Motion Picture Daily (Jul-Sep 1960)

<>iday, July 22, 1960 Motion Picture Daily 5 This feature from fhis week's "Motion Picture Herald," out today, is reprinted here in full as a service to showmanship. What Is Your Showmanship L Q.P JTTITH many exhibitors these days decrying the lack of product or the quality of it as responsible for the poor state of their business, Harry Hendel, chairman of the board of Allied Motion Picture Theatre Owners of Western Pennsylvania, in Pittsburgh, has put the onus of theatre success, or lack of it, squarely up to the theatre operator himself. It is Mr. Hendel's contention that the profit-making theatre is one that constantly is plugging its merchandise, day-in and day-out. The organization executive, in a "Flash" memo to his members, says, "The movie business, despite prophets of gloom, is still the most dynamic and most popular of all commercial entertainment mediums — still drawing more paying customers weekly than all other box office amusements." Along with the memo, Mr. Hendel attached a questionnaire asking the showmen to ask themselves just how much effort they have been expending in their operation — and to gauge themselves by their answers to the 25 questions posed. Exhibitors are invited to test themselves on what they do for the picture by checking off their answers to Mr. Hendel's 25 questions, as reprinted below. How do you rate? Do you belong to the Chamber of Commerce, Ameri □ 14. can Legion, Rotary, Kiwanis, Lions or other civic organizations in your community? Do you know the chairman of the P.T.A., the Women's Q 15. Club and other local business groups? Do you know your school officials (high school principal), and teachers in your community? Q 16. Are you acquainted with the Clergy and religious leaders of the various churches in your community? Do you know the Mayor, Members of Council, Chief □ 17of Police and taxing authorities in your city, town or'" borough? At off hours is your theatre available for civic meet D ings for the use of reputable and worthy organizations? Do you hold advance screenings for opinion makers of selected pictures? Do you arrange special shows for □ 19 certain groups on selected pictures? Do you run special children's matinees? Do you assist Boy's Clubs, Girl Scouts, etc., in order to build your □ 2° audiences of the future? Do you make yourself available to serve on committees that promote community welfare and charitable causes? D 21 Will you take an active part? Have you suggested a theatre tieup instead of carnivals or bazaars as a fund raising project for local organiza □ 22 tions? Are you building a mailing list? Do you get on the phone and call a cross section of people about a spe D 23 cial picture? Do you analyze and select possible advertising media appropriate to your area and potential patronage on a D 24. particular picture? As people leave the theatre are you available to receive their comment? Do you poll your audiences? Do □ 25. you ring doorbells to ascertain their views? Do you get up on your stage, to talk to your audience, telling them what you are trying to do and invite their suggestions? Do you give your advertising an institutional slant? Do you advertise on the amusement page of your news* paper or in the different media to sell your theatre? Do you know the store owners or managers in your area? Could you go to them about cooperative picture tieups or for assistance in fighting adverse legislation? Are you on friendly terms with the editor of your local newspaper and the operator of the radio and TV stations in your area? Without being a braggart, have you reminded the people of the contribution of movies and the importance of your theatre to the community? Are you giving your theatre the best you can afford in new technical improvements, such as good lighting, sound and air conditioning? Do you personally check on your housekeeping? Are you giving the most in comfort, cleanliness and friendly service? Do you read the trade papers and see as many pictures as you can before you show them? Do you know what you are selling? Do you study programming, selecting the best features and shorts available for playing time according to your type of audience? Are you a dues paying member of Allied of Western Pennsylvania — your local trade association? Do you respond when asked to cooperate? Do you make every effort to attend organization meetings and other trade affairs? Are you open minded toward new ideas? Do you exert every effort to stimulate your business instead of blaming TV, etc., for declining receipts?