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I H I
CHILDREN CROWD INTO THE S-W BROMLEY, PHILADELPHIA, DURING THE KIDS' ATTENDANCE DRIVE, TO TRY TO GET A SEAT, AND INTO THE ACT.
There Are Many Ways To Attract The Kids
In Tlie Pltiladelpliia Area, For Example, Giveaways, Etc., Were Effective
Not too many issue.s ago, a feature in The Exhibitor gave highlights of how one circuit concentrated on bringing children’s attendance to a new high.
Along the same lines, Stanley-Warner Theatres in the Philadelphia area, 118 of them, took part in a prize contest to de¬ termine which manager could make special Saturday sessions most attractive to the largest number of juvenile patrons.
The fact that these Saturday shows were designed for the children was the im¬ portant factor. Community youth organ¬ izations even immediately recognized the implications, and stepped in to give their cooperation. The Police Athletic League, Crime Prevention League, and small sec¬ tional groups endorsed the project. Mer¬ chants provided tieins and giveaways, and managers racked their brains to find new methods of attracting the kids.
Skillful booking helped a great deal.
Everett Callow, ad-publicity head, Philadelphia zone, S-W Theatres, and Irving Blumberg used high school football game newsreel promotions.
Kids saw what they wanted to see, and there was very little restraint to their enthusiasm. Most of the men taking part in the contest expected some damage to seats, etc., but all were pleasantly sur¬ prised.
The contest, which was won by James Ricci, manager, Stanley, Atlantic City, served a two-fold purpose. First, it re¬ minded the house managers that the old idea of showmanship was still the best idea in the long run. It made them use their showmen’s sense in promoting pub¬ licity, merchandise, tieins. Second, it proved again to the communities involved that a motion picture theatre was as wholesome a place as could be found to take up an energetic child’s attention. A better public relations move could hardly have been made, and it must be remem¬ bered that business benefited.
On this and the following page are re¬ produced some of the drive’s highlights.