Exhibitors Herald (Dec 1923 - Mar 1924)

56 EXHIBITORS HERALD March 8, 1924 PUBUC REimONS ^ JW'" ' !.-!■ MT-'-W MLj ■ ■ ■ ij ■ ■ H-Uijli'L'L '•^yp^H'li'""'-wv!Wf' J^li I . . . !.. .J4r!.' I -JJIMf "H ' y.' WJ-! Brown Writes Special Series Len S. Brown Exponent of "Public Relations" as a vitctl (actor in the operation of the modem motion picture theatre. Len S. Brown Says MR. BROWN: The average exhibitor in the past has become so accustomed to being given advice from various quarters, that I do not doubt there will be some who will exclaim "More correspondence— school showmanship" upon glancing at the various headings under which these articles will appear. Nevertheless, I feel that the classification under these headings of a series of short articles upon ideas which I have proven in the past to be worth experimenting with, and putting into practice at the box office, be acceptable with the majority of the exhibitors throughout the country. The articles can do no harm. They may do some good. If but one idea I will offer proves of material assistance to but one exhibitor, I will feel the articles have been worth the effort taken in writing them. (Note: Mr. Brown in his series will touch upon such important subjects as "Benefits," "Contests," Novelty Ni^ts," "Mailing Lists," "Service to Patrons," "Lofcby Displays," "House Organs," "Atmosphere," "Advertising," and "Outside Cooperation.") Tells You How to Cash In On ''Public Relations'' Activities Details of Experimentations Which Have Proved to Be Box Office Stimulents Will Be Published Weekly By LEN S. BROWN ( Manac/i-r, Finkdstrin & Ruben's Nczv Astor theatre, St. Paul. M'h;i.) Article l^BENEFITS The goodwill of your community cannot be measured in dollars and cents. In these days of super-criticism of nearly everything pertaining to the motion picture by those extremists who seem to take a particular delight in making the motion picture their pet aversion, it is of vital import to every exhibitor in every community to use every effort possible to obtain — and then hold — the esteem and cooperation of all who evince the slightest interest in the motion picture. How to obtain this cooperation wholeheartedly, and at the same time to capitalize on it, has been the subject of varied discussion. Probably no plan lends itself so thoroughly to the idea in Reneral than does the "benefit" plan, the subject of this article. The benefit plan is nothing short of taking certain elements of your community into active partnership with you for a short stipulated period. These elements include lodges, clubs, societies, ladies aids, churches, police and fire departments, boy and girl scouts, school police, and similar organizations, varieties of which are to be found in any active community. Be advised; NEVER enter into a benefit agreement with a local organization with the idea in mind of making them the "goat" for putting over an inferior show. Understand distinctly it is not a "something for nothing" scheme. The very mention of the word cooperation dispels that thought at first glance. Be F.\IR. + * * If yon are not experienced in the workings of this admirable medium of securing local cooperation, it is advisable at the start to lay your plans very carefully, taking into consideration all angles of possible opposition, more especially if you are operating in the smaller cities or towns. Figure this opposition out at the start, and when you feel you have a sufficiently strong enough argunteiit to overcome atiy questions of objection which may be raised to your plan of cooperation, go ahead. By keeping in touch with local activities you can easily ascertain from time to time what particular organizations are in need of funds. Frequently you will book a picture which in your mind will serve the purpose of a tie-up with a certain society to perfection. BE LIBERAL WITH YOUR TERMS of sharing on a percentage basis with your local society in all cases. It pays in the long run. After having approached the parties in question and outlined the financial and community benefits they will realize on by cooperating with you on a certain picture, settle the question of terms. Be definite and explicit in this connection. In most cases it is possible to operate on a 70-30 percentage basis — 70 per cent of the net receipts, plus collection of U. S. tax to the theatre, and 30 per cent of the net receipts to the society. Arrange with them for the theatre to furnish the tickets which will he sold by their members. Tickets cost but little, and when numbered serially give you a direct check on sales of same. SH.^RE WITH THE SOCIETY ONLY ON THE BASIS OF TICKETS NOT RETURNED TO YOU. That is to say, supposing you have furnished 1.000 tickets, and in the final checkup you find they have returned to you 250 tickets unsold, they must settle with you for the sale of 750 tickets sold, even though that number were not turned in at the door during the benefit performances. * ♦ * E,xperience in this direction proves that there is always a certain percentage of tickets sold which are not used. You, of course, receive your share of the proceeds of the sale of these unused tickets, as the society has previously sold them and received payment for them. To avoid any question or possibility of misunderstanding, never enter into a benefit arrangement without having all details properly drawn up in contract form, signed by officers of the society {Continued on page 57)