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The b us can also be available at the late show break, for the return trip home. Parking Facilities Provide parking facilities at your theatre. If there is no vacant lot that can be rented cheaply near enough to your theatre, arrange with the owner of a nearby parking lot or garage to house the cars of your patrons during show time at a special rate. Where this has been tried, parking lot owners have realized that this service brings them increased patronage at other hours of the the day and at full rates. Therefore they are more than willing to go along with you at nominal rates at evening show time. Theatre stubs can serve as identification and get the patron his reduced rate. Checking Service Provide checking facilities for shoppers attending your theatre. Primarily this service will be utilized by women attending matinees, when one of your employees can easily be assigned to take charge of this simple, help- ful service, offered, of course, at no charge. Theatre Comfort At all times an effort must be made to insure clean- liness, friendliness, comfort and an inviting atmosphere, both out front and inside the theatre. The auditorium, lounges and exits must be well-lighted and the theatre ought to be well-heated in winter, sensibly cooled (where possible) in summer and well-ventilated always. You staff should be neatly dressed, and trained in courtesy and helpfulness. Telephone responses to in- quiries at all hours of the day should especially be cour- teous and inviting. A constant check should be maintained on every- thing from the neatness of the ladies' room to the syn- chronization of film and soundtrack. Lounges should be comfortably furnished, with plenty of room for waiting made available where possible. Little Things Count There are many things that can be done to win the unconscious gratitude of audiences. The candy counter ought to be centrally located and freshly stocked. Your screen should not be overloaded with commercials. Inter- esting lobby displays should add to their interest and pleasure at attending your theatre. Handbill programs ought to be provided patrons. Honesty Is Best Policy Hold to a policy of strict honesty in telling prospec- tive patrons what seats are available or how long a wait there is likely to be. If there is truthfully a shorter wait for seats in the balcony, advise them of this, but don't use the device only to clear the lower floor.