Boxoffice-April.07.1958

PROMOTING DRIVE-IN PLAYGROUND Midget Car Racing Has Great Showmanship Value
Continued from page 14
coming season seem most concerned in adding
more of what they already have, such
as large and small size swings, slides and
teeter-totters. Safety is their chief worry
and most of them have signs telling the
tiny youngsters to use small equipment.
Of course, Uie parents are supposed to read
and abide by the signs.
One operator said he though he would
specialize in child-size hamburgers this
year as parents were reluctant to buy fullsize
ones for children and have them waste
half. He will also sell smaller bottles of
jxjp and root beer, he thinks.
Columbia, S.C.
Advertising and exploitation have
paid off for one of Columbia's drive-in
theatres which uses extensive playground
equipment as part of its draw.
The Skyway, located near the fairgrounds,
has the city's only kiddie amusement
park, which includes both the standard
playground rides which are free to patrons,
and some carnival-type kiddie rides
which are operated for a small fee.
Skyway has plumped its kiddie park with
newspaper advertising as well as with auto
bumper signs, and to good advantage.
As part of the apparently nationwide
sweeping interest in quarter midget car
racing in drive-ins, George Horivstein of
Joe Hornstein, Inc. New York equipment
firm, has been named national exclusive
dealer for the Offyette Special, And
Sheldon Smerling, executive vice-president
of Eastern Outdoor Theatres, has received
the first of these quarter midget racers for
his Union Outdoor Theatre near Union,
N. J,
HAS FIBER-GLASS
BODY
The Offyette Special has several distinctive
features, Hornstein said in New York
last week. It has an automatic hand starter
and foot-operated hydraulic brakes, automatic-type
transmission, rack and pinion
steering mechanism and an extra thick integrally
reinforced fiber-glass body.
Commenting on the growing interest in
the new daytime medium for drive-ins,
Smerling said: "It looks as if we will have
to schedule driving instruction and time
trials more than once a week, as we had
originally planned. Our current plans call
for immediate driving classes for the
youngsters already enrolled and actual
time trials as soon as weather conditions
allow us to complete our track."
Hornstein said that children were beginning
to ask their friends if they were a
J.M.S. That stands for Junior Motor Sport
which, he said, soon would be a standard
expression. He .said that quarter midget
racing was an activity which outdoor operators
had been seeking for a long time.
"First," he said, "it is an attraction, and
by no means undersell the showmanship
aspect of the J.M.S. Until you have actually
watched the faces of these half-pint
motor enthusiasts as they scoot around the
track, you will have no idea how entertaining
their concentration can be to the onlookers.
"Secondly, it is, of course, the 'hourstretcher'
we have always needed to utilize
the daylight hours before showtime at the
peak of the season. Not only will it be an
added feature, but it will greatly increase
concessions sales during the period. Thirdly,
it is a desirable activity that encourages
parent-child relationship on a common
plane so very necessary at this particular
time. It will al.so encourage friendly rivalry
between various clubs from other exhibitor
and local ti-acks."
ATTENDANT PUBLICITY
Hornstein said the most interesting aspect
of the entire program, as far as exhibitors
were concerned, was the obvious
publicity and exploitation avenues opened
with the establishment of a track in an
outdoor theatre. He said motor clubs, auto
supply companies, gasoline companies and
all related fields would want to contact
this captive automobile-owning audience.
maximum return on your investment . . . plus the best picture
CHURCHMAN makes the right screen tower
to "fit" your drive-in
The screen tower in your drive-in theatre
is the largest piece of equipment in the
theatre, and because ot its cost and specialized
problems, should not be trusted to inexperienced
or inept hands.
The tower should be tailored to the exact
requirements of the theatre, not taken from
"stock," in order that you may receive the
maximum return on your investment. This
does not involve any increase in cost or delay
in opening the theatre. And you ore assured
that you are giving your patrons the
best picture available.
All of my towers receive the some meticulous
design ingenuity.
All designs are certified by a resident engineer
of the state in which the tower is to
be erected.
All of the work is performed by my organization—from
the first foundation hole to
the final coat of point.
No job is too large or too small. At this
time I have four jobs in work, ranging from
a 32-ft. widening job to the largest screen
tower in the world—each of which is receiving
the some careful attention.
I will be happy to come to your office or
theatre at any time to consult with you and
your dealer on your tower problems. Your
dealer's experience and advice ore invaluable
to you.
DIXIE—83'xl20'— Dayton, Ohio
Dealer: Midwest Theatre Supply Co.
Cincinnati, Ohio
TOWERS IN
CONSTRUCTION
•CARLIN'S PARK— 100'xH2'— Baltimore, Md.
CENTRAL AVENUE—65'x93'—Washington, D. C.
*TELEGRAPH—68'xl00'—Toledo, Ohio
'RIDGE— 32' widening job—Westminster, Md.
"Dealer: The J. F. Dusmon Co.
Baltimore, Md.
No charge of any kind for consultation on your screen problems.
Write, wire or phone now for complete information.
RALPH L. CHURCHMAN
7619 E. Broad Street
Phone: Reynoldsburg, Ohio
Blacklick, Ohio
(T. C. Columbus) UNion 6-5311
16 The MODERN THEATRE SECTION