Publix Opinion (Feb 28, 1930)

% PUBLIX OPINION, WEEK OF FEBRUARY 28ru, 1930 Correct Handling by Staff Inspires Patron Confidence By CHESTER L. STODDARD Director, Department of Front House Operation _ When a responsible company sells a customer a bill of goods it stands behind its product and uses every legitimate means to see that the customer gets these goods with the least amount of worry and trouble. That salesman is most successful who, in order to make his brand of product indispensable to the distributor and user, knows the product and inspires confidence in it and his company by his manner of con tact with the customer. The manager’s bill of goods is the entertainment on his screen and stage. When patrons approach the box-office they do so because they have been solda bill of goods. Correct hand ling on the part of the theatre staff is the finish‘ing touch necessary to impress the Cc. L. Stoddard ‘HOPE CHEST’ Pf ¢ @ In connection. with a re: cent article in Publix Opin} ion regarding furniture, of3 fering chances for tie-ups, $ Morris Press of the Para: mount Music Department }$ suggests you might wish to ? associate the hit song of : “Honey,” namely, “In My }$ Little Hope Chest” as a sub; ject for a tie-up on account 43 of the lyrics, which men}$ tion bridal gown and ling; erie in connection with the 6 hope chest. t ; @ ‘“‘Honey”’ will. be released just at about the June bridal season, and a tie-up of this kind should prove effective. 1B °-B-2B -D-2Oo-B-Oo-D--Be-OG>-OO»-B-1O+-O-+O*-S 0+ GH: B+Oe 4 BOG OD OS OG OBB 0S CGO B0-G B-G O HBP OD G-S Gag right frame of mind for the enter thought up0ON| tainment which he has come to en the patron of looking first to your theatre when deciding where to buy entertainment. For example the Newman Theatre, Kansas City, Mo., has long had the reputation of having one of the most intimate and individual atmospheres of any theatre in the country; as a matter of fact, it is an institution in that territory south and west of Chicago. Super-Salesmanship Manager George Baker, a graduate of the second class of the Managers’ Training School, and his staff of assistants are using every means to maintain this reputation. Every effort is made to create in the service staff a group of super-salesmen to aid in further institutionalizing the name Publix and the Newman Theatre. This reflection in the staff tends to enhance the pleasant, homelike atmosphere of the theatre. The patron is greeted by the cashier, doorman and usher with unfailingly pleasant courtesy, exhibited with an ease which is natural and effortless. Regular patrons are greeted with a “Good evening, sir’’ or ‘‘Ma’am.’”’ The members of the staff watch for opportunities to greet strangers in the same way. Ushers are on the alert to assist patrons on or off with coats with just a murmured ‘“‘May I help you, sir.’ The patron who hesitates, with indecision written on his face, is immediately greeted by the nearest usher with the pleasant, quiet statement, “This way for seats, sir’ or ‘‘May I help you, ma’am.’’ No unnecessary poses are struck; gestures and phrases are reduced to just the minimum necessary to get the patron quickly and easily to the best seats available. Proper Teaching This is brought about by calling to the attention of the staff points which are basic in caring for the convenience and comfort of the patron. These points, properly understood and executed assist to get him easily and quickly to seats. . . . The value of using a quiet, pleasant tone of voice when directing—the knack of catching the individual patron’s eye and making announcements in a conversational tone of voice —-answering patrons’ questions with a direct answer, not a repetition of a stereotyped phrase —speaking with the voice modulated so that the patron is not embarrassed by other patrons’ attention being attracted to his conversation. Added to this is instruction on the elimination of stiff-armed gestures and an explanation of the “importance played by the service staff in keeping the patron in the joy. Too Automatic Down the street from the Newman is an opposition theatre which is considered one of the most finely appointed and architecturally beautiful theatres of the industry. There, too, the members of the staff are courteous; they know how to say, “‘Yes, sir,’’ and ‘‘This way, please,’’ but their actions and speech are stilted and mechanically perfect like the action of an automobile. You get the feeling that every‘thing that is said and done to you and for you is the rhetorical repetition of the lines of a catechism committed to memory and repeated with the expressionless effort of ;a@ robot. The atmosphere, for all of its warm red draperies and soft wood paneling, is one of chilled ice crystal and shining brass—no life—no warmth—no humanness. In one instance the members of the staff are taught and shown the value and importance of naturalness and alert anticipation in ‘handling the public. In the second instance the members of the staff are told what to do, but not why and how. The natural result is that instead of going about their knowledge and executing their jobs with the aid of their intelligence, they take on the appearance of a group of monkeys or parrots in action, doing something because they see others doing it —not because they have a definite reason. Contact Important The members of the service staffs are the direct representa tives of the management in their contact with the individual patrons. How strong, weak or indifferent that contact is, is dependent upon the amount of effort spent teaching these members to make an individual contact that leaves a lasting, pleasant impression. The interest evidenced in the patron’s convenience and comfort, interest in locating lost articles, and the alertness in anticipating his wants are points which stimulate the feeling on the part of the people in your community that the theatre is theirs. These people are going to take just as much pride in it as the manager exhibits in conducting it. constructive, intelligent instruction are the weapons. with which he can develop an organization of , alert, quick-thinking individuals who are worthy representatives of our company and whose welcom'ing smiles are the keys to success. fa ALS work with the confidence born of: Training, close supervision and| LIVELY “LIVE”? LOBBY! Olympia Theatre, Boston, George bodour below is “Don” Humbert, rector Kayes. MANAGERS’ QUESTIONS 1. What causes poor or noisy reproduction of sound? How will you correct this defect? 