Film-Tech Forum ARCHIVE: The Opinionated Ticket Seller

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Posted by Mark Lensenmayer (Member # 134) on 09-14-2006, 11:39 AM:

Saw a strange thing at a theatre. The couple in front of us were buying tickets to a film. The ticket seller told them that it was the worst film she had ever seen and they should not buy tickets to that film. They looked over the sign board and, not finding anything to their liking,left the building.

Usually, its hand over the money, get tickets and move on, but this lady was a REAL talker! She approved of our choice!

This was a chain theatre, not a small locally owned one.

Posted by David Stambaugh (Member # 1102) on 09-14-2006, 11:48 AM:

If they wanted to buy tickets to "The Wicker Man", the ticket seller did them a huge favor by being truthful. [Wink]

Posted by Jim Bedford (Member # 4) on 09-14-2006, 11:58 AM:

If it were my theatre I'd suggest the ticket seller leave the building immediately and look for a job selling gas or as a nuclear physisist! I call someone like that a future ticket buyer.

Posted by Richard C. Wolfe (Member # 431) on 09-14-2006, 12:16 PM:

I have a feeling that once management learns of this cashiers "advice" to patrons, that person will not be selling tickets any longer, or working in any sales position. It is not the duty of any employee to offer their opinion on films or concession items unless asked, and if asked to limit such comments to ambiguous answers.

As an owner who often takes tickets at the door of my independent theatre, I occasionally get asked by my patrons: "How's the movie"? I will answer either with "I really enjoyed it, but I have noticed that not everyone does. It depends on what one really likes or is interested in", or if it's something I didn't like at all would say "This isn't my kind of movie, but have noticed that many people seem to really enjoy it, it depends on ones individual tastes". Those comments seem to satisfy the questioner, and have never changed anyones mind about seeing the film. Once in a while, one of those folks will say on the way out, "I guess that movie wasn't for me either", but they seem content that they weren't mislead, and had made the discision themselves.

As I book my own theatre, and have only one screen, there is enough product that I don't need to run the real stinkers. And since I'm subrun, I have the opportunity to find out about the film long before I would intend to run it. Therefore, I never end up playing films that would be disliked by most of the audience.

Posted by Steve Scott (Member # 630) on 09-14-2006, 02:29 PM:

Before I started working box years ago, I was under the assumption that people didn't go out to a theater unless the film had drawn them into there... Obviously, not so!

Working in multiplexes has the off-putting disadvantage of these casual patrons. Sometimes it's the lack of the studio's effort to draw attention to certain films; ones where you can't simply look at the poster & derive a story. Then there's the fact that you're often putting 10 or more films in front of someone just looking to be entertained; an average person shouldn't really be expected to remember all the directions Hollywood is willing to take (even if too many of them are the same ambiguous formula films).

But that aside, the product is what it is. Within the illusion of service, there lurks the selling concept. Yes, even in non-chain theaters, box staff shouldn't pander a film outright, especially if it's the only film the patron seems interested in.

I support this, while carrying the ideal that patrons ought to realize the position in which the probably below modestly paid staff member finds themselves in. That position is made slightly better when the films' synopsis are posted at the box. Then again, some patrons haven't come to a movie theatre to read, and they want a nice, spoken review of every film you're showing. Even in a 5-plex, as I am now, it can be awfully time consuming.

I guess the parade of people asking the person behind the counter, whose opinion should theoretically be biased towards sales, will never end. I just try to keep any explanations or "reviews" brief & polite. I can't make a lot of films shine any more than their dull finishes, but I try to justify why a patron ought to spend their money on any film in question.

But recently, yeah, Wicker Man should be avoided. [thumbsup]

Posted by Jesse Skeen (Member # 586) on 09-14-2006, 03:04 PM:

Way back when I sold tickets, I gave people a hard time if they wanted tickets for a showing that had already started.

Posted by Dennis Benjamin (Member # 1137) on 09-14-2006, 05:01 PM:

I have always told my cashiers not to give out any kind of opinions. Because the truth is - what you like and what someone else likes are two totally different things.

I know people who hate movies I love, and vice versa.If you give out your opinion at the box office, the effects can be bad. For example, this quote from a patron: "Your box girl told me that this movie was good. It wasn't - so can I get a pass or something?". That is why my cashiers don't review movies....

[Wink]

Posted by Mark Lensenmayer (Member # 134) on 09-14-2006, 07:36 PM:

The film in question WAS Wicker Man.

