Building theatre patronage : management and merchandising (1927)

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154 Building Theatre Patronage coach. They can later comment on the accuracy with which a football game or a track event was shown in the photoplay, and this might be carried on the local sporting page. Midnight Matinee. This is a special performance starting shortly after the last night showing of the previous program. Those already in the house may be permitted to remain on payment of an additional admission, and the doors should be opened to such others as may prefer to wait. It will speed matters to require those who remain over from the regular show to purchase special tickets in advance. This will obviate the making of change. Where Sunday performances are banned, and it is desired to give a picture a good Monday start, the Sunday midnight matinee commencing a few minutes after midnight is suggested. In some theatres a midnight matinee is given for every exceptional photoplay. The midnight matinee gives the stamp of super-excellence, and where good faith is kept, the mere fact that a midnight matinee is announced for a photoplay gives emphasis to its excellence. In any event, the midnight matinee serves to obtain early verbal advertising as well as immediate revenues. Special performances should not be hurried or slighted. Make them events. Race the film, shorten the rest of the program, have inferior staff service, and you will gradually lose patronage for previews and midnight matinees. During the summer months, the midnight matinee can be made an event two or three nights a week. This will catch automobilists and others who stay outdoors in the evening, and where daylight saving is in force it will aid in offsetting the losses caused by the fact that the first night show occurs before sundown. At times, local events will keep people out until close to midnight. These crowds make audiences for your special midnight matinees. For example, in communities where dances must terminate at midnight, the manager can occasionally appeal to those attending the dance for attendance at midnight matinees.