The Exhibitor (1959)

SERVICES AND CONVENIENCES . . TO ATTRACT AND RETAIN PATRONS This is an interior view of a "party room." a de luxe service designed to lure customers in groups and provide them with private accommodations. The room is soundproofed, has its own separate sound speakers and its own air conditioning outlets. Thick piled carpeting is on the floor and separate coat hangers are provided for all. Modernization brought an attractive, inviting appearance to this theatre powder room in which the decor and furnishings were outmoded (top). Smooth, colorful panels of plastic-finish were applied directly over the dingy walls of rough-textured plaster. The result (bottom) is much more pleasing to the patron, and a service the equal of which every theatre must provide. . . Immersed as he is in the battle for the patron’s leisure time, the theatre opeiatoi must be more alert than ever to the “details” involved in the mainte¬ nance and improvement of his theatre. The sum total of these “details” determines the level ol satisfaction of each patron and, therefore, the theatre’s well-being. These details are more commonly called patron services and conveniences. They are akin to the blood stream. Loss of them spells doom, careful attention to their health and supply can mean increased, and more profitable life. Foui bywords generally accepted as guiding beacons to the conscientious manage! aie courtesy, cleanliness, comfort and convenience — the convenience with which the patron may make use of the house’s services. Thus, the patron’s image of the theatre is conveyed through his physical senses and these begin the moment he is in sight of the marquee. The lobby should be well-lit and, if possible, its decor should direct all eyes toward the refreshment stand. The refreshment stand itself should be spotless, well-stocked and with supplementary vending machines in good working order at all times. The areas around these must be kept clear of cups, containers and similar debris. Trash receptacles can be spaced so that no congestion occurs even during breaks and other rush periods. Stocking of enough refreshments in numerous sizes, is always a problem. However, if the stand carries quality merchandise — that is, name brands familiar to the patron and items he can easily identify, thus making use of any previous advertising the manufacturer has made — a steady flow of customers is assured. Having people stand around quizzing refreshment stand personnel in quest of items that are not stocked will not only lose time, but will also create doubt — doubt in the patron’s mind that he is receiving the best that he can buy. Courtesy from everyone connected in any way with the theatre will cushion any complaints the patron may have and make it easier for him to return. Courtesy should start at the box office and set the tone of all contact between patron and theatre personnel. A focal point for the customer in any theatre is the lobby, espe¬ cially during attractions when there is likely to be a crowded house. If the patron desires to wait the picture out, or smoke a cigarette before entering the au¬ ditorium, he should be able to do it in surroundings equal to — if not better than — he is accustomed to in his home. Ample seating that is clean and in good repair is essential. Carpets must also be kept clean. This can be done by vacuuming at least once a week, if not more often. Tile floors should be cleaned with a good hair broom. There are many preparations on the market that will serve to remove most spots or stains from carpeting. Vending machines can be valuable supplementary refreshment stand aids in a lobby that attracts patrons. Lists of coming attractions can be placed so that they are easily seen and will create interest and potential customers — and customers that are well informed of the program. The lobby should be checked often and any trash removed immediately. The same periodical check should also apply to ash stands and trash receptacles. There is nothing more distasteful to any patron than a dirty or badly kept washroom. Arrangement of fixtures so that there is no congestion is important and it is a cardinal rule that all fixtures be kept spotlessly clean and in proper working order. A brightly lit and sanitary rest room goes a long way toward determining the patron’s opinion of the theatre. Paper towels, if used, should be evident and in abundant supply if a grumbling customer with wringing wet hands in the lobby is to be avoided. With a thorough cleaning every day and a check at every break, the rest rooms can be kept in the best of condition with a minimum of effort. What can be done to modernize a dingy and outmoded powder room is amply illustrated. It is no longer possible to jam as many people as the fire ordinance will allow into an auditorium and expect the customer to be satisfied. All seats must be comfortable and with a good view. The variety of seating available currently allows the operator to make a choice that will combine comfort, decorativeness and economy. These seats must also be spaced so as to allow for ease in passing without necessitating the patron’s standing with each new viewer that makes his way to a seat. Above all, these seats must be kept in good repair. This can be done by inspection of all seats after the last show each day. Appropriate seating is more important now than it has ever been. With the advent of wide-screen processes, stereophonic sound, and allied seating design, much of the audience is made to feel a part of the picture. This illusion can serve to make motion picture viewing an experience to be desired often. Continued on Page PE-18 PHYSICAL TIIEATIIE Vol. 14, No. 7 July 15, 1959 July 15, 1959 PHYSICAL THEATRE EXTRA PROFITS DEPARTMENT of MOTION PICTURE EXHIBITOR PE-7