Showmen's Trade Review (1945)

November 10, 1945 SHOWMEN'S TRADE REVIEW 15 The Brass Tacks of Efficient Picture Theatre Management By Jack Jackson Second in a series of articles that come straight from the shoulder of a showman and theatre executive who is famous for his imaginative exploitation and efficient plant operation and management. These articles are not theory, nor are they of the kid-glove variety — so if there are any managers in the audience who don't like to face the facts about where the fault lies when inefficiency, discourtesy, unkempt conditions are found in a theatre perhaps they won't enjoy this article. Having given the theatre service and cleaning staff the "once-over-lightly" — and assuming that the answers to the questions propounded served the desired purpose of uncovering some of the more lurid lapses in the handling of employes entrusted with these important functions — let's move on to other departments. For instance ; maintenance. There is no department of the theatre that needs and deserves — I might even say, demands — the attention to detail that is essential to properly and faithfully fulfilling the myriad demands of theatre maintenance. And, no department of the theatre has required the ingenuity and resourcefulness of management and workmen alike during the past years of shortages, substitutes and makeshifts. But, just how exhausting was YOUR search into the infinite possibilities of substitutes and makeshifts that would keep the physical appearance and general atmosphere of YOUR theatre in such a successfully camouflaged state that your patrons continued to experience that feeling of comfortable security in the clean, healthful surroundings to which they had long been accustomed ? And, equally important, just how alert have you been in taking advantage of frequent openings that permitted the intermittent purchase of such products and materials for which there are no satisfactory substitutes? It has been the writer's experience that most of the ills which plague theatre business are born f carelessness. Carelessness, in any business, s, at one and the same time, a destructive disease and habit-forming narcotic. This is particularly true of the theatre where the presence of carelessness for any protracted period can tear down and utterly destroy the rewards of years of effort. Have you been — indeed, are you being — careless in the handling of your maintenance department? Let's start where the business starts ; at the identity or upright sign, the attraction board and he marquee ! How long since the sign was washed? With ainters and paint not available there has still een the old reliable soap and water which requires no technical knowledge to apply. How about the lights? Sure bulbs have been hard to get and the frequent substitution of Goodwill Hint If your theatre does not open for business until early afternoon you might be able to garner some valuable goodwill by offering its facilities to responsible organizations for noon hour use, such as for conducting nondenominational church services. Your knowledge of local conditions should dictate the limits to which your facilities may be used. heavier wattage necessary. But, have you been quick to stock up during the intervals when bulbs were available or have you grown so accustomed to seeing 3, 10 or 30 bulbs inactive on the sign that you became careless and allowed the number to mount until the sign is hardly readable? Take a look at it tonight! The same bulb question applies to the marquee soffit and the attraction board. Have you been so careless that the spiders have taken over the corners, the ledges and the space between sockets for fly traps? The old reliable soap and water properly mixed with a little of the well known elbow grease will quickly correct that situation. About the attraction board. Of course some of the letters have been lost and broken but you can make an "R" do the work of a "P" and an "E" can be made to substitute for an "F." A "Q" or an "O" can work for each other and there are many, many ways to avoid the altogether too frequent total omission of letters. Has the reflecting surface been cleaned? — Soap and water will do it. Are the glass background strips and the letters being subjected to frequent baths? A little oil will do wonders for dull attraction board letters. And, while we're on the subject, do you watch the spacing? Have you been careful to select and arrange your copy so that the general form of the sign is attractive? Remember, signs are like women — if they have an ugly shape nobody ever looks twice. Let's take a look at the front doors, the cashier's booth and the lobby. Is the glass kept clean? Once a day won't take care of them. 1 hey get too much handling and should be the object of porter attention at least four or five times daily. Have him wipe them off during the "lull" periods, but don't let the dust accumulate to the point where the customer can't see into the lobby or feel griminess on their hands when they touch the doors. The wood part can be kept shiny by the daily use of an oil-soaked rag, and a clean cloth in the cashier's cage will enable her to care for the change slab. Inside the lobby you have the problem of devoting attention to the ledges, doors, ticket chopper, display frames, decorative or utilitarian fixtures, etc. Has dust been allowed to accumulate to the extent that a "musty" smell exists? Are the globes in the fixtures — and the fixtures themselves — so dirty that they are no longer serving their purpose of being an ornamental utility and have become repulsive eye-sores? Remember, I'm writing from actual experience. The situations, conditions and effects cited here are factual, not theoretical and I know a lot of theatre managers whose faces will be terribly red when they read these lines. Now, how about giving the house itself a quick look-see? How frequently are the drapes and wall or mezzanine hanging tapestries, if any, cleaned? Are they vacuumed every night? How long since the side wall brackets have been attended? Have you been careful to change the lighting with the seasons? Yes, colored bulbs have been hard to get but gelatine has been pretty plentiful and some swell effects can be had through its intelligent use. Do your cleaners wipe off the wainscoting and baseboard ledges after they finish sweeping? Run your finger along them sometime to see how good a job your cleaners are doing. You'll get more surprises than you expect. How thoroughly was the house swept last night? How long since it was mopped and how frequently does it get mopped? How long since it had a good soap and water scrubbing? Are your seats dusted every morning? Are the arm rests wiped? How about the aisle lights, are they in good order? What about the floor vents? Are they broken and remain uncovered? If so, you have an injury claim in your future. The rest rooms offer so many elements to check that their itemization here is forbidden through lack of space, but neglect of these rooms can send your customers away utterly disgusted with your entire operation. PLEASE see that paper and towels are supplied and that the cleaners give the rooms special attention. Then, if you have no maid, be certain that the cashier looks the ladies room over during her relief and reports needed corrections. She can stand outside the door while the porter performs the necessary duties. How about the stage? It's not in use now but those side drapes, that valance and the masking for your screen are constantly in sight of your (Conthuted on Page 18) Trailer Suggestion Just as a suggestion — it's penny wise and pound foolish to be economical at the expense of clarity on your screen by using old snipe trailers. Be sure that your introductory snipes to coming attraction trailers are used and then followed at the regular trailers' conclusion, by a one-frame trailer with copy similar to this: "The scenes you have just witnessed are from the attraction which opens a four day engagement at this theatre, starting Saturday."