STRICTLY BUSINESS: PRESTO: AN INSTANT MOVIE HOUSE

There are no dancing popcorn boxes on the screen.

No awkward speaker boxes.

But it's still a drive-in.

Welcome to mobile movies, playing soon in a community near you.

Here's how it works:

Three hugmongous tractor-trailer trucks pull into an empty space, which is graded and leveled.

Workmen pull a lever here and a lever there, and, automatically within minutes -- actually about two hours -- an instant movie theater appears, complete with movie screen, seating for more 120 people, a restaurant with seating for 100, a concession stand, ticket counter and bathrooms.

This is it! The nation's first mobile movie theater. If it was playing this month, you would see such familiar movie names as "Titanic," "Home Alone 3" or "Mouse Hunt."

Of course, by the time these mobile theaters start their run in Missouri, the above movies may (or, may not) have hit "second-run" status and probably won't appear on the portable marquees, which will appear in towns and communities of 1,200 to 8,000 people.

The theory of mobile theaters was brought to my attention in an article written by Jackie Sproat, editor of the Banner Press newspaper in Marble Hill.

Paul Elieff of MBO LLC filled me in.

"This is a new concept for the U.S.," says Elieff, managing partner of Mobile Box Office LLC, headquartered at Wentzville. "But it's popular in France."

The mobile units pull into a small community, play one, maybe two days, then depart, headed for another small community, with plans to return within a month to six weeks.

The first mobile theater will debut in Missouri in June or July. Some Southeast Missouri communities could be among the first to test them.

"We're looking at Oran, Marble Hill, Advance, Perryville and Charleston," said Elieff.

Each of the $3.2 million mobile structures is comprised of vehicle-mounted modules, which transform into a fully enclosed theater. The units will spend one day in each of 40 cities, then return every six weeks.

"When you're inside one of these theaters, it's like being in a conventional theater," said Elieff. "Actually seating, leg room and aisle size are more spacious than most theaters, and the sound and picture quality are absolutely state-of-the-art."

The absence of theaters is one of the more vocal complaints in smaller towns these days, according to recent surveys. The trend of mega-theater chains building 6-to-30-screen complexes in larger cities has left small, rural towns without theaters.

In the Southeast Missouri area, theaters are found in less than a half-dozen towns -- Cape Girardeau, Dexter, Sikeston, Kennett and Poplar Bluff have theaters.

For many people, that's a half-hour or more drive.

"Mom-and-pop theaters have fallen by the wayside," said Elieff. The presence of two or more video rental stores in even the smallest of towns is obvious testimony that America has not forsaken its love affair with the movies.

MBO hopes to cash in on the theater shortage.

In addition to Hollywood hit movies, which will be shown during the afternoon and evening, MBO will provide free educational programs, which will be offered to local schools during the morning hours. MBO will also provide a video library of more than 6,000 titles with subject matter appropriate from kindergarten through 12th grade.

MBO representatives have visited more than 700 cities during the past two years and have narrowed the list to about 180 cities for the 40 final city slots.

MBO is not trying to compete with existing theaters, stressed Elieff.

"We want people to get excited again about going to a movie," he said. "

After Missouri, the company will be looking at Illinois

Eventually, the plan is to have 80 mobile theaters nationwide.

B. Ray Owen is business editor for the Southeast Missourian.