Exhibitors Herald (Jan-Mar 1920)

EXHIBITORS HERALD "Herald" Suggestion Capitalized By Exhibitor in Raising Prices A. X. Xiles, proprietor of the Eminence theatre, Eminence, Ky., has increased his scale of admissions. He now gets twentyfive cents for the show that he used to have to sell for twenty. Exhibitors Herald made it possible. In this department, for the issue of September 6, Mr. Miles read. "Is The H. C. L. Working for You?-' We used the story as the lead article of this department, wrote copy which we thought would bring home to the public the discrepancy between the advance of prices in other lines and in motion picture entertainment since 1909. thus preparing the way for the increase which is popularly considered inevitable. In this department also, issue of January 3, he saw the account of the manner in which Stanley Chambers, manager of the Palace theatre. Wichita, Kans., used the copy. With this account was presented a reproduction of the advertisement which Mr. Chambers used. Herewith were present a reproduction of the document which Mr. Miles used when he introduced the increased admission scale to his patrons. The announcement was simply and effectively accomplished, as will be seen in the reproduction, by adding to the original copy a tabulated schedule showing the change. Upon the occasion of Mr. Chambers' adoption of the idea we wrote, "Exhibitors Herald is the first trade journal to be Now! Right *+o<m The Eminence THE H C OF L. XGOS 8 B6C6" THINK IT OVER1 Itc war m :■ f w hr 11 PICTURES ind PICTURE'S 1915 prict I9W price. so 'o zs *VD THE QL *LITY HIS IIPRimO IQCO W Ml V< can't keep down the coit of Hying— But we CAS' sho%> you the best pictures made at the lowest possible figure THE EMINENCE "Your Theatr*" A. N. Miles, manager of the Eminence theatre, Eminence, Ky., raised his admissions with the aid of this copy, taken verbatim from this department for September 6. To EXHIBITORS HERALD, Hon to Advertise Dept., Gentlemen : As you see by tlie enclosed dodger, we raised our prices via the advertisement you suggested in your valuable department. The changes I made are very few, merely adding my scale of prices. I distributed the documents as folks came out of the theatre. People here are expecting a raise and, presented to them like this. I feel I'll not have any "kicks." I wish to compliment you on I your excellent department. This is not the first time I have received help from it. li ishing you much success, I am, A. X. MILES, Eminence Theatre, Eminence. K\. able to write at the head of its exploitation department, 'Service Rendered.' " The event was the first on record in which copy had been taken "'word for word" from a publication of this nature and used with an exhibitor's signature. That another exhibitor has seen fit to adopt the same copy, carrying through the original intention and using it to prepare his patrons for an advance in admission prices is further cause for gratification on our part. Mr. Miles has accomplished what other exhibitors find themselves being forced to accomplish in order that they may cope with the constantly increasing cost of operation. We are glad that he has taken the step forward. We are glad that we have been of assistance to him in improving business conditions. In a communication received after the publication of the article regarding Mr. Chambers' use of the copy he states that his purpose was not to increase admission rates and that he is not in sympathy with a move in that direction. He states that he believes effort should be made, instead, to sell more tickets, better exploitation being used to effect this result. He adds, however, that he has capacity. His argument is perfect, granting the capacity. But the majority of exhibitors have not that very' necessary possession. Those who have not have no alternative, but to increase admissions. Mr. Miles is one of these. He is a consistent advertiser. There is no doubt that he was forced to the course he chose. It was for cases of this sort that the copy was intended. We believe that copy which will solve problems of this sort for subscribers is the most valuable material that may be offered in a trade publication. We make every effort to supply that sort of copy. We hold our columns open to anything of the sort 69 that exhibitors have to contribute for the use of other exhibitors. We thank Mr. Miles for letting us knorw of his enterprise. It is proof positive of the worth of our efforts. It is encouragement. We consider this department and this publication honored. Catalog System Serves Advertiser' s Purpose No one gives a great deal of thought to catalogs in the motion picture industry. They are not extensively used in any department of the business. It is natural that they escape the attention due them. When it is considered that no advertising instrumer.t has better history, has served its employers more efficiently, question arises as to the wisdom of those who disregard it completely. The Rialto theatre. Tulsa, Okla.. recently made the catalog method of advertising serve its purpose in exploiting '"Piccadilly Jim," Owen Moore's first Selznick production. The splendidly proportioned and highly efficient four-column advertisement in which it was used is presented herewith. It's an easy thing to read, this Rialto advertisement. It may be completely absorbed, especially in its original size, in something like five seconds. This will allow ample time for the taking in of the copy information and the more important information contained in the scene stills that are placed in the squares formed at the corners of the space by the intersection of the rules. Catalog psychology makes the appeal strong. It may be grasped at once. It is attractive because it is condensed. _ It is unusual, intelligent and convincing display of goods, just as the mail order catalog is expeditious, enlightening and rich in business-getting power. 5 ■ . ALSO Fatty ArDuckle" f*4r£j A four-column advertisement used by the Rialto theatre, Tulsa, Okla., in which rules are skilfully employed to divide the illustrations logically.