Building theatre patronage : management and merchandising (1927)

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The Motion Picture Theatre 13 tapestries. Even the electric signs, that for the early theatre were crudely designed by tinsmiths, are now carefully studied to blend with the architectural treatment of the whole. The great stairways are enticing where an ugly staircase would suggest only a tiring climb. The theatre itself is an entertainment. Master architects of other centuries were not cramped for space. They could construct with a generous hand, and were not forced to consider dividend returns on money invested. The architect of the motion picture theatre, building on ground whose value per foot represents a small-sized fortune, faces a serious problem in economics. He must keep a delicate balance between the original cost plus operating expenses and the possible capacity gross. The very variety of the plots available require individual planning for every picture theatre. Despite such handicaps, the majority of motion picture theatres are architectural gems. Personality. It has been said that theatres have a personality. That personality has its most effective expression in those who make up the theatre staff. They give a human touch to it all. They bring life to the cold marble palace. Their courtesy impresses the fact that the patron is a guest, and they the hundred hosts who bid welcome. Their very gestures are courtly. Members of the staff realize that their position is not one of servility. They are the personal representatives of the company in its dealings with the public, adding cheerfulness and intelligence to service. Their very smile has the warmth of friendliness which makes such relationship so indispensable. If the architecture of the theatre has a bettering influence on theatre patrons, then the fine manhood of those who are its theatre hosts has an even better influence. The service personnel of our great theatres is their richest possession. The motion picture may be the silent drama, but music has made it eloquent. Have you seen the great audiences of a palatial theatre — the rows and rows and rows of upturned faces — thousands listening breathlessly, eager-eyed, intense, while the great symphony orchestra fills the mighty structure