Boxoffice-May.03.1952

Seek Formula for Maritimes Drive-Ins
Mitchell Franklin and Peter Herschorn Survey Outdoor Success in Florida
By KITTY HARWOOD
MIAMI—"We are delighted with, and deeply
appreciative of, the cordiality of theatre
people in Greater Miami, who have gone out
of their way to show us their drive-in operations
and give us the benefit of their experience
in this field." This was the sentiment
expressed by Mitchell Franklin and Peter
Herschorn of the Franklin & Herschorn theatre
company of Canada. Franklin, vicepresident
and general manager, and his partner
Hei-schorn. vice-president and secretary
of the company, have been here studying
drive-in theatres in this area before beginning
construction of three airers across the
border.
"We are here to combine business with
pleasure," said Franklin, as he and his partner
were interviewed following a "refresher
course" in diving which they were taking at
the pool of an ocean-front hotel. They admitted
that "all this sunshine" had something
to do with their visit, too.
SECOND GENERATION SHOWMEN
The two young men are second-generation
operators of the circuit of which J. M. Franklin
is founder and president. The latter's
associate was the late Myer Herschorn. The
company represents one of the few remaining
independent theatre companies in the Dominion
of Canada. Franklin sr. has a winter
home in Miami Beach and spends about six
months of the year here.
Besides their seven theatres ( soon to include
three drive-ins) the company operates fountain
restaurants. They were the first in Canada
to establish these restaurants in theatre
lobbies, access to the theatre being through
the center. "They are somewhat comparable
to the arrangement of the Miami Theatre,
with the restaurant adjacent and opening
into the theatre," explains Franklin. The Canadian
plan is such that both theatre and
street trade is accommodated. "And we have
a very large amount of outside trade,"
Herschorn added.
The circuit also has its own confections
business and maintains candy stands in the
lobbies of all its houses. Still another "arm"
of the business is a real estate interest.
AS ANSWER TO TV
Theatres operated by this company are located
in the maritime provinces, and the
three drive-ins will be among the first such
in that section of Canada. Although there is
at present no television in eastern Canada,
both Franklin and Herschorn are looking to
the future w^hen this medium, in their opinion,
inevitably will present motion picture
competition. The drive-in, with its accompanying
advantages for the family trade, is
an answer, they believe. It will have the allaround
entertainment value for families that
may well be taken advantage of regardless
of TV.
The study by the two Canadians of drivein
techniques here is to determine the most
attractive factors which can be incorporated
Into such operations in order to make them
of most service to the family trade.
The partners point out that, for the drivein
operator, their particular section of the
Maritimes Partners
Mitchell Franklin
Peter Herschorn
country is handicapped by certain factors
which are unique in Canada;
1. The short season. Climate makes possible
about a 20-week season. This has been given
thorough study with the result that the
owners believe they can do, in that period,
an average business comparable with a yearly
average done in the indoor houses.
2. Daylight time. In New Brunswick and
Nova Scotia the sunset comes late and opening
time probably would have to be about
9; 30 p. m. This would necessitate a single-bill
policy.
TO INSTALL CAFETERIAS
3. Cool evenings. The owners believe their
drive-ins will have a large walk-in or sit-in
potential. Because of the cool nights people
may not always care to remain in their cars,
so in order to iron out this drawback, a large,
enclosed seating area will be provided. "So
far as we know," says Franklin, "this has
never been done anywhere else." As an
alternative, there was discussion of in-car
heaters provided, but heating costs would be
nearly prohibitive, the owners explain, and
therefore the idea was abandoned.
Ingenious ideas are at no premium with
this pail- of owners. Their intention is to install
a cafeteria layout in then- concession
houses. Functional rather than elaborate is
their policy, a procedure which is carried out
in the candy stands in all their theatres.
The penny caramel, the partners say, is the
indispensable item in the confection department.
No attempt is made to package these;
they are sold by a "hold out your hand"
method, though each has a tinfoil wrapping,
of cour.se. The five-cent candy bar is passe
in Canada. Sold there are only the ten-cent
and 12-cent bars. "Nearly always," say the
partners, "patrons take their change in
penny caramels!"
No popcorn is handled in any of the circuit
indoor theatres, but probably w'ill be in the
drive-ins. "We would hate to see the tail
wag the dog," says the owners, speaking of
the present theatres. Crackerjack and other
packaged substitutes seem to fill the bill just
as well, they say, and the expense of popcorn
machinery, plus the trouble of dispensing
the popped corn and keeping up with the
housekeeping problem involved, is thus eliminated.
Securing the quality pictures they want, at
the time they want them, is not, under the
present system, entirely satisfactory, say the
partners. Following the enforcement of the
antitrust law in the United States In the motion
picture industry, the Department of
Justice of Canada ha.s apjiointed the combines
investigation committee to study conditions
relating to monopoly, restraint of trade
or other practices that are contrary to free
enterprise. The findings of this committee
are expected to produce improvement in distribution
of films.
Curtain at 8; 30, an idea which Is an Innovation
in motion picture theatres, originated
in Canada, Franklin says, and has caught
on, especially in the larger cities. Both Franklin
and Her.schorn are enthusiastic about the
practice and believe that this has added to
the stature of the motion picture theatre. It
is a way in which the "lost" audience, the
discriminating patron, may be served entertainment
to his more sophisticated taste, and
at the same time the exhibitor is able to
come out all right at the boxoffice.
SPECIAL SHOWINGS PAY
At some designated theatre, for one night
each week, a special picture is booked on a
reserved-seat, advanced-price policy. The picture,
selected for its appeal to select audiences,
may be one which could not be successfully
run for the usual length of time of the
regular feature. There is sufficient patronage
at advanced admissions, however, to make up
the difference. These special presentations
at an 8;30 curtain, heighten theatre atmosphere,
provide opportunity for theatre parties
and are appropriate occasions for those who
wish to dress.
The seven theatres now operated by Pranklin-Herschorn
are located in Halifax, N. S., and
in Dartmouth, Yarmouth and St. John. N. B.
The owners speak highly of BOXOFFICE
correspondent William McNulty, w'ho covers
the maritime provinces. McNulty is an exnewspaperman
and author whose w'orks have
appeared in the pulps and slicks, including
the Saturday Evening Post. He is an ex-boxer
of championship caliber, an ex-swimming
champion who was formerly a swimming instructor
at Bar Harbor. A man of wide interests
and talents, he is at present devoting
his time largely to a Catholic orphanage near
St. John, where he is director of recreation
and a gi-eat favorite with the children.
.«^FABLE IN PUBLIC
"It's several miles out of town, but he walks
there rain or shine," says Franklin.
Pleasant public relations w'ith those whose
duties bring them in contact with partners
Franklin and Herschorn, seems to be part
of the stock-in-trade of these owners.
Ontario MPTO Conclave
To Be Held in November
TORONTO—Thi-ee officials of the Motion
Picture Theatres Ass'n of Ontario, past president's
Morris Stein and H. C. D. Main and
Arch JoUey, executive secretary, are already
working on plans for the annual convention
of the largest exhibitor organization in Canada.
The tentative date for the meeting is
November 4.
BOXOFFICE May 3, 1952 101