Boxoffice-June.19.1948

-jffmen^muBSait^-iinjiLj,
i p I i n' I ^'
fi
INTERESTING COMMENTARIES ON
CONTEMPORARY PLAN PROCEDURE
Southern California Is Amid Boom
In Planning Drive-Ins
fm^ /rive-Tm theatres, the number of which
is increasing by leaps and bounds throughout
the country, have long since passed
from the novelty category into the realm
of big business, an important corollai-y to
the exhibition end of the industry. The
number of new installations in recent
years, and the eagerness with which both
veteran and newcomer showmen are investing
increasing amounts of money in
costly drive-in ventures, proves beyond
doubt that such open-air, see-the-picturesfrom-your-own-car
enterprises are here to
stay.
Climatic and other conditions make
California, particularly its southern portion,
especially desirable for operators casting
an envious eye on the drive-in field.
Resultantly, that area is amid a boom
period in the planning and constniction
of new drive-in projects.
Several factors account for this, in the
opinion of close observers. One, driveins
in the Southern California territory
can be operated virtually on a 365-day-ayear
basis, as compared to the maximum
of six to eight months in the east and
by rVAN SPEAR
midwest, where freezing winter weather
shutters the open-air houses. For another,
the Golden State lures, among its thousands
of annual visitors, many retired or
semi-retired showmen who have sold conventional
houses or small circuits after
operating them for years in other sections
of the country, and have traveled to California
with the idea of spending the rest
of their lives there.
Once settled down, however, a substantial
number of such retired exhibitors find
complete idleness irksome, and begin to
cast about for a theatre to operate. Since
such conventional showcases usually are
difficult to locate, many showmen then
are tempted to give consideration to the
feasibility of constructing drive-in units.
Of further advantage is the fact that, despite
its rapid growth of population. Southern
California still boasts plenty of available
land, particularly in and around
smaller communities away from such
PLAN A. A U-fihaped counter in concession
stand permits ease and speed in handling
refreshment-seeking customers.
This modem treatment is being given the nevr
Gilmore drive-in, a 650-car unit, to be built adjacent
to Los Angeles' famous farmers market
by the Los Angeles Drive-In Corp. The architects
are C. A. and W. G. Balch.
crowded areas as Los Angeles and its
environs.
A recent installation of this type is the
Valley Drive-In in Ontario, some 40 miles
from Los Angeles and a prosperous small
city in the heart of the rich citrus belt.
A 650-car unit, it is owned and operated
by the Sero Drive-In Corp., of which William
Oldknow is president; Arnold B. Anderson,
secretary, and Jack Anderson,
treasurer. The Andersons also operate conventional
houses in Ontario and nearby
Chino. The Valley boasts a 72-foot screen
tower, throwing a picture 39 by 55 feet;
300 stadium-type seats for "walk-in" patrons;
an elaborate "snack bar," and a
playground for the children in the event
they become restless.
The Sero Corp. also operates the new
Rancho Drive-In, near San Diego, Calif.,
PLAN B. Larger public space to reduce congestion
during intermissions. The service
counter, back of booth, is straight.
Here are iive types of projection
buildings, to include washroom
facilities and refreshment
bars, offered by W. A. Tharp's
Moonlight Movies system via a
licensing system. Projection is
at the top of each design, but
refreshment areas and washroom
facilities are switched
about to meet a variety uiitJiy of ui con-
^vu- *
ditions.
30
The MODERN THEATRE SECTION
1