We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
CHAPTER IV THE THEATRE AS AN INSTITUTION
NO theatre should depend for patronage exclusively upon the program which is booked. Programs come and go. The theatre alone remains. A motion picture theatre offers 52, or 104, or 156 or more programs a year. If the program alone is relied upon for patronage, if the program alone is advertised, then every time the program changes, the theatre is just where it was before any advertising expenditure was incurred. No permanent business builder has been established. The permanent business builder, irrespective of any particular program, is the theatre as an institution.
Practically every detail of theatre operation can be an influence for building patronage. Do not confine building theatre patronage to the programs. Consider every detail of your operation as an influence that builds patronage. Supervise every detail from that viewpoint. Bring to the attention of potential patrons other things besides the program. Because the theatre remains while programs come and go, develop your theatre's reputation as something with permanent influence.
At a time when the motion picture theatre was a seemingly temporary enterprise, when equipment, service, lighting and other details of operation were not worthy of consideration or mention, it was natural that the program alone was relied upon for patronage. Even to-day when the program is exceptional, the program primarily will be responsible for business.
But exceptional programs are relatively rare. Regular attendance must be built with other things which go to make the theatre an institution. They include every detail of operation— admission price, location, accessibility, seating comforts, projection, music, personnel, ventilation, patron conveniences, starting hours, program management no matter what the program is, distinctive novelties of every kind. The theatre as an institution, is the permanent factor that makes regular patrons. When there is little to choose between the entertainment values
24