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1954-55 Theatre Catalog, 12th Edition, Page 371 (333)

1954-55 Theatre Catalog, 12th Edition
1954-55 Theatre Catalog
1954-55 Theatre Catalog, 12th Edition, Page 371
Page 371

1954-55 Theatre Catalog, 12th Edition, Page 371

SWEETHEART neckline cashiers' jackets (above

Drive-In Uniforms

One must not forget the drive-in theatres. Their problem is of servicV ability and the ability to be seen at night. Usually the change-makers have vivid colored uniforms, while the carparking attendants either use an overall or jumper type uniform which can be made in an attractive combination of colors. Fabrics can either be dry-cleaned or laundered. For unexpected showers, raincoats with broad yellow horizontal stripes of rubber or bands of irridescent tape, easily recognizeable, are becoming more and more popular with drive-in managements as a protective means for their employees on nights when the weather cuts down visibility.

Attractive Uniforms Exploitable

Statistical research cannot prove that any theatre has been rewarded with a tremendous increase in receipts when


left) are worn by all Stanley Warner cashiers for winter attire. Usherettes at Mastbaum, Phila its attendants don uniforms, but it does

make a difference. One of the most amazing factors is that showmen, and very often theatre owners are that in the fullest sense of the word, fail to take advantage of one of their most important display media. They avail themselves of all the advertising and publicity at their disposal, yet they seemingly ignore the tremendous display possibilities in attractive uniforms.

If you operated a chain store, one of the first pre-requisites would be that your shelves display attractively wrapped packages, to make your customers have an eye ttconsciousness" which stimulates sales. This packaging principle should certainly apply to uniforms. The manager cannot be expected to greet all the patrons personally. Therefore, the cashier, ticket taker, and ushers must also act as the personal repreSentatives of the management, and as such

delphia, wear new style hostess type usherette uniform coat and skirt (above right). Uniforms ol Baylan Theatres (below), Tampa, Fla.. please.

they must create an attractive appearance in their dress.

Uniforms are worn by the military and organizations of all types, for the simple reason that they lend a unifying note and give to each member of the group a sense of personal responsibility in the over-all functioning of an efficient team. It makes the individual feel that he is more than just another face in the crowd, but an important part of the over-all scheme of things. This applies to theatre staffs, as well as it does to any other organized group of individuals.

Uniform Maintenance

Correct maintenance of uniforms is something that must be preached to both the manager and his staff. There are two things that can deteriorate uniforms more rapidly than anything else. One is to place uniforms in musty lockers
1954-55 Theatre Catalog, 12th Edition, Page 371