The Exhibitor (Nov 1938-May 1939)

BM-10 In the outer foyer, attention should be paid the condition of the floor and its covering. An unkempt floor indicates an unclean establishment. Here, too, the condition of frames and the paint work in general should be carefully watched. The ticket chopper, too, should work somewhat more quietly than a stone crusher. Carpets within the theatre not only should, but must, be a subject of a manager’s continual vigilance. The older the carpet is, the more imperative is the necessity of attention. No theatre manager can afford — whether he operates the theatre for himself or is merely the agent of another — to allow to develop a tear BETTER MANAGEMENT or a worn place that might cause an unwary patron to trip and fall. Even new carpets need attention, for, with wear, the carpet might stretch and wrinkle, or even pull from its tacking, making a misstep on the part of a patron not impossible. Unremoved gobs of chewing gum are another sign of poor management. While the personnel of a theatre is not within the scope of this article, it might be noted just in passing that proper maintenance can be served well by a well trained service staff, which looks out not only for the courteous treatment of patrons but is also on the look out for things that might not reflect the best in theatre operation and management. Within the auditorium, sloppy management is indicative by pictures or lighting fixtures that are askew. Where tapestries appear to have been cleaned with a wire-bristle curry comb, it is evident that the manager has no care for proper treatment of such things. Even cigarette stubs in the drinking fountains — while casting most severe reflections on the intelligence of he who put them there — casts aspersions on the quality of the management that permits them to remain. Toilets are another place where maintenance is especially demanded. It takes constant supervision to keep the place clean and free from noxious odors, to keep the flushing mechanisms in efficient working condition, and to see that other mechanical contrivances, such as ventilation fans, soap dispensers, and paper containers are properly filled. In auditoriums, and especially balconies, maintaining aisle lights in good repair is essential not only for good operation but in compliance with fire regulations. Of course, the lights should be so placed as to illumine the aisle, never shine in patron’s eyes. THEATRE MANAGEMENT, we gather from the foregoing, is more than a matter of showing pictures. While people may come to see a particular production, some particular performer, they will not keep coming as regular customers unless the theatre and its equipment is efficiently maintained. A patron does go to other theatres, and yours must not be permitted to suffer by comparison. In the long run it costs no more to install good equipment, manufactured by nationally known companies, than to purchase inferior quality goods from dealers of dubious repute. Good equipment is easier to maintain in good condition, and its manufacturers have a pride in their craftsmanship which makes them desire to aid you in this work, for the successful performance of their equipment in your theatre not only means that you will be satisfied, but it is good business for them. Your current patrons are your best prospects for the future. Sell them on your well equipped theatre and capable management, and you are selling future seats. In closing, acknowledgment must be made to those architects, engineers, and theatre operators and managers whose contributions, oral and written, have been the basis of these observations, and, especially to L. W. Conrow, Elmer O. Wilschke, and Warren Connor, of the Altec Service Corporation, whose illuminating discussions of sound, projection, and service have been of inestimable service. O <» # U. S. theatre-owners found the need for renovating and modernizing their theatres. Many of these smart showmen chose our organization of skilled craftsmen and artists to design and execute the interior decorations. Of these creations, we list below, the ones to which we, with especial pride, direct your attention. MASSACHUSETTS Mystic Malden NEW JERSEY Strand Ocean City Hammet Fair Attractions, Trenton Margate Margate City Starlight Ballroom Wildwood NEW YORK Steuben Hornell Manhattan, Opera House, New York Broadway Buffalo Varsity Buffalo Cataract Niagara Falls Earle Jackson Heights NORTH CAROLINA U. S. Army . Fort Bragg OHIO Ohio Norwood Markham Columbus Riverside Cleveland Pearl Lorain lndianola Columbus PENNSYLVANIA Grand Fredericktown Hollywood California Senate Harrisburg Fulton Lancaster Penn Butler Logan Altoona Blair Hollidaysburg RHODE ISLAND Strand Providence VIRGINIA Rockbridge Buena Vista Byrd Norfolk Community Woodstock Ashton Clarenden Bridge Bedford Cameo Bristol Westhampton Richmond Haskins’ Bowling Center, Richmond Henrico Highland Springs CALL US FOR OUR ESTIMATE AND SKETCHES NOVELTY SCENIC STUDIOS, Inc. INTERIOR DECORATORS Draperies • Stage Curtains • Wall Treatments 318-320 West 48th Street • New York City January IS, 19)9