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260 MOTION PICTURE THEATER MANAGEMENT
in its infancy, but is a marked improvement over the old-fashioned rows of exposed bulb stud lights, which were so prevalent in the earlier types of motion picture theater buildings.
Of great importance is the entrance itself. Here the architect and the management must combine business requirements with effective design. Provision must be made for suitable frames for announcement posters, for sufficient passageway as required by the building code, for the requirements of the insurance underwriters, and for an adequate box office. Although very few features of the old type of motion picture theater are now a part of the modern house, the practice of placing the box office on the building line in the center of the entrance, facing the sidewalk, still prevails. This is convenient to the prospective patron, and the box office so located acts in a measure as a silent salesman. It has a tendency to invite the hesitant patron, enhanced in no small measure through the inviting personality of the cashier. Here the necessity of having pleasant and cheerful personalities in the box office is clearly brought out. It is perhaps unnecessary to point out that the box office must be attractive, clean, and well lighted; and the statement is repeated here only for the sake of emphasis.
The interior of the box office should be immaculate. Only such objects are admitted as are necessary in selling tickets. A vase, either on the cashier's shelf or hung in view of the purchaser is a pleasant and refining touch. Machines which sell tickets automatically are preferable to sale by hand, and coin change machines are of value where big business is the rule. The box office should be roomy, with two openings, so two cashiers may sell tickets at one time. This is not only a convenience for patrons, but also a means of additional revenue. The more quickly patrons are admitted, the greater the turn-over. In very large theaters, facilities should be provided for additional box offices in the vestibule lobby. There should be a definite rule that no one shall be admitted within the box office besides the cashiers, except the official charged with checking the cash and the tickets. The scale of admission prices should always be hung in full view of the patron, at