Boxoffice-March.04.1950

A CHILDREN'S FAIRYLAND COME TRUE
This rough layout shows positioning of various rides, entrances and parking
areas, and serves to help locate wiring circuits and power requirements.
, LTHOUGH PLAY AND CONCESSION AREAS
can be added profitably to drive-in theatres
of any size, the operation shown in
the basic layout diagram above so epitomizes
the last word in completeness as to
be worthy of study by all drive-in operators.
To be constructed for a drive-in theatre
of the Harry Lamont & Associates circuit
in New York by National Amusement Device
Co., the Kiddyland will cost in the
vicinity of $150,000 when completed. It has
been so planned, however, that it may
be built over a period of two or three years
in sections.
PLACED NEXT TO HIGHWAY
Among the first of several new ideas incorporated
in the design of this area is
its location outside the screen tower in
a strip 200 feet deep running along 700
feet of highway frontage.
The project has been placed toward the
highway, instead of inside the ramp area
as usual, for definite purposes. In the first
place this location makes it possible to
take full advantage of the promotional
value of the unit as a theatre advertising
medium. No car wiU pass the Noah's Ark
entrance without delighted exclamations
from any child who may be a passenger.
Such attention cannot help but produce
theatre patrons who would otherwise either
attend another drive-in, or might not be
drive-in patrons at all.
A second reason for the location of the
area is that it will operate both day and
night and has been designed to be a
separate and profitable entertainment attraction
in its own right.
A careful study of the layout reveals
several entrances to the area from the
drive-in theatre. A main entrance will be
through the Noah's Ark, a free attraction
similar to the one illustrated on page 56.
One of the main items of landscaping
interest is the boat lagoon which runs
along the front and one side. At a corner,
the lagoon is bridged from highway
to concession area across an island on
which the Noah's Ai'k feature is built as a
free attraction. Within the ark are pairs
of many small animals.
At specified hours
during the day children are actually allowed
to hold the animals and pet them.
ONE RIDE CALLS FOR ANOTHER
Within the grounds, rides are laid out
so that while enjoying one attraction the
child's attention is called to another one.
This is noticeable in the boat ride, the roller
coaster, streetcar, train and fire engine
rides which are made somewhat longer
than usual in order to pass other attractions
along their routes.
Throughout the area are free attractions
which serve to draw attendance. Notable
are the four islands in the lagoon, each
containing animals. Of course, although
the monkey island, Bambi and the three
bears may be seen from both highway
and lagoon shore, they can be best observed
either from boats on the lagoon
or from the miniature train which circles
the three bears' island on trestles built in
the water.
TO BUILD SEPARATE REFRESHMENT BOOTH
At the center of the area is a refreshment
stand built to serve children's wants
particularly. Around the edges of the unit
are parking spaces for more than 325 cars
which can be used by patrons of the kiddyland
or walk-in theatre patrons. During
the daytime, overflow parking accommodations
are to be afforded by the theatre
ramp area.
In commenting on particular phases of
the Lamont design, engineer William de
L'horbe jr., of National Amusement Device
Co., called attention to the care used
in designing an entranceway. "Experience
has proved," he says, "the importance of
patron attraction here. Both the child
and the parents must be drawn through
the gates," he added. "This influences
the type of art and illustration used."
In line with parent participation in the
Kiddyland. de L'horbe cites the fact that
sometimes as many as half of the tickets
sold on various rides will be to adults who
seem to find as much pleasure in them as
the children they go along to watch over.
BOXOFTICE :: March 4, 1950 59