attractions besides movies a theatre operater may well draw business that he might not have otherwise.

Other Sources of Revenue

A bowling establishment adjoining a theatre opens the gate to many additional sources of income above and beyond that derived from the lanes themselves. Since bowling is a vigorous exercise, the desire for refreshments is strongly stimulated, and, of course, those who have accompanied the bowlers to the establishment will undoubtedly join them in partaking of food and drink.

Thus, the operator may profitably install a refreshment stand in the bowl FIG. 2-8-lane alley with center ball returns.


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1950-51 Theatre Catalog, 9th Edition, Page 458