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1952 Theatre Catalog, 10th Edition, Page 194 (160)

1952 Theatre Catalog, 10th Edition
1952 Theatre Catalog
1952 Theatre Catalog, 10th Edition, Page 194
Page 194

1952 Theatre Catalog, 10th Edition, Page 194

THE ADDED SERVICE, standard at the smallest gas station. is standard at the big Gratiot also. An overalled attendant walks the ramps and-courteosuly cleans each windshield for the clearest possible visual enjoyment of the screen entertainment. Patrons appreciate this little extra attention, and catering to their comfort.

bonnets, gloves, and keys.

Another good-will builder at the Gratiot is the policy of giving return tickets or refunds to patrons who decide to leave because they have seen the picture or because a child has become ill in a car. In such cases, patrons turn in their ticket stubs at the boxofiice, and are invited back.


The Gratiot's advertising in local newspapers features the theatrets main selling points as well as the current attracv tions. The confection stand, the playground, and the comfort of viewing a movie in the open air are heavily stressed. The theatre advertises itself as "Americas Most Beautiful Drive-In,"

and the staff conscientiously tries to have the Gratiot live up to the slogan in its daily activities.

Seasonal Closing

During the show season, the Gratiot operates at peak efiiciency through the procedures outlined above. When the show season ends, it is again know-how and good management that insures smooth functioning of the next years operations through the application of time-tested methods of putting the drive-in in mothballs. All stationary equipment which must remain outdoors is carefully secured against winter weather and vandals. All equipment which can be moved indoors is cleaned, covered, and stored in a place where it

is free from moisture and weather corrosion, and this includes boxofiice and playground equipment. When all repairs and packing are completed, preparations for reopening in the spring are conducted through the winter months, with more ingenuity and more individuality sought through minor changes.

The outstanding success of the Gratiot has not come by chance; its formula for continued profits is not complicated. Through its five years of operation, the Gratiot has demonstrated that any high quality operation of a permanent nature and backed by a sizable investment cannot fail to prosper if it offers good service, a personal concern for the comfort and satisfaction of patrons, and the best in facilities.

THESE ARETHE PATRQNS. and some are too young for popcorn. At the Gratiot. as at most modern drive-ins that continue to succeed and build a steady patronage, intants receive the beneht of a bottle-warming service. I! it werenit lor drive-ins, there are many couples like these who would be lost to movies.

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1952 Theatre Catalog, 10th Edition, Page 194