The film daily year book of motion pictures (1938)

and also the shorts and principal players. Tell the truth about the features, and those receiving the card weekly will come to put absolute reliance in your statements. The card goes into the mail on Saturday, for Monday delivery. This stunt is built on personality and confidence, but once established it will prove a steady seller for your theater. Ad Fans A nifty novelty for summer plug. Ideal where the theater is located near a seashore resort, but also good for athletic meets and baseball parks. It's a pasteboard fan with an ad at either side for your theater, or some particular show. Fan contains a window about five inches long by an inch and a half high, covered with green or orange cellophane or gelatine. When fan is held to the face, the colored strip forms a protection from the sun's glare. Can be used as a fan, but more efficient as an eye-protector. Blotters The check-book blotter stunt is possibly of more value than the standard size blotter because in the first place, banks will distribute the giveaways and secondly, the blotter slips into the check-book and is carried around by the depositors. Every time they write a check, they see the blotter with your ad. Bank managers will co-operate with you on this one to the extent of enclosing a blotter with each new check-book handed out. Make your own deal with the bank regarding passes. Usually one season pass to the manager is enough. Sectional Coverage This gets away from the haphazard system of tossing out heralds. Survey your territory, and map it out into five zones. Cover one zone every week with house distribution of a special herald. By rotating this way you get complete coverage every five weeks. This is enough to keep interest alive in your theater. Estimate Cards Starting with the first of the month, cards are handed to all patrons as they leave. They are printed with the names and dates of the attractions for that month. Those who desire fill in the cards with their estimates of each show, marking in percentage. The manager marks the shows from a combination of film value and box-office. Those coming closest to his own estimates on the month are given a pair of tickets. Only requirement is that at least three-quarters of the shows be marked. Arrows Make up several "directional markers" in the shape of arrows. They should be painted yellow, or on yellow stock, and measure about 16 X 4 inches. On the arrow have printed in large letters "This way to the .... Theater." Have these tacked up in every available spot with the arrow always pointing in the direction of your theater. Be sure you instruct the lads who go out on the job to be sure of the direction the arrows should point. Use them for a radius of two or three miles, posting them on every available telegraph pole, light post and roadside tree. Gag Folders A little printed stunt that gets a smile, in the form of a four-page leaflet titled: "How to save on gas, electricity and water." The second page carries the advice to turn off all three and come down to the theater. Another variation is titled: "How to keep warm these winter evenings." It has the same page two urge to go to the theater. In the same class is the "What I Know About " with the inside pages blank and the theater ad on the back. The gag is applied to politics, local questions or some topical news sensation on the front pages of the papers. The reaction of course is always amusing. If this stunt is gotten out neatly in vest-pocket size, it can become a permanent ad, with the inside blank pages used for memoranda. Family Group Up until two o'clock all women who enter the theater are given a card reading: "If you like this show and sell it to two or more members of your family, this card will entitle you to a free admission for yourself if you accompany them." The card is marked "Not Transferable," but the chances are that at least half of the cards will be presented by other than the women who saw the matinee. Here is a three-for-two stunt, which beats a two-for-one. Cards are not handed out Saturday or Sunday. Guest Cards Have cards printed up that can be attached around mouthpiece of a telephone. Call them Telephone Guest Cards. They are available at the theater for those who want them. There is a perforated portion at the bottom where each person may sign name, address and phone number. There is a number on this appendage that corresponds to the one on the card. Holders rip off signed portion and leave it with usher, then hang the "guest card" on their phone. The gag is that some numbers are called up weekly and told that by calling at the theater, they will find ducats awaiting them on identification. The theater of course plugs itself on the cards that are hung on phones, the idea being that each time a person makes a call he is reminded of your house. 868