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September 1 , 19 21
First National Franchise
5
E. J MAUGANS OWNER
PRINCESS THEATRE
MECHANICSBURG. OHIO
Page 3.
As to the methods of advertising and all kinds of exploitation stunts much "buncombe is "being advocated as the question can only be solved by consistent expenditures. You are told to BILL LIKE A CIKCUS and all such rot while we small town guyes know that the circus comes but once the year and we must open up our little made over store rooms 200 or $00 times a year and when we do bill like a circus we wonder for weeks after when we Vr gnna eat agin* 23y best results are shown with the use of 6, 3ยป~ an& * sheets as Well as, photos and newspaper adds aggregating about Vjp of my weekly receipts. The elimination of express and poster charges went far towards a profit at the end of the week and I believe my method of reducing the number of show days and lengthening runs to two days each will pay anywhere when you find that a daily change is unprofitable. Having lived in both city and village, my deduction is that from 20 to 30$ of the homos in small towns are occupied by Haiden Ladies and Widows and retired farmers who spend many sleepless nights figuring how to make an already overworked dollar do the work of six and I can safely say that this condition is not conducive to good show business anywhere. Many can attend only once a week and very few twice a week and my efforts are being directed towards getting in the greatest possible number of patrons to see a given picture rather ^han getting one patron to come four to six times times a week to see as many different pictures. This enables me to pay a worth while price to the distributor for a good picture and saves in express and posters and operating expenses. Much to my pleasure I find that First National productions meets all requirements and this theatre is now, and under a continuation of the present policies, ever shall be a I00f0 booster for our proposition.
Assuring you of my heartiest appreciation of courtesies of the past and ar/aiting an opportunity of reciprocating some of the many favors extended me in the past by your splendid Cincinnati orginasition, I remain
Yours ver^^ruly,
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