Boxoffice-May.21.1979

Apartment Beneath Drive-In Screen
Leads to Career in
SALT LAKE CITY—How docs a
political
science major turn into a motion picture
exhibitor entrepreneur
One way is to get involved in the movie
business while attending college, as did
Jerry Mike Place, executive vice president
and secretary-treasurer of Trolley Theatres
Inc.
Mike and his wife lived in an apartment
beneath the screen of a Bountiful drive-in
theatre for two years while he pursued a
political science major at the University of
Utah. Operating the theatre was Mike's
source of income.
On May 23, Trolley opened a twin theatre
at Carriage Square which will bring the
firm's total screens to 16.
"The political science major was really
incidental; a degree in liberal aits was important,"
said Mike. "It didn't take long to
realize my love was in sales and especially
management.
Trolley
Beginnings
"I quickly learned that success hinges
upon securing a group of loyal, hardworking,
dedicated people, which we have at
Trolley."
Trolley thrives on a family atmosphere.
The business is a family venture and the theatres
are family-centered.
Mike was introduced to the theatre by his
EVERY
Film Exhibition
wife, Kathy. whose grandfather was a theatre
pioneer in Tooele.
Kathy's father. Sam Gillette, coined the
term "motor-vu" and wound up with a
string of drive-in theatres from Bellingham.
Wash., through Arizona to California.
The family bought the financially plagued
Bountiful, figuring the property alone was
worth the investment. Mike, who had been
holding down two jobs, figured it was easier
to try to stay solvent by running the theatre.
Upon graduation, Mike was elected the
full-time operating officer.
Hinge of Success
The Trolley venture began in 1971 after
Mike's acquaintance with Wally Wright,
developer of Trolley Square. Mike describes
Wright as "a man of great vision."
The fourple.x theatre at Trolley Square
encountered immediate success. Next, the
firm acquired a twin theatre in Bountiful
which became Trolley North.
The old Rialto Theatre, completely renovated
as much as possible to its original
motif, became Trolley Midtown. Then came
another fourplex in the Family Center at
7200 S. 7th East.
A business combine between Trolley and
Boyer Brothers Co. gave birth to a threetheatre
complex at Trolley Corners.
"Our philosophy is to use big graphics
WEEK
Opportunity
in
Knocks
to generate excitement in the moviegoer the
niornenl he or she drives into the parking
lot oi- enters our lobbies," said Mike. "The
minute they see a life-sized picture of John
Wayne, for example, we want them to immediately
enter our world through a |)leasant
past.
"We always go lor top-quality films. We
have misfires, but we try to schedule films
that are a feeding ground for wholesome
family entertainment.
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Key.stone
Cops
"We try to make moviegoing a pleasant
experience—one that will remind the viewer
of a good time—one of the reasons for our
Trolley keystone cop outfits."
The question of future expansion brings
into focus a recent vigorous campaign on
Capitol Hill for passage of SB 90. which
eliminated blind bidding by Utah movie
exhibitors. It was one of the heaviest lobbying
bills of the 43rd Legislature.
As president of the Motion Picture Ehibitors
Assn. of Utah, Mike was one of the lop
lobbyists.
However, Mike sees a bright future for
the industry. He said economic rebirth began
with multiple screens where one crewcan
operate more than one picture.
"If one is a flop, you have a chance lo
recoup on another. People are going lo
movies in greater numbers to escape from
household interferences. In the movie house,
they can focus their attention on one direction.
To many, movies install great hope and
a great insight into society."
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