Building theatre patronage : management and merchandising (1927)

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The Theatre as an Institution 31 Community Contact. No institution can be established with a "public-bedamned" policy. Public service to-day is indispensable. Service is not limited to giving only what is paid for, and no more. The theatre manager especially must make evident his willingness to co-operate for the welfare of the community. The theatre's reputation in the community depends in part upon the public spirit manifested by the manager. It is not enough to be present at Chamber of Commerce, Rotary and Advertising Club meetings, or to make an occasional contribution or deliver a "pep" talk on the community's opportunities for development. The manager must be alert to co-operate with clubs and societies and churches. Perhaps the theatre could be loaned for a public meeting. Perhaps the proceeds of a performance could be donated to a worthy cause. Perhaps the commission on ticket sales through co-operating parties could be donated. One theatre manager — a Jew in a Catholic community — made many friends and established his theatre as an institution by donating his theatre for Sunday services, while the Catholic Chuch was being repaired following a fire. Of course, managers receive some requests for co-operation that are unreasonable. Such cases should be handled diplomatically. A tactless refusal can make life-long enemies. On the other hand, be careful not to make a concession which can be taken as a precedent and open the way to many similar requests. Be careful not to show favoritism to a particular clique, or creed, or political group. It is just as bad from the business viewpoint to say "Yes" too often as it is to say "No" always. If some merchants gave away their merchandise as freely as managers give away theatre passes they would soon fail. The very nature of the theatre's position in the community requires not unbusinesslike over-generosity, but fair and common sense co-operation. The theatre ranks with the church and the school as an influence for good. It contributes to the welfare of the community, because wholesome recreation is indispensable. The industry as a whole depends upon the theatre manager to