Exhibitors Herald (Oct-Dec 1920)

October 2, 1920 EXHIBITORS HERALD 55 EXHIBITORS ADVERTISING Department cf Motion 9ieture Exploitation "ASK THE NEIGHBORS" Exhibitors who have been so unfortunate as to have their theatres made the subject of derogatory neighborhood gossip have had forcibly demonstrated to them the power of the back door whisper and the tea table confidence. Showmen who have so conducted their business that it has been favorably discussed in the places where neighbors convene and chat probably have not traced a portion of their box office prosperity to this source, but the law of cause and effect works no less certainly in both cases. It is obviously the exhibitor's business to do all in his power to create favorable neighborhood gossip regarding his theatre. There is no better form of advertising — incidentally no cheaper one. The remarkable story of William Wilson, proprietor of the Imperial theatre, Philadelphia, Pa., who made a personal call on every family in his neighborhood, should be read by every American exhibitor. There is no exhibitor in the country, no matter how satisfactory his present business, who may not profit by following Mr. Wilson's example. WHEN Mr. Wilson took over the theatre he immediately made arrangements for the installation of a new ventilation system and complete redecoration of the interior, reasoning that this gave him a good basis upon which to work in the personal canvass which he contemplated. He began the latter at the earliest possible opportunity, before the workmen arrived to make the alterations. Making his visits in the morning, when he believed he Would be most likely to find the heads of the families at home, he presented himself at the front door of each establishment, introduced himself as the new manager of the Imperial, and told his listener that he wanted their opinion as to the manner in which the house should be managed, inquiring directly as to the shortcomings they had detected in the past. * * * "The theatre is dirty," said one, and although a daily cleaning was one of the Imperial house rules Mr. Wilson did not deny it. Instead he discussed new color schemes for redecorating and pretended to decide at that moment to have the work done. "The pictures are old," another stated as his objection, whereupon Mr. Wilson talked about the new pictures on the market and stated that he would book as many of the better ones as he could accommodate. Another complained, "The theatre smells close and unpleasant." This gave an opportunity to dwell upon the new ventilation system and leave the impression that it had not been contemplated until this time. To the person who advanced as the reason he had not been a regular patron the statement that, "The pictures are monotonous to me," inquiry was made as to his opinion of special presentation, contests of various sorts and innovations generallv. In each case the impression was left that the advice offered had been deeply appreciated and would be promptly acted upon. A little tact and diplomacy served to instill the belief that the improvements to be made had not been previously considered. Significant of the success with which Mr. Wilson implanted this impression is the fact that many of those interrogated began to visit the theatre mornings to watch the workmen engaged in remodeling operations, offering suggestions voluntarily and being led to believe that the suggestions would be acted upon. It was at this point that Mr. Wilson showed himself a capable business man as well as a good showman. Instead of ignoring the suggestions received, as many might have done, he acted upon them. He did keep his theatre clean. He did book new pictures. He did keep the house well ventilated. And he did introduce novelties for those who had expressed a liking for them. His baby contest used in connection with "A Twilight Baby" and his fashion show for "The Beauty Market" met with wide favor. Immediately after Mr. Wilson made his first round of inquiry gossip got busy. The housewives called upon told their friends, other housewives. The occurrence was unique. It made good conversation. By the time the scheduled improvements had been completed everyone in the community wanted to go to the theatre to see if it was true, as Mrs. So-and-so had stated, that such and such was to be done. Business was good. And the promises made by Mr. Wilson were found fulfilled. Right there his word became an established value. His standing in the community was assured.