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160 Building Theatre Patronage
which entitle the mother to one contest photograph of the baby. The photographer will then make small photographs for newspaper reproduction. Then the newspapers can set aside a page for the contest. Physicians have co-operated to examine babies at clinics without charge. Merchants will donate prize3 in return for newspaper publicity and program mention. Besides, they will offer special discounts on purchases made by mothers of babies in the contest. Window tie-ups are thus secured. As a variety, "Resemblance Contests" where the prize is awarded to the baby who looks most like a pre-determined type are possible. For instance, a prize to the baby who looks most like a well-known star when he or she was a baby. It is evident that attendance will benefit by the efforts of parents to get votes for their baby. This contest is entertaining. Besides, it makes the friends and the family of each entrant in the contest a builder of theatre patronage during the contest because they bring "rooters" for their favorite.
11. Boy Scout-Girl Scout Contests. — Drill formations and other activities of the Boy Scouts and the Girl Scouts can be shown on the stage with a prize to the troop or the member or the club nearest perfection. Marquees can be decorated with troop colors. There can be street parades. When staged in advance of a photoplay with appropriate theme, this develops word-of-mouth comment.
12. Comedy Contests. — It is generally admitted that the contest with comedy appeal is better received than any other. Moreover, amateur performers are not as effective when the appeal is serious. Pie-eating contests, watermelon-eating contests, string-chewing contests, eating an apple hanging from a batten by a string, apple-bobbing (for Hallowe'en), and soda-drinking contests, in which the boy manipulates the glass with his teeth, are all interesting and particularly effective if each of the contestants is in costume. In advance of showing of child-star photoplays, these are doubly effective. The merchants of the community will supply the accessories and assist in the advertising. Of course, these comedy contests are not suggested for great de luxe theatres. The neighborhood theatre or the small-town theatres are more suited.