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1952 Theatre Catalog, 10th Edition, Page 193 (159)

1952 Theatre Catalog, 10th Edition
1952 Theatre Catalog
1952 Theatre Catalog, 10th Edition, Page 193
Page 193

1952 Theatre Catalog, 10th Edition, Page 193


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NINE-FOR-FREE. but: on. little guys like these rest the current success of drive-i ns and the future of the motion picture business. The two adult admissions per car is the only boxoifice return: but the nine little appetites will more than make themselves welcome at the refreshment stand. And look at the mother's smile.

Softly toned neon lighting illuminates the confection building, and while the lighting is adequate for business operations, it is not bright enough to strain the eyes of persons coming in fr0'm darkened rarap areas.

The side of the confection building facing the screen has large, full width windows, permitting patrons to watch the picture while they eat, if they desire.

Should a patron drop his tray of refreshments while carrying it from the counter to his car, or if he spills a container of coffee or soda onto some other food, the policy at the stand is to replace all such ruined food without charge. While quick, efficient service in waiting on customers and dispersing them will cut to a minimum such minor

PONY RIDES are a child's delight, and parents will go to great eliort to please their children. Ponies pay for themselves through return admissions.


mishaps, a certain number will certainly occur, and the Gratiotis staff is well trained and prepared for them.


The theatre runs a screen trailer calling attention to the confection stand, restroom facilities, telephones, and its bottle-warming service.

Personal services play an important role in the success of the Gratiot. Small courtesies go a big way toward winning friends, the management has learned, and it is this service and courtesy, rather than promotional stunts and giveaways, that pay off at the theatres boxofiice. When outdoor theatres were first built, they tended to draw patrons from a wide area, but with the boom in

drive-in construction in the post-war years, patronage is more localized, and the driveein theatre has more of the character of a neighborhood house. With a more intimate relationship between the customer and the management, the staff must be alert and always ready to serve its patrons on a more personal basis.

Special extras like the windshield cleaning service and the replacement of spilled food at the refreshment stand are among the services which create friendliness and good will. Another is the theatres lost and found department. Custodians turn into the managers office any articles found on the field which may have been lost by patrons, and these have included wallets, baby shoes,

A SMILING WELCOME and efficient attention greets each entering car at the modern Gratiot. Except tor the child policy the admission scale is iirst-run.
1952 Theatre Catalog, 10th Edition, Page 193