Motion Picture Theater Management (1927)

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328 MOTION PICTURE THEATER MANAGEMENT will help to keep the industry in the proper light before the public and to secure its warm support in enforcing meritorious standards. The production and distributing phases of the motion picture industry have already accomplished much under the splendid guidance of Will H. Hays, and a great deal may be expected from future development in the same direction. A code of ethics is not a set of rules, but should rather be looked upon as a creed: something that we are privileged to carry out. It is up to the leaders in this industry to point the way in giving the highest standing to their business, because an industry generally derives its methods from those who are high up. The guidance of unselfish leadership will emphasize the very important part that the operation of theaters plays among people elsewhere — that in order to continue to enjoy the support and respect of the public, the industry must be conducted on integrity, confidence, service above self, and benefit to all. The relation of the theater to the public, and its responsibility to its patrons, must be recognized by management, in the fulfilling of all obligations to its audience, and in maintaining a standard of operation respecting all laws and regulations in such style as to prevent unfavorable criticism. There never can be the least excuse for misrepresentation in advertising, no matter how slight, and every effort must be made to inspire favorable publicity from every possible channel. Management should keep in close contact with every civic organization through membership, taking an active part in its affairs and also cooperating with every worthwhile civic, social and business event. The Chamber of Commerce, Rotary, Kiwanis, Lions and other local associations are brought in close touch with theaters because of events which they arrange periodically. Every valid public undertaking should be supported whole-heartedly. Management will use every possible means to advance the interests of theater operations, and create the best understanding of this business. Such active contacts will do much to make friends and to be of material value in attacking attempts at unfair legislation. In recent years those in public office have shown a fuller appreciation of the important niche the motion picture theater fills in