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1959
LOEW*S MANAGERTAL TRAINING COURSE JR), MEAS AR MES AGS) MIED NAGE anne Be loiin Orgel ean an PUM Belt Comal as NE G0) Nie
y Ernest Emerling Advertising and Publicity Director
WHAT IS SHOWMANSHIP ?
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Showmanship is, primarily, salesmanship. Some showmen are ° born, others acquire the knack through experience; some can never become good showmen. Our merchandise is light and shadow and emotion. When you purchase a shirt...or an automobile...or a piece of furniture, you can inspect the merchandise you are. buying. Not so with a motion picture. Our folks pay, their money before seeing the goods they are buying. That is why a highly specialized kind of showmanship is necessary to successfu Picaure operation.
Showmanship requires more than merely eae ae a trailer on the screen, properly displaying a set of lobby posters, and being sure that marquee copy is correctly arranged. Showmanship must be evident in your contacts with your patrons, your fellow employees, and the merchants of your community. Showmanship is an abstract, but highly contagious, quality without which our business could not long survive.
Why do you, personally, like to eat in a certain restaurant or buy your cigarettes and newspapers ina certain-store? In most cases, it's because you are moved by the courtes and smiling personality of the person who serves you. The store clerk, the waiter, and the tobacconist are, in their own spheres, showmen. |
Showmanship in a neighborhood theatre is as important as in a Broadway. or Rey gity first-run where patrons are drawn from
a wide area. 90% of your business comes from within a certain area of your theatre and, usually, is composed of the same people year in and year out. The job is to convince these ool fet Loew's has a better operation and better films than the opposition.
The inroads made by television, greater car ownership, outdoor night attractions, do-it-yourself projects, the high cost of baby-sitters, and the many new demands made upon EO eis eeeuce time make your ioe and ours doubly difficult. uman beings are creatures of habit. Once they have lost the moviegoing habit, as so many have, it's not easy to attract them back into our theatres. we have found, though, that if we are successful in getting them back to see some important,
' blockbusting attraction and expose them to ac yer eee ae our
is is urposes of such campaigns as LOHW'S FALL FILM
important coming pictures, they'll come back again. one of the | FESTIVAL, SPRINGTIME JUBILEES, etc.