The Washington times., 1914-05-20
THE BEST
Photoplay Department in
WASHINGTON
Film Expert Informs
Exhibitors How to
Treat Their
Patrons

What kind of an impression do
your employees make on your pat
rons?'
The question is not ours. 1t is ad-
dressed to the exhibitors of the
country by Philip MindiI. the. general
publicity director of the Mutual Film
Company. II is so like some of the
things that we have frequently ask
ed, however, that We want to print
it. not only to help Mr.. Mindil along
in his campaign to get better results
from the exhibitors, but for the pur-
pose Of informing the public gener-
ally as to just how much the big
manufacturing companies are doing
ton of their responsibilities The ad-
vice that is given to exhibitors by
the Mutual expert is pertinent
especially at this time of the year
when the competition for business is
becoming keener, and every eX-
hibitor wants to seize every oppor-
tunity offered him TO increase his
business. Mr.. Mindn continues:
This is question which every
tneater owner and manager should
seriously consider every time he
passes his ticket seller, ticket taker.
or any of the ushers. Efficient en-
pioyes, armed with never failing
courtesy win do much to establish
4 favorable reputation for a thea
ter. Caleless, slovenly employees.
with the rasp not taken out of their
voices and lacking in the common
courtesy which it devolves on one
human being to extend to another,
will do much to establish an un-
favorable reputation. and no eShib-
itor wants to contend against a
Loo- reputation in addition to all his
OtEeT troubles in these days when
competition is so keen.
Beginning at the ticket -indoy.
TIE patron of a motion picture thea
ter should be made 10 feel that
everyone whom he meets is happy
sno courteous. He should be given
his certificate of admittence by a
ticket seller with eyes to the front
with fingers rapid at making
change, and with an impersonal air
Of welcome. The gum-chewing, abb
sent-minded, slow-moving, rude. in
different, flirtatious, or sloppily
dressed ticket seller is an abomina-
lion that should not be tolerated for
q second. The ticket taker should
take the ticket from the patron or
indicate that it should be dropped in
Ire proper receptacle. His air, too.
should be one of inpersonal well
ccme. Preferably. he should be uni
formed and he must be courteous.
Then comes the usher, an import
ant link in the chain. The usher has
more duties than the others. He
seats the patrons, helps them on
and off with their wraps, acts as
general diplomat, Quiets crying ba-
bies, is the first receiving station for
complaints, and should be a fund
of general Information as to the de-
tails Of the entertainment The
owner or manager should see that
his ushers are neatly uniformed,
that they do not lean against walls
or pillars, that they are quick to
assist and seat patrons, and that
they are tactfuL Many proprietors
now have their ushers adopt a seat
ing pan very pleasing to the wom-
en-. They seat the couples in the
center of the house, the women
without escorts on one side and the
unattached men on the other. The
beauty and simplicinty of this must
De apparent at a glance
The proprietor is responsible, di-
recty or insirectly. for the conduct
Of his employees. He should not try
10 pass the buck and blame his en-
ployes II they are not satisfactory
He should make il his duty to have
ms theater as attractive to patrons
as possible. If his employees are
iacking in essentials he should train
Them. and II they are not arnenable
IN - ~W-Tne ~ H..