Posted by Cameron Glendinning (Member # 3516) on 09-14-2006, 09:55 PM:

mmm personally this sort of behavour from the ticket seller can actually do the business some real good.
Several years ago I produced a corporate training video called "the importance of customer service." This was for a sub company of News Limited.

Statistically what surprised me was the value of return business. If the staff do make positive impressions, create feelings of trust, and successfully resolve problems that unfortunately do happen. Customers overall do tend to develop loyalty and trust for the business which does equal real money as return business.

If this couple had watched the wicker man ? how long would it take for them to come back and spend more money? Is it the cinemas fault that the movie is a waste of space? why did the cinema book it in the first place?

Is it better to get $20 tonight only or $120 this year (6 returns)?

Posted by Jack Ondracek (Member # 1466) on 09-14-2006, 11:44 PM:

quote:
Before I started working box years ago, I was under the assumption that people didn't go out to a theater unless the film had drawn them into there... Obviously, not so!

... Then there's the fact that you're often putting 10 or more films in front of someone just looking to be entertained;

I like Richards method. You don't want to send people out the door, just because YOU didn't like a film. At the same time, being too enthusiastic about a film that another might find a total dog doesn't work well, either.

Steve brings up a couple of good points... but it doesn't take a lot of films to "confuse" people.

We frequently have customers, who apparently will miss our newspaper ad, phone line and web site. They'll pass by our highway reader board and the posters in our boxoffice and ask, "what's playing tonight"?

Apparently, there really are people out there who will drive to a theatre, assuming that there's something they'll want to see.

Posted by Steve Scott (Member # 630) on 09-15-2006, 10:20 AM:

quote: Jack Ondracek
They'll pass by our highway reader board and the posters in our boxoffice and ask, "what's playing tonight?"

I see that daily as well, Jack. We're also in a deceptive building that makes people think we're a single screen and simply, blindly ask for A Ticket. I wish more people could be so apathetic...

Posted by Charles Greenlee (Member # 3856) on 09-15-2006, 11:21 AM:

quote: Richard C. Wolfe
It is not the duty of any employee to offer their opinion on films or concession items unless asked

If fact, it had been expressed to me, that it is the duty of the box person, as well as all of the staff, to be familiar with each movie shown, and be able to answer quiestions about it. Unfortunaly, the comany doesn't allow the employees to preview the movie, just managers and/or projectionists, nor are the employees allowed to watch it comp. opening weekend. So, how the heack are they supposed to know? Maybe read reveiws off of a site? But that usually isn't very enlighting, and some of our employees don't have computers at home, much less internet. Now as far as relaying that a movie sucks monkey, ehh-hem, without outright saying it, or ticking off a customer can be tricky. I tell them that I've heard some negative things, like it gets a bit technical and long winded, but that I've also heard some people likeing it. Bascially, point out why is sucks, nicely, but also point out that it may be a preference thing, and that it may be a great movie depend on what they like. Most usually interpret that well, and are appreciative.

Posted by Jack Ondracek (Member # 1466) on 09-15-2006, 11:31 AM:

Charles,

If it is your company's policy that you be familiar with the films you show, yet they provide no obvious way for you to see the film, the easiest way to deal with it is to ask your manager how to handle customer questions. What they tell you to do might be interesting in itself.

BTW... It sounds like they're following a fairly strict interpretation of the studio master licenses, most of which specifically state that nobody gets to see their shows without paying admission during those first couple of weeks. After that, the theatre is supposed to get the studio's permission to deviate from established admission rates. There used to be an allowable error/pass rate... something like 1 or 2%... but I don't remember if that's still part of the common wording.

Were someone to be truly anal about it, the licenses don't say anything about management screenings, either... though it would be interesting to hear about any objections to the practice.

I tended to find staff screenings to be a bit of a bother. The purpose, at least in my mind, was to verify the technical presentation. With 5 to 15 staff members involved, there was always a scheduling issue... starting either too early or too late... and dealing with their attitudes if there was a reason to stop the film... thereby making the show longer and inconveniencing them. Yes, they just had to deal with it, but it added an element to the job that I'm not sure should have been there in the first place.

Posted by Mike Spaeth (Member # 524) on 09-15-2006, 11:51 AM:

quote: Jesse Skeen
Way back when I sold tickets, I gave people a hard time if they wanted tickets for a showing that had already started.

