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of exhibition, faced with the increasing competition of television and the stimulated interest of the public in other forms of spectator recreation, there is serious challenge. It is great folly to feel confident that people will always go to the movies. Considerable effort must continually be expended upon retaining and building the good will and patronage of your theatre. Exhibitors should exert every effort toward calling attention to their attractions and diverse personalized services. The following is a checklist of personal services such as are available at the Roxy: 1. The atmosphere and facilities of the theatre should provide a pleasant change from the usual for the patron. The theatre should be a veritable fairyland of novelty, comfort, beauty and convenience. 2. The technical superiority of sound equipment should be the best available anywhere. 3. The ventilation should be ideal in summer and com- fortable in winter. 4. A blowup of cast credits in lobby wall frame for patrons to refer to on the way out. 5. Organ concerts and/or Muzak and/or television in lobbies and lounges. 6. Clean, fresh, eye-appealing candy stands and refreshment bars. 7. A hostess in the lobby or lounge for information to patrons. 8. Interesting and timely exhibits in lobbies and/or lounges. 9. Mailing of a program on future shows to patrons and free mailing of theatre postcards. 10. Free coffee in lounge for patrons. 11. Pay station telephones on all floors and in all lounges. I 2. Coin changers for convenience of telephone users. 13. Checking of packages, apparel and umbrellas. Accepting gratuities for any service is strictly forbidden. The staff gives service to all, at all time, without charqe. 14. A lost and found department. Special attention to all lost articles in the theatre and a mailing service of lost articles to patrons on request anywhere. 15. A hospital ward to accommodate the ailing. 16. Medical service by qualified physicians in emer- gencies. 17. Paging on request, especially for physicians and registered nurses. 18. Additional courtesies for the staff to remember for day-to-day operation: a) Truthful and correct information. b) Always use "Please" and "Thank you" and SMILE! c) Help patrons with hats, coats and bundles when they are in difficulty. d) Assist the infirm and elderly people. A wheelchair should be available if and when needed.