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Selling Within the Theatre 165
to the Poor Farm to help provide the Thanksgiving dinner. Today, the potato matinee is still a regular feature with many houses and it has been found that a $5 prize for the largest potato submitted materially increases the supply. Working on the same idea, donations of used toys or old clothes are the admission tickets for a pre-Christmas matinee. Flower matinees are good for Easter and Memorial Day. Provisions of all sorts are sometimes accepted instead of potatoes.
Distribution should be through the Salvation ' Army, the police or some welfare organization or sent direct to institutions, the Jewish, Catholic and Protestant and other organizations sharing equally. If the donation is made under the auspices of a local newspaper, stories in its pages are possible.
This is usually worked at a morning matinee with a special program; preferably on a Saturday morning. The donations should be left on view in the lobby until late in the evening.
26. Special Nights. — A certain performance is set aside for which attendance appeal is made to a particular group, or at which individuals or small groups are guests of the management.
In some communities, Family Night has become an institution. The entire family is admitted for a flat rate. The number of the "family" is not questioned. The man who comes in with a dozen children will be laughed out of the repetition of the offense. According to the appeal of a coming photoplay free admission can be offered to bachelors or to spinsters or to those over 60 or to those over 6 feet or to red-headed girls or to bobbed blonds, etc. In each case advertising possibilities are evident. Gold Star mothers can be the guests of the theatre for a special performance of a war drama.
A theatre party can be given for local war heroes. A newspaper can carry stories commemorating the local heroes and announcing their attendance at the theatre. The lobby can be decorated with war trophies and the community will attend the special performance as a tribute to the heroes.
Veterans such as G. A. R., American Legion, Spanish War Veterans, etc., can be the guests of the management at a