Play Meter

UP FRONT
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The Wheel that
Moves the Industry
Where do we go from h ere? Th e question h as
been asked and it 's been answered. Howeve r, the
solution is not always the same- it depends on who is
doing the answer in g.
But t hat's not bad. In fact, if eve ryo ne had the
same answer, there would be no inn ova tions or new
technology. Every indu stry ne eds individual s and
compan ies c hall enged to build that prov e rbial
mousetrap. Peop le willing to try something new and
diffe rent are the backbone of our industry .
But like spok es of a wheel, one spoke is not
enoug h to make the wheel work. Its st rength co m es
from all the spokes working together; eac h one is
important to the whole effo rt.
The coin-op industry follows the same prin cip le.
Each spoke of this industry is impe rative-from
pinball to laser discs-for the su ccess of the whole
bus in ess.
One equ ipm ent type may be emp hasi zed to a
greater degree than others, such as la ser technology
when it was first introdu ced or video games when
they emerged, but each ha s its place and is depend e nt
on the ot h ers.
Many thought the industry was ju st video ga m es
and entered it on that ass umption . Th ey hav e left it,
and this is a prime exa mpl e of operators tryin g to
depend o n o ne type o f equipment.
Those who say co nv e rsions are th e way to go are
right . Th ose who swear by la se r games ar e right too .
A ll equip m ent types are important.
Now e mph asis is diverting toward what we've
ca ll ed the basics of this industry-jukebox es, pool
tables, a nd pinballs. These spok es have be e n h e re
always, helping th e wheel roll . It's just that the fo c us is
now turning back to them.
6
jukeboxes are a part of many of our memories.
Putting quarters into the jukebox to listen to songs at
our favorite location rekindles memories. Many of us
danced in the '50s to songs from one of the classic
jukeboxes that's being restored today by nostalgic
collectors.
The jukebox and its array of tunes set the mood
for many locations. Their features and styles reflect
advanced technology which has even taken the
jukebox a step further to the video jukebox.
Combining visual images with audio has become
popular with TV cable shows such as " Night Tracks"
and MTV . Companies are now working to bring these
extraordinary video shows into locations , allowing
patrons to choose their favorite artists and watch
them perform.
The video jukebox is a fairly new concept but
interest is high . This technology could very well add
another vital spoke to the coin-op industry. Video
jukebox manufactuers were interviewed and their
comments appear on page 36. For the basics and
challenges of operating a phone route, read the
stories on pages 30 and 34. Al so read page 42 for a
history of the jukebox.
The video jukebox is a new spoke in the industry
wheel and we hope it is successf ul , but we can't forget
the phonograph . This issue gives you a taste of new
technology, and a reminder of a staple 's success.
Valerie Cognevich
Editorial Director
PLAY METER. April 1 5. 1984