Exhibitors Herald (1927)

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EXHIBITORS HERALD 51 April 23, 1927 theatre, Phillipsburg, Kansas, submits the card (it is not strictly a house organ but serves the same general purpose) reproduced on the first page of this department and writes the following letter concerning it. Although direct reply will be made, it will be made with full confidence that Mr. Winship will receive more genuinely helpful criticism from readers herewith invited to communicate with him than from the writer of these lines. Mr. Winship writes : We want your criticism on our MARCH-APRIL program which we are enclosing, together with our last month’s program for comparison. We formerly used the calendar style but wanted to change for several reasons. First we wanted to use cuts and this is impossible with the calendar style. We think cuts make the program much more attractive. Next, any printer will meike a more attractive price on programs if same copy is used on program and in the paper. We have no daily paper so our problem was to get copy which could be divid-ed each week to the best advantage, not advertising too far ahead but keeping our current attractions fresh in the minds of our public. With calendar style this was hard to do but with the new style, set one column, it is very easy. The printer simply leaves the form set and runs whatever portion we desire. This style program may not be new but we have never happened to see one in this form, although we have seen many, both calendar style and using cuts. Kindly note that the size is convenient and cuts from stock without waste. Also, using a standard size, frames can be made for business houses. Also more or less copy can be used in each coliimn according to the merit of the subjects and balance of space can always be used to advantage either to boost coming attractions or comment of various kinds, the current program, new pictures, stars, etc., and such copy can be left out of the newspaper, being simply a filler for the program. Also if any changes are necessary the weekly program gives us a chance to advise our patrons. We distribute these to every home and business house in town and mail them to the routes and outside towns and that brings us to our other ideas. We wanted a good mailing list and we wanted the programs saved. To have them saved we make one ad on the program good for one free admission. What ad it will be is not known until the next program is out. The free ticket must be presented with one paid ticket equal value, good only first week (usually), only one to a family and must be members of the same family. We find this has worked out fine and any exhibitor will be surprised how it builds up business. One free ticket many times brings in several paid tickets and many come whom we can get out no other way. Then the mailing list: — We were putting out from 1,500 to 2,000 programs. We were mailing to each box on the routes and to a list secured in other towns through the telephone directories, friends, and a great deal of careful study. We know, however, that this list was at least 50 per cent deadwood. One month we left space at bottom of program for post card, and copy advising that we were revising our mailing list and programs would only be sent to names on our list. We asked that they return the card (which had space for their name and address and six friends) advising that by getting programs they would receive $3.00 worth of free tickets in a year, and offering to send them one additional free ticket to pay them for their trouble, and the stamp required to return the card. A space was left on programs and two rubber stamps made, one to stamp in the free ticket, the other stating their name had been sent by a friend and to receive programs it was necessary that they return the card. Exhibitors will find this works. We now have a mailing list of 600 and it is still growing and the beauty of it is the names are all live movie patrons. It takes about three or