The Exhibitor (1966)

Playground Doing Top Business? ■ Playgrounds have provided a valuable ancillary recreation facility at Drive-In theatres since outdoor movie-going first captured the imagination of America some 20 years ago. During this period, we have probably published more information on D-I play¬ ground planning, maintenance and opera¬ tion than the person requiring such infor¬ mation could find in any other source. The play apparatus at the typical Drive-In consists of the static, or station¬ ary pieces of equipment, such as slides, swings and mazes, and more elaborate mechanical rides including merry-gorounds, train rides, miniature ferris wheels and the like. In some areas, the small children accom¬ panying adults to the outdoor theatre may not have access to such equipment at school or recreational centers, but exclud¬ ing the youngest fry, most of the kids have seen and used these devices many times. In the course of producing articles on such diverse playground topics as eejuipment inspection, layout, attendant train¬ Now's the time to perform seasonal maintenance on equipment, do any painting and sprucing up required and get the grounds in shape by adding new sod and removing buried debris and stones. ing and safety procedures, this department has discovered some enlightening mate¬ rial that is more in the realms of psychology than anything else. For one, we once conducted a bit of “research” that consisted of nothing more than a nose-count of Drive-In theatres ad¬ vertising in larger daily papers that men¬ tioned ‘Free Playground’ — or ‘Kiddie Play¬ ground’ in their usual ad copy. A check-up showed that the greater number of these theatres had excellent play areas. Having made the initial investment in equipment, they passed on the opportunity to sell this service extra to families shopping for en¬ tertainment. After we assigned a failing grade to Drive-In operators in print {not one had promoted his playground with ad copy), we began to notice rather creative copy appearing regularly. “Come Early and Enjoy Our Free Playground” and other expanded promotional notices soon appeared in the ad copy of other theatres. RIDES HELP LURE KIDDIES On another occasion, we looked into the relative popularity of different Drive-In playgrounds with the kiddies. Some play¬ grounds were deserted prior to and during peak summer evening weekend perform¬ ances. At other theatres, the operators testified to a regular weekend crush that amounted to not hundreds, but thousands of junior-sized patrons jamming their playgrounds right up to Labor Day. The secret of success quickly revealed itself. The most successful D-I playgrounds were the well-equipped facilities at several large outdoor theatres that offered up to six mechanical rides at one D-I, candystripped apparatus, lively music over small loudspeakers, uniformed attendants, and, last but not least, refreshments on the spot. These playgrounds had the real and irresistible atmosphere of a carnival about them and kids of all ages responded ac¬ cordingly. ATTENDANCE INCENTIVE Short of the hurly-burly air of a little big-top, with spinning merry-go-round, cotton candy and popcorn, nothing will attract kids quite like other kids. We would suggest that, in more modest playgrounds, the operator do a little more than check out his equipment, spruce up the fence and wait for the kiddies to storm the gates. Our guess is that the play apparatus is not, in itself, the real draw. The natural and seemingly inexhaustible energy of children is indiscriminate in its search for an outlet. Creative play and sheer gymnastics can center on an old tire just as easily as on an expensive, specially built piece of play equipment. There is a catalyst, which we would hesitate to identify, that can bring youngsters to life in almost any situation. To the Drive-In operator who relies on family trade, offering adults the attractive prospect of healthful exercise and contact with new playmates for their children can be a powerful attendance incentive. With a little creative salesmanship and the right kind of supervision, this facility will pay for itself many times over. 21 City Park Avenue Toledo, Ohio 43601 PE12 PHYSICAL THEATRE • EXTRA PROFITS DEPARTMENT of MOTION PICTURE EXHIBITOR May 1 8, 1 966