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1953-54 Theatre Catalog, 11th Edition, Page 104 (70)

1953-54 Theatre Catalog, 11th Edition
1953-54 Theatre Catalog
1953-54 Theatre Catalog, 11th Edition, Page 104
Page 104

1953-54 Theatre Catalog, 11th Edition, Page 104

Theatre Television Goes Outdoors

A Detailed Description of the First Use of TV In a Drive-111 and Possible Future Development

BRIEF: With the amazing scientific advanees made in the past few years man is no longer amazed at seeing the meossibleii happen . . . A vital factor in the growth 0/ America has been its ability to absorb and modify . . . An example of this can be found in the manner in which the motion picture industry has taken television and turned it to its own purpose . . . An exciting and new use for theatre television was its recent debut at a New Jersey Drive-In.

Presented here is a complete study of this initial use of television in an outdoor theatre in order to shed some light on the methods used to make it the huge financial and entertainment success that it proved to be . . . There is also an outline of the procedures used to prepare a drive-in for television . . The ultimate future of drive-in television is still unknown . . . but on the basis of the first attempt it appears as if it will play an important role in the overall development of theatre television.

In this age of the mechanical miracle the "impossible" has been accomplished with such regularity that it no longer confounds or amazes the average man. Things which a few short years ago were confined to motion picture serials and science-fiction periodicals are now so commonplace as to be completely accepted and taken for granted. All during this amazing technological growth, which still shows no sign of slackening, one factor has been largely overlooked; the ability to absorb and modify.

One of the things which long amazed the world is this nationls So-called liknackly for taking a new invention or system, and making it do things which it apparently was never meant to do. Perhaps this is the outgrowth of free men working in an atmosphere devoid of unnatural political and economic pressures. Perhaps it results from the blending of so many blood lines. And perhaps there is no reason. The fact remains, however, that the American system of free enterprise seems capable of coming up with endless improvements and adap ABQVE: A VIEW OF THE HUGE 24 by 36 loot television picture of the first Marciano-Walcolt title boul projected on the screen of the 3-3 Drive-In. This marked the first use of television in an ouldoor theatre.

tations. Certainly the history of the movie industry can be offered as living proof of this fact.

From its very inception the motion picture industry has been faced with obstacles that at first glance seemed to indicate doom. The idea of getting the public to accept filmed entertainment as against that of the established and recs ognized legitimate stage and vaudeville, was a major barrier which was shattered by the courageous and imaginative pioneers of the industry. When sound appeared it seemed that once again the motion picture had run into a desperate situation, but as is obvious to all, it was converted into one of the mediumls greatest assets. Disasters of major and minor proportions have struck reeling blows, but the end result has always seen films emerge stronger than before.

In recent years the swift and amazing development of television seemed to carry with it the weapon that would finally destroy movies, as we know them today. The arguments for it seemed unanswerable. Here was a medium which combined features of the legitimate stage, motion pictures, and radio into a single new medium. And perhaps most important, it offered this new type of entertainment in the privacy of the individual home at no cost other than the purchase price of the set. Certainly here was something that could neither be ignored or fought. And yet today, the film industry is as strong, if not stronger, than when television first made itself felt, and the outlook is getting brighter.

Once again an American institution had faced a problem and learned how to turn a seemingly deadly foe into a valued ally. In the short time that it has been on the scene theatre television has proven that it can offer the public the kind of entertaianIt that it wants to son. Unable to eliminate something as exciting and unique as TV, the movie industry has taken this new medium and adapted it to its own uscs, and has offered proof once more that it has within its structure the resources and resiliency to face competition in an aggressive, but honost fashion.


In September of last year an ovont took place which linked theatre tolevision with drive-ins. This marriage between the outdoor theatre, which itself has only of late come into its own, and TV, is a step which is worthy of close study, for it offers a glimpse of what might be one of the most important developments soon in the entertainment world in quite some time.

1953-54 Theatre Catalog, 11th Edition, Page 104