Boxoffice-August.27.1979

M6P
BOXOFFICE/AUGUST 27, 1975 ,
Patrons hold the key to curbing litter problems
As the middlemen—or retailer— in the merchandising of motion picture product,
theatre owners must concern themselves not only with the quality of the goods they
put on the screen and their marketing appeal but also with the general surroundings in
which the films are displayed.
Consciously or not, the patron is also paying for a comfortable atmosphere in which
to relax and enjoy the screen presentation. And he deserves as much. However, it is the
patron who is the perpetrator of one of the more serious problems
facing the exhibition business: concession litter.
ABOVE ALL ELSE, film exhibition is a business; like other entertainment media,
its success depends on acceptance by its customers and, more important, their return
patronage. Need for patronage explains why theatre litter has been allowed to become
such a problem: Theatre owners and manager have been fearful of alienating or offend
ing the people most responsible for their livelihood— the moviegoing public. The
fallacy of this reasoning is that by failing to bring the litter problem to the attention of
those responsible for its very existence, theatre owners are risking the loss of customers
who find unsightly concession debris a nuisance and potentially harmful to their health
and safety, and to their viewing enjoyment.
ALTHOUGH THEATRE littering has always been a problem, it has now reached
near epidemic proportions in some areas. There just isn't enough time between performances
to conduct a thorough cleanup. In this business, time is money. The more
engagements that can be scheduled in a day's time, the better the chances of turning a
profit.
In a multiple screen complex, the litter problem becomes even more magnified
because of the continual flow of patrons.
Profits from the concession stand represent the theatre owner's prime source of
income after the terms of the film rental agreement have been satisfied and a perceptage
of the receipts has been paid to the distributor. It is both sad and ironic that the
source of an exhibitor's greatest profit also represents the theatre's greatest eyesore.
FAST FOOD CHAINS have been very successful in educating customers to
deposit their trash in the conveniently placed receptacles. Theatre owners could learn a
valuable lesson from this example. By placing the burden of cleanup on the movie
patron, exhibitors not only would be showing their concern for the cleanliness of the
general surroundings, but also would be expressing consideration for the health and
comfort of their patrons.
Cinema Concepts Theatre Service Co., an Atlanta-based company that specializes in
courtesy trailers, has produced a 30-second color trailer specifically addressing the sensitive
issue of theatre litter. The film, a light-hearted cartoon caricature, is titled the
"Great Theatre Cleanup" trailer. The film asks patrons in a very congenial way to
please dispose of their concession containers and wrappers in the receptacles conveniently
located outside the theatre exits.
Stuart Harnall, president of Cinema Concepts, said the cleanup trailer had been in
very high demand. More than 3,000 prints have been sold in the 4'A months that tht
film has been available. "We have received orders from every state, including Alaska
and Hawaii," he said.
"I HAVE SPOKEN WITH many exhibitors who are using the trailer on the
phone, at conventions and through the mail and no one seems to be offended," Harnell
said. "It is not offensive and gets the message across in an indoctrination sort of way.''
America Multi Cinema is testing the trailer with increasing success in a number of its
theatres throughout the United States. Jules Landfield, AMC's Western division
manager, said the trailer had been very effective in his theatres. "People don't seem to
mind it because it's cleverly done." he said. "Consciously or subconsciously, patron:
are assisting. There's been good cooperation between patron and theatre
management."
Don Baker of Loews Theatres said he thought there was a definite need for trailers
like the one on litter from Cinema Concepts. "We can't keep ahead of the litter," he
said. "We can't go in and clean between the seats after every show."
Loews is
running the Cinema Concepts trailer in five of its theatres, but is also considering
the possibility of producing its own trailer.
GENERAL CINEMA CORP., the country's largest theatre circuit
(800 screens),
already has its own trailer addressing the problem of concession litter. The 30-second
animated color film features a closeup of a trash receptacle in which patrons are
courteously depositing their empty GCC popcorn and beverage containers. The
message at the end of the film urges patrons to please help by depositing their trash in
the container at the nearest exit.
The seriousness of the litter problem varies from theatre to theatre and from city to
city. But its existence is universal, and the need to confront the problem is immediate.
Efforts like those of Cinema Concepts and GCC are to be commended for the
tasteful yet direct manner in which they are conveying that long overdue message to
popcorn-and drink-consuming filmgoers everywhere. The materials and resources are
available. Now it is up to theatre owners to take advantage of them.
frankly speaking
New format a disappointment
We are very displeased with the new format
of your publication. It not only lacks the class
of the former high gloss magazine, it falls short
in some practical areas. We have long made a
practice of saving old copies for two or three
years as a reference resource, mainly for older
pictures that are back in distribution. These
were always dated on the fold on the outside
cover, which enabled us to rapidly flip to trie
edition that we needed from the stack. If we
follow the same practice with your present edition,
we will have to uncover each issue in
order to see the date. This process takes a lot
more time, not to mention the inconvenience.
We also like the former Boxoffice
Barometer method of guaging the films.
Peyton Terry
Owner, Survant Theatre and
West Drive-In Theatre
Glascow, Montana
The Business Weekly for Motion Picture Exhibition/Published by Vance Publishing Corporation/Vol. 1 15/No. 22
Published weekly in one edition, except semi weekly the
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ADMINISTRATIVE
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