Building theatre patronage : management and merchandising (1927)

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Management 43 theatre determines to what extent details of operation will be departmentalized. In some smaller theatres the manager himself, sometimes without an assistant, is not only responsible for the supervision but is actually the performer of many activities. Thus the manager of a very small theatre once listed himself "managing director, also operator, janitor, cashier, doorman, usher, stenographer, bill-poster and sign-painter. ' In this summary, there might have been an attempt at the facetious, but there are cases where it is very near the truth. The point to be made is that even in such a small operation, common-sense practices of management can be applied. Whether the manager directs and supervises the work of others, or whether he actually performs the activity, does not alter the matter. A plan of operation should be determined. This means that activities will be grouped so that a certain routine can be followed. Standards will be set down so there will be measures of efficiency and some means of determining improvement. Responsibility will be definitely placed and proper authority will be established. As far as possible, emergencies will be eliminated and snap judgments will be less frequent. The same emergencies should not be consistently recurring. When an emergency arises* let some provision be made so that it will not recur. Establish some set method of handling the emergency, so that things will not be done in a slightly different way each time, in a blundering attempt to hit upon the right way. When the right way is clearly established, set a standard or routine method of action. Snap judgments involve waste. Unexpected and unplanned activities make snap judgments necessary. From the very nature of things, theatre management will require many snap judgments. A slightly imperfect decision is to be preferred to an absolutely correct decision which is made too late. But the number of snap judgments can be diminished. Emergencies. If proper foresight is used, very many possible emergencies can be listed, and some plan of action determined upon in advance. Go over your operation and list such things as: advertising materials not available, cashier does not arrive on