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Vol. 41, No. 16
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A LARGE STREET BANNER IN FRONT OF READE'S KINGSTON, KINGSTON, N. Y., DECLARES THAT THE WEEK-LONG COURTESY CAMPAIGN IS IN FORCE.
“Courtesy Is Contagious”
As A “Back To Fundamentals” Project, The Idea Has Many Possibilities
John Balmer, city manager, Walter Reade Thea¬ tres, Long Branch, N. J., presents a savings bond to Mrs. Mary Belmont, extra profits attendant, who was one winner in the courtesy competition.
ACK to fundamentals” is a slogan which many a house has found to be profitable from an insti¬ tutional viewpoint.
That courtesy is of prime importance was well demonstrated by the Walter Reade Circuit, a group of houses in New York and New Jersey, which recently formulated a plan called “Courtesy Is Contagious.”
It all began in Kingston, N. Y., when Reade city manager Bob Case began such a celebration.
The idea caught on so well that the mayor of the New York State town de¬ clared a special “Courtesy Week.” The aid of civic organizations was enlisted. Boy and Girl Scouts cooperated, and soon the entire town was aware of the contest.
The mechanics of the campaign were simple. Lapel buttons and name tags were distributed to each employe coming in contact with the public.
Cards carrying the slogan were given out, and a special trailer inviting customer comment was rim at each show.
The response in all theatres was far beyond expectations.
Patrons wrote letters saying that they were pleasantly surprised at being greeted by smiling, polite personnel, who made it a point to remember habitue’s names, and had a pleasant word for everyone.
To keep the contest from becoming a popularity contest, and yet give incentive to all concerned, a system of employe voting was instituted.
Every three months, the employes of a city voted for the most courteous employe.
The winner each quarter received a $25 savings bond.
In Kingston, “Courtesy Is Contagious” week will be celebrated each year. In the other Walter Reade houses, courtesy, as a tangible selling “extra” will be used all year round.
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