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December 25, 1920
EXHIBITORS HERALD
159
American Theatre Abolishes Admission
To Assure Volume Patronage of Serial
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IN abolishing the admission charge for the purpose of introducing under the most advantageous possible circumstances the Pathe serial, "The Phantom Foe," H. A. Albright, manager of the American theatre, Butte, Mont., adds an interesting chapter to the book of theatre exploitation. The screening of the first episode of a serial which is to run for fifteen or eighteen weeks is an occasion to be handled with the utmost care by the exhibitor, and the present instance of its management will doubtless be adopted by many who see in the method indicated points of merit.
Mr. Albright's description of the occasion follows: "I am enclosing a photo which has to do with a free morning matinee for 'Young America' and, as you can see, they turned out in goodly numbers from far and wide. We' gave them a Baby Marie Osborne feature, a second run Harold Lloyd comedy and the first episode of "The Phantom Foe."' The latter got the most applause.
"There's no easier way to fill a house than to cut out the admission. Xo advertising is required. It seems to leak out somehow. And I have found that it's a mighty effective way of starting off a serial, besides the good feeling it creates.
"The kids in the picture are those that were waiting for the doors to open. Many more arrived after the perforate was under way. Most of them brought their dogs.
sleds, cats and little brothers. We sat them three in a double seat, stood the aisles full, banked the boxes and lined the stairs. The balcony groaned.
"Naturally, I fed them a little house propaganda — and the way they ate it up was a crime. Xot roars but thunders of applause greeted this.
"All in all we feel assured of a good kid business Saturday and Sunday at the matinees and all day Mondays and Tuesdays for the next fifteen weeks. These days are when 'The Phantom Foe' will be shown.
"'You can see how they caved in our lobby display. Little things like that one must expect and prepare for. We had an extra crew of janitors to get the house in condition after the show."
Mr. Albright's communication discloses the working out of the plan in detail. The conclusion he draws, to the effect that big attendance will endure throughout the run of the serial is based upon experience.
The assurance that such will be the case is of great value to the exhibtor as he starts a new chapter play. There is always a certain degree of uncertainty attendant upon the beginning of such an engagement and the exhibitor who knows that he has paved the way for its successful progress from week to week experiences worth while satisfaction.