Motion Picture Herald (Apr-Jun 1931)

60 MOTION PICTURE HERALD May 2 3, 1 9 3 1 THE VALUE OF KIDDIE BUSINESS! By NATALIE TOLMAN 'Big Sister" and Director Kiddie Club State Theatre, Stoughton, Mass KIDDIE business, that valuable and intangible advertising medium, which left us with the coming of the sophisticated talking versions of Broadway plays and books is returning by leaps and bounds all over the country. Perhaps it is the prevailing crop of westerns, gangster stories, serials, cartoons or the current crop of features with child stars that is enticing the thin dimes to the box office. Or perhaps it is the increasing realization of its importance by the country's showmen which prompted them to organize the multitude of children's activities now in vogue. Whatever the source, it is important and beneficial that juvenile interest in picture programs is again on the rise and reflecting itself at the box office. Kiddies an Asset Theatres that enjoy a healthy kiddie business have an asset of immeasurable value. Lucrative in itself, it is further capitalized on through increased adult enthusiasm and again as a publicity possibility of no small importance, especially to those showmen operating one of the various types of Kiddie Clubs. Year in and year out new youngsters are reaching the age when they can be interested in theatre programs and Saturday afternoon shows. They cannot be contacted or enthused through newspaper advertising or other ordinary channels and must be reached through special means or through other children. The supply is endless, the possibilities unlimited and as the youngsters grow up real boosters for the theatre because of special attention paid to their entertainment they become adult admissions and solid friends. Any institution built on such a strong foundation cannot help being successful. Wherever practical, and this includes almost every type of house with the exception of downtown metropolitan first-runs, an extensive effort to cater to children in any way will pay good dividends. And even the deluxers now have such added features as free dancing classes and special children's attractions to interest and attract the youngsters who go a long way toward bringing the adults to a particular theatre of their choice. Excluding several types of grind houses whose capacity and policy does not permit a play for the Kiddies and their low admission prices, any showman who passes up the possibilities of an extensive child interest in his theatre cannot get the most out of it. There are many mediums, all practical and not too costly ; special morning matinees, gift or souvenir performances, school tie-ups and contests, baseball leagues, drum corps and military units. Scout tie-ups and perhaps the most popular and efi^ective the Kiddie Clubs of all types. This last mentioned is undoubtedly the best because of its flexibility, wide scope of interest and negligible cost of operation. Whatever the medium, every manager should adopt some plan, build it up and carry it along, for the returns are well worth the effort. Once started, it is surprising the ease with which this type of exploitation may be accomplished. Good All Year 'Round The Kiddie Club idea in its numerous forms is adaptable to all-year-around use and may be conducted on as large or as small scale as desired or required. Its use is now general with circuits for exploitation of cartoons or serials for 10 or 12-weeks periods, carrying its interest right into the homes to children and adults alike. Unlike some other children's feature, the Kiddie Club is not seasonable and, once started, maintains steady growth and widespread interest which is not only evident at the special week-end matinees, but is brought into Miss Natalie Tolman Natalie Tolman is well qualified to discuss the subject of Kiddie Business and its value to the theatres. She has been actively engaged in handling one of the largest theatre kiddie clubs in the country and an organization which has attracted attention throughout New England and the east. In response to our request she has made a special effort to tackle this problem in a general way rather than just sticking to her own experiences; therefore other theatres ought to find this article of great value. Those who follow the Club pages will readily recall some of her fine work which was described in this section in the past. Further material on the subject of Kiddies and the Theatre will be published from time to time from Miss Tolman. the schools, churches, libraries and other places where children gather. It helps to keep the theatre name continually before the people via the press and word-of-mouth comment and if properly conducted and exploited soon becomes a local institution of no small consequence. Right here comes the difficulty to be avoided in its operation and that is a slowing up of effort and activity after a few weeks followed by an inevitable lessening of interest in the club. Like everything in successful show business, managerial ingenuity must be brought in to inject new features in the Club proceedings weekly, as youngsters will tire of