Motion Picture Herald (Jan-Mar 1932)

February 13. 1932 MOTION PICTURE HERALD 57 DON'T DIE FROM STARVATION ADVERTISING V/ILL SUSTAIN YOU! T S ADVERTISING and exploitation I necessary for the successful operation A of a theatre?" Rather a funny question to put to a dyedin-the-wool showman. As well ask if a fish, constituted as he is, needs water to keep on living. Still, the question should be answered for the benefit of the new and inexperienced man, or to refute the arguments of those who think otherwise. The yokel who made mousetraps in the woods may have made a success as a mousetrap builder, but I'm afraid the path to his door would have been weed-grown had he been running a sylvan movie theatre. The day of a theatre having a following is past. Time was when a theatre could count on a certain gross business through consistent excellence in program and service rendered. No theatre can be consistent today in the excellence of its offerings, because there are not enough "hit" pictures being made to keep it open. TT IGHLY competitive conditions plus a public over-fed with amusements have made shoppers out of theatre patrons — and shoppers notably choose their fare. How else can they be dragged up to your box office than through advertising and exploitation? When I say over-fed with amusements I mean just that. Competition has led theatres into a suicidal race to see which can give the most for the money, with the foregone result that the appetite of their patrons is more than satiated; like that of an overstuffed boy on Thanksgiving Day. Double feature programs, or a feature, news, comedy, organ solo, personal appearance, presentation, all on the same bill; a cutthroat battle with the public walking away from the fight. By NAT HOLT Wichita Fox Theatres Nat Holt is city manager for Fox Theatres in Wichita, Kansas, and one of the best known showmen in the mid-west. His outstanding newspaper advertising has been a source of inspiration to many other showmen. Naturally, his views on this series: "Is Advertising and Exploitation Necessary," are most welcome. Incidentally we want to acknowledge at this time Nat Holt's fine co-operation in furnishing the Club pages with examples of his many recent activities. They are always interesting and helpful to other showmen. ANOTHER thing, star value seems to be a thing of the past. A new meteor flashes across the sky, glitters in passage and dies without leaving a spark. Used to be a star's name was all that was necessary to pack 'em in. And that name was good for season after season. Count the stars today that really shine — whose names are box office. They are mighty few; and they won't last more than three changes of the moon. Some of the producers still think, of course, that their contract players are the real McCoy. The exhibitors know different — and the exhibitors are the boys who are trying to suit the public's fickle taste. NOW and then, of course, a picture comes along that requires only a bare announcement, but these naturals are few and far between. How are you going to keep your theatre out of the red between times? There's only one known method — advertising and exploitation. The desire must be created in the public mind that this or that picture must be seen, and that desire must be engendered by every method known to the astute showman : catchy newspaper campaigns, billboards, heralds, trailers, and stunts that fit the occasion. Sure, these campaigns sometimes result in waste of money. But here's where a man shows his value as a showman and a psychologist of public taste. The smart man knows how much he must spend to get results and where to spend it to bring the proper return. Even with the theatre with a fixed clientele— if such a theatre exists — would soon find its patrons drifting away if they were not constantly told of the excellence of the fare they were being served. EVERYBODY chews Wrigley's gum. They got that way by Wrigley's methods of advertising and exploitation. Let Mr. Wrigley stop advertising and the gum chewers would soon turn to paraffine. I'll admit that some of the methods used in theatrical advertising today are shopworn ; while amusements have been improving advertising has remained static. There is a need for originality, for something new. But in its absence, advertising and exploitation of the time-and-tried kind are still the first essential to success in theatre operation. The guy that hides his light under a bushel will die of starvation. AND THEN CAME See page 63