A Showman's Guide for Better Business (1949)

special prizes, which can be promoted once a month for the best local camera study and make this an event that will generate pub- licity for your theatre. One month each year the competition might be limited to the members of your local high school's pho- tography club. A permanent bulletin board can be in- stalled in the lobby on which the best of the entries can be displayed. When the prize-winning photo is chosen, make an event of it at the theatre by inviting the winner as guest of honor that evening and showing his picture on the screen. Most newspapers have camera sections and will cooperate. Camera supply stores, drug stores that sell film, and developing labs can be enlisted to help make the idea mutually beneficial. Discount cards might be given children to entitle them to special developing and printing rates, as a stimulus for youth attendance. Progress Report Mimeograph a monthly "Progress Re- port" and send it to your mailing list. This can contain: I. News of charity drives and other civic activities in the community interest, with the theatre's role as a participating member not overlooked. 2. A reference to various pictures the theatre will play in the coming month inter- spersed among the other items, and names of patrons and their comments on particular pictures. 3. A separate section on what's new in Hollywood, stressing it as just another American community, and working in ref- erences to films now in production that rep- resent the future fare on your screen. The trade papers carry this information and can be your source for interesting items. Welcome Wagon The Welcome Wagon, as practiced by astute merchants in Greenwich, Conn., back in 1940 can be adapted by exhibitors every- where to attract new patrons to their thea- tres. The idea worked this way: When a new family moved into the town, a complimen- tary quart of milk, a loaf of bread and a note from the local florist were sent them, with a note attached reading, "Welcome, we hope you like Greenwich." It was a warm welcome that made the family feel itself a member of the community. Needless to say, the milk man, grocer and florist got that family's business for years. The local showman can do this same thing. In the event your community has such a Wagon, get on it by including passes to your theatre. If not, it is easy to get from the gas company or electric company the names of new families that move into the communi- ty. Write a note to this family or call them up on the phone and say: "I own the local theatre, and we play all the best pictures. We want to welcome you to our town and are sending you passes to the theatre. Bring the whole family. We are happy to please you and we do want you to enjoy the fine entertainment we have at our theatre." The psychology of this approach will pay dividends, and the alert showman will add new and constant patrons with it. Mailing List Most theatres maintain mailing lists but in many instances they are seldom used. For example, in one suburban New York com- munity, this writer has lived in his home for nine years without once receiving a direct mail communication or even a throwaway at the door from the nearby theatre. Yet the grocer, the butcher, the baker and even the local plumber are constantly advising of bargains and exceptional merchandise he has to offer. These communications get busi- ness for the local merchant and they can get patrons for the local movie theatre.