Boxoffice-March.04.1950

CIVIC ACTIVITY THE BASIS FOR
GOOD THEATRE PUBLIC RELATIONS
CINCINNATI GARDENS
SAVED $979.72 A MONTH
ON THEIR WATER BILL
Actual figures over a 6 months period ... 3
months BEFORE and 3 months AFTER installation
of a Morley Voirflo Cooling Tower ot the
Cincinnati Gardens, beautiful Sports Palace in
Cincinnati, Ohio . . . show WATER SAVINGS
ALONE OF 92%.
"The difference," says one of the Garden's
directors, "is unbelievable!"
"We should put a fence around our Marley
Vairflo and guard it like a mint," says Alex
Sinclair, superintendent.
Certainly in these days of higher operating
costs and lower profits, any piece of equipment
that pays for itself in 6 months . . . and reduces
operating costs as this Marley Cooling
Tower did, deserve management's most careful
consideration.
This outstanding saving, accomplished with a
435 gpm tower for a comparatively small water
user, COULD BE EVEN GREATER FOR YOU!
Depending, naturally, upon your water consumption
and your water costs.
Why worry about high water bills, water
shortages or low water pressure during the
criticol summer months? Marley can help you
solve your water cooling problem. Write, wire
or call
today.
To respond to this advertisement, use postagepaid
card at page 51. using this ad's Key Number
- 30-A.
THE MARLEY CO.,
INC.
KANSAS CITY IS, KANSAS
'^T^pS^^ PRECISION MADE
W^- PROJECTOR PARTS
Once you've used them, you'll agree that the built-in precision
and trouble free performance of La Vezzi parts do much to
hasten repair jobs and help you to the better projection that
dehghts patrons.
Specify U Vezzi SUPER-SERVICE Parts for
all your replacements! Your Theatre Supply Dealer has them.
theatre should screen the organizations to
determine which can be of the greatest
benefit to him. Which clubs can do the
theatre and the industry the most good
should be determined by the individual
theatre manager, rather than top circuit
executives.
In the first place, the value of joining
the local Chamber of Commerce cannot
be overemphasized.
An example of the importance of the
Chamber of Commerce can be noted in the
town of West Hartford, Conn., a suburban
development of some 50,000 population
adjoining Hartford. Over a long period of
time the organization was attempting to
• The Super Hi-up Tube
adds 10 ieet to the reach oi
the operator making overhead
and under floor areas
easy to keep clean.
• The Super Floor tool
slips under anything 31/2
fro the llo and
goes right up to the wrall
leaving no strip oi carpet for
moths to destroy.
• The Super Spotlight attached
to the handle throws
a strong beam before the
floor tool illuminating dark
areas, saves houselights.
• The Super Screen brush
made of special, long bristles-
dislodges dirt — keeps
pictures bright and sound effects
clear.
• The Super Blower Elbow
provides the Super with a
powerful air force which
boosts all kinds of debris
and refuse out from imder
seat areas and down front
for easy disposal.
lOoME THREE DECADES AGO When the solve the problem of downtown West
motion picture industry was still in its Hartford parking. When parking meters
adolescent stages, theories and ideas on were install ?d, without solving the problem,
getting along with your neighbor, the public,
were heard in practically every branch the Chamber of Commerce suggested
creating a municipal parking lot on property
of show business.
owned by several West Hartford mer-
For example, a weU-meaning ciixuit chants.
executive, eager to get a favorable public With the hearty cooperation of the city's
response to a proposed expansion of his theatremen, the plan was put into operation.
theatre operations, would tell a theatre
Specifically, Central Theatre man-
managc:r to become a "joiner" in his community.
ager. Hugh J. Campbell went one step
He meant, of course, that the furtiier and ran a screen trailer, made at
enterprising theatre manager should make
a special effort to join practically all clubs
the theatre's expense, each day, announcing
the new parking service.
and civic organizations in the community. By joining the Kiwanis club, Rotary
Bemg a "joiner" is excellent for both club or other service organization, the
the small town theatre manager and downtown
theatre manager can come in contact with
de luxe operation, but there should important men of the community. In solv-
ba limitations on indiscriminate joining. ing community problems he is then in a
In other words, the manager who wishes position to offer his services or theatre
to participate in community activity to facilities for community use in many ways
create favorable public opinion for his which mean improved public relations.
Some theatre managers have helped
combat juvenile delinquency by offering
their theatres at no cost for special Saturday
morning "Kiddy Shows." The Kiwanis
or similar clubs act as adult supervisors.
Such cooperation between clubs
and the theatre creates a definite place
in the community affairs for the theatre.
It is necessary for the theatre manager
to do more than just join. Successful public
relations require the continuous efforts
of several years and to achieve this
goal the theatreman must realize that in
the modern sense "joining" is a successful
technique only when accompanied by a
willingness to serve the community.
tool-equipped and enired
for the particular and involved job
cleaning the modern theatre, the Super
of
Specialized Theatre Cleaner easily meets your most
difficult cleaning ,-equirements.
One SUPER
Cleans
LaVezzi
Machine
These are only a few of the
special tools designed for
theatre cleaner. Ask your
supply dealer for a demonstration.
Sprinj weather increases the cleaning task— mud and street
is in filth tracked constantly. Only thorough, frequent cleaning will save costly
floor furnishings and coverings from damage.
Keep the house bright and pleasing to patrons. The Super with its amazing tools.
easy portability and powerful pick-up enables you to keep your theatre really
all clean under conditions with a minimum of labor and expense.
National Super Serv ce Compony, Inc.
1941 N. 12th Street Toledo 2, Ohio
I'
National Super Service Company of Canada
Toronto, Ont. Vancouver, B. C.
30 The MODERN THEATRE SECTION