What a wonderful, customer-friendly attitude. [Roll Eyes]

Posted by Richard Fowler (Member # 893) on 09-15-2006, 02:35 PM:

My ex business partner when I had cinemas would say "every movie was a fine movie". I agree with Mike, late comers should not be turned away other than telling them the show has just started....less of a problem today due to 20 - 30 minutes of ads [Razz]

Posted by Michael Gonzalez (Member # 593) on 09-15-2006, 05:05 PM:

quote: Jack Ondracek
BTW... It sounds like they're following a fairly strict interpretation of the studio master licenses, most of which specifically state that nobody gets to see their shows without paying admission during those first couple of weeks.

Hypothetically, lets just say that there is a company out there that use to allow employee showings but then a manager decided to turn one of those shows into a kegger and then one of the underage employees got into an accident after having a few and after the lawsuit, said company decided not to allow employee showings ever again. Remember this is just hypothetical [Roll Eyes]

Posted by Andy Muirhead (Member # 712) on 09-15-2006, 06:27 PM:

Maybe the master contracts in the US are different from the UK, but 'free list suspend' conditions are on a film by film basis.

If a customer asks me whether a film is good or not, I will ALWAYS tell them fair and square. If I enjoyed it I'd say that I personally liked it, but you may not. If there were mass walkouts I'd tell them. I'd tell them if I had great feedback from a movie or bad feedback. The bottom line is I will never tell a customer a movie is good just to get them in the door. I'll tell them as much as I know and leave it up to the customer.

Often a customer will ask if a movie is any good, then immediately say "actually, you have to say it's good". Well, no I don't actually.

Posted by Caleb Johnstone-Cowan (Member # 3710) on 09-15-2006, 07:28 PM:

"but 'free list suspend' conditions are on a film by film basis."

Those things are stupid, should be left to individual cinemas to decide. We've taken staff out of sold-out shows so paying customers can come in, people involved were very understanding.

I've been lucky that when working downstairs I was at a cinema that always had something decent on so could direct customers to that.

Posted by Aaron Mehocic (Member # 15) on 09-15-2006, 07:41 PM:

Let me preface my remarks by stating that I never have contact with actual customers in a box office setting, but when people outside of work ask me if a film is good, or why I have not watched a particular film my response is simply:

"Do you go to your workplace on your days off?"

That usually ends the discussion about movies and movie content right there. [Razz]

Posted by Mike Blakesley (Member # 26) on 09-15-2006, 09:10 PM:

People sometimes ask me if a movie is any good. If I liked it, I'll say so; if I didn't like it, I'll give an ambiguous answer, like (in the case of Wicker Man, for example) "Well, if you like Nicolas Cage you might like it." That way it puts the onus on them.

Posted by Frank Dubrois (Member # 3042) on 09-17-2006, 04:57 PM:

I just tell people that I haven't seen the movie. I keep my opinion to myself. I tend to like movies that others don't, and hate the movies that seen to win awards. To each their own, and its best left like that.

Posted by Frank Angel (Member # 248) on 09-20-2006, 02:01 PM:

Our house or box office staff are NEVER to give any personal opinions about the shows, be they live or film. That avoids all of the negatives already cited. I don't want some usher who thinks any film made before 2005 is old, boring junk giving his opinion to patrons. If I or my other senior staff are asked, we give a general answer only. We are sub-run and we are picking the films specifically for our venue, so it is unlikely we would be running films that we hate. But even then, the rule of thumb is, only general comments and possibly a quick summation what the film is about and its genre (without any spoilers, of course.)

We also run sneak previews and there we just say we have no idea, which is true because we haven't seen the film. The studios send sneak prints not more than an hour or so before showtime, usually with a security guy to sit with it in the booth. One guard who I was walking up to the booth, 5 flights --no elevator -- wouldn't let me take the cans from him; we normally put them on a wench that we use to hoists them up to the booth level so they can be pulled into the booth thru the followspot window. He explained quite seriously that he had to "stay with the print at all times" and evidently he was very contentious about it. He insisted on carrying both cans up the five flights. I would have helped him, but he was big and strapping and seemed to thrive on showing how macho he was, so I was happy to let him prove his tough he was. What was very enlightening was that as we climbed the stairs, him lugging two cans of a 7 reeler, he told me that the reason the cans had to be so heavy was to protect the DVDs.

Yup...tough, but not bright.