four months and a good deal of work checking back, as several will send the same names zmd different members of same family, but it is worth the effort. These ideas may be old to some but if they are of benefit to others we are glad to pass them along in return for the many good ideas we have secured from the HERALD. We could not get along without the HERALD. Each week, after reading carefully, we take it apart and file in four sections, reports, reviews, exploitation and Better Theatres. Each section is ptmched and put on an arch file according to issues. This, exhibitors will also find mighty handy and accessible for quick reference. Best wishes to the HERALD and readers and our friend Jenkins, whose visit we enjoyed very much. Is Your Name on the House Organ Exchange? Here are the names of exhibitors who have written in to say that they will be pleased to exchange papers with other house organ publishers upon request. Is your name on the list? If not — and if you wish to enjoy the immeasurable benefits of such exchange — address a request to the editor of this department and your name will appear in the list on the occasion of its next printing. The list follows: BAIR, E. E., Falls theatre, Cuyahoga Falls, O. BLAIR, M. J., St. Francis theatre, San Francisco, Cal. BENDER, A. R., Olympia, Cleveland, Okla. BENTLEY, FLOYD E., Kelso Amusement Co., Kelso, Wash. BROWNELL, OSSIE, Carthage theatres, Gloversville, N. Y. BROWNING, HARRY, Olympia, New Haven, Conn. BUBERT, E. H., Metropolitan, Morgantown, W. Va. BURNS, FRANK H., Orlando Enterprises, Orlando, Fla. CHRISTENSEN, C. R., Twin City, Chehalis, Wash. COX, ED. F., Princess, Bristol, Colo. DALEY, THOMAS S., Schine Amusement Co., Gloversville, N. Y. EATON, JACK, The Legion Theatre, Alamosa, Col. EVELAND, EARLE, Twin City Opera House, McConnelsville, O. FAWKS, E. L., Photo Phone, Graford, Tex. FISHER, ELDRID, Gem theatre, Pineville, Ky. GARDNER, HUGH T., Orpheum, Neosho, Mo. GAULT, J. C., American, Oakland, Cal. GILL, R. A., Strand, Honey Grove, Tex. GLASER, WILL J., Grand, Faribault, Minn. HAMBURGER, F. M., Circle, Portland, Ore. HARLEY, ALCJNZA, Valentine, Defiance, Ohio. HEDGES, HARRY H., Rugby, 820 Utica Ave., Brookl3m. JUDD, FORREST E., Prospect, Kansas City, Mo. KOBLEN, M., Scout, Oakdale, La. KRAMER, LCDUIS P., Lubliner & Trinz Theatres, Inc., 307 North Michigan Ave., Chicago, 111. LITTLE, T. L., Majestic, Camden, S. C. LUKACHIE, A. J., Hauber, Camden, Ark. LUTZ, LOUIS, Fischer’s Appleton, Appleton, Wis. MacLEOD, M., Wolverine, Saginaw, Mich. MASSEY, EARL D., Texas, Killeen, Tex. MILLER, CARL F., Miller theatre, Fremont, Ohio. MOCK, CARL F., 56th Street, Philadelphia, Pa. MOSS, EDGAR A., Marion Theatre News, Glass Block, Marion, Ind. MURPHY, HAROLD S., Woodlawn, Chicago. NICHOLS, DON, Durham Amusement Company, Durham, N. C. O’ROURKE, JACK, Laurel, Laurel Springs, N. J. OLSON, H. G., Majestic theatre, Reedsburg, Wis. OSTENBERG, J. H., Orpheum, Scottsbluff, Neb. PAYNE, EARLE HALL, Kentucky, Lexington, Ky. PIERCE, HOWARD O., Kunsky Theatrical Ent., Detroit, Mich. POPE, CLEM, T. & D., Oakland, Cal. RANDALL, E. H., Liberty, Condon, Ore. RIVERS, EDWIN B., 1718 South Main street. Royal Theatre, Los Angeles, Cal. SACHS, S. M., Masonic, Clifton Forge, Va. SCHWIE, F. F., Duluth, Duluth, Minn. SHARPE, PHILIP B., Strand Theatre Publishing Co., Portland, Me. SHIMON, LOUIS, Uptown theatre, Sheboygan, Wis. SNYDER, E. A., Rialto-Virginia, Champaign, 111. SOLOMON, H., Strand, McComb, Miss. SORG, J. H., Jefferson, Fort Wayne, Ind. STIEFEL, S., Roxboro, Philadelphia, Pa. STILES, J. H., The Dalles Amusement Co., The Dalles, Ore. THOMPSON, N. T., Crystal Theatre, Fort Atkinson, Wis. WALLACE, H. JIM, Lincoln Square, Decatur, 111. WHEELER, ED A., Ohio, Cleveland, O. WEINBERG, I., New and Lyric, Lexington, Va. WHITBECK, FRANK, West Coast Theatres, Inc., 134 Leavenworth St., San Francisco, Cal. WILSON, T. S., Seelye, Abilene, Kan. WOODWARD, KENNETH V., Penn-State Amusement Co., Uniontown, Pa. ZIPRIK, G., Y. M. C. A., Westbourne, Tenn.