Boxoffice-December.20.1952

J
I
da Silvernaih
Coronet Manager,
o uilds Fine Dallas Patronage
DALLAS—Mrs. Hulda Silvernail. manager
01 the Coronet, only exclusive art and foreign
film theatre in DaUas, has become an
integral part of the theatre world in the busy
Dallas area. Mrs. Silvernail ha-s found enjoyment
in supervising a unique motion picture
theatre quite in contrast with her day's
work as credit manager for a wholesale photo
supply house in downtown Dallas.
Her story is unusual in theatrical history.
It was only three years ago that she was
looking for some diversionary activity during
several of her free evenings. She happened
to be on the spot as a patron at the Coronet
on a night when Alfred N. Sack, founder and
managing director of the Coronet, found
need for a little extra help during one of the
theatre's frequently busy weeks. A casual
acceptance of a minor temporary duty turned
out for Mrs. SUvernail to be the first rung
in her climb toward managership of the now
well-known and widely patronized Coronet.
Mrs. Silvernail is a born hustler and within
six months when some permanent changes at
the theatre were made Sack spoke to her
about managing the Coronet. "I don't see
how I can do that six or seven nights a
week," she exclaimed. But Sack wisely had
the right answer. "We shall just have to
train you to assign many duties to others,"
he said. "That is one of the main requirements
of a manager. You, as manager, will
know what needs to be done. You are
friendly and courteous, and, I think, capable
of handling people. I believe you can do the
job."
NEED CHAIR SERVICE
New choirs installed—all types of repairs. We
furnish oil labor ond material. Work done in your
theotre. Carpet sewing, laying and repoiring.
C. E. Girard
201 South 23rd St., Temple, Texas
Phone, Oollos, RI-S009 Phone, Temple, 3-5352
HULDA SILVERNAIL
Sack had analyzed Mrs. Silvernail and the
situation accurately, and subsequently she
has capably handled all normal situations
in the house management, and tlii'ough
quick thinking, has skilfully maneuvered
smooth performances through all emergencies.
Such a situation occurred one evening
when a sneak preview proved to be considerably
shorter than the time allotted to it.
Not wanting to disappoint patrons who expected
the second show at 10 p. m., as advertised,
and not at 9;30, Mrs. Silvernail hurriedly
looked around the projection booth
and saw a two-reel featurette which had
been delivered just that day for private
screening. No one on the Coronet staff had
seen or even heard of the short before, but
Mrs. Silvernail took a chance, risking reprimand
by owner and patrons ahke, by pub-
licly showing a subject which had not bei
screened in advance (everything the Coron
shows is carefully analyzed before schei
uling) and ordered the short on the scret
to fill in the gap. Luckily, the featurette Wi
a winner and the day was saved.
Mrs. Silvernail's personality has helpe
make a reality of the theatre's boast: "]
Dallas nearly everyone goes to the Coronet
She enjoys meeting the regular patrons
the theatre who come from many of the fine ^t
;
families in Dallas, and many nearby towr|l(|
even as far away as Fort Worth. Being e
art theatre and playing new and outstandii
attractions only, the Coronet is patronize j
freely and regularly by students of Soutl
JinCENT
ern Methodist university, Hockaday Schoi
iQ'JillllV
for Girls, and many other outstanding Dall
institutions.
Hulda Silvernail has actively participate
with Sack and Sarah Lee Cabell. Coronet ai
director, in promoting the patrons' ir.tereji
in the regular art exhibits on display in U;
lobby of the theatre. She is also personal
responsible for the attractive floral arrangj
ments always in evidence in the Coronet
office, lobby and restrooms.
A streamlined promotional plan is used
keep patrons advised of current offer:
many of which are revivals especially ri
quested from surveys conducted regularly,
large mailing list has been built up t
those attending the theatre and attractt
cards and news announcements are mi
out regularly. The Coronews, a weekly iii
formative house organ, is in constant dii
mand. Relations with the press, two li
dailies and local suburban papers, are
cordial as reflected by the large amount
coverage given the various activities of Qj
Coronet.
Mrs. Silvernail is a member of the
Star Council of Credit Women, and tl|
theatre is made available to this organizaU(
one night a year for fund-raising purpos
in connection with their charity work. Mai
other civic organizations frequently use tl
Coronet for benefit performances and privi
-
programs.
Like her patrons, Hulda Silvernail belie'
it is a healthy educational experience ail
pleasure to see a good foreign picture or %
more discriminating American pictures
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BOB WABNER Says
// you knew MANL£Y products as
I do, you'd be as excited as I am!
J/
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PLAY SAFE...
NEXT TINE I/5E
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