Exhibitors Herald (Dec 1921 - Mar 1922)

February 18, 1922 EXHIBITORS HERALD 45 Theatre Leaders Leading Rockford showmen, members of the Theatre Managers Association, accomplished something more than important stimulation of business in Go To Theatre Week." Not a transient but a permanent benefit is derived from this type of endeavor. Not a single picture or a single theatre, but the motion picture, and the motion picture in the institutional ?ense, is raised in the eyes of the public to a higher level. Whatever may have been the general opinion of motion pictures and morion picture theatres in Rockford prior to the week of January 23, a better . o p i nion undoubt edly prevails since that time. Whatever may have been the trend of business it may be concluded that general renewal of interest in the screen has brought favorable reaction. Men who conceive and put into operation plans for the broadening of the theatre's scope, the enlargement of its following and the strengthening of its appeal hrough attainment of prestige, are desirible citizens of a community and valuable members of an iniustry. It is not possible to lay too great stress on the mportance of the work they do. At this time, pernaps, such an example as is theirs will be followed by more showmen han ordinarily. A eneral need for ewness in mangement is prevae n t, rendering howrnen normally pposed to innovaions, susceptible to suggestion. At this ime, perhaps, more heatre men will ■nter into constructive undertakings in oehalf of the motion picture and its theare than have done so on previous occa.ions when valuable examples have been resented. It should be apparent to any and all hat the creation of a proper respect for in industry rated fifth largest is not only n itself desirable but is the most lucraive occupation to which time, effort and noney may be devoted. Business, School, Press Aid Theatre Prestige Campaign V Every business men's organization, newspaper and school participated actively in the "Go to Theatre Week" sponsored by the Theatre Managers Association of Rockford, 111., and brought to gratifying realization the week of January 23. Several features of the enterprise distinguish it from anything of similar nature on record. Details should be made known to not one but every exhibitor in every city of the nation. The campaign was handled as a unit, each theatre's activity constituting an integral part thereof. Individuality was sacrificed for mass effect. "The Theatre," not one theatre, gained prestige and patronage as a result. Complete facts and figures contributed by Roscoe W. Segar, to whom complete charge of the campaign was entrusted, are set forth briefly in the following story. No sincere worker for a better and more prosperous national theatre can afford to remain ignorant of them. CHARLES LAMB Palm The proposition of a campaign to simultaneously increase business and bring home to the public the theatre's value to the community was submitted at an early meeting of the newly formed managerial association. It gained instant favor and plans for it were put under way at once. Only one theatre in the city, which does not use pictures in any form, was not represented in the undertaking. To center authority and responsibility. Mr. Segar, who is head of an advertising agency and widely experienced in theatrical advertising, was commissioned to direct the work. It was planned to start the advertising drive ten days prior to the opening date. Twenty-four sheets for billboards, 1 sheets for lobby display and general distribution, shipping and tack cards were used extensively. Posters were carried on the front of all street cars in the city. Four changes of slide copy was used by the theatres participating. * * * The newspaper campaign was started in the three Rockford dailies ten days before the opening. Approximately 306 inches of publicity appeared in addition to the regular daily matter of the various houses. Special pages and double trucks, one of which is reproduced herewith, were used in the two evening papers on Thursday and the morning paper on Sunday pre APPROXIMATELY 306 inches of publicity in the two evening and one rooming newspapers of Rockford, IU., familiarized citizens with every aspect of "Go to Theatre Week," sponsored by the Theatre Managers Association. Read the accompanying story for details of an enterprise which should be duplicated in every city of the nation.