Boxoffice-11.11.1950

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hotel,
'
jSays Exhibitors Share
Blame for Trade Ills
From Canadian Edition
AMHERST, N. S.—"Don't blame it all on the
producers and distributors—on Hollywood
look to defects in your own exhibiting setup
when business is down," John J. Fitzgibbons,
president of Famous Players Canadian Corp.
and the Canadian Industry Council, advised
a luncheon assemblage of members and
guests at the convention of the Maritime
Motion Picture Exhibitors Ass'n, at Amherst.
His topic was "The Future Welfare
of
Exhibitors."
100 AT LUNCHEON
Besides members of the association in the
luncheon group of about 100, there were all
the managers of film exchanges in the maritimes,
most of their salesmen, and executives
of the theatre supply firms, including
projection and sound, from St. John, Halifax,
Moncton and Montreal.
Mr. Fitzgibbons held the close attention
and interest of all in the hotel dining room
for about an hour as he dwelt intimately on
the current and future problems facing theatre
operators. He urged them not to blame
Hollywood wholly for lack of boxoffice, although
he pointed out that some of the product
had not been appealing in recent years.
"There have been stinkers, and Famous
Players, like all others in exhibition has had
a share, but I wonder if you have been
going really allout for business? Have you a
cashier who is a frostypuss, a doorman who
is discourteous, ushers who let people find
their own seats, a staff individually or collectively
or both, that manifests disregard
for patrons, and show annoyance when called
on for service? Are your rooms and fixtures
for convenient use by the patrons clean and
tidy? Are there always available paper
towels and tissue? Do you and everybody
on the staff act as if you really like yompatrons
and want them in your theatres?
Do you and each staff member try to make
each patron feel you wish to make him feel
at home, as for example, the bellboy in this
who took my bag to my room, and
parted from me with the expression, T hope,
sir, you enjoy your stay in this hotel.'
STAFF, SOUND IMPORTANT
"Or, are you paying little or no attention
to how each and every member of your
staff acts with patrons? How are your projection
and sound? People are quick to
realize something is wrong although they
are not able to diagnose it, exactly. Our efforts
should not be limited to getting people
into the theatres, as is often the case,
but also to keep them coming regularly."
Fitzgibbons advised against altering admission
prices for children. He cited that
while a profit with children's patronage may
not be evident, there is not a more effective
way of assuring future business and patrons
for any theatre. It is also useful for
current advertising among adults.
Referring to the quality of pictures headed
for the screen or recently reaching it, he
said his company has had much boxoffice
success in coupling "Treasure Island" and
"Beaver Valley," and praised both as topbracket
entertainment. He also commended
"All About Eve," "The Flame and the Arrow"
and "Broken Arrow."
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BOXOFFICE November 11, 1950 79