Exhibitors Herald (Dec 1921 - Mar 1922)

THE THEATRE Mon ey 9f" PRACTICE g Sho wmen Onl This page is for money-making exhibitors only. If you want to read about censorship, new pictures, new theatres, etc.. stop here. If you want to make money read on. Certain showmen are making real money right now. Gossip and personal experience may have led you to believe otherwise, but it is true. Your Herald file proves it. Back copies are full of "Money-Making Ideas" that are not placed under that heading for any other reason than because they are just what that heading indicate-. Take the last twelve copies of the paper and turn to the pages here designated. Use one of these ideas each week for twelve weeks and make money every week. That will tide. you over a considerable period. And then there will be twelve more for your use. * * * Turn to page 52 of the October 29 issue and read C. C. Young's story of how he built up feminine patronage at the Regent theatre, Geneva. X. Y., by giving away coupons of the "trading stamp" variety redeemable at the theatre. No house is too big or too small to use the idea. Read the details and add materially to your present volume of patronage. Read, on page 52 of the November 5 issue. W. Ray Erne's account of howhe played ''The Affairs of Anatol" at the Arcade. Charlotte. Mich., immediately following its heavily exploited run in larger cities nearby and "packed houses for three days in a one-day town" at an increase of fifteen cents in admission. He asked his people to wait a few days for him to get it ; then bombarded the populace with advertising. That's successful competition with a kick in it. C. E. Morrow, M. & M. theatre, Decatur. 111., tells on page 40 of the November 12 issue why "My business is considerably better than it was a year ago. So-called hard times have not hurt me." He says he never forgets to say "Thank you" to patrons, because "they come easiest and fastest to the house where they know it is appreciated." The billion odd words that have been written editorially upon the subject of courtesy to patrons cover the proposition less thoroughly. Note the box office effect of Mr. Morrow's policy * * * More about policy, in fact, a thumb-nail treatise on the subject, is written by John YY. Schatt. Gowanda Opera House, Gowanda. N. Y.. on page 4> of the November 19 number. He starts with a question. "How do I make my pictures pay dividends?" and lists a number of ways that will do the same for any exhibitor in the land. Boiled down, his article states. "I make good because I give my whole attention to pleasing the public." That is about the whole sum and substance of showmanship. There ought to be more of it. Page 38, November 26, carries the_statement of Horn & Morgan. Star theatre. Hay Springs, Neb., to the effect that they changed to a two-day policy in the face of advice to the contrary and have found it so successful that they are contemplating some three-day stands. Possibly the novelty of the change is responsible for the result. Possibly not. Possibly a change of some sort would do your theatre good. In the December 3 Herald, page 40. R. F. Dewhirst, Beverly theatre. Beverly. Kans.. tells how he "selected" his audience for "Broken Blossoms," a picture he did not think would score heavily with the regular attendance, by warning them to stay away on the night it was shown because the picture was sad. Business was 40 per cent above normal and satisfaction was general. You can adapt that stunt to almost any picture and be sure of an extra profit on it. And possibly you can repeat it at intervals with variations. * * * W. Ray Erne, who told in the November 5 issue how he put over "The Affairs." is even more enthusiastic in his story of a high school benefit which made him much money, many friends, and comment in Detroit and Lansing, Mich., newspapers. Read his brief but pointed observations on page 44 of the December 10 issue. Here is another yearround idea any showman can and every showman should use. "It will give you a good week and make many friends for your theatre," says W. J. Powell, Wellington. O.. of the Baby ShowWeek which brought big patronage to his Lonet theatre. He gives details of the enterprise which are worthy of adaptation by every exhibitor really interested in selling his theatre to his public. It is doubtful if a better stunt ever were described in as few words or as effectively. When A. M. Leitch introduced "Winners of the West" to the patrons of the Royal theatre at Milford. Ia, he simply informed school authorities of the historical origin of the serial and made the exhibition of the opening episode a benefit performance for the high school. It was shown two nights to S. R. O., and most of those who saw it are follow ing it. There's a fifteenweek idea of exceptional merit and apparently sure fire. * * * Revival of the classic Amateur Night worked out so successfully for Fred S. Meyer, Palace. Hamilton. O., that it has been made a weekly feature. Friday is the night set aside for the performance. Read the account of it. in Mr. Meyer's inimitable phraseology, in the December 31 number, page 43. Another idea good for a number of weeks. "I had the biggest week I've had in years." writes R. J. Relf, Star theatre, Decorah, la., describing his experience with "Way Down East." exhibited for that period in a town of 4,000 population. His campaign included advertisements in 30 out-of-town newspapers and was conducted on that scale throughout. Read the details on page 36, issue of January How long since you've had a "biggest week in years" ? And how long since you've advertised as thoroughly? A short subject program that made much money for A. L. Middleton. Grand theatre, DeQueen. Ark., is described by him on page 42 of the January 14 Herald. You'll undoubtedly hear more from this contribution, as it is certain many exhibitors will try out the stunt he so glowingly describes and staunchly advocates. And if you are really desirous of making some money you will trv it also. * * * L'se these ideas and make money for twelve or more weeks. In using them you will have less time to listen to gossip of depression, readjustment, etc.. and time to cultivate a healthy habit of making money by working for it