Moving Picture World (May-Jun 1927)

456 MOVING PICTURE WORLD June 11, 1927 To consider a hospital room as a business builder is per haps startling, but if it be required the space provided in the Roxy will prove invaluable © Tebbs t i Knell , Int. don’t be afraid to strike out for yourself, don’t slavishly attempt to follow the fellow in the next block. If you’ve got ideas use them. Develop your own individuality, it will communicate itself to your patrons. If you are of a humorous turn of mind, put a little of that into your programs. If you are an artist at heart, let that make itself felt in your presentations. It’s individuality that counts and don’t be afraid of anything being too good for your public. It’s been my experience that the public responds like lightning to anything that is really good, and in such cases where I have attempted something I felt to be good, and it failed, I know that I myself was wrong, not the public. It was my error in judgment, not theirs. But if you give your theatre a personality, you will find that you establish a bond of sympathy between you and your patrons, that they will understand, and that they will not only appreciate your efforts on their behalf, but stick to you through your failures. Before your theatre can be properly remodeled — the improvements should first be PLANNED. Worthwhile new equipment ideas originate in the minds of men most familiar with such products. To accept or reject new developments Third : “It’s the little things that count” — If you want to keep the good will of your public, you must show them consideration. You must think for them. It’s the same with an audience as it is with friendship. Gilbert and Sullivan, you know, severed a life long friendship over a piece of carpet. It is failure in the little things which has broken up many a happy home. It isn’t luxury, nor gold braid, quantities of marble which please your audience. It’s your consideration for them. The exhibitor on Main Street has just as much chance to make his audience “feel at home,” as the man who runs a big theatre on Broadway. The tiny cottage on the edge of a prairie often houses ten times more happiness than the mansion on Fifth Avenue, because of the spirit which dwells therein. With our added facilities, we of course, have taken every precaution to insure the least possible inconvenience to those who come to the Roxy. As you know, we can house ten thousand people under one roof. It take a staff Keep pace with Progress. More Patrons mean more Profits. Better Equipment means Better Business. of five hundred to insure their welfare and the demands on the energies of this staff are so great that a relief system has been installed not only that they have respite to fifteen minutes, but relays of fresh men constantly appear on duty. In order that “the little things” which annoy patrons are obviated to every possible degree we have built, for example, a marquee extending the whole length of the building and the lobby where soft music plays during change of program, houses 4,000 against inclement weather. The Lost and Found Department is conveniently installed in the lobby, one of our house managers is always on hand, maids are on hand in the ladies’ rest room, no gratuities are allowed, and the lights are not glaring. Little things you say, but it’s the little things that count. Our aim is to establish a soothing, not a distracting atmosphere — that atmosphere that is to say of the well-regulated home. It’s “the personal touch” as an old friend of mine used to say which counts. I keep in touch constantly with the heads of my departments. We have staff meetings, staff luncheons and dinners, and my suite on the top floor of the Roxy is ever open to receive members of my staff who wish to discuss their problems with me. All may confer over the various problems in the library, or over the dinner table in between sessions. We give as much thought to “the little things” as to the big issues for it is the little things that count. Theatres Sued When Boy Falls in Unlighted House Richmond. Cal., June 7. — Damages in the sum of $66,125 are asked of West Coast Theatres, Inc., and Daniel W. Reardon, manager of the concern’s California Theatre, in suits filed by William G. Mayer and his son, Robert, aged 13. The suits charge that the youth fell from the balcony, twenty feet to the first floor, while the theatre was in total darkness. The accident occurred in May, 1926, and at that time it was reported that the boy apparently went to sleep in the theatre and was left inside when the house was closed for the night. When he awoke he became confused in the darkness and fell over the balcony. He managed to find his way outside the theatre and was found in the lobby early next morning, with a fractured jaw, a fractured arm and lacerations about the face and head. Utilize the services of this Association in finding out new methods and means of improving your Theatre, either from our members direct or if you prefer, through our Association Headquarters. THEATRE EQUIPMENT ASSOCIATION HEADQUARTERS: OLD COLONY BUILDING, CHICAGO, ILL. Convention Headquarters, July 18-19, Penn. Hotel, New York PATRONS PROFITS Keep Pace With Progress in equipment you must first come in contact with them.