Showmen's Trade Review (Oct-Dec 1944)

November 4, 1944 SHOWMEN'S TRADE REVIEW 65 The Technical Side oF Good Showmanship {"Theatre patrons have long memories and will not overlook discourteous treatment" — Van Nomikos, Chicago circuit operator and exhibitor organisation leader.) With many of the most realistic showmen in the field emphasizing the need for building goodwill to insure continued peak attendance after the war boom passes, there has been an overlooked reality that the business of pleasing the patron ties up closely with the technical side of theatre operation. The patron comes to the theatre and pays his money for two or three hours of complete relaxation and entertainment. He wants to forget about the irritants and the work-a-day world and not have his pleasure interrupted by unnecessary untoward incidents, either through failure or inefficiency of mechanical devices or the incompetency or discourtesy of members of the staff. All are matters that tie up with the administrative end of the manager's job and pertain to the technical rather than the creative phases (such as program building and advertising). A cashier, for instance, cannot be as efficient and courteous should the equipment with which she issues tickets be out of adjustment, as a cashier whose equipment has been maintained properly. Patrons want a well-projected picture; a smooth-running show ; cleanliness and wellgroomed appearance of the theatre and courtesy at the hands of the service stafif. The ideal, of course, is a perfectly operated theatre, but there never has been one and probably never will be. The human element is too great a factor to admit of such a situation. However, by constantly striving for efficient operation the nearer we will come to the goal of perfection. Also, the greater will be the profits in addition to the satisfaction of a job well done. Most theatre executives have charted a course for their managers whereby conditions can be avoided that make for a non-pleased patron. The things people don't like when they go to a theatre are not many, but that they are most important becomes apparent when some of the points stressed by theatremen are recalled. Humans are creatures of habit and theatre attendance can be and is a habit made or broken by the treatment accorded a patron. Any person likes to return to a place which he can remember pleasantly and will do so as often as possible. By the same token a person will avoid places where memories, whether conscious or unconscious, are not so pleasant. People will want to return to a theatre if all of the things that may make them avoid it are removed. Let's take a theatre poorly operated and see what happens to the patron in attendance. We will assume that this patron is accompanied by his wife and two children, as the family is the back-bone of motion picture support. We will take for granted that the attraction is one that he has been sold on in advance and that basically the entire program will be satisfactory. We all try to buy and book that type of program. But this covers only physical operation. The patron walks up to the box-office and lays down his money. The cashier is talking to her boy friend on the phone or reading a magazine. She makes the patron wait a little while, or the patron may even have to rap on the change shelf to get her attention. She looks up with a rather startled expression and asks, "how many?". She rings the required number of tickets, lays down the correct change but makes the customer reach for both. These little things irritate the patron. Meanwhile the family also is annoyed by having to wait during this slight delay and the unfriendly attitude of the cashier. Then the family enters the inner lobby where the doorman is leaning over the ticket chopper talking to a couple of his friends. He takes the tickets grudgingly, which also irritates the public just a little. On the floor may be several chewing gum wrappers, cigarette butts and odds and ends. Mrs. Public, who is a good housekeeper, is no little shocked by the general air of untidiness. Probably in this theatre the patron will have to hunt seats in a house that is too dark. This will add to his irritation and that of others when he sits in a few strange laps before finally getting located. However, if. there is an usher, he will probably be so interested in the picture that he will resent being disturbed and show his displeasure by his attitude. As he leads the patrons down the aisle he swings his flashlight in such a manner as to disturb people on each side. This usher, previously has managed to seat each previous arrival in such a manner as to disturb them. As the family leans back to enjoy the show, they notice the feature has started some time prior to their arrival. 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