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Vol. 45, No. 18
March 7, 195 1
TED DAVIDSON, MANAGER, SIGMA, LIMA, O., SPEAKS BEFORE A PTA GROUP ON THE NEED FOR CAREFULLY SUPERVISED CHILDREN'S PROGRAMS.
Cooperation Turned Into Dollars
But The Money Angle Was Overshadowed By The Community’s Good Will
When a severe storm forced schools to close, tickets for the kiddie shows were sold at the Sigma boxoffice instead, as the marquee shows.
THE role of the theatre as a vital community institution which must justify its existence through con¬ tinued public service was pointed up in Lima, O., when Sigma manager Ted Davidson recently took up the challenge posed by the crying need for good chil¬ dren’s entertainment, and worked out an energetic program in cooperation with the PTA to bring wholesome, carefully sup¬ ervised kiddie shows to the city.
He approached the Board of Education and the PTA Council, and won their approval of selling four complete kiddie shows on one ticket, to cost $1, and to be .sold by PTA mothers at each school. The shows were selected by a committee of educators and parents. In turn, Davidson went to each school, and addressed parents and teachers on the need of good enter¬ tainment for the city’s children. After the talks, letters were sent home with each child in the school, advising parents of the
plan for supervised shows at the Sigma.
With radio stations and newspapers lending generous support, and with local merchants contributing equally generous merchandise giveaways, the special kiddie shows at the Sigma were an unqualified success. The children responded appreci¬ atively to the films chosen for them, and parents were assured their children were in capable hands through the attendance of a fireman, policeman, and matron, in addition to the regular Sigma staff, at each showing.
Of his kiddie shows, manager Davidson says, “In all my years in show business, never have I had the complete satisfaction that is now my pleasure. Through the efforts of this campaign the relations be¬ tween the movie-going public and the the¬ atre manager can be looked upon with civic pride, for not only has it been bene¬ ficial to our boxoffice, but it has bene¬ fited our community as a whole.”
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