Building theatre patronage : management and merchandising (1927)

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2 Building Theatre Patronage competitive theatres are showing programs of different merit. The theatre with the inferior program can outgross the other theatre simply because the operation is of a higher grade. The merchandising is more effective at the successful theatre. A regular clientele has been built up over a long period of consistently good operation. High grade operation over a period of time carries a theatre along even when the program is inferior to what is offered by competitors. Because increase in theatre patronage depends so much on the theatre manager, theatre management is an extremely important influence for the progress of the motion picture industry. To improve motion picture product the producer needs more revenue. Revenue must come ultimately from the public. The theatre manager is in direct contact with the public. His improved methods of retailing motion picture entertainment will bring increased revenue, and thus make possible further progress of the industry. It may be argued that the more successful a theatre becomes, the higher the film rentals charged, and a manager consequently may ask why he should develop his business to benefit the producer. The answer is simple. Increased rentals mean better pictures, which in turn mean better business at the theatre. When a manager pays higher rentals for photoplays, he is investing in a better product for the following season, rather than merely enriching the producer. Improvement in theatre operation is possible by using as a guide methods and practices that have proved successful. Theatre management is relatively not long established. But a management that serves so large a percentage of the total population of the United States every day, must have developed methods and practices whose study will prove profitable. Since the first attempts to build patronage for motion picture theatres, many capable exhibitors have grappled with common problems. Even the mistakes that have been made can serve a useful purpose. And besides there is a bulk of helpful information available which when properly organized will help experienced theatre managers to systematize and