sameness just as others do. It is this newness and originality that develops the growth of the idea and creates the desired interest and publicity. It is this lack of novelty that has meant the passing of many Clubs after a few weeks of life and before the original cost really began to show monetary returns. Further to be avoided is too great an expenditure in proportion to the results that are possible. Growth of this activity is fast and there is always the possibility of building it up to too great an extent for the capacity, size of community or point where it ceases to be profitable. Details of the starting and operation of Kiddie Clubs have been frequently published in these columns. Once started and given whole-hearted effort and attention from those in charge, its growth will be something any manager may point to with pride. Benefits to be derived from this special attention to children, no matter what form it takes, may be classified as threefold : actual box ofifice returns, both from children and adults, added good-will for the theatre from numerous sources, and publicity, there being no better medium than kiddies' or through children's activities. Through the Kiddie Club, not only is it possible to stage a lucrative Saturday morning or afternoon show at small cost, but subsequent adult business at night is increased. Further along this line, if the current program happens to be weak in juvenile interest the Kiddie Club mav be expected to maintain the gross at its usual peak. From an angle of goodvvill the theatre is brought closer to the schools, civic organizations, churches and the merchants through its Kiddie Club. These folks are made to appreciate that in attending the theatre their children are receiving special attention and that the theatre's ambition is not wholly the almighty dollar. Schools and libraries are easier to contact or tie-up on promotions during the week on other than Club ideas and merchants are made to realize that the theatre has a valuable power for them in an organized group of several thousand youngsters, whose parents or themselves are all prospective buyers. We have found here in the conduct of our State Theatre Kiddies' Club a liberal willingness on the part of local stores and manufacturers to co-operate with us in any way we suggest where the kiddies are concerned, so much so that at the present time we have connections with manufacturers and wholesalers that almost completely defray the expenses of operating the Club as well as keeping us supplied with candy, gifts, prizes and ice cream given away as part of the contests, games and stage shows put on every Saturday afternoon. They're Good Pluggers From an advertising or publicity standpoint the benefits are immediately apparent. Through the children the theatre name and Club interest is carried into all surrounding communities and any youngsters' activities are always good newspaper copy, with the theatre falling in for the plug. It just can't be helped, as a couple of thousand kids mean plenty of readers and the boys at the desks know it even to the extent of using pictures. This goes for the cities as well as the towns. Not only is a real live Kiddie Club of benefit as a Saturday attraction, but the list may easily be capitalized on to put over mid-week playdates through special shows or adult contact via the kids and the local parents-teachers' associations, usually hard-boiled, are just as easily won over. Further publicity is offered by the radio and appearances before women's clubs and organizations to those houses operating Kiddie Clubs with stage shows and talented youngsters. It is quite possible, as we have done already, to assemble a list of very capable juvenile performers, organize a Kiddie Club orchestra, glee clubs or present short playlets for radio and stage presentation under the direction of some person in charge of Club activities who has been built up through this work into a popular local personality. Still Going Strong This type of activity is not as difficult or involved as it may appear at first, since it naturally develops with the growth of the Kiddie Club. There can be no doubt as to the value of special children's features in connection with theatre operation, for it is based on the promotion of kiddies, an inherent part of everything and our adults of tomorrow. Manager's should develop something along this line and give it just as much serious thought as other operating problems. For those who might not be personally qualified to carry out a Kiddies plan, it is not difficult to secure the services of some one with enough training and personality to make it a genuine success, and by working all of the angles which present themselves the cost may easily be kept down to a point of showing a good profit. Among the long list of things which may be done to encourage the kiddie business we have dwelt mostly on the Kiddie Club idea for the reasons explained above, which are based on observations and actual facts in connection with the operation of our own State Theatre Kiddies Club, in existence now nearly 18 months and still going strong.