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Central<br />
A Courfeous Staff Is the Best<br />
Public Relations Agency<br />
by HUGH J. CAMPBELL*<br />
Cos told to Allen M. Widem)<br />
X T's COMMON SENSE that courtesy<br />
is the concern of all theatre staff personnel.<br />
Re-evaluation of an individual theatre's<br />
courtesy policy, however, is a good<br />
item for regular periods of time, A consistent<br />
policy of theatre courtesy, of course,<br />
is difficult to follow in a large group of theatres,<br />
for each theatre has its own problems,<br />
its own peculiarities, its own pros-<br />
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pects for correcting obvious deficiencies in<br />
theatre courtesy operating techniques.<br />
"Please" and "Thank You" are key<br />
words. The theatre staff should be continually<br />
reminded, during all seasons of<br />
the year, that the customer is in the theatre<br />
to be entertained.<br />
Don't overdo this idea of courtesy, for if<br />
you treat a theatre patron with too much<br />
courtesy, the customer will, paradoxically,<br />
become irritated and wonder if he's being<br />
overpampered because of poor motion pictures,<br />
poor seats, or anything else.<br />
An example of overdoing courtesy is the<br />
case of a prominent circuit in the east<br />
which was kidded years ago by numerous<br />
customers for its excessive politeness. The<br />
customer was bowed to and given a hundred<br />
"thank you, sirs." The result of this<br />
handling was that too many customers became<br />
irritated; some to such an extent they<br />
mentioned the "kid gloves" routine to<br />
managers, who, in turn, reported instances<br />
back to the division office.<br />
The division manager at the top office<br />
instructed his theatre managers to strike<br />
a happy medium and make the patron feel<br />
at home, but not over-patronized. Complaints<br />
have ceased.<br />
The Central Theatre recently installed<br />
an air conditioning plant and early in the<br />
process the theatre boxoffice began to receive<br />
telephone requests concerning the<br />
date of completion. The result was a temporary<br />
policy at the theatre where cashiers<br />
were instructed to answer the phone<br />
temporarily by saying. "Good evening (or<br />
afternoon) ,<br />
Theatre. We're installing<br />
air conditioning." Two out of<br />
three telephoners would readily admit that<br />
was what they had called about.<br />
Courtesy toward children comes in a special<br />
class. They should be treated with the<br />
same respect as adults. After all, youngsters<br />
are your future customers and satisfactory<br />
treatment of a patron when he's<br />
young will establish good customer-relations<br />
for a long period of time. It's advisable<br />
to have chaperones from a local Parent-Teachers<br />
Ass'n or other organization<br />
during special kiddy shows and cartoon<br />
matinees.<br />
Don't let the theatre staff be in such a<br />
hurry to get out of the hou:e. Instruct<br />
them to take their time with changing the<br />
marquee, being sure to station an employe<br />
beneath any ladders to warn passersby<br />
of work going on overhead.<br />
Keep your staff on its toes and remind<br />
them of courtesy faults, but remember also<br />
to keep that courtesy on a friendly level:<br />
a middle-of-the-i-oad attitude that achieves<br />
natural friendliness coupled with respect.<br />
It will pay off in the long run.<br />
•Manager, Central Theatre. West Harllord. Conn<br />
DOWN<br />
Balance $10 Monthly<br />
PENNY<br />
FORTUNE<br />
SCALE<br />
No Springs<br />
WRITE FOR PRICES<br />
LARGE CASH BOX HOLDS<br />
$85.00 IN PENNIES<br />
Invented and Mode Only by<br />
WATLING<br />
Manufacturing<br />
Company<br />
4650 W. Fulton St. Chicago 44, III.<br />
Est. 1889 — Telephone COIumbus 1-2772<br />
Cable Address: WATLINGITE, Chicago<br />
BOXOFFICE March 4, 1950 43
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