TO LORD
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!<br />
ure<br />
I keeping<br />
•<br />
must<br />
use--, "must nol only know his vocation,<br />
know and be able to constantly<br />
actice first aid. He must know the prcliling<br />
cit>. town and state fire laws and<br />
ides He must know the laws in his state<br />
order to handle cases thai arise in Ins<br />
leatre or drive-in so that he will be able<br />
i<br />
protect his company or employer and<br />
,>t jeopardize the insurance status ol his<br />
Deration. He also must seek to protect his<br />
nployees from getting into trouble In<br />
vet reacting in situations."<br />
Stay<br />
Cool<br />
To Macbeath's view, a modern-day thetre<br />
manager must make a constant practice<br />
his cool. A manager, by defini-<br />
'on, is the true diplomat, greetcr, comprom-<br />
,er (when it is found prudent and pointedly<br />
olite to compromise) and negotiator (when<br />
is found necessary to negotiate).<br />
Just what is a modern-day theatre man-<br />
He's the guy who takes the gripes,<br />
s well as the praise—which, sorry to say,<br />
. not given as often as it should be when<br />
le manager achieves, attains, accomplishes<br />
>r when the manager completes an outt.md<br />
ng or at least out-of-the-ordinary<br />
.tunt' tie-up, a promotion that has resulted<br />
1 a healthy boxoffice response.<br />
"So, in essence," Macbeath continues,<br />
management is what we can call a coninuing<br />
evolution each day. in which one is<br />
n 'opener' and a 'closer' and tries not to<br />
.>>.• himself in a welter of paper work and<br />
dministrative<br />
addenda."<br />
Read Avidly<br />
The top-paying, prestigious positions will<br />
jo to that man or woman who makes a<br />
iractice of reading everything applicable to<br />
he industry. "How else is one, hundreds of<br />
niles from an exchange center, to know<br />
vhat's been going on without reading Box-<br />
)ffice each week, cover to cover?", Macbeth<br />
asks. "How else is one to start to comirehend<br />
picture-releasing patterns, storyline<br />
:orttent and the like without reading the<br />
Boxoffice BookinGuide' week after week?<br />
[<br />
f a congressman can wade through<br />
he speeches of his peer group in the 'Congressional<br />
Record' regularly, a motion pic-<br />
theatre manager can make it his business<br />
to wade through the news, notes and<br />
quotes of happenings many miles distant<br />
rom his cinema. In so doing, he or she<br />
earns what the next fellow or girl is doing<br />
jibout pressing problems in the motion piclure<br />
marketplace."<br />
Participate<br />
Actively<br />
The Aroma ol Popcorn is<br />
^bj.<br />
Pleasant.<br />
The Odor ol Cooking is Not.<br />
li^Hf The answer is the<br />
**J<br />
.<br />
if<br />
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"If a manager is an employee of a circuit,<br />
he or she makes it a practice, even<br />
[if it is a day-off, to get to significant meetlings,<br />
gatherings, both trade and public, to<br />
[listen, to hear, to absorb. You cannot run<br />
a motion picture theatre today in a vacuum.<br />
;And anybody taking such a stance is soon<br />
;to be in for a rude, awakening shock. Suddenly,<br />
it's 1977, and a lot that's never happened<br />
before is happening now.<br />
"A manager pridefully discusses product<br />
with the public, taking care not to knock<br />
!the opposition, or, for that matter, the<br />
product on his or her own screen. The public<br />
Continued on page 26