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1953-54 Theatre Catalog, 11th Edition, Page 205 (169)

1953-54 Theatre Catalog, 11th Edition
1953-54 Theatre Catalog
1953-54 Theatre Catalog, 11th Edition, Page 205
Page 205

1953-54 Theatre Catalog, 11th Edition, Page 205

The Seat of the Matter

With the Public Insisting Upon the Finest in Entertainment and Comfort Proper Seating is a Must in the Modern Theatre


Theatre seats are the most intimate daily contact you have with your customers each and every time they come to your theatre. Actually, the customer rents a seat from you so that he or she may watch the picture in comfort.

Therefore, while it is agreed that the customers came in to See the picture, it is also true that they are to be provided with a seat to see the picture. The seat then becomes an aid or detriment to their enjoying the picture. It has been proven time and again that a comfortable seat can make a mediocre picture seem better and inversely that an uncomfortable, poorly maintained seat can make a good picture seem mediocre.

The first point a theatreman should keep in mind then, is keeping his seating up in excellent operating condition. This is particularly easy to do with late model theatre seats because the seat cushions are easily re-covered, the metal backs are easily touched up, and the hinges and operating parts have been simplified with welding and riveting replacing the old nuts, bolts, and screws that caused so much trouble. This is true of recent new theatres and reseating installations which have been installed in the last few years, but does not apply to older theatres.

The major portion of indoor theatres were put up in the lush twenties when the industry was young. These theatres were seated according to the practices and codes existing then with the basic thought of getting as many seats as possible installed.

It is these same theatres, put up 20, or more years ago, that are closing their doors because business has gone elsewhere. In most cases very little has been done to maintain these theatres other than splashing a little paint around and recovering the worst seats.

It was natural that drive-ins should pull some business away in the summer months. It was natural that new, modern theatres with adequate parking lots, staggered comfortably spaced seating, and modern conveniences should also affect these older theatresi drawing power. After all, in 1945 there Were 18,000 theatres, indoor and outdoor, and last year the number was somewhere around 23,000.

It was also to be expected that tolevision should affect box office receipts. particularly in these older indoor thew tres. It is much easier and cheaper to sit at home in an easy chair and watch

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BRIEF: As a result of such things as 3-D and wide-screens the motion picture theatre industry is today enjoying renewed interest and enthusiasm on the part of the public . . . With the return of many former patrons and the influx of new customers . .- . theatre owners have a golden opportunity to get a large segment of the public back into the movie habit.

In order to cultivate this habit theatremen must supply their patrons not only with the finest projection and sound equipment . . . but also with the comforts that they have come to expect . . . One of the most important pieces of theatre equipment then is proper seating

This article discusses the various types of seats . . . sight lines . . . construction . maintenance procedures

. . and many other valuable pieces of information which should prove to be of great value to (my exhibitor with a seating problem.

old movies on television, than to get out the car, drive to the old neighborhood movie, and walk two blocks from where you parked, just to pay to see a movie which might be later in issue, but does not compensate for the difference in effort and expense.

THE MODERN THEATRE OF TODAY, SUCH as the University. Columbus. 0..

The one fact that is standing out all over the country is that there have been theatres closing, but that these closings were predominately old run down theatres, or what are called "protective theatres" to keep another competitor from building, or they were older theatres in areas where new, modern, theatres have been built.

With all of these factors affecting his business, the theatre owner should take steps to protect his investment in his livelihood, the theatre building.

The most important single improvement that can be added to an existing theatre building, with the exception of sound and projection equipment, is new seating utilizing all modern seating techniques for greater comfort and convenience to the customer. Have a seating man from any of the seating companies analyze your theatre as to layout, sightline study, and seating needs.

These Seating men all recognize the fact that comfortable seating arrangements installed in the theatres from now on, are protective insurance for the future of the theatre industry. Gone is the old time idea of how many seats can be jammed into the auditorium, and still pass the minimum requirements of local and state safety ordinances.

Now the seating man works out every reseating job with careful thought given

finds it must offer

its patrons sealing that combines beauty, comfort and style. These [058 Kroehler seats are an example.
1953-54 Theatre Catalog, 11th Edition, Page 205