Exhibitors Herald (Jul-Sep 1922)

THEATRE EQUIEME EXPLOITATION FOR 'EQUIPMENT In a recent article in this department Sid Grauman of Grauman's theatres, Los Angeles, stated that he would rather have an indifferent feature and a cool house during the months of midsummer than a badly ventilated theatre and the best picture that was ever made. Photoplays of varying quality all come in for their share of advertising and exploitation. If comfort afforded by the theatre is of greater importance during hot weather than the feature film, it is only reasonable that this fact should be capitalized to utmost advantage. The exhibitor who advertises a good picture and at the same time stresses the comfort and convenience which the patron may enjoy while watching the photoplay, is presenting one of the strongest possible arguments for attendance. Patrons are as much interested in what is being done for their comfort in the theatre as they are in the films being obtained for their entertainment. Both are important, although there has been a tendency on the part of the theatreman to view the acquisition of new equipment and arrangements made for the comfort of the patron as a matter of fact in which the pubhc was not greatly concerned. Exhibitors who are installing new equipment of various kinds and indulging in remodeling to combat the effect of hot weather will do well to use every possible means to make known to their patrons that efforts are being made to make the theatre more attractive and comfortable. The result will be that of keeping continued interest in the theatre and stimulating patronage. ADVERTISING FEATURES THAT ATTRACT BUSINESS IN HOT WEATHER House Organ Being Used by Garfield Theatre Chicago, for Summer Patronage Propaganda "Chicago's Summer Resort. It's Cool Here." This is the warm weather message that greets a passerby of Balaban & Katz's Chicago theatre in the form of a new electric sign that stretches virtually the entire width of the lobby space above the box office that borders on the sidewalk. Xor is the statement in vain for while reading the sign the passerby is in the midst of very substantial evidence of the invigorating coolness and comfort that the Chicago offers. The huge freezing and ventilating plant that makes the inside of the theatre comfortable in the hottest weather, has been connected to outside of the playhouse, and for the entire distance of the front of the theatre, strong cool breezes are in play. The effect is that of stepping into the path of a mild windstorm. Results from this method of exploiting the comfort of the theatre toward attracting patrons in hot weather can readily be imagined. Program Offers Opportunity While it is impossible for theatres to adopt measures of this kind there are however, other effective and economical means. Illustration of this is seen in the use to which the Garfield theatre, Chicago, has now turned its program. Where formerly the editorial matter or. the outside of the program was used for sundry matter it is now practically entirely devoted to propaganda tending to attract patronage during the summer months. "Every week on the front cover of my vest pocket program there is a small editorial carrying some message to sell the people on the idea that it is comfortable here and that the pictures are interesting enough to keep their mind off the high temperature," writes Charles H. Ryan, manager of the Garfield. A reproduction of the front cover of the Garfield program containing its summer business propaganda paragraph is presented herewith. Editorials for Future Other matter which will be used on the Garfield programs in the future is published following in the belief that exhibitors may find it of value for similar purposes. "Comfort" "When the day is growing weary, and the resting hours have come; and you're feeling rather preckish, and you're looking rather glum; there's a way to shift the worries, stealing round you unawares: there's music and there's laughter, that will drive away your cares. Breezy fun that blozvs the furrows from your palpitating brow. Photoplays that will enrapture and your finest feeling rouse. Come along and see the pictures, settle down zcithout a fuss. Say goodbye to all your troubles, and — leave the rest to us." Another editorial is entitled "So Nice It Is" and reads as follows : "Indoors it is quite stifling these evenings ; causing the family all sorts of grievings ; children are distressed, peevish and uneasy : All seek the 'Garfied' — cool and breezy. "Here they find ventilation, comfort and ease; perfect cooling system and pictures that please. Filtered ice water from our ozvn natural spring; from satisfied patrons the expression does bring 'So Xice It Is.' " Vacation Follow-Up Copy Copy to be used the last two weeks in August under the heading, "Home, Sweet Home," reads : "People are rapidly returning from their vacations. The movies we have with us al Program WEEK COMMENCING i j I MONDAY, JUNE 19 j i AaA2Lgmg Directarr* 2844 MADISON ST. PHONE NEV ada 0083 j 1 "DAYLIGHT EVENINGS" ) Seven o'clock and supper is over. | This is no night to stay at home. The I "Garfield" is open. Take the wife and I children and spend an hour and a half | at the "Garfield" and you will be surj prised at how comfortable and cool it I is sitting there in the breeze of one of | the fans, and it helps pass away ths £ long daylight evening. Try it! We ! will be open all summer. I REPRODUCTION of the Garfield theatre program showing summer business propaganda editorial.