Exhibitors Herald (Dec 1921 - Mar 1922)

THE THEATRE PRACTICAk One Sn o wman s Citi lzens hi Notifying you of a co-operative enterprise involving' every business man in his city and every rural resident in the surrounding community, J. J. Hoffman, proprietor of the Happy Hour theatre. Burke. S. D., writes as follows: "Enclosed find clipping which is self-explanatory. The business men of Burke have been supporting a free show for the farmers only every week since June, 1921. We have an average attendance of 250 every Saturday. "On Christmas every person was given a treat from Santa Claus at the end of the show." The clipping to which Mr. Hoffman refers is from the Burke Inzrstor-Gaccttc. front page, where it appeared as a letter of appreciation to Editor Church. It reads as follows : "May we mothers who, with the rest of our families, have been entertained so royally by the Burke business men Saturday afternoons at the free show extend through your paper the thanks and appreciation we feel for Burke and for those who have made our Saturday afternoons a pleasure to us? "The children look forward each week to Saturday afternoon. To them Burke is an ideal place to go and, since the Christmas treat, the only place where you will be sure to find Santa Claus. "I wonder if the business men of Burke know just what that day meant to so many of the kiddies living in the country. Many a little one still remembers each night to ask God to bless the Burke folks and the movie man. "We mothers know what it means to have a day in Burke. As you know, almost a whole week's work is done Saturday morning, getting ready to go to town and have the dinner and home ready for Sunday. We get to town tired and caring very little whether we shop or not. Then we go to the movie and sit and rest and look at something that frees our minds from worry and cares, and when the show is over we are rested and feel like spending all we can with the good merchants who have been so thoughtful of us. "So we want to express through your paper our kindest regards and best wishes for Burke, its movie people, and the kind business men. And we want to thank you too, Mr. Church, for standing by us in more ways than one. (Signed) A Mother. Mr. Hoffman's brief communication, together with the newspaper clipping, reveal the enviable position in the community occupied by his theatre. It will pay exhibitors to ask themselves whether their theatres stand as favorably among local institutions. Xo more vital achievement may be effected than scored by the proprietor of the Happy Hour when he concluded arrangements whereby every merchant in his city and every rural resident in his community was given a personal interest in his business welfare. The potentialities of such a condition are infinite. It is obviously a matter of dollars and cents concern to Burke business men that the Happy Hour theatre shall operate profitably. Only as a result of profitable operation can it be maintained in its present estate as an in ducement to their customers to come to the city and shop. Business men guard zealously such an asset. It goes without saying that the theatre is well attended throughout the week. Constant readers of "What the Picture Did for Me" can substantiate that assertion, for there has been no undercurrent of distress in Mr. Hoffman's reports. It is no less apparent that the word-of-mouth publicity developed by the arrangement is of immeasurable value, nor that those who attend the theatre as guests are influenced by the program announcements to attend as paid patrons on other occasions when they would not do so otherwise. At your leisure you may diagram a dozen additional beneficial results of the co-operation. ♦ ♦ ♦ At this period it is most important to bring out the essential merit of the co-operative basis established. Were this general among theatres an infinitely more optimistic tone would mark the box office reports of the trade. Mr. Hoffman and his theatre are very close to the lives of Burke residents. They are integral factors in the scheme of daily existence, accorded that final tribute most eloquently expressed in matter-of-fact acceptance. Burke people deem the Happy Hour an asset. Ever}' showman should examine into his own estate and see if a similar condition prevails.