Motion Picture Herald (Oct-Dec 1956)

take a big jump from the children’s price to that for adult tickets! Those same children are your best potential adult patrons of tomorrow— which comes all too quickly— and it behooves us, as an industry, to gain as many friends who will stick with us as it is possible to have. It is our opinion that if there is any question of doubt, the child should be given the benefit of the lower price. Naturally, this means there should be some common sense used; in the event of serious question you should call the manager or his assistant. That is what they are there for— to settle just such difficult questions. And if it is a parent who requests the children’s ticket, by all means sell it without question! If a parent will lie in front of his child for such a small sum of money, what good can come of an argument on your part? Encourage children to attend the theatre, make friends of them— very soon you’ll be selling them full fare tickets— and, in any event, you'll get most of their spare change as they pass the refreshment counter. When it comes to real problems, such as rowdies, drunks and others who visibly offer room for argument, do not, as the cashier, become involved yourself, if you can help it. Call the manager. Likewise, get him to handle refunds or complaints front those who would otherwise tell them to you. Your job, as cashier, is to be a smiling ambassador of good will for the theatre, and you can do more than most anyone else in the theatre to win friends— or to create enemies— for the business! FOR THE DOORMAN Second in line of contact with theatre patrons is the doorman. Yours is a most important post for many reasons. You control the actual entrance to the theatre of our paying guests, and upon you rests the responsibility of seeing that each and every one coming in has a ticket or a valid pass. And upon you also rests some of the responsibility regarding the admission of children of questionable age on the minor admission charges. To you, also, it should be pointed out that a certain amount of discretion must be used in deciding whether or not admission should be granted on a child’s ticket, bearing in mind the fact that these are your future adult patrons and there is no excuse for antagonizing them. Be guided by the policies established by your own manager in questioning these youngsters, but always be courteous and polite with them regardless of their age. It in doubt about whether someone has the right to enter the theatre without a ticket, such as to see someone in the office or it the person claims to be a privileged individual (private detective, press pass holder, etc.) by all means call your immediate superior, stopping the individual in question right there at the door. If there must be any argument of any sort, let the management handle it. Which reminds us that there are, over the country, hundreds, if not thousands, of individuals selling magazines for various companies and they often have some form of “Press Pass.” They have absolutely no legitimate standing as press representatives and you will be doing yourself, as well as real reporters, a favor by pointing out the fallacy of their claim and refusing admission. Likewise, in many communities some civilians carry “deputy sheriff” badges, largely as an honor, or for special emergencies. These have no legitimate claim to free theatre seats unless you feel generous enough to allow their admission as general policy (which should be dictated by the management. ) Off-duty police, detectives and fireman are sometimes admitted upon showing their badges, while at other times they may be admitted only when in uniform, or upon the issuance of a courtesy pass. ( Continued on page 20) THE TRULY AMAZINC 9 LIGHT PROJECTING SYSTEM 140-165 AMPERES * 40 MORE LIGHT THAN EVER BEFORE 13.6 FI. 6 MM HIGHER POWER! CARBON ARC LOWER COST! FASTER SPEED OPTICS! CONTROLLED FILM HEAT! NOW YOUR DRIVE-IN CAN HAVE THE BRILLIANT LIGHT OF INDOOR THEATRES U. S. Distribution through INDEPENDENT THEATRE SUPPLY DEALERS • Foreign: WESTREX CORPORATION • Canada: DOMINION SOUND EQUIPMENTS, LTD. C. S. ASHCRAFT MANUFACTURING CO., INC. 36-32 THIRTY-EIGHTH STREET, LONG ISLAND CITY 1, NEW YORK BETTER THEATRES SECTION 15