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men. names of a hundred lawyers and professional For "Prince of Foxes" direct the campaign to the librarians and library card-holders of the public and school libraries of the community, or get in touch with Italian-American societies. With "Three Came Home," the exhibitor would naturally concentrate on women's clubs and church groups. Every picture provides a new opportunity to find one corner of the audience that has been lost and is waiting to be found. Once you win "new" patrons by showing them one picture you are certain they will like, they will be back for more — and for all kinds of pictures. While the new patron is at the theatre at the exhibitor's invitation, he should be treated as the important guest he is. The cashier, upon learning that the patron at the box- office window is one of the invited guests, should immedi- ately inform the manager. The latter should personally greet the patron, show him to his seat with the proper note of welcome and gratefulness for his coming. Again, when the show breaks, the manager ought to be on hand to wish him a good night. In this way, along with his better-than-ever pictures, provocative trailers, interesting lobby displays and other activities, the exhibitor adds friendly hospitality and cour- teous service as incentives to regular movie attendance. The exhibitor can thus create a new core of audience, people who will have faith in and respect for what he has to sell. When a very worthy picture comes along that he finds particularly difficult to merchandise, he will be able to state his case frankly and ask these opinion makers to help him sell it. This is exactly what was done by Mr. I. J. Hoffman, a very successful New England exhibitor, in handling "The Hasty Heart," a very fine picture that got great critical acclaim but was not doing the business expected. His manager in Hartford took the trouble to invite the leading opinion makers of the city to a screening in a Projection Room. There they were told, "Here is a fine picture. You complain that we seldom exhibit a picture worthy of your intelligence. Here is one I think you will find worthy and, frankly, we don't know how to sell it. We are asking you people to help us. After you see it, will you pitch in and help?" They looked at the picture, confirmed the exhibitor's opinion of it and went out and plugged it. They worked for it, and the result was terrific business throughout the territory, operations good for two and three days run- ning it an entire week. Here was a concrete example of what can happen when the exhibitor displays initiative and imagination. He finds his audience.