Showmen's Trade Review (Apr-Jun 1939)

Page 16 S H O E N ' S TRADE R E I E W May 27, 1939 MOVIE CASH what Is It? How Does It Work? A few months ago a plan known as jNIovie Cash was conceived and began to attract attention throughout the country. It was assumed by many at lirst that here was "just another gag,"' game or gadget devised to separate the exhibitor from his monev. On close time. mvestigation, however, it was found that here, for the first was a clean and legitimate idea whereby box office receipts would benefit without cost to the exhibitor. Furthermore, it was found he had nothing to lose, everything to gain. Now that the plan is attracting so much attention from one end of the country to the other, and in view of the requests from countless showmen that STR investigate and apprise them of its practicability as a business stimulant, we feel that the discussion devoted to it here will serve that purpose and at the same time enlighten many others who have had no information on the plan. — THE EDITOR IT SHOULD be pointed out that whereas other ideas often meant selling meaningless gadgets. Movie Cash enables the exhibitor to sell what he prefers most to sell — his theatre and the entertainment it offers the public. If 3'ou feel you've been drifting along; if you feel you'd like to get back in show business once more, it is our honest opinion that this plan points the way. Your first concern, of course, is to learn how it works; how the exhibitor, the merchant and the public are involved. Once this is known, you'll be in a position to understand the plan and have a complete knowledge of the principles involved, which include not only those alread} named but also the company which originated the idea. What is the merchant's role? Well, at WE ACCEPT AT FACE VALUE IN WHOLE OR PART PAYMENT OF „ ' CROUP OR SINGLE AD <rS' V A'^J^'^t' MISSIONS TO THIS — v THEATRE YOU WONT WANT TO MISS ANY OF THE BIG FEATURES WE HAVE SCHEDULED..! MOVIE CASH COUPONS HERE IDEAOiCUSIOMER This brightly colored display, five feet high and three and one-half feet ivide, explains the Movie Cash plan in zvord and picture, and stands in the lobbies of Movie Cash theatres. If carries a panel for the names and locations of your participating merchants. present !Movie Cash is available to only one in each line of business; that is, one druggist, one gasoline station, one bakery, etc. The plan, however, may be sold to any and every merchant who wishes to participate. Issued in five different denominations, ranging from a quarter of a cent up to five cents, each a dift'erent color, the coupons are made available and sold to merchants in each community, town or neighborhood. With every sale he makes, the merchant gives the coupons free to each customer. The ratio in which he gives them is controlled by the merchant because of differences in profits or mark-up. For example, whereas one merchant might give away five, ten, fifteen or more cents worth of coupons for purchases amounting to, say, 25c, 50c, 75c, or whatever he chooses to make it, another might only give half that value in coupons. It all depends on the merchant. He may, if he wishes, double the amount given awaj^ on a certain day in order to stimulate business on that particular occasion or for special sales. In other words, during regular week-days he may give ten cents worth away for purchases of a certain amount, while on Saturday, for that same purchase, he may give twice as many. Advantages For Merchants In return for his participation in the plan, the theatre where Movie Cash is accepted in part or full payment for the purchase of admission tickets, gives the merchant lobby mention. The theatre may also, at its option, give him credit on the screen. The merchant need have no worry about requests for the coupons decreasing, for it stands to reason that since they are redeemable by the public for admission to the theatre, there will be every effort made to secure them. And as he distributes circulars, places banners in his windows, and makes it known via newspaper ads that at his store the public may obtain the coupons for their purchases, his business is certain to show an appreciable increase. Xor should we forget that he gets valuable word-of-mouth advertising by virtue of the fact that customers receiving coupons will tell their friends. Another advantage to the merchant is that giving Movie Cash provides an excellent reason for people to continue shopping at his establishment. By the same token, it attracts business that would ordinarily go to his competitor. Unlike competition between theatres, where each house runs a different picture, most merchants sell the same products at about the same prices. For this reason, the added inducement of the coupons means the difference between the customer going to the Movie Cash store or to his competitor. Now, let's determine just where the public comes in. Suppose Joe Doakes buys some groceries at the corner store and receives, say, 25c worth of coupons. "Gee, I've got enough to go to the show tonight," Joe says, so later in the day he walks around to the theatre. He presents his coupons to the cashier and receives an admission ticket which he gives to the doorman. After that, we lose sight of Joe, because he's inside enjoying the performance. Next week Joe wants to go to the show again, but finds on reaching the box office he has only fifteen-cents worth of coupons and the admission price is a quarter. Anything to worry about? Not for Joe. He digs down into his pockets for that extra dime. TOU CBN GO TO THE MOVIES Shop where your patronage is truly appredaled. We say thanlcs wth MOVIE CASH coupons — (he /ree way fo (he wovies! Smarl shoppers who buy at progressive MOVIE CASH Stores (Usled below) enjoy happiness on the house.' Get your shore. Shop al MOVIE CASH Stores and go to the movies FREE! Here's how simply it works: We give MOVTE CASH Coupons to each customer, and they are cheerfully accepted at lace value in pari or lull payment ol admission at the Theatre. It's a thrift dividend ... a token of our apprecialion lor your trade. It's a bargain bonus . . . accept it with our best wishes for happy hours! IT'S HAPPINESS ON THE HOUSE! Tkc Mmnc rneeuitt mcrcbiDb art wtbonznl lo pn MOVIE USH FXEE !• uct caslo LIST COOPERATING MERCHANTS NAMES HERE SBOP AT MOVJE CASH STOBTS AND CO TO TBC MOVICS TBrr Here's a cooperative neivspaper ad that's bound to benefit both the e.vhibitor and the participating merchants. Its cost shared by the group, it tcUs the 'whole town the story.