Boxoffice-August.02.1976

DEMVER,
during busy periods, each one keeping a
careful eye out for the youngsters who
barely can be seen in the crowds. If it is at
all possible to serve people in turn by persuading
them politely to get into the habit
of standing in line, then do so. If not, then
alert staff members need to be on the lookout
for crashers, taking care to serve those
gentler souls who have been pushed aside.
Now then, where is the manager while
everybody else is working so hard to establish
the theatre as a home away from home?
He or she is all over the place!
The manager is backstopping personnel,
eyeing the screen and projection booth to
make sure nothing is wrong and noting the
flickering light bulb, arranging for its replacement
as quickly and conveniently as
ever possible. One possible way is to be
wherever the potential audience is, and be
there in as favorable a light as possible.
Distributing heralds in the streets or study
guides in schools is the kind of showmanship
that reaches audiences for a particular
picture. However, managers are looking for
audiences for all pictures, so to reach these
people they should make their theatres an
element in people's daily lives.
Many towns have Welcome Wagons,
which visit new residents and advise them
on offerings in the community. Managers
should see to it that their theatres are part
of that welcome in the form of guest tickets
and letters of invitation.
Managers can help new parents celebrate
the birth of a son or daughter, newlyweds
celebrate a wedding or youngsters their
birthdays in the form of a greeting card
with a ticket. It is wise, too. to remember
students and senior citizens with special
discount cards.
There's even the county fair or church
bazaar. Even if the event is for one evening
only, participate. There might be an
unrented booth waiting to be decorated with
stills from upcoming pictures. At the same
time, suppliers or concessionaires might he
possible. He or she is checking the washrooms
to make sure they are spotlessly
all clean. In addition to of this, the manager
also is standing in the lobby, greeting
incoming and outgoing patrons—all by
exhibiting at the to-do, and arrangements
could be made to join forces with them.
name if possible!
Since the success of this movie business
depends on the sale of tickets to as many
people as possible, it is advisable for managers
to try to build their audiences when-
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BOXOFFICE
August