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256 MOTION PICTURE THEATER MANAGEMENT
Ratio for
Gross Business Advertising Up to $ 5,000.00 10%
6,000.00 sy2%
7,000.00 7^2%
8,000.00 6y2%
9,000.00 6%
10,000.00 5J/2%
11,000.00 5%
12,000.00 5%
13,000.00 5%
14,000.00 A^AJo
conclusion
In the preceding chapters the writer has attempted to show that a theater is a place of entertainment operated for profit, which end is accomplished by operation under the control of the management. Since the pleased patron is the best medium of publicity, it stands to reason that the theater which advertises itself is the best advertised. In addition to suitable location, structure, equipment and financing, theaters must have well-coordinated, properly controlled personnel. All of the above has been brought down to a science. Because of this, it is important for the leader to realize that there is an art in theater operation. Those who are interested in the finer operation of theaters will realize that efficiency in management is intended to complement rather than to be considered as a substitute for the fine art of hospitality. What better publicity than good will?
There is accorded to every theater manager the opportunity to add to the comfort and happiness of those who are entertained in his house. He is given the chance to encourage in the general public good taste and appreciation for the better things in entertainment. It is the purpose of sound, progressive management to clothe the commercial aspect of the theater with a perfection of service, and to embellish it with pleasant details and refinement. Management should use scientific organization and knowledge of methods which will operate the business at a profit. This should be done without prejudicing,