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1950-51 Theatre Catalog, 9th Edition, Page 17 (xvii)

1950-51 Theatre Catalog, 9th Edition
1950-51 Theatre Catalog
1950-51 Theatre Catalog, 9th Edition, Page 17
Page 17

1950-51 Theatre Catalog, 9th Edition, Page 17


Have the necessary repairs made at once before the trouble begins to show itself at the boxoffice.

Greater attention should be paid by exhibitors to the. ventilation of their theatres. Offensive odors are commonplace in many theatres, and it is surprising that more owners have not awakened to the fact. If such a situation is permitted to continue, there is nothing that will drive patrons away faster.

All unsatisfactory conditions pertaining to air conditioning, heating, and ventilation are a direct refiection on the management. The exhibitor, his manager, or some other responsible person should make frequent inspections to make certain that the theatre is comfortable. You are not going to please everybody, of course, but there is not excuse for conditions which should be obvious to anyone taking the trouble to check for them.

How's Your Housekeeping?

Cleanliness is something that should be

taken for granted in every theatre, but unfortunately this is far from being the case. Any theatre, no matter how expensive or elaborate it may be, will quickly take on a run-down appearance if it becomes dirty and untidy.

Good housekeeping should begin with the front of the theatre. It may not be your place to take care of the sidewalk, but if you permit the outside of your theatre to become cluttered with paper and other rubbish, it will stigmatize your entire house as being dirty, and keep people from coming in off the street.



Every part of the theatre should be kept as clean as possible at all times. It is difficult enough to keep things straightened in the home, and when you have to clean up after hundreds or thousands of people (some of whom seem to have graduated from the dirt floor era), it means keeping on the job nearly all of the time. While your maintenance men can keep working during performances, please impress upon them that they are not to push your patrons around while they sweep, or mop them out of the lobby.

iiChildren may be small, but dorft overlook them because they will play a great part in your success. Encourage them to come to your theatre,

rather than regard them as necessary evils. Children are great word-of mouth advertisers},

Restrooms are finally beginning to receive the attention which they deserve, although conditions in some theatres still leave much to be desired. It is not enough to start off the day with your restrooms clean and orderly-they must be inspected at frequent intervals in order to keep them that way. A comfortable and sufficiently large lounge or smoking room adjacent to both restrooms will

help to avoid congestion and disorder.

Soap and water are still good aids to increased boxoflice receipts. With the aid of the many modern electrical conveniences, cleanliness is now far less of a task than it was in the old days.

Modern Proieciors Essential

In view of the fact that people come to a theatre to watch pictures projected upon a screen, it would seem axiomatic that the projection booth and its projection equipment should be considered more important than anything else.

This is far from being the case. A motion picture projector, in spite of the fact that it is a piece of precision equipment, is, nevertheless, a well-constructed mechanism which will function for a very considerable time, if given proper care. Some of them are certainly being pushed to the limits of their existence.

There is a mistaken idea prevailing among some exhibitors that as long as projectors will operate there is no reason for replacing them until they fall apart. Projectors made 15 years ago or more, in comparison with modern equipment, are just as obsolete as automobiles of the same vintage.

Perhaps you think that your patrons canit tell the difference. Don't ever fool yourself. Even if they are your steady patrons, they occasionally go to other theatres where they may have an opportunity to watch pictures presented with modern projectors. They will observe the smoother operation, the virtual elimination of breakdowns and interruptions, and the relative freedom from fiicker and


1950-51 Theatre Catalog, 9th Edition, Page 17