Showmen's Trade Review (Apr-Jun 1939)

Page 20 SHOWMEN'S TRADE REVIEW June 10, 1939 Theatre Employes Benefit From Selette's Publication First Issue Contains a Valuable Article On the Importance of Courtesy RECENTLY in STR we carried an article about Kits Talks, a weekly paper published by and for the employes of the Ritz Theatre, Albany, N. Y. Now comes the same sort of publication from Warners' Albany Theatre, Albany, N. Y. According to Manager Eddie Selette, Se.3 We has a mailing list of 60 managers throughout New York and New England who have their employes read it. Each employe writes an essay on what he has read, which proves he does not throw the paper away immediately after reading it. Courtesy Is Important So important is courtesy in the operation of a theatre, and so intelligently is it discussed in Sez We, that we feel sure Eddie won't mind if we reproduce a few excerpts here for the thousands of STR readers ihroughout this and foreign countries. The article was written by Myron Shellman when he was Eddie's boss and district manager for M and P Theatres in Boston : "Courtesy, after all, is only kindliness, politeness and civility. But, courtesy_ is the keynote on which this business is built. Our theatre is operated, primarily, for the benefit and convenience of its patrons. Without patrons this theatre could not exist. Therefore, it behooves every man and woman here employed to remember this always, and to treat all patrons with courtesy and careful consideration. Any member of our force lacking the intelligence to interpret the feeling of Goodwill that this theatre holds toward all patrons cannot stay here very long. Make Him Want to Come Back "New customers are just as valuable as old customers — remember that ; for each new customer is an old customer in the making. See that you do your part to make him want to come back with his family and his friends. Impress upon him through your courtesy the fine good-fellowship of the place ; the "notrouble-to-help-you" spirit. Never be grouchy, surly or impatient — remember, the patron pays your salary ; without him your salary stops and you are out of a job. "While you are on duty in this theatre, lead such a life that patrons will go away saying: 'That must be a good theatre, because the employes are always so kind and courteous.' Kindness, if you show it to others, will radiate from you like the warmth of the sun over the hill-tops. Kindness, and courtesy, is infectious. Give a cheerful, kind and courteous answer to the meanest grouch (if there is such a person), and you are mighty sure to have a kind answer in return. A grouchy person can't stand up under kindness and courtesy. 'Give, and unto ye it shall be given.' And that goes for a surly answer as well as a courteous one "You, by your conduct, by your behavior, can make or break this theatre. It may take a thousand dollars' worth of advertising to coax a new patron in, and you, with a surly, sulky word, can drive him away never to come back. We're banking our money on your ability to be kind, to be courteous; if you can't make good on our judgment in picking the right sort of assistants, there isn't any room for you here — now or hereafter. "Courtesy is a mark of breeding for either man or institution. "Courtesy makes the man ; a lack of it will break any business. "Courtesy may become a trademark ; it is the magnet which draws, and holds, loyal patrons. A theatre attracts for the entertainment, the pleasure, it will give. There can be no estertainment, no pleasure, no feeling of contentment when courtesy is lacking. "Courtesy, good cheer, friendliness — -the ability to serve with ostentation, the willingness to give freely of that spirit of welcome that warms the heart — this makes friends of patrons, boosters of those who pass through our doors. "Let us so conduct ourselves that those with whom we come in contact will feel the warmth of our welcome, our gladness that they have chosen our theatre in which to forget the troubles of this workaday world. Let us remember that once a sharp word is spoken, an ungracious thing done, ill-temper displayed, they can never be taken back. Not all the courtesy of our staf¥, all the explaining, all the apologies, can atone for the discourtesy of one careless person You Will Not Chew Gum "If you are courteous, if you are thoroughly 'on the job,' there are a few things you will not do. You will not chew gum. You will not talk loud. You will not say 'yes' and 'no' but 'yes, sir' or 'no, ma'am,' as the case may be. If you are asked the seating capacity of our theatre you will not say 'I dunno,' but you will immediately inquire from one who does know and then remember it for future information. You will not ru!i up and down the aisle ; neither will you loiter. Nothing is more annoying to patrons than to have someone run or stand in the aisle. You will not insist upon patrons taking the seats you have chosen for them; rather, you will ascertain their preference and endeavor to place them in the seats they like best. "You will not 'knock' our programs, neither will you be swayed by the judgment of others. What would be a good show to you maj' not appeal to others. If you are asked 'Is the show good ?' you can honestly answer by saying, 'I understand it is ; we always try to have a good show.' Most every patron of a theatre realizes that some sort of an effort is being made by Here's London Showmanship // you think all the showmanship is this side of the Atlantic Ocean, here's proof to give you a different slant on the matter. For the engagement of Edward Small's "The Duke of West Point," a United Artists release, the management of the London Pavilion tied up with the Western Union for this elaborate zvindow display. the management to make the public comfortable, to cater to their every want, to so build up the reputation of the theatre that it will be first in the choice of those who seek entertainment. "But, in the day's work, you may happen to meet someone who just can't be pleased. When this happens it is up to you to do your best, and if you fail, then call your chief or house manager. Then the responsibility is taken from you ; you have tried. Perhaps your method was wrong ; now give someone else a chance to make good. "The average person will go along with you ; they will sympathize with your work, with your effort to please. They came to the theatre to have a good time ; if they had wanted to fight they could have picked up a scrap almost anywhere; they are in a good humor when they meet you. It's up to you to keep them that way. Be Kind to Aged and Infirm "Especially will you be kind to the aged and infirm. You have our permission to keep a half-dozen able-bodied young people standing until you have made comfortable one eldery man or woman. Remember this. "Remember, the child of today is the man of tomorrow. Make him comfortable, and at the same time, keep him quiet. "First, last and always, your job is to render tli<e sort of service you, yourself, would like to receive. You can do it if 3'ou try — and we're expecting you to try. "Our creed: We believe in the firm we are working for and in our own ability to get results. We believe that honest effort can be recognized by honest folk and bring honest results. We believe in working; not weeping; in boosting, not knocking, and in the pleasure of our job. We believe that we'll get what we go after ; that a good deed done today is worth two tomorrow ; that none of us are beaten until we lose confidence in ourselves. We believe in today and the work we are doing, in tomorrow and the work we hope to do, and in the reward that will come to us for our good work. We believe in courtesy, in generosity, in good cheer and in friendship. But, most of all, we believe in courtesy." Brodean Girls Aid in Observance Of Rogers Week at Cloversville During the Will Rogers Memorial Week observance in Gloversville, N. Y., a selected group from the Brodean School for Girls participated in the ceremonies held at the Schine Glove and Hippodrome Theatres, according to Frank Boucher, manager of the Glove. The ceremonies opened at the Hippodrome and then continued through the week at the Glove with the showing of the official motion picture, made for the occasion, by six Hollywood major studios. The girls aided in taking up collections which will be used for the future support of the Will Rogers Memorial Hospital, and for its kindred philanthropies maintained for the needj' of stage and screen. Announcement Cards in 3,000 Cabs Plug "Juarez" Premiere Announcement cards plugging tlie world premiere engagement of "Juarez" at the Hollywood Theatre in New York, were planted in 3,000 taxicabs of the Town Cab chain. The Town cabs, with access to the hotels and railroad terminals in the city, were also strategically placed at the New York World's Fair. Tlie cards carried copy reading: "After The Fair Visit Broadway's Gay Night Spots in a Town Cab". Underneath in large type was copy announcing "Juarez" with production and theatre credits. The card carried pictures of the World's Fair, and the Hollywood Theatre marques.