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January 28. 1922
EXHIBITORS HERALD
61
Los Angeles Responds to Kinema "Garment Matinee"
The Kinema theatre in Los Angeles, the huh house of the West Coast Theatres, Inc., chain, played Jackie Coogan in his First National production, "My Boy." to capacity houses for two weeks. An incessant rain storm a week prior to the opening of "My Boy" and lasting throughout the major portion of the engagement had little if any effect on the patrons who jammed the front entrances and waited patiently in line throughout the downpour until such time as they could be seated within.
A stunt was arranged for the middle of the first week's engagement and proved of great value as a space getter besides helping out some 3,000 poor orphan and crippled kiddies. In brief, a "Garment Matinee" was staged under the auspices of the Assistance League of Southern California. The matinee was held in the morning and did not conflict in any manner with the usual show routine. The admission price was one wearable garment or bundle of clothing to fit a poor child, boy or girl.
The Los Angeles newspapers played the stunt up big. They praised it as being a most worthy cause. Any exhibitor in any city can use this stunt to advantage. There is little if any work attached to it. The distribution of the garments can be made through the league with which you tie up. The league does not have to do a thing but handle the clothing after it is brought by the patrons to the theatre. The check room of the Kinema theatre was used as the store house and' two ushers were stationed at the side entrance to handle
the bundles and issue the, tickets to those bringing them.
Have your photographer visit the local orphanage and obtain several pictures of some of the children who will receive clothing via the spec i a I garment matinee. Also some crippled kiddies. Inject a few photos of social leaders of your city who are interested in the child welfare and also get a flash of some of the ushers sorting the clothing. These pictures will have little if any difficulty passing the O. K. of the city editors. Get them to send special writers to one of the orphanages or crippled children's institutions and obtain a story for the evening paper.
At this "Garment Matinee" the regular De Luxe Kinema theatre show was given including special prologue, etc., with the attendants and artists giving their time gratis to the cause.
The Kinema management also made arrangements with the Los Angeles Evening Express whereby the theatre and Jackie Coogan were hosts to over 1,000 newspaper boys. This stunt is bound to get results with Coogan's "My Boy." particularly, as it is a typical picture for the younger set and will appeal to every newsboy in the world.
Three days' advance publicity on this gave the Kinema and the Coogan production a great send-off in the news column of the paper with special art every day.
A parade with the boys started things off, permits from the police being granted for a line of march down the main streets of the citv.