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158 Building Theatre Patronage
7. School Contests. — The best form of school contest is that which arouses inter-school rivalry. Then members of different schools visit the theatre to show spirit and loyalty. Let each school elect one member of each class, and each school send a team. Judging by ballot or applause determines the most popular pupil in each class. The winners can come back the following week to compete for the title of most popular pupil.
In one high school, each of the four classes voted five members. These appeared on four successive Fridays. The fifth Friday the winners of the four previous classes appeared to compete for supremacy of the school.
If desired, each pupil may be required to sing or recite, but it is better to make the decision on personality, since otherwise the program is apt to run too long.
Each local school can send one representative, or if the community is small, one representative is allowed from each of the grade classes. The School contest can be for the best impersonation of a character in the coming production, for the best recitation of, for instance, "Gettysburg Address" on Lincoln's birthday, for the best solo dancer or the best tango dance, etc. Try to arrange the contest so that it is based on an idea or theme of a coming attraction to stimulate wordof-mouth comment.
8. Ukulele Contest. — This can be arranged either for schools or for open competition. Have each entrant play one selection announced in advance and one other of his own selection. The same idea may be used for other instruments, saxophone, banjo, violin, etc. If desired, and there is a large entry list, the competitors can be graded by age. Choose for the selection to be played, the music theme of a coming attraction so that your advertising material can be displayed in music stores and at the schools.
9. Popularity Contests. — This generally runs for a period determined by the value of the prizes. Prizes have ranged from a loving cup to an automobile, a trip to Hollywood, to New York or Chicago. The automobile prize contest may run as long as three months, if the interest is kept up. Where a cup and ticket prizes are announced, a week is long enough.