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70 Building Theatre Patronage
whose comment cards are most intelligently prepared, more attention will be given to this important detail.
Suggestion Cards.
Suggestions should always be welcomed from members of the staff. They often notice details of operation which the manager might overlook. Some managers require each member of the staff to fill out what is called a "Suggestion Card" each week listing three suggestions that would improve the operation of the theatre. As an incentive a small cash prize can be given periodically for the best suggestions offered. If these suggestions are discussed with the staff and comment is made by the manager, it becomes more than mere routine. It cannot be expected that the staff will continue to be on the alert to notice what would improve operation if the suggestions are merely filed and nothing is said or done about them. The manager must be patient and not expect too much at first. He should realize that the effectiveness of these suggestions will depend in good part on the way he educates his staff in the purpose and standard of the different phases of operations. Suggestions become more practical if each week attention is limited to some particular detail of operation.
The Staff as Boosters.
It is expected that each member of the staff will be so proud of the theatre that in talking with friends he will call attention to the quality of the program and of operation. This valuable word-of-mouth advertising should be stimulated. The staff can be constantly reminded of what they can do in this regard. At certain times of the year the staff can be brought together and asked that each member discuss the theatre with ten friends each day over the period of a month. For instance, this plan can be followed during Greater Movie Season. Every member of the staff will be asked to hand in the names of the ten people with whom the theatre is discussed each day. These ten names multiplied by the number of the theatre staff and then multiplied by thirty days of the month give a very imposing total of people in the community whose attention was