2. What should you do when the observer’s equipment is not functioning? Stop a moment before you read the answers. Can you answer correctly without reading another word? Check. yourself! ANSWERS 1a) One of the amplifier or rec | tifier tubes may be burned out. Replace with a spare of the same type. For am plifier use, this must be al. new tube. A receiver may be defective. Test the horns one by one. The film may be scratched or dirty. d) A reproducer may be defective. Test the reproducers. b) Cc) e) A fader may be defective. | Check. f) One of the amplifier tubes may be defective. Take a new tube and try it in place | Tie-Up With Auto Show Helps Sell ‘Burning Up’ Booking of ‘“‘Burning Up” at the Minnesota, Minneapolis, concurred with the Minneapolis Auto Show, and the theatre cashed in on tie-ups. The stage show was renamed the ‘Auto Show Frolic,” Rene ne nea) Sound The questions appearing below are designed as a selfquiz for all anxious to improve their standing in showmanship through self-education. those things you do not know. indolence—the motion picture industry is progressing too rapidly for stick-in-the-muds! A further application of the “live” lobby idea comes from the Laby, Manager. The singing trouthe “NickLucas” of the bean town. The cut-outs, lobby posters and stills, and the illuminated marquee give some idea of the steps taken to sell “Sally.” Results pictured below were made possible through the help of District Publicity Di-Note Postal Telegraph gag in front of box-office. PUBLIX USHERS APPEAR IN PHOTOPLAY What of those who serve? Recognition has at last been accorded the courteous young men who patiently serve the patrons of all Publix theatres. They have been immortalized in a motion picture. | Several squads of Publix ushers, those military young gentlemen who stand alert _—a_———_—__ to serve in theatres from coast to coast, will be featured in Paramount’s new show world film frolic, ‘‘Paramount On Parade,’’ according to word from the Hollywood studios. The Publix ushers will appear in a brief dance drill incorporated in the ‘“‘Show Girls On Parade” number, which is one of the fifteen all-star units that make up the entire feature. j ‘Paramount on Parade,” ‘filmed under the supervision of Elsie Janis, is an intimate melange of cinematic entertainment which ‘features the following stage and screen personalities in its cast: Richard Arlen, Jean Arthur, William Austin, George Bancroft, Evelyn Brent, Mary Brian, Clive Brook, Virginia Bruce, Nancy Carroll, Ruth Chatterton, Maurice Chevalier, Gary Cooper, Leon Errol, Stuart Erwin, Kay Francis, Skeets Gallagher, Harry Green, Mitzi Green, James Hall, Neil Hamilton, Phillips Holmes, Helen Kane, Dennis King, Fredric March, David Newell, Jack Oakie, Warner Oland, Zelma O’Neal, Eugene Pallette, Joan Peers, William Powell, Charles ‘Buddy’ Rogers, Lillian Roth, Stanley Smith, Regis Toomey and Fay Wray. Plant this on the _ feature page of your Sunday paper! ____|cuT-OUT POSTERS SELF QUIZ! Get information on Don’t lose out through of each tube in turn, until the noisy one is located. g) The storage batteries may be dirty on top. See that they are kept clean. h) The storage batteries may have been put in use too soon after charging, while still “gassing.” About half an hour is required for oe to cease complete y. There may be poor ground or loose connection at some point in the system. Examine all connections and tighten any found loose. 2. If the sound is not loud enough to enable the observer and the operator to hear each other, or i) if the buzzer is weak or inoperative, make sure that’ the switch on the box is pulled out and that the batteries are in good condition. Replace the batteries. Open the battery box by loosening a screw in the cover. If the trouble is not here check the line for shorts or opens. and an auto exhibit in the lobby capitalized fully on the current local interest in automotive de‘velopments. With an auto-racing picture, the theatre presented such an effective counter-attraction that business took a sharp upward | ‘jump in spite of the auto-show competition. ‘DRAW ATTENTION Manager Paul Witte of the Lincoln Theatre, Decatur, Illinois, employed a series of life-like star posters, placed in conspicuous positions about the theatre front and lobby, to draw advance attention to a coming picture. The house artist prepared the posters by means of projection lantern enlargements of press-book lillustrations. They were used on stairways leading to the mezzanine; hanging from above the entrance doors and balanced on ropes in the lobby. They were so life-like that the local newspaper’s theatre reporter devoted a half-column of space to a discussion of the Decatur theatre’s art department and the creation of these posters. 1@ 8-2 Oe-D-2B-OOe-DO2-O-2H2-S-2B2S-O2-D-O2-O982 SOs OOS ‘HONEY’ SONGS The five songs from the Paramount production, ‘Honey,’ in the order of their importance are as follows: “In My Little Hope Chest’”’ (theme sung by Nancy Carroll). : “Sing, You Sinners” (sung by Lillian Roth, Little Mitzi and colored ensemble, also with col t | ' ’ Y ; : : ‘’ ored dance chorus.) ; : : ; : ' : i : { } ¢ “T Don’t Need Atmosphere” (sung by Nancy Carroll and Stanley Smith, Lillian Roth and Skeets Gallagher, and Harry Green and ZaSu Pitts.) “Let’s Be Domestic”’ (sung by Lillian Roth and Skeets Gallagher, ZaSu .Pitts and Harry Green.) “What Is This Power I Have” (sung by Harry Green. ) 4 © O90 0-O$ Oe Oe O O0-S-Oe B+ 0e-S-2 Bo-B-2Oe-O0-S-1 Oo @ 1 Oe-O-2O°-O-2O'9-9 OG-9 O9OOe G99 G89 S08 G8 G92 G89 O 10 °-<B-1 © +-@-0 B2-G-O:-O 2° O+-O-B2-O-+0°-S+O*-SO*BO? 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