Posted by Chad Souder (Member # 343) on 09-20-2006, 03:29 PM:

But don't you think that when a customer asks an employee if they think a movie is good or not they kind of want to know their opinion? I regularly ask servers in a new-to-me restaurant what their favorite thing on the menu is and I want them to tell me the truth. If I don't like it, that's my fault for asking. I would rather have them be honest than give me some milk-toast answer that reeks of orders from higher up. I find it hard to believe that a customer asking for a pass because they did not enjoy a movie an employee said they liked occurs very often. I never recall hearing that complaint at my theatre. In these situations, simply explain that you don't offer refunds for not enjoying a movie they chose to watch. You don't always have to give in to a customer that obviously is just looking for a hand-out.

Posted by Jack Ondracek (Member # 1466) on 09-20-2006, 05:01 PM:

For over 37 years, I've run films, watched crowds respond, and formed opinions of my own. Yet, I found out the hard way that those observations and opinions didn't make me a good booker. Somehow, anything I thought would make a good choice... wasn't.

There's no question that my taste in music doesn't match that of my younger staff. Thank goodness I can hide behind the nostalgia angle of a drive-in!

Your staff has opinions that the general public has no good reason to be motivated by, one way or the other. "Beerfest" wasn't for me... neither was "Jackass" (or, I suspect, the new one coming up). However, I have staff that saw them and thought they were pretty good. I thought "Lost Skeleton of Cadavra" was hilarious. Half of my staff didn't get it.

I always took the honest approach with questioning patrons. I'd tell them I try not to express my personal feelings about a film, because the customers usually have a "much more refined sense of quality than I seem to have". That sort of sucks up to the customer, while not necessarily giving them an answer that could come back to bite you.

Maybe it's something like oysters, liver, limburger, zuchini, squid and gin. All that stuff would make me gag, yet not all feel that way. I doubt a restaurant owner would want me on the staff, expressing my opinions about that stuff.

Posted by Anslem Rayburn (Member # 1267) on 09-20-2006, 10:20 PM:

I never offer an opinion, but if someone asks me how a film is, I generally offer one of 3 reviews

1. I think it may be one of the best (or worst) films I've seen this year. I'm not sure what types of films you enjoy but if you liked blah blah blah you will probably like this one.

2. I enjoyed it, but it has gotten mixed reviews. It depends on what type of movies you enjoy.

3. I didn't care for it myself, but a lot of other people have said they enjoyed it.

Most people appreciate and are shocked if I tell them I didn't like a movie, as they expect every business to lie, cheat, and steal to sell them something. I won't do it, and ownership feels the same way. I think we build a loyal base and great community relationship by being honest, with out bludgeoning them with the truth. There's a big difference between " I didn't care for it myself, but a lot of other people have said they enjoyed it." and "That movie sucks."

Number 1 is reserved for regulars. We have several groups of people who are here 2 or 3 times almost every week, and have been coming here (and to the theater I worked at previously here in town) for years. I have known some of them for 8 or 9 years. I know what types of films they generally enjoy, and talk with them about movies at length when time allows. I feel comfortable telling them an honest opinion based on our discussions. Everyone of them has thanked me for the honesty, and then generally watch the movie anyway. Then they come out and tell me if they agreed or not.

Also, at least here, customers dislike the "I don't know" or "I haven't seen it yet" line very much. Our staff is instructed to get a manager every single time the answer to a customer's question is "I don't know", movie reviews included.

Posted by Chad M Calpito (Member # 3736) on 09-21-2006, 12:20 AM:

I've had customers ask me about particular movies, especially the ones that I haven't seen. I just give out a general response and let the customer form their own opinion about a movie. I even tell them what others thought of it, at least in general terms.

Posted by Frank Dubrois (Member # 3042) on 09-21-2006, 12:50 AM:

quote: Chad Souder
I regularly ask servers in a new-to-me restaurant what their favorite thing on the menu is

Thats a different kind of question. Asking a movie ticket seller "which is the best movie here" is quite different than asking "is that movie any good?" You can like all the movies (or pretend to) and just select your favorite to share with the customer. In that way, your not telling anyone that any particular movie is bad. If you went to that new-to-you restaurant and asked "is the pizza any good here" how many times would you expect to hear a "Hell no, its horrible, try something else". It is possible to suggest a movie you liked without telling the customer that any other movie is bad.

