Boxoffice-October.27.1951

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theatre on the field, but they like to mix with
civilians and get away for a change. I consider
we have a certain responsibility for providing
wholesome recreation for them as well
as for the folks in our trade area. In a 40-
mile radius. I suppose that takes in around
70,000 people."
On the practical side, we found that Elroy
Oberheim, of the Manhattan Ti-ansit Line,
found it profitable to start his buses again
after the theatres opened, as it and other
factors created a demand for transportation
to and from town. W. F. Farrell felt the
business lift it gave even more, as he is a
man of many activities, running a taxicab
service, a cafe and a service station near the
theatre. The Wareham's reopening helped his
taxi business before and after the shows, and
his cafe remains open until 1 a. m., so he
catches a good part of the after-show trade
there. Those who drive to the show in cars
often stop for gas service.
WINDOW SHOPPERS RETURN
"There was just nothing to bring people
downtown nights when the theatres were
closed," he commented. "The reopenings not
only help my business—they help everyone in
the business area. I know, because my wife
window shops with me after the show, and
goes down next day to buy something she's
seen."
Mrs. Huldah B. Keith, who has the Children's
Wear Shop, reopened her place a few
days before the show and has noticed a big
difference in her trade since the Wareham
started up, especially before and after the
daily 1:30 matinee:
"Now the mothers bring the children in
early to fit them and then hurry off with
them to the show—or they take the children
over to the show and come back to do other
shopping. But I've noticed my busiest times
are around show hours, before and after. I've
also been noticing in our trade publications
about the 'Alice in Wonderland' tieups and
have been thinking I might do something
about them."
Lightner explained that "Alice" was coming
soon and that they could work something out
When residents of Russell, Kas., came
over as volunteer cleanup workers, one of
the troupe was Dale Danielson (L), former
president of the Kansas-Missouri
Theatre Ass'n, He went to the Wareham
Theatre and helped Manager Doug Lightner,
shown with him, in the rehabilitation
job.
Sliown above is the lobby of the Wareham
Theatre after the waters had receded
and crews began cleaning out. The water
reached a depth of six feet in the lobby.
The carpeting had been washed away,
floors were warped, plaster was off the
walls. At the right is the lobby as it is
today—and it was this sight of complete
rehabilitation which gave a terrific morale
boost to flood-stricken Manhattan residents,
many of whom despaired of ever
being able to clear the debris and destruction.
together—so business on Main Street and the
theatre will be cooperating further to mutual
benefit.
Another who expressed himself as delighted
to have the theatre back in operation was
Gene Martin, food service manager at the
Wareham hotel.
"The show always helps our business," he
said, speaking largely of the coffee shop,
newly decorated in attractive color. "People
going to the show often drop downtown to
have dinner beforehand. Even if it isn't an
SRO night at the show, frequently our place
could hang out the SRO sign right after the
first show. We close at ten, as this is a student
town and keeps early hours for the most
part."
Millard Moore, owner of the I.G.A. Food
Store, neighbor to the Wareham, was pleased
to tell how his business had been affected:
"It sure does mean a lot to me," he said.
"I was open before the theatre opened and
my afternoons were slow. Now they buy both
before and after the afternoon show—and the
same is true on Saturday nights."
FOOT TRAFFIC IS UP
Emphatic In stating that the foot traffic
was noticeably greater was H. R. Sanborn,
manager of the Manhattan Bootery.
"This is especially true in the downtown
area at night," he mentioned. "It was like
a shot in the arm for Main Street, to have
you folks up there again. You bring the folks
downtown—my display lobby is often lull
after the show."
J. E. Hayes, president of the First National
Bank, takes pride in the new theatre, which
he thinks is a credit to the community and
contributes to the town's rehabilitation. Like
the others, he mentioned that it is often the
show which brings people to town, but said
while there they will do business at the bank
and in the stores.
At the Style Shop, operated by Mary Waters
and Myrna Glenn, the women said they were
glad to be close to "such a lovely theatre."
It not only brings window shoppers but they
have noticed they are always rushed right
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after the matinee. With Lightner they discussed
window cards on pictures which might
be suitable for display in their windows.
At the Norton Rexall drug store, Norton
mentioned how much more night traffic the
streets carried since the theatres reopened.
"We reopened as early as possible because
our prescription service was needed," he said,
"and we noticed that our business picked up
right away after the show got going—especially
at night and on the weekend."
At Montgomery Ward's reopened store,
W. T. Morris, manager, stopped a minute
from the business of getting his stock back
on orderly merchandise display to tell what
he had found to be true about a closed or
open theatre across the street.
AFTERNOON BUSINESS RISES
"Business has already picked up in the
afternoon," he said. "At least W'e are having
more floor traffic. If they don't always buy,
we know they are potential customers and will
be back. Right now we are handicapped because
our windows are not trimmed. As soon
as possible we'll have something in them to
attract the attention of patrons you bring
downtown."
So there it was—one after another t«Uing
simply from their own particular angle how
much the motion picture theatre meant to
the life of the business community. All of
them recognized that the townspeople and
those in the surrounding area had need of
something to take them out of their stresses
and worries and set them to laughing, or to
stir their emotions so that they could come
out refreshed and less tired than when they
went in. Most of them were regular patrons
themselves.
WTiile no one would wish for other theatres
and exhibitors to go through what the Wareham,
Doug Lightner and assistant Clyde
Bradley or Dave Dallas and TEI colleagues
did, it might be well for some of those
careless critics of the motion picture industry
to learn how much a town relies on its
theatre entertainment. Manhattan found it
out the hard way—and will remember.
Si
BOXOFFICE :
: October 27, 1951 23