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Arrange for civic groups to take a tour through your theatre.
By acquainting business leaders with the operation of your house, you will be in a better pope oH to obtain their cooperation
when explaining the problems of the industry when such important matters as tax relief programs are proposed for local legislation.
Thou shallst not regard children as noisome, bothersome little brats who would be patter off at home squinting SETI
These little so-and-sos can be your audience of tomorrow -and, if you figure in being in this business for a lists spe it would be smart to figure out ways and means of getting them on your side. This is not easy these days. We have fewer and fewer te ie lg pi Cures on which we can pitch for the kid audience. But, there still are occasional films like "tom thumb," "White Wilderness," "Sinbad," in addition to reissued westerns, cartoons, and the like, around which to build special morning shows.
One of the most effective insurance policies for promoting future business is to have children get the ‘movie habit’. This can be done by giving your Satur ay morning (Gaal holiday) shows the same sell treatment extended to your regular attractions. Treat these young patrons with the same courtesy you do your adult movie goers.
Also, do not forget that children are important patrons of our concession stands!
~ Thou _shallst have solid school and church contacts.
Speaking of young people... 28 we did in Loew Commandment Vv, many | C
exhibitors have not scratched the surface in an effort to secure school cooperation. Maybe some years ago yaeN received a rebuff from the schools and have shied away since. School cooperation is available in varying degrees -depending upon the temper of the local school board, the superintendents and the principals.
School and church publications are one of the most important outlets for specialized publiciey.. These publications are carefully read and certainly should be given. every consideration by you when you have an attraction which should be exposed to the scholastic or ecdesiastic press.
In New York, we have had hundreds of school parties for such attractions as TEN COMMANDMENTS, RIVER KWAI, 80 DAYS -to mention a few recent ones. As mentioned in the New York section of this manual, we supply kits of material on certain films. | Our high school editors mass interviews have been most successful.
Thou shallst answer complaints in a conciliatory manner.
Don't avoid people who have a complaint in their systems. The soft answer can often make a new friend instead of an enemy. Your replies should be verbal whenever possible.