Building theatre patronage : management and merchandising (1927)

CHAPTER VI MANAGEMENT BUSINESS ability and business principles of management apply in theatre operation. Every business has certain activities peculiar to itself. However, some general principles of management can be applied in every business. Management is the efficient direction of all the activities involved in the operation of a business enterprise to attain its object. The object of theatre operation is to supply entertainment and service at a consistent profit. Efficient direction requires organization, and the proper use of time, materials and equipment. Otherwise, there is disorder, duplication of effort, waste of time, waste of money, waste of materials, poor performance — all of which have a bearing on consistent profits. Efficient direction requires the proper outlining of activities, proper assignment of these activities, definite responsibility, regular supervision. System. All this goes to make system. System is not something which grows by itself. It must be built up deliberately. Large enterprises of modern business have their systems of operation planned on a scientific basis. There are experts who specialize in systemizing. The theatre is not so involved in its operation that a practical working system requires any complicated, specialized expert planning. However, some common-sense direction can be suggested. This direction applies to every theatre, large and small. Large theatres have a recognized head who has a group of assistants, and activities are departmentalized so that every department head is directly responsible for departmentalized work, such as advertising, maintenance, personnel service, auditing, presentations, music, projection, etc. The size of the 42