Independent Exhibitors Film Bulletin (1957)

Either as a graduation present or as a vacation-time budgeting device for the family, the coupon brok can be promoted most successfully. Coupons in the book are redeemable both for tickets of admiszion and for purchase of refreshments at the theatre. The books can be sold not only at the theatre but also at the counters of local stores, particularly those stores which stand to gain from steady theatre traffic. SPONSORED SHOWS Sometimes a single company, such as the local Pepsi Cola bottler, can be interested in buying the house for special children's morning matinees. In such case, admission is either free or through turning in of a stated number of empty bottles or bottle caps. The same sponsored morning show can be purchased by a group of local merchants, who distribute the tickets as premiums to their customers. It is important to try to arrange such shows on a regular basis, rather than as one shots (every Tuesday morning, for example) and to schedule them at a time when the theatre does not normally operate, so as not to inconvenience your regular patrons. Such as the camera night mentioned above can be arranged for various local groups. The Boy Scouts or the American Legion are types of organization for whom special group nights often have a particular appeal, as a means of getting a better turnout of their membership. Sometimes the offer of mention on the theatre marquee and display of an organization's notices and posters in the lobby can pave the way for sale of tickets to a special group night. The regular screen performance would not be altered in any way for the group, but it might be possible to let them have a short meeting either before or after the show. Summer Showmanshii Showmanship knows no season, as far as the basic elements are concerned; but times change. Summertime is now the big motion picture season, the time for utilizing every bit of showmanship not only to get a fair share of the hot weather business but also to build customer interest for the seasons to come. Every one of the ideas presented here is taken from actual successful theatre operations. Enterprising theatre operators will undoubtedy devise many individual variations. Sell your promotional stunts via heralds and window cards during the warm weather seasons when the population is roaming out of doors. SALE MERCHANDISING Stores often run big sales with their goods priced so low that tkey sustain a loss on these items; but usually the people who come in for the sale buy so many other things, on which the store realizes a fair profit, that the loss leader pays for itself. Some theatres have promoted community bargain days, at which they along with the other merchants reduce prices to real bargain levels. Use a flat rental picture for a special 10c or 25c show, for example, tied in with equal values at the hardware store, tha grocery and the drugstore in a big downtown bargain day. P AC K AGE C ON Bf N ATIONS Be;ause family groups and individuals generally have more leisure time during the summer, they are apt to be receptive to combination offers such as a bargain price for dinner-and-a-movie, reduced bus-rideand-movie or sometimes even baby-sitterand-a-movie. Contact your local merchant neighbors for the most attractive combination package arrangements — and don't overlock your local newspaper as a possible partner (with a combination price for a week's newspaper deliveries plus movie tickets.) FAMILY DISCOUNT CARDS Used by some exhibitors as a means of getting larger group attendance at the movies. These cards sometimes operate on a one-show bargain price for the family on week nights, and sometimes on the basis of a monthly family ticket, non-transferable, good for each attraction which plays during the month. This is another version of a widely used juvenile sales promotion, the teen age discount card. MERCHANDISE AUCTIONS Summertime, particularly in resort and vacation areas (and don't forget that the big cities are also vacation areas for people from out-of-town), is a time when people love to do impulse buying. An antiques auction or sale of gadgets or handicrafts at the theatre can be an important added attraction to your regular program. It is particularly advantageous if you are not competing with existing local enterprises. Turn this merchandise operation over to the local auctioneer, for example, or develop a new type of sale such as a left-over jamboree on behalf of all the community merchants. PLAYGROUND PROMOTIONS Extremely important for drive-ins, particularly where there are separate-charge attractions at the playground. Attention must be given to seeing that customers know how early thj playground opens and what facilities it contains. Special club stickers for automobile bumpers, souvenir pins for the youngsters and occasion gate prizes are helpful in publicizing the facilities. It is surprising how many people still don't know that drive-ins offer playground facilities. AIR CONDITIONING Still a major summertime theatre attraction. While stores and restaurants are also air conditioned these days, as are many homes, the theatre is still the best place for comfort in the evening for most of the population. Naturally, advertisements for air conditioned theatre should give adequate display to the fact that cool comfort is available. In addition, an occasional special notice addressed to those who suffer either from the heat or from hay fever or rose fever ("not just cool air, but clean, purified, pollen-free Eir") is timely during the season. KIDDIE VACATION SHOWS Successfully promoted, particularly in the midwest, for a number of years now. Tickets are sold on a series basis for a special morning show held once a week. Often the sale of the tickets becomes a sort of community promotion, since the programs are specially selected and part of the sales appeal is that the venture is approved by the local school system, parent teacher organizations, etc. GROUP TICKET SALES Potentially important all year round, but in the summer there are certain special opportunities. For example, in resort and summer camp areas attention should be devoted toward selling the entire house or a large block of seats to a specific children's camp or a hotel, even if only a one-shot basis. In larger communities and industrial locations, office and factory parties at the theatre can be suggested to personnel departments and trade unions. Also, on occasion when a particular attraction warrants it, group tickets can be sold to special purpose clubs. The local camera club, for example, might be interested in a group purchase for a program featuring unusual photographic effects. Page 46 Film BULLETIN May 13. 1957