Posted by Brian Michael Weidemann (Member # 2243) on 09-21-2006, 06:28 AM:

If the customer in the initial example was sensible, the meagre opinion of a lowly ticket-seller shouldn't have had such a stark effect. [Razz]

My stance, however, has always been that when you buy a ticket to a movie, you're paying for the opportunity to view it, NOT for the guarantee to enjoy it. In this case, telling customers not to see it is horrible. Even if you KNOW they'll hate a film, they're not paying to like it, they're paying to SEE it. [Big Grin]

This view also applies toward post-viewing refunds. You paid to see the film, you saw (most of) the film; no refund. But then, I'm nowhere near the position to dictate that stuff.

Posted by Jack Ondracek (Member # 1466) on 09-21-2006, 10:24 AM:

quote: Brian Michael Weidemann
This view also applies toward post-viewing refunds. You paid to see the film, you saw (most of) the film; no refund. But then, I'm nowhere near the position to dictate that stuff.

That reminds me of back when one of the Star Wars pictures was being promoted; people would fill the seats, watch the preview, then go back out for a refund and leave.... and they got their money back!

Do theatres still do that?

Posted by Frank Angel (Member # 248) on 09-24-2006, 03:17 AM:

I guess I can understand that in multiplex, asking theatre staff if they liked this or that title, or in the example of the resturaunt, asking the waiter if he/she liked this or that menu item is a lot different than in a single screen art house. In the former, the customer is asking because he's got a choice between selections and getting a truthful answer helps him make a choice; it's positive and yes, indeed the customer will appreciate the honesty.

On the other hand, in an art house where we are playing a single title or we are presenting a single performer or concert, there is no choice -- I am running CITIZEN KANE -- it is irrelative and detrimental for an usher to offer his opinion that he thinks it is "like, this boring old film about some fat rich guy who has a thing for roses but it like really sucks because it's not even in color, man, so like you can't even see the red roses, which is like really stupid." If an usher or ticket cashier tells a patron he/she hated this movie, what's that patron to do....go home? If that were ever to happen (and it hasn't and it won't because we train our people well), believe me, so would the cashier be sent home....for good.

One would assume that patrons come to an repetory/art house playing a single title because they either know the film or because they are regulars and know that we run quality titles and they trust us. On the occasion that they come out and tell us in no uncertain terms that they didn't like the film, we commisserate with them but ultimately as Jack rightly points out, the price of the ticket never guarantees that they great filmic experience, it just gets them into the theatre and to see the film expertly presented. If they really think the film is trash, tell it to the studio!

Also in a multiplex operation it is understood that the place is not picking and choosing titles based on quality or even critical acclaim -- the theatre simply provides the blank screens upon which the film companies show their fair. No one expects the multiplex operator to be responsible for what's playing, only for what they are serving at the concessions. Reasonable people understand that.

Posted by Charles Greenlee (Member # 3856) on 09-25-2006, 07:18 PM:

quote: Frank Angel
No one expects the multiplex operator to be responsible for what's playing, only for what they are serving at the concessions. Reasonable people understand that.

So true, corperate decides that one for us, often to our dismay. I do, however, try to assure that the show is as enjoyable as possible, not cosidering the actual content of the film. But that's all I can do, assure a good clean presentation.

Posted by Luci Reeve (Member # 3651) on 12-09-2006, 05:07 PM:

Our last stinker was "Marie Antoinette" and although many thought it was a snore I was able to tell people that I liked the set design. You can't have your regulars think you are just trying to get their money...unless you don't want them to bug you any more. [Wink]

Posted by Jim Bedford (Member # 4) on 12-15-2006, 01:04 PM:

Luci, you're a babe! You look just like my wife! Are you busy tomorrow night?

Posted by Kelly Arciniaco (Member # 4048) on 01-30-2007, 12:57 PM:

It probably wouldn't be good if a customer walked up, asked about a movie and the box office cashier said something like "I'm not suppossed to comment". Then we would seem cold, or abbrassive.

Usually I work floor on Fridays so when everyone's leaving the movie I get to ask "How was it?" Most customers like being asked their opinon and will go on and on about the good and bad. (There are a lot of Adult Communities in my area so we get A LOT of senior citizens.) Then later when someone asks how it was I can say "Well, some people thought it was a little confusing" or "Some people liked it, some people did not."

We also get a lot of people who randomly come in and ask "What's good?" In fact I would say half to the majority of customers don't know what they're seeing when they walk in my building. The best response for this situation is: "Well, what kind of movie do you like? Action, Comedy etc."