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We Can’t Make It Too Strong!
It is time for exhibitors to realize that success in showing pictures demands businesslike methods in the conduct of their theatre.
The motion picture theatre is a business — just as much as the bank, the grocery, the drug store.
Anything has gone in the past — during the period of development
of the industry. Many things have been gambles — exhibitors have groped about, not knowing just what plans to follow. Press announcements regarding pictures has been and always will be more or less undependable — being aimed solely to sell the pictures.
But things have been changing. The motion picture house has become a stabilized institution. Pictures and service that has gone in the past will not go now. People are getting more critical, more exacting, demanding better entertainment and cleaner, more satisfying pictures.
People are depending on YOUR theatre for entertainment, protection, satisfaction and service just as they depend on the bank for protection and service.
You can’t afford to violate that confidence. The house which continues to run in the old way is going to run down grade. Read the handwriting on the wall, Mr. Exhibitor — be one of the houses that serve the people in your community the best and enjoy a growth of prestige and profits every year.
If you haven’t turned the leaf, now is the time. Plan your business on a businesslike basis. Establish standards. Decide just what you should do and will do. Study your theatres’ problems carefully. Devote at least one day a week to studying your theatre and checking up on plans.
Put your plans in writing and carry your plans through. And let one of your plans be to ADVERTISE — regularly, \ every week. Advertise in a constructive way that will conform to your patronage. Make your advertising interesting, as well as showing your coming features — make it build prestige — get people to thinking of YOUR theatre as different, exceptional, the first choice.
To establish and carry out your theatre on a business-like basis means your biggest success. SCREEN OPINIONS will help you do it.