The film daily year book of motion pictures (1933)

famous advertising counsel came along and said he could guarantee to secure without cost the interest and active support of the local schools, ministers, women's clubs, public library and organized public groups in increasing attendance at your theater, would this be worth anything to you? You may at first think this is visionary, yet it has been done in many communities. All it takes is a little common sense, a little patience, a little intelligent effort on the part of the theater owner and very little expense. The practical results are increased attendance for the less sensational pictures (where it is most needed i and a reduction of unfair and unwarranted criticism from those unacquainted with current motion picture entertainment. Who Are the Non-Customers? Aside from the involuntary absence from the theater of those habitual fans who have not the price of admission, the exhibitor will find on analyzing his own situation that the non-customers in any average neighborhood or town comprise the following classes: (II Many persons of exacting taste who fail to realize that there is much that would be of interest to them in the current motion pictures. They still think of the movies in terms of the old silent pictures, westerns, custard pie throwing comedy, etc. (2) Persons of discriminating taste who have been offended by theatrical advertising, by something in a picture actually seen, or something reported to them 'sometimes inaccurately). (3) Children, who find the sound pictures less attractive than the old silent pictures and are not so much interested in the type of dramatic stories that lend themselves to sound production. This also involves the non-attendance of the entire family in many instances for two reasons, (a) Many families who had domestic help in the household two years ago now do their own work, with the result that the mother must take the children with her if she goes anywhere. (b) In the present condition of reduced family income the father and mother are more likely to go somewhere with the children than they were a few years ago. If they think the children will not enjoy the movies, or that the movies are not good for them, they go out in the family flivver or go in for some other type of amusement. Can They Be Interested? In the bonanza days before the depression when capacity attendance was the rule rather than the exception, exhibitors were very much inclined to be indifferent to the possibilities represented by these non-customers. Now such patronage is badly needed at most theaters to fill out the gaps in former attendance. Fortunately, recent developments and trends within the industry have made it easier to secure this additional business, unseen under the very nose of the exhibitor. (1) Much of the offensive material in advertising and in pictures, both long and short, which drove them away from the theater, has been removed. (2) This season offers an unusual percentage of class pictures which will interest persons of culture and discriminating taste and a good percentage of pictures suited to the entertainment needs of the entire family. (3) The establishment of a previewing service by nationally organized public groups to advise their members concerning pictures of interest to them and the regular distribution of official lists of the selected pictures to their local organizations prior to release of the subjects. Advertising and Publicity As suggested above, these non-customers of the theater are influenced very little by ordinary advertising or theater exploitation. The reasons need not be discussed in detail here. Nor is the exhibitor always in a good position to make a direct approach to them. He can and should, however, readily extend the necessary cooperation along proper lines when asked to do so by the local civic groups to the end that impartial, unbiased word of mouth advertising and support of selected pictures will be developed in the local community. Given this encouragement the local leaders and groups will tie in with the nationwide organizing of this type of word of mouth advertising. The effectiveness of this plan, both nationally and locally, has been amply demonstrated. Certain essentials are apparent, namely: (1) The local person who recommends the picture must have seen it or must have in advance information which he or she believes significant and authentic. (2) The person recommending the picture must be in a position of influence by virtue of standing, recognized good taste, connection with an important organization, social position, etc. (3) The person recommending the picture must be commercially disinterested. When these conditions are met such word of mouth advertising travels rapidly and effectively reaches non-customers of the class that would be especially interested in the picture discussed, but what is even more important from [II READ THE FILM DAILY FOR NEWS 659