Boxoffice-July.1995

ecause they've had contact with this person
who's been identified by name."
One of the keys to maximizing the impact
ofthe Spotlight Services program is to create
an aura of surprise. That's one reason why
Marcus Theatres doesn't publicize its program.
"You want them to go 'Wow! Wasn't
that nice,'" says Olson. "If you advertised,
you'd get their expectations up."
Marcus Theatre staff members might
pass out coupons for free soft drinks on
a hot day or perhaps small bags of
popcorn to those waiting in a particularly
long ticket line. If there are customers
waiting outside to buy tickets
and it begins to rain, umbrellas are lent
to those lacking cover
There are no formal tours of the
projection booths, but if it's a slow afternoon
and tliere are a few patrons
milling around in the lobby waiting for
a feature to start, an usher might spontaneously
offer them a walk through
the booth. "Most people haven't been
in a projection booth and they find it
fascinating,
particularly the platters
and the rest of the system," says
Olson.
For those many moviegoers who have
been irritated by gabbing patrons, the "S-S-
H-H-H-H!" cards may be the program's
most alluring feature. Printed in glow-inthe-dark
ink, these cards are given to offending
customers by vigilant ushers. "People
are so surprised by this card that it works,"
observes Olson.
On a busy day, ushers with walkie-talkies
maybe sent outside to check on the number
of incoming cars or what movies people in
line are intending to see. Sometimes the
start of a film will be held up for a minute
or two in order to accommodate patrons still
in the ticket line. When a feature is sold out,
ushers may help customers in line select
another film.
S-S-H-H-H-H !
QUIET, PLEASE.
This glow-in-the-dark card silences noisy audience members.
Olson says moviegoers in the '90s are far
more demanding than they were 20 years
ago. Tbday, people not only have the option
of watching television but of viewing videotaped
movies and playing video games.
Therefore, the out-ot-home entertainment
experience needs to be even more attractive
for consumers, he believes.
"I think we in the entertairunent industry
owe it to people [to ensure] that fliey have a
better time than they can have in their own
house," remarks Olson. "We cannot control
the quality of the product that's on our
screen. But we can control the environment:
how clean it is, how well appointed it
is, and what kind of service [customers] get.
Wlien they walk out, they may not have
liked the movie but, gosh dam, they sure
will have liked die facility and the
customer service."
Olson says surveys have shown
that many Wisconsin movie patrons
will go out of their way to see a film at
a Marcus theatre because of the
chain's reputation for good customer
service.
"I hope every theatre owner in
America will do the things [Marcus
Theatres has done] and come up with
their own unique features," states
Olson, who adds that Marcus Theatres
also offer patrons suggestion
cards and an 800 telephone number
reserved for comments. "The '70s gave
the entire industry a bad rap because
tliere were a lot of theatres being buUt that
were boxy, unattractive, narrow, dirty, and
acoustically poor, with small screens and
poor seats. That was a period of time that
hurt moviegoing tremendously. Since the
late '80s, there's been a trend toward better
theatres. But there should always be good
customer service." „,„
POPCORN
&
BEVERAGE
EQUIPMENT
(PIPINCS CORPORATION)
CONCESSION EQUIPMENT DIVISION
LOBBY
&
OUTDOOR
BENCHES
HOT DOG
&
NACHO
EQUIPMENT
^ ONE STOP SHOPPING SOURCE
^ FACTORY DIRECT PRICING
^ TOLL FREE ORDERING
CUSTOM
CONCESSION
CASEWORK
FREEZERS,
REFRIGERATORS
&
ICE MACHINES
BULK
CANDY
KIOSKS
^ PROFESSIONAL SUPPORT TEAM
y- WORLDWIDE PRODUCT DISTRIBUTION
> OUR GUARANTEE 100% - SATISFACTION
^ Call 1-800-733-7278
SuftfiltfiM^ t^ SftterUUttA^tettt ^iieUoitttf
Since 1^26
LOBBY
&
BOX OFFICE
FIXTURES
FOOD
WARMERS
&
METAL
SHELVING
Response No, 6
July, 1995 55