Building theatre patronage : management and merchandising (1927)

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32 Building Theatre Patronage develop respect for it locally. He is in immediate contact with the public. His contact with the community can be such that his own theatre will become known as a local institution of which the community is proud. Besides, the friendly attitude of the public towards the entire motion picture industry can be fostered by the tactful manager. Good-Will. One of the assets of any business institution is good-will. Though intangible, it is very real. A habit of coming to a particular institution rather than elsewhere, because of satisfaction with past services or confidence in the product and the values offered, is good-will. But as far as the theatre is concerned, good-will does not depend upon the merchandise and the prices offered, because programs alone are generally looked upon as the theatre's product and programs are a changing factor. Institutions of another business sell the same product day in and day out. For them quality of the product and its price are important. Good-will for the theatre is determined by every detail of operation, from the personality of the manager and his reputation in the community, right down to the way the page boy opens the exit door and bids a patron "Good night." It is developed over a period of time, not over-night. It sells tickets at times when special productions and outstanding bargain programs are not offered. Good-will is one of the strongest assets of the showman, because public confidence in his statements is necessary if his advertising is to get results. One misrepresentation, one failure to keep faith with the public, will weaken every future advertising statement. When the public ceases to believe the advertising of a theatre, it is time to change the manager or close the theatre. The influence for building theatre patronage is not limited to the programs. Where a manager believes that it is, many opportunities will be overlooked. But the manager who uses every opportunity to strengthen the institutional appeal of his theatre, and supervises every detail of operation with an eye to its institutional influence, will build theatre patronage on a sound basis.