Exhibitors Herald (Jul-Sep 1921)

26 EXHIBITORS HERALD July 23, 1921 "Go to Theatre" Movement a Business Stimulant By HAROLD F. IVENDT (Director of Publicity and Advertising, Rivoli theatre, Toledo, O.) Exhibitors Must Not Be Only Showmen, But Also Students If They Expect to Fill Every Seat in Their Houses as in Past IN these days of depression when the theatre is a matter of second thought in the minds of people who have completed their daily tasks, a theatre manager, ad writer, publicity man, or, in fact, anyone connected with a place of amusement, must be not only a showman, but a student. The time has come in Toledo, as well as in practically every other city in the country, when we can no longer just "put on a show" or even study the program and exploit it to the limit and still expect to fill every seat as we did last winter. WHILE this globe of ours has been revolving about the last 120 circuits, people's minds have come to witness a change. This year it is not only the hot weather. While we've all been warned of the impending depression, few until recently heeded. But now it's different. Backyards and front porches have taken the place of the theatre. It's cheaper for Dad and everyone concerned. Having thoroughly studied the reasons for the present conditions, I decided that it was no longer a matter of merely "selling" our attractions, but that the time was here when we have to sell the idea of going to the theatre. * * * Therefore, I have concentrated all my efforts along this line. For a month I harped on the beautiful theatre which we have. Then came a campaign on the conveniences offered patrons. Hot weather then set in with a vengeance. We have beaches here that draw thousands daily. They're all in search of a cool spot. Then there are the parks, golf links, race track, boats, summer resorts nearby, ball park, picnic grounds and hundred of other attractions which all tend to enlarge the leak in box office receipts. So a very broad and far reaching campaign was started on the Rivoli being the coolest spot in Toledo. And we gave positive proof of the why and wherefore. Falling in line with the wave of price cutting which is in effect over the nation, admissions were reduced. This prompted another campaign on the "go to the theatre movement." Knowing that even the most popular screen stars offered no wonderful inducement to buy tickets, I tackled a popularity contest all my own. This got some talk and renewed interest. * ♦ * This contest was hardly at a close when the big national Moose convention started here. It was announced that about 75,000 delegates would be in the city. These men and their wives were in the city with plenty of money — at least they were here to sec the sights. I determined that we were going to enjoy the patronage of some of these transients. And I believe that my campaign reached practically every Moose delegate, and I know for a positive fact that on many of the evenings during the week of the convention we had as many people in the theatre with uniforms of the Moose as we had local people. First I got out a post card. On one side was a view of our beautiful foyer. On the reverse side the card assumed all the appearances of a card that had come through the mails. There was the name (Mr. Moose Delegate), the address (Hotel) and then a message (concerning the fact that it would be a serious mistake to miss seeing this beautiful theatre while in Toledo.) The next question was to get these cards in the hands of the delegates. One entire day was spent in visiting all the leading hotels in the city. Twenty-two were on the list. A few passes were enough to encourage the clerk to place a card in the key and mail box of each and every guest. How could they miss getting them? Ten thousand cards were put out in this manner. Then boys were engaged to pass out more of these cards to every Moose in uniform (all at least who wore badges) on the streets. * * * The front of the theatre was decorated with flags and the colors and emblems of the order. It was the official amusement place of the order. A trailer was run, welcoming the delegates. All our newspaper ads were headed "Howdy, Pap f (The Rivoli was the only theatre going in for any of these stunts.) Then to top it all off, I arranged to have as guests of the theatre on the opening night of the convention, the Mooseheart Boys Band of sixty pieces. The leader advised us that he would be glad to have the band offer a few selections at the evening performance. (This was exactly what I was hoping for.) So again we scored and did a corking business to start the ball a-rolling. And so, week in and week out, I am hammering at the idea of going to the theatre. Not to see any special attraction. (Of course we continue doing the regular advertising on our program). And I am safe in saying that this is the very stimulant that we all need. Any exhibitor will do well to take a fling at it and see. Wallace Reid Returns Wallace R-id, Paramount star, left Chicago Monday evening for Los Angeles, after two months' work at the Famous Players-Lasky Long Island plant. He stated Lasky had split up all Eastern companies between London and Los Angeles and that no one was working in New York. Despite the hot weather, Mr. Reid had put on weight while in the East, and he tipped the Sherman hotel scales at 208 pounds. HARROLD F. WENDT Director of advertising and publicity at the Rivoli theatre, Toledo, O. Lieut. Anderson, Well Known Manager, Dies at Washington Home (Special to Exhibitors Herald) WASHINGTON, D. C, July 12.— Lieut. James P. "Jim" Anderson died recently at his home here. Lieut. Anderson was one of the most widely-known film men in the country. He had been associated with Associated First National since its inception, having been manager of the local exchange at the time of his death. Public Requests Chief To Kill New Tax Law (Special to Exhibitors Herald) BRIDGEPORT, CONN.— People of Connecticut are signing cards requesting Governor Lake to use his influence in killing the bill calling for an extra 5 per cent tax on admissions and other assessments that go to make motion picture theatre admissions higher. Hammons to Preside At Chicago Meeting (Special to Exhibitors Herald) NEW YORK, July 12.— Earl W. Hammons, president of Educational, will preside at the convention of the company's exchange managers opening in Chicago on July 18. Levey at Congress Harry Levey, president of National Non-Theatrical Motion Pictures, Inc., has been at the Congress hotel, Chicago, with a retinue of assistants. Mr. Levey has the exclusive sale rights to the Actograph camera, a combination camera and projector, for use in schools, churches and the home. He expects to be in Chicago several weeks.