Motion Picture News (Oct-Dec 1930)

October 11. 19 3 0 Motion Picture News 69 MAN^cercr pound table club KIDDIE BUSINESS— AND HOW! By PAUL W. KUNZE Your issue of Aug. 2 contains a veryinteresting and vital article by Madaline Woods, advertising director for Publix, on the subject of Boosting Kid Patronage. The story brings forth the serious situation which is facing the industry in the very apparent loss of juvenile patronage due to the lack of appeal to them of the "new show world pictures" otherwise known as "Talkies." It also suggests remedies in the way of various features especially arranged for the young folks. Excellent Material The story as presented contains some excellent material, which if generally used snould do a lot toward helping the situation. The deplorable part of the condition is that, although it has been really serious for some time, exhibitors and the chains have only recently realized it and are now faced with the added difficulty of bringing back this once lucrative and valuable patronage. The idea of a theatre Kiddies' Club is perhaps the best, surest and most practical arrangement, and while these clubs are now quite numerous, we believe that in our State Theatre Kiddies' Club organization we have certain features which are really tremendous in their good-will producing possibilities and which are not being used generally. It is for this reason that I am submitting the details of its operation to supplement the WOODS material and facilitate matters for some other managers who may be passing up a real good bet in not using a feature of this type. We have found the Club idea possibilities tremendous and only limited by one's own effort. The importance of getting at the adults and building up parents' goodwill cannot be overestimated, not to mention the extra box office revenue and advertising value of an enthusiastic Club membership. We have found our Saturday business has keDt right up to winter grosses all during the "hot weather and general slump, directly traceable to interest in the Kiddies* Club. Every Kid in Town The State Theatre Kiddies' Club was started eight months ago with a small membership when it became apparent that we were losing favor with the kids. It has built up to a point where nearly every eligible youngster in town is a member and booster, and there is a weekly increase, this coming from surrounding towns as a result of activity and word of mouth advertising. The Club is in charge of and under supervision of a young lady designated as "Big Sister," a trained kindergartner and teacher. Being connected with our staff, she takes a personal interest in the children and the extra cost of services is negligible. She interviews the youngsters and accepts members at a desk located in the foyer every Saturday afternoon. Each member receives a numbered card, which is kept on record and a bright red button signifying membership which they are urged to wear at all times. There is no charge for membership, but the renewal of lost pins costs the member a penny. A record of all names, addresses, ages, birthdays and numbers is kept accurately. It is noticeable that youngsters take it very seriously, talk freely to "Big Sister," ask advice and help in various things. Saturday afternoon is entirely devoted to the kids with the theatre organist located at a piano in the foyer playing their request numbers for them, during the preliminaries before the show. Stage Angles Stressed The Kiddies' Club stage show comes at the end of the regular picture program on Saturday afternoon, so spotted in order that adults and older children who may not care to remain may leave. We find that most of the older folks take a keen interest in the activities of the children and do really enjoy the proceedings. The stage show is In charge of a male master of ceremonies /F YOU still think that kiddie business is tough to get, just read how Paul W. Kunze, manager of the State Theatre in Stoughton, Mass. turns the trick. Kiddie Klubs in theatres have always clicked if handled right, but add to the Klub angle the slants which Kunze found so valuable and you have an almost "sure thing" We also suggest that you refer back to the issue of August 2nd and read what Madeline Woods had to say on the same subject. Combining the two you should experience little difficulty in putting the same ideas over in your own theatre. Kiddie trade is too tempting and lucrative to pass over lightly. Many a seasoned showman will tell you that if you get the kids you automatically get the adults. We are grateful to Mr. Kunze for complying with our request for this article and we feel that it will prove of immense value to many others. "CHICK" who has gained much popularity with the kiddies, and is employed especially for this presentation. He is assisted on the stage by one young lady in charge of the club. Having this supervision, makes the parents feel that their children are in capable hands and properly cared for. which is, of course, a fact. We open the stage show with the singing of "America" by the entire club, dressed up by a display of flags on the screen, children on each side of stage in patriotic costume bearing the colors. To vary this opening we ha_ve a specially written song for the Kiddies' Club to the tune of a current popular number. Next comes a Kiddies' Club cheer by the group. These suggested openings are naturally only a beginning of the possibilities which showmen can arrange; however, the patriotic element is in line with school training and always popular with kids. Usually this is followed by announcements of next week's features, contests and attrac tions. Our stage programs and activities started in by occupying 15 minutes' time and have so ouiit up that nearly an hour is allotted to the entertainment and exploitation of the club members. Folio wine the opening ceremonies comes the Lucky Names, when 50 boys and girls are called by name from the list of members, are required to come on the stage and receive a gift either candy bars or some novelty trinket. In the case of candy bars we have several contacts with distributors of popular 5c bars whereby they are supplied us free of charge for the advertising. As for the novelty gifts, they are purchased and cost us between three and six cents each. We believe in getting as many kids on the stage as possible to maintain their interest at a high pitch, and also to give away as much as possible without going to any great expense. This all creates plenty of talk which in turn builds up lasting goodwill at a minimum of expense. Furnish Own Talent The feature I mention as having tremendous institutional possibilities and which has as yet been generally neglected is our policy of selecting 10 or a dozen children from among the membership who can sing, dance, recite, play musical instruments or otherwise entertain and using them as part of our Kiddies' Club stage show. Any child who can entertain is invited to come on the stage and do so. and our list is now so that they are booked way in advance. Some appear in costumes, others street clothes, many prepare their bits at home and others who may wish it are instructed and coached by the young lady in charge of the club. She rehearses and teaches the children stage deportment and otherwise encourages their particular talents, which naturally makes a big hit with the parents. For this feature the stage is appropriately dressed with stage piano and organist is used to accompany the entertainers on the stage. Each child who entertains is rewarded with a gift of candy, and at the conclusion all entertainers are judged and the winners rewarded with capital prizes, in some cases bought or promoted by us. We are very fortunate in having contacts with several local merchants who are In sympathy with our activities (and also appreciate the advertising), so there seems to to be no difficulty in obtaining any desired quantity of merchandise for use as gifts. As an additional warm weather feature we interested two ice cream manufacturers in the possibilities of exploiting their product via the Kiddies' Club with the result that (Concluded on next page ) A portion of the Club membership, who were participants in the Movie Star Parade and Contest. The youngsters are made up to represent some of their favorite stars.