Boxoffice_May.09.1960

As It Looks To Me ^S
KROGER BABB
D..
By irD/\/»ED BARB \%^^)
A Showman's Views on Merchandising M of ion Pictures
THE ROUTINE OP life is a dangerous,
costly, mentally-dulling rut. Every man
who runs a theatre should do his best to
avoid it. Because of the hours we keep, our
business is one that courts, invites and
tempts one into a daily routine. Yet, it's
the worst thing that can happen to a
theatreman excepting possibly to have been
unfortunate enough to marry the wrong
woman.
^0
DAILY ROUTINE is the forerunner of
laziness. Ours is a business calling for
energy. Routine kills personality. Ours is
a business which thrives on enthusiasm.
One of our old bosses used to scream, "It's
better to be a good imitator than it is
to be a poor originator." Life proves this a
sound truth.
— —
EVERY THEATRE MANAGER wastes
countless hours trying to think up something
new and different to do around his
theatre, or to bolster a weak advertisement
or campaign. Thinking up new things is a
creative job. It's even difficult for people
with creative minds. It's almost impossible
with others. Yet, there is an easy way for
any theatreman to keep his theatre continuously
appealing to his patrons because
of new innovations, to keep his campaigns
refreshing and interesting with touches of
the new and different.
•—o
TRY THIS MEDICINE ! Take a day off.
Put yourself in your car at 9 a.m. Make
a complete street-by-street tour of your
own town. Carefully observe each business
place. Read all the signs. Study the copy
and the layouts and the designs. Then
park here and there in the business district
and actually go inside of various
stores that appear to be doing the most
H
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