Publix Opinion (Jul 11, 1930)

CHECKING UP ON eae : FRONT HOUSE OPERATION Set-up of the front house operation department was explained to the district managers, during their recent Home Office session, by Chester L. Stoddard, director of the department. A representative. of his office is assigned to each division, he said, to work in conjunction with the divisional and district managers, tying in with them on all front house problems by means of reports and verbal discussions. Stoddard outlined the duties of his representatives, then gave the following points as a guide to supervision of front house operation by the district manager: 1. Written reports are sent to the District Manager, not only for the purpose of information, but as confirmation of points taken up with each theatre manager. These should be checked again by the District Manager. 2. In order to be in a position to properly supervise Front House Operation, the District Manager should have the following points in mind— (a) Discuss contents of repre sentatives’ reports with indi vidual managers and follow up. (b) Insist upon minutes of the weekly staff meetings be ing forwarded to him. (c) Insist upon bi-monthly reports on condition of fire apparatus, exit doors etc., staff instruction on the handling of fire or emergencies. (d) Check house salaries weekly. 3. When visiting the theatre, the district manager should take occasion to spot check— (a) Cashiers and Box Office (1) Appearance of cashier (2) Attitude towards patrons (3) Conduct (4) Overage and Shortage reports (5) Appearance of Box Office, Price signs Executives (1) Appearance — Dress (2) Condition of office and accounts (3) Floor and show supervision by members of executive staff . (4) Knowledge of condition of house as regards fill-ventilation-number of men on floor-running time of show (5) Manner of handling ‘ refunds Service (1) Ticket-taker — attitude towards patrons— conduct — posture — knowledge of show times, etc. (2) Ushers — appear ance — posture — atti tude towards patrons— 00Steeee (b) (c) What Are You Doing To Safely Cut Down EXPENSES ? It must be done, IMMEDIATELY!!! Put your proposals in Writing and forward them to your chief— NOW! knowledge of vacant seats. (3) Usher executives— supervision, as. indicated by knowledge of fill con ditions, number of men on floor and condition of staff. (4) Check ushers’ quart ers—noting care in keep ing clean—handling uni; forms, etc. (d) Cleaning and Maintenance (1) Burnt out lamps in marquee — upright signs —auditorium Trip through house— noting walls, light fixtures, behind radiators, carpets, lavatories, projection room, stage, basement rooms, exit doors, seats, drapes, baseboards, brass, glass. Check Cleaners’ Log Book. (the physical appearance and condition on the above on a (2) spot check is an indicator of the efficiency of the cleaning crew, and the supervision given the operation) 4. Service Staff (under pressure business) (a) Check on aisle and balcony sections for vacant seats. (b) Check a refill following break for rapidity and efficiency of crowd movement. Se BASEBALL TIE-UPS je-up with a Biloxi, Miss., paaa has: Manager Monte Hance of the Saenger offering a guest tick jet to the theatre to anyone mak i a home run in the Biloxi ball peas Procures display of a huge banner at each game, and frequent mention of the stunt on sporting pages. Winning team in each game sees the current attraction as guests of the paper, which nets Hance 2 second banner and more space. MERCHANTS PAY FOR TABLOIDS Advertising three weeks of coming attractions in a four page tabloid at absolutely no cost to the theatre was successfully effected by F. V. Kennebeck, manager of the Le Claire Theatre, Moline, IIl. Fifty merchants paid for the printing, distribution, trailers and prizes involved in the ‘Who, Where, What’ contest conducted by the theatre. Two separate issues of the herald were distributed to 8000 residents. First herald contained descriptive matter concerning each merchant’s product and approximate location with no mention as to the proprietor. .Hach description was headed by a key number. After ten days had elapsed and contributions had been collected, the second herald was circulated, listing merchants’ name to correspond with key numbers in first issue. Winners names were also listed. “CHANCE” MARQUEE Marquee display on the second run of “Street of Chance’’ at the Belasco, Quincy, Ill., was topped by a large ace of diamonds and two dice. Manager Harry Duncan placed lights on a flasher behind the central diamond of the playing card, and within the dice, on which ‘‘spots’’ were cut-out and covered with green cloth. Regulation playing cards dangled on strings under the marquee. WIRES GRADUATES Procuring a special rate from Western Union, Manager R. W. Lawler sent congratulatory wires to all members of graduating classes in Bloomington, Ill. Wire admitted graduates as guests of Publix upon presentation at the Irvin or Majestic Theatres. } CHICAGO -DETROIT MASTER SHOWMEN IN SESSION Merchants to Entertain Students at Theatre Besides employing the usual means of interesting school children in movies, through theatre parties sponsored by teachers and principals, Roy L. Smart, city manager in High Point, N. C., is at present soliciting the co-operation of various merchants to entertain the children when they return to their studies in September. The merchants are to select for their parties children who can be reached by their particular product. This should not only result in increased patronage for the theatre but will result in desirable good will for the theatre and the merchant. Guest Book Tip Works at Metropolitan in Boston Picking a.tip out of the bound volume of Publix Opinion, wherein a story chronicles the institution of a ‘‘Hall of Fame” in the Michigan Theatre, Detroit, Manager Larry Bearg of the Metropolitan,, Boston, acted on it to good results in publicity. Detroit plan included keeping a book in the theatre, which prominent visitors are invited to sign. Photo of Goy. Allen of Massachusetts signing the Met’s guest book was a cinch for papers. GETS CO-OP PAGE Manager Harry Marchand of the Saenger, Mobile, promoted a fullpage co-op ad congratulating his theatre on the return of its organist and installation of magnascope. Seventeen merchants cooperated. HARDY’S ADDRESS Mail for Harry Hardy should be addressed in care of P. O. Box 1653, Atlanta, and wires sent to 169 Peachtree St. Weekly Merchant Tie-up Plugs Personality Irving Waterstreet, publicity director for the World and Paramount Theatres, Omaha, Neb., has an excellent stunt which gets the house plenty of publicity and free advertising each week. Also, it helps to build Ted Mack, Master of Ceremonies at the World, into a bigger and more profitable stage attraction. Each week Ted Mack endorses some product put out by a local merchant. One week it might be ‘ice cream, the next radios, the next automobile tires. The store or company whose product Mack has endorsed puts out heralds at their) own expense. One side or the heralds contain their own copy with a picture of Ted Mack ‘‘Master of Ceremonies at the World Theatre’ tied-in some way with a picture of their product. The other side of the herald exploits the current attaction at the World. The usual size of the heralds, about 8 inches by 12 inches, permits an attractive layout and enough copy to make it effective. Waterstreet has found this to be one of the best ways of advertising through heralds. The theatre takes care of the distribution of about 40,000 of these ach week. CIVIC GRATITUDE Letters of commendation from various Portland, Oregon, civic organizations were sent to James McKowen, manager of the Paramount Theatre and his staif, for their excellent co-operation in the ‘Know Your Portland” and “Clean Up Week” campaigns.