Word: shapp
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Dates: during 1957-1957
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...start, the chain chose Bartlesville, where it will convert one of its three theaters into a subscription-TV studio. The town has a compact pattern of telephone poles, and it gets good TV reception from three commercial stations. Explains Jerrold President Milton J. Shapp: "We wanted to compete with TV rather than come in on the fringe of TV reception." Estimated cost of wiring Bartlesville: $350,000. For the subscriber the monthly $9.50 charge will also cover the cost of connecting a lead-in from the coaxial cable to an unused channel...
...Bartlesville scheme will be watched closely from Washington, Manhattan and Hollywood. Says Shapp: "This will make it possible for exhibitors to reach an audience they have never before reached. By electronic means, the walls of the conventional theater are pushed outward to surround the entire city and make it a giant theater." If it works as well as surveys suggest it will, the company expects it to spread across the country and to cover special sport events, opera and live plays as well as movies...