Showmen's Trade Review (1945)

Are You Planning to Build? Setting Up Good Management, Maintenance Procedure, Patron Service, Essential in Launching New Theatre No. 5 — Preparing for the Opening In this series of articles the endeavor is being made to provide a sort of refresher course for those who have not had any building experience for a number of years but are now thinking of getting started on a new theatre project. With the equipping of the theatre covered we now turn to the considerations involved in launching a new "community institution." For the builder of a theatre who plans to personally manage the business there is no problem of selecting a manager, but if is to be constructed as an investment and managed by an employe, the choice of a right man for the job is just as important as the selection of a site. The ingredients which go into the making of a successful theatre manager rival Heinz and their 57 varieties, both in quantity and quality. Aside from general business ability and levelheadedness he must have an amiable personality, be able to handle public relations, get along well with employes, know picture values and how to deal with film salesmen (if he is to buy prodact) ; understand the general functions of theatre equipment, be a good housekeeper (a visit to his home should reveal the presence or absence of this trait), he should know advertising (picture advertising) and have a flair for leadership in order tu participate in local civic activities, thus adding to the prestige of his theatre. There are many more facets of the individual's abilities and personality which will serve the manager well, but the foregoing are practically "musts." A capable manager, considering the vital importance of courtesy in dealing with the public, will surround himself with high-type employes, and that goes for the entire staff. Courteous treatment of patrons can measurably increase the popularity of a theatre. Outstanding screen fare is erratic, but patronage must be constant if you are to succeed, and a pleasant atmosphere is much more conducive to habit-forming attendance than a disinterested "How many?" from the cashier, a gruff "Tickets!" from the doorman, "Plenty of seats down the aisle!" from a lazy usher, or a demanding "Keep off the wet floor" from a cleaner to a person entering the lobby on business before opening time. Projectionists, while not enjoying personal contact with the public during working hours, do meet your customers via the screen from opening to closing of the show. Their ability to use the equipment in the booth and to maintain it properly is reflected in the presen tation of each screen performance. Clean change-overs, careful rewinding of film, avoidance of practice of punching unnecessary extra cue marks in film, constant maintenance of a clean booth and equipment, each is at) important factor in the public relations between theatre employes as well. Carelessness in any branch of operation is like a malignant growth which spreads to other parts of the theatre. A good public relations job can be accom plished only by employes who are happy in their work, who are proud of their theatre and fellow workers, are sold on the attractions offered and are aware of the importance of their part in the conduct of a respected community institution. The manager must mold his staff into a team and each "player" must be convinced that he or she is holding down an important position which, if neglected, can mean the loss of a gaxne. The maintenance man who puts up the marque letters spells a word wrong and it reflects badly on the theatre. A sharp word or the mishandling of an irate patron can keep good customers away for weeks after the incident. Patron= won't (Continued on Page 54) Yassenoff Directing Extensive Building Program in Ohio-Kentucky Ex hih ito r Con tra cto r Has Many Projects Readied For Early Construction Leo Yassenoff not only operates theatres, he builds them too. This Ohio exhibitor, head of the Academy Theatre Circuit of Columbus, also heads the large construction firm, The F & Y Building Service, which, during the war years, erected huge Army warehouses, ordnance depots, boxing plants, the big Army hospitals at Main Floor Plan Martinsburg, West Va. and Butler, Pa., to mention only a few. While still engaged in erecting large plant facilities for the Huber Mfg. Co. and Goodyear Rubber Co. at Marion, Ohio, the firm has "reconverted" to the peace time task of planning and building. At present F & Y is building the new $150,000 Madison Theatre at Covington, Ky., and recently completed the remodelling of the Broadway Theatre in that same city. Another F & "Y designed theatre is now under construction at Greensburg, Ky. Recently off the drawing hoards are plans for a new theatre for Ludlow, (Continued on Page 58) Second Floor Plan While the entrance of the Ludlow Theatre, Ludlow, Ky., as planned by the F & W Building Service, wculd appear to be off center it Is in reality exactly centered in the theatre front. This pleasing illusion is obtained by emphasizing the vertical panel of two tone Terra Cotta rising from the twin display cases. The horizontal lines are carried out in rustic face brick.