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tax is repealed making films a greater bargain than they are today. But most important of all, is active, aggressive show- manship. And showmanship can make a greater impres- sion on the youngster than it does on his parents. There must be an enthusiasm for these special showings of pic- tures and programs for children. Opening the doors and putting on a group of films for a couple of hours is not the way to sell to children. Interest parent and teachers, go after the child guidance groups, the PAL, the PTA, tell them about your theatre and the worthwhile enter- tainment you are offering to their children. Tell teachers, parents about the educational worth of your product. Make them feel that the theatre is an adjunct of the home and the school in spreading the word about our Ameri- can way of life. The Chamber of Commerce, your fraternal organi- zations, the American Legion, the V.F.W., are ready and able to spread the word for you if you can show them that you are interested in the children's welfare. But do it enthusiastically with all the know-how at your command and make certain that the children of today are the moviegoers of tomorrow. Promoting this "movie habit" is as important to you as it is to the entire motion picture industry and it will insure your future. your audience of tomorrow The importance of the Children's Matinee in building the movie audience of tomorrow cannot be over-empha- sized. Give special attention to these matinees because the future of our business lies with the children. The the- atregoing habit they form today they will carry with them.