Building theatre patronage : management and merchandising (1927)

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The Manager 35 because they are favorably inclined. They have reason to be. Business men realize that the theatre keeps the community active at night and helps to bring customers to the stores in the neighborhood. The well-managed theatre is an evidence of the community's progressiveness. In towns where the theatre was so deficient in operation that people traveled to nearby towns for their entertainment, merchants have taken action to improve theatre operation. They realize its value to them. In some cases, these merchants have helped finance another theatre because of the advantages to them of a really well operated theatre. Storekeepers realize that co-operative advertising with the theatre promotes sales of their products. Even educational leaders appreciate the fact that a well operated theatre is a distinct benefit to the community. Civic welfare clubs realize that the theatre can promote the welfare of the community. Parents realize that the theatre protects their children by saving them from street influences that are harmful. Consequently, the theatre manager has no handicap to overcome. Public opinion is in his favor. If he fails, the fault lies with him, and not with the type of work in which he is engaged. Acquaintances. The personal acquaintance of the manager cannot be too extensive. He should know and be known to merchants, bankers, newspapermen, hotel managers, political leaders and others who are important factors in the community, as well as known to his patrons. The theatre manager must be democratic and take an active part in every movement which promotes community welfare. There is practically no phase of community life in which he should not have some interest. The more he is recognized as interested in the welfare of the community, the better for his theatre. As a local "booster" he should rank with the loudest. If he holds himself aloof and talks of other communities glowingly, while criticising local conditions, his theatre will suffer. Every community, to those who live there, is considered "the best place in the world." The sooner the manager makes it evident that he also thinks so, the