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Selling Within the Theatre 159
Each ten cents paid toward admission is good for one vote. Matinee tickets may carry one additional vote to encourage afternoon attendance. If it is possible, get a newspaper to share part of the expense, because the contest is conducted as under its auspices, the paper will contribute publicity. The paper prints one vote coupon on weekdays and two or more in the Sunday edition. The idea can be extended to engage the interest of local merchants, who issue votes to purchasers on the same basis as the theatre. Merchants should pay a certain sum for each vote turned in, to pay for their share of the benefit. With this combination, it is possible to cut the costs materially and offer much more valuable prizes. Besides, the theatre has the entire business community plugging for it. This contest can be arranged so well that for a month the theatre and its programs are "the talk of the town.*'
10. Baby Contest. — Arrangements can be made with some local photographer to take photographs of all babies within a prescribed age, whose names are submitted by parents to the theatre management. If the requests are too many, the entries can be weeded to 25 or 50. The photographer makes free one 8x 1 0 negative and from this supplies the theatre with a slide to be thrown on the screen. An untoned proof is sent by the photographer to the mother, with the suggestion that she might care to place an order. Only one negative is made of each child unless the parent is willing to pay for additional poses. Photographers have reported that the response for orders varied from 25 per cent to 80 per cent. The photographer, besides securing effective advertising, makes a profit. The slides are shown at the theatre in advance of the production for which word-of-mouth advertising can be stimulated by such a contest. The slides are numbered, and patrons are given cards on which to cast their vote for the "prettiest baby.'*
Comedy details can be added to the showing of the slides to make the contest more entertaining. There can be slides of negro babies, crying babies, babies in comedy poses. They, of course, should be marked "not in competition" and should carry no number. If the contest is conducted under the auspices of a local newspaper, the newspaper can print coupons