Motion Picture Herald (Nov-Dec 1948)

METHOD in MANAGEMENT in its relations to the physical theatre property • • to the public • • and to personnel il A department devoted to the interests of the house manager, conducted by CHARLES H. RYAN, veteran showman and circuit executive Selling Your Theatre as a Place to Co for "Theatre" Seasonal Copy— Winter CHARLES H. RYAN reaction TO our recent talks in these columns about selling the theatre as well as the show, has been such that I feel this important phase of showmanship is finding its true place in management at last. It has always had due attention from some managers, but not enough, in my opinion, from most of them. These times especially, if my observations are correct, appear to call for promotion of the theatre as an institution. What I am thinking of right now in particular is the idea of a place to go for a certain kind of recreation. It is a kind of recreation which has had an important spot in public amusement since long before the motion picture came along. Motion pictures only gave the Theatre a bigger spot in the social scheme. This idea, that a theatre is a place to go Seasonal Copy— New Year's WANT A RESOLUTION? Just in case you are facing the beginning of a new year without a really respectable list of resolutions, we offer the following to help out: Whereas I have decided that I owe myself and my family a visit to the theatre at least once a week, I resolve that I will take them regularly in 1949 to the Blank Theatre, where we all can enjoy the finest in theatrical entertainment for so little money that we would be foolish not not to take advantage of it often. Hope you like it! for an emotional lift not be got elsewhere, is good merchandise at any time. The particular story being told in your feature picture at that time may not be a powerful attraction to everybody, but there is always the pull of the Theatre as a place where one gets away from the ordinary, humdrum things of one's own, usually narrow, little life. One gets together with a lot of other folks who aren't just the same old familiar faces, and there's a feel of pleasure in the place. Even the physical character of the place — the architecture and furnishings — may well (as it should) be sources of that feeling. Not that they need to be loud and gaudy ; real beauty is never gaudy, yet people get a kick out of it. "There's no place like home," but for Theatre there's no place like a theatre. We need to sell theatre with both a capital and a small "T." Give your theatre a pleasant personality, and if you have a flop you still have a chance to hold up business. People are creatures of habit, and habit is contagious. If you get your people started, they will remain your patrons as long as they are in the community. Good standards of housekeeping, and courtesy are attractions, too ! They are part of an institutional campaign. WE'RE SELLINC INTANGIBLES Managing a theatre is a specialized business. You sell two main commodities — emotional stimulation and physical comfort. Everything should be done in relation to these two items so that when patrons leave the theatre they will carry with them a strong impression of its good management. Managers can do no greater service to themselves and the industry than to bend every effort to build up their theatres as community institutions. Pictures are of course the biggest part of a theatre's claim for recognition, but thev are not the whole MENTAL VITAMINS FOR WINTER HEALTH Old Sol is kind of weak these days — and he goes to bed early, too. So our doctors tell us to eat this and do that to keep ourselves fit for the cold and to fight off the illnesses which cold weather brings. But doctors today know how much health depends on the mind — one's thoughts and emotions. It is easy to see the bright side on glorious summer days. But in winter w» all need something extra — sunshine vitamins for mind and emotions. Well, we got 'em. For nothing so lifts the heart and inspires the mind as two or three hours in the theatre'. The world's greatest comedians, the finest of dramatic artists, the masters of classical and popular music — only in the theatre can their talents enjoy full scope, unhampered by toy-like mechanical limitations. But the motion picture theatre brings them almost to your very door in the full impact of their genius . . . and without any sacrifice in comfort. For this, on all days, but to be appreciated these winter days and evenings especially, the Blank Theatre is at your service. of the business. Every manager should keep his house so clean and inviting that he can brag about it with justifiable pride in institutional copy. Where there is little to choose between two attractions, it is often the institutional effort which make the difference. The only thing a manager then has to sell is the conviction that within his theatre there dwells amusement with service. Adopt a consistent policy based upon standards of sincerity. Once you have acquired the good will of your community by institutional effort and advertising, you will have cemented friendships. No matter how trivial a patron's request, extend yourself to be just a little more helpful than is required. Business, like friendship, is sensitive and goes where it is best treated and stays where it is well served. Patrons should be educated about the part your theatre plays in the daily life of the community. Tell them how anxious you are to serve the entire family. Give 30 BETTER THEATRES, DECEMBER 18, 1948