The Moving picture world (September 1924-October 1924)

Selling thePiCTuRE to the Public EDITED BY EPES WINTHROP SARGENT Rowland and Clark Give Monster Treat to Its Ten Thousand Juvenile Patrons PROBABLY no theatres in the country pay more heed to the child patrons than do the theatres of the Rowland and Clark chain in Pittsburgh. Souvenirs, gift distributions, contests of varous sorts and special treats are frequently advertised in Film Forecast, but nothing has been such a thorough success as the picnic given by the theatres at Kennywood Park on August 13. Ten thousand children made up the party and a three-column layout was the smallest any of the papers gave the event, one sheet giving an entire half page, mostly cuts. But a couple of hundred column inches of newspaper space was only a side issue compared with the presswork done by the thousands of delighted children. Simply Arranged The planning of the party was very simple. Amusement parks have small business through the middle of the week and are glad to sell off their attractions, realizing the value of the publicity to be gained. A supply of strip tickets was printed up, with four series numbers, and each week for four weeks each child entering any Rowland and Clark theatre was given one of these tickets. Ten thousand children came to the park and were given a royal time. It was manifestly impossible that ten thousand children could be accommodated on any one of the rides or other amusement devices, so a full program of sports and games was planned that all might have something to do every moment of the time. Jackie Coogan happened to be in town on his Near East crusade, and Milt Crandall broke into his already full day and whisked him out to the park, an unexpected addition to the program that sent the children crazy with delight. There were running races of all lengths for children of all ages, with three small prizes in each class, there was a baseball game and a lot of novelties, and over it all a troupe of professional clowns wandered around and started something wherever they could find a dull spot, and if they could find no dull spot they went to work anyhow. Tanks of Milk Ice cream cones were to be had for the asking — and a coupon, and milk and buttermilk were served from tank wagons, an individual paper cup for each drink. There were fifty-four prizes in the eighteen events, not counting the race for children under five in which all contestants were declared winners and each given a prize. There isn't a child in Pittsburgh who will not tell you that the Rowland and Clark picnic was better than Barnum & Bailey's, and they are cheered by the announcement that it will be repeated again next year. Financial Milt Crandall, general publicity director, writes that the stunt raised the receipts $4,000 above the average for this time of year and for the performances at which the tickets were given. The entire cost was about one-fourth of the visible gain, and that $4,000 increase represents only a small fraction of the good actually done the houses. Milt writes that the stunt is the best they Manager Now Frank H. Burns, for a long time advertising manager for the Beacham Theatre, Orlando, Fla., has been advanced to the management of the Palace Theatre, Bradentown, Fla., a new house, one of the Shields' string owned by Bradentown Amusements, Inc. Mr. Burns has been a regular contributor to this department for many years and we believe that in his new capacity he will be even more fertile in suggestions. He is possessed of a sound working knowledge of the business and we look for even better work from him. Here's all good wishes to the new manager! ever worked and that it should be tried by every chain of houses. He might have added that this will hold true only where the arrangements are so perfectly made that there is no confusion, else the proposition will work more harm than good. The chief thing to be remembered is that only a small percentage of the children can use the amusement devices. The rest must be entertained with games and sports or the party will be a terrific bust. The small hats noticed on most of the children were supplied by the theatre and are printed "I am a booster for Rowland and Clark's State" or whatever house the child hails from. It's a permanent business maker and costs very little. TWO SHOTS OF THE CROWD AT THE ROWLAND AND CLARK PICNIC AT KENNYWOOD PARK _ . , . „ _f .„ variou8 R. & C. Theatre* in Pittsburgh at the leading amusement park. Real ^'T£^-FV™^ '"""clown — «■* Jf ? ^ ^ ^i" In which The milk supply was carried. The milk was included in the strip ticket wh.ch was g.ven all ch.ld patron, of the cham.