because of the added weight.
If I were a
non -player, say, and I played the home piece and
enjoyed it, I might say to myself, "Gee, let me try
playing the full -size one and see if it's even more
fun." So, I think the home model does a lot to break
the ice, to help the image. When there's a pinball in
the basement, it couldn't be that bad if Johnny
wants to go down and play at the local arcade or
wherever.
PLAY METER: While we're more or less on the
subject, !at's talk about image. The industry seems
to be gaining what might be called "a new
respectability ," and this seems to have happened
quite recently. And we would have to say that
Wizard, the tie -in with Tommy, might have had
something to do with this. What do you think about
that?
NIEMAN: You know, people say, "Those games
sure helped Bally a lot, didn't they?" And yes, they
did, but I sure don't think they hurt the industry at
all. The industry got more press and more ink for
the concept of pinball. All of a sudden on your home
TV Ann -Margret and Elton John and so-and-so
were standing there playing a pinball machine and
all of a sudden, "It must not be that bad. We've
heard and read about those people and they play it,
and they play it all t he time." It really gave the
game a credibility that I don't think it had before.
This is in the back of our minds with everything we
do: is this going to help the industry's image? So in
the artwork we do, in the theming we do, we're
trying to keep on t:he positive side.
PLAY METER: How does your manufacturing
slots and gambling equipment work in with this?
NIEMAN: Well, you talk about image improve-
ment-that's even bigger in gambling than in the
pinball industry. With Atlantic City legalizing
slots, and with all the publicity and all the press
that both Bally corporately and gambling as an
industry have gotten, the industry is no longer
quite such a dark, mysterious thing.
PLAY METER : Then you think the gambling
industry in general is gaining a more respectable
image as well?
NIEMAN: Without doubt. All of a sudden, we're a
very viable solution to the taxation problem. We're
on Sunday talk shows, where they're saying, "Hey,
do we raise the taxes or do we look at this as a
possibility for raising revenue and alleviating
taxation?" The subject is a hot topic and I think
that gives it a much better image.
PLAY METER: So you don't see a problem of
conflict?
NIEMAN: You mean making both products? It's
not a problem as long as we keep the two carefully
separate. I don't like gambling themes on pinball
machines, for instance. We've done it in the
past-Odds and Evens, Monte Carlo- but person-
ally I'd like to stay away from it. They're colorful
though and people like them. There's a game out
now, Playmatic's Speakeasy, that actually has a slot
machine in the backglass. I think Bally would have
a real problem doing something like that though,
because we make slot machines. We'd probably be
blown out of the water.
PLAY METER: On the subject of Bally and being
56
blown out of the water, some operators have
criticized Bally for being in the business of
operating, the Aladdin's Castle chain il} particular.
How would you answer this?
NIEMAN: I'd do it the same way I have in the past,
standing on the floor of a distributor. An operator
comes in and says, "You S.O.B. You bastards beat
me out of a location in a mall on the edge of town. I
had it all locked up; then you guys come in. I'm
never going to buy another Bally game." Well,
you've got to look at it this way: I think that
Aladdin's Castle has done a great deal for the
operating end of the industry. They have made
family -type mall game rooms extremely acceptable.
And these have become show places.
:::io what do 1 say to the guy who complains aboijt
our having stolen the location on the edge of town?
I tell him that as soon as Aladdin's Castle has gone
out there, made its enormous investment dollar-
wise and designed and created this room, he has a
showplace that he can take the next customer to.
"This is the kind of t hing that can be done," he can
tell that customer, "if I get a lease from you." He
might not get that location on the edge of town, but
he'll probably get another one and without his
spending the money for the showplace: we've spent
it. I think if those complaining operators took more
advantage of what Aladdin's Castle has done, they
wouldn't be quite so bitter toward Bally.
PLAY METER: It's an age-old question in this
business, as to which end is more profitable,
operating, manufacturing or distributing. Bally has
been involved in one way or another in all