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1952 Theatre Catalog, 10th Edition, Page 398 (360)

1952 Theatre Catalog, 10th Edition
1952 Theatre Catalog
1952 Theatre Catalog, 10th Edition, Page 398
Page 398

1952 Theatre Catalog, 10th Edition, Page 398

limited use for such things as these sporting events. That will undoubtedly not be the case. Musical comedies, stage plays, circuses, operas, ballets and many other attractions and special events can be shown on theatre television, in addition to some motion pictures themselves. Rather than live variety shows which most theatres cannot afford, regular motion picture films could be supplemented by theatre televised stage presentations. Can the boxoiiice boost for a relatively small theatre be visualized if it is able to show a top star using really timely material through theatre television?"

Mr. Wolfson also dwelled on the public service aspects and possibilities of the medium in a report to other theatremen, when he told of four theatres participating in an experimental defense training program originating in Washington. The facilities were donated by Paramount in New York, Warnersl Stanley in Philadelphia, Loewis Century in Baltimore and RKO Keith in Washington. The Federal Civil Defense Administrator told the audience that theatre television tican sharply speed up training of civil defense volunteers? Connection of the theatres by telephone lines permitted audiences in the various cities to converse directly with the Washington studios, asking questions and getting prompt answers.

uThrough theatre television," said Mr. Wolfson, iteducation can be made available under the most ideal circumstances. People can be brought to the theatres for the educational programs. The atmosphere, which is comfortable and yet not subject to distracting interruptions, the large screen, and the opportunity for questioning periods either during the course of the program or later, all con duce to make theatre television a remarkable facility for the educator."

What the Future Holds for Theatre TV

Theatre Network Television president Halpern continues, ttLimiting the past presentation of theatre television programs, has been the unavailability of adequate American Telephone and Telegraph facilities to network theatres. The telephone situation has been a difficult road block to the rapid growth of theatre television, but the telephone companies have shown increasing understanding of the theatre TV facilities needs. As a result, it is anticipated that AT & T will free more wires and facilities for theatre use, thereby speeding the growth of the medium and increasing its own returns in this field. In this direction, the development of more reasonable telephone charges for theatre TV should be high on the agenda in the near future.

ftGovernmental hearings on the allocation of television channels especially for use in theatre television is in the works. Meanwhile theatre TV must and will continue to move forward. Problems on the road to the future are being solved already. Every month the number of theatre TV installations increases, thus reducing the cost factors for individual theatres. Currently there are a dozen theatre TV installations being made, including those of United Paramount Theatres, Warner Brothers Theatres and RKO Theatres. Valuable experience in pricing has been gained already. Programs are being formulated by TNT for production. It is hoped that intercity and intra-city telephone facilities will become increasingly available at

reasonable rates. ttTheatre television will add fine enter tainment of many kinds to its news and sports events. It will provide valuable services in the field of education, as well as specialized closed circuit services to government and industry. It is to be hoped that the growth time table will not be prolonged by tfaint hearti and lLet George do iti attitudes in the industry.

ttThe theatre industry needs theatre television. The public has already shown that it will go for it. Slowly, simmering during the past period, theatre TV will erupt suddenly with its own formula for success in show business. The road may have obstacles but the future-is bright?

So speak the industryls prime observers. These are the facts and these are their well-considered opinions. It is the duty of every theatreman to apply this knowledge to his own situation, and to decide the time and plaCe where he becomes an important cog in this new wheel of entertainment and patron service. It may well be that theatre TV installations will become as common in the nations theatres as projection, sound, or the candy stand.

There is strong promise that advertising budgets alone can not support the important air-borne entertainment of the future, and that some means must be found to have the public participate in the cost. The nations theatres are a readily available vehicle.

EAGER SRO AUDIENCE waits in the Stanley. Philadelphia. for the LaMoHa-Murphy fight. the first large screen theatre television show. Iune 2'7. 1951. a! regular admission scale. A! presstime. this large screen theatre televisinq ol the Robinson-Maxim light-heavyweight championship fight, June 23. 1952. is a sellout at $3.25 and $2.50 for standees.

1952 Theatre Catalog, 10th Edition, Page 398