Motion Picture Herald (Nov-Dec 1944)

zAn international association of showmen meeting zveehly in MOTION PICTURE HERALD for mutual aid and progress -tCHESTER FRIEDMAN, Editor GERTRUDE MERRIAM, Associate Editor Election Reflection The concern of the public In the outcome of the Impending election will undoubtedly exert notable influence over box office receipts on November 7. In the midwest and western areas, particularly, the time difference and the fact that eastern election returns will be coming In during the period when attendance of moviegoers Is normally at peak can cut business. In past years It has been customary for the theatre manager to announce returns from the stage. Thus the patron was offered an opportunity to enjoy his movie program and keep informed of his candidate's progress. It is not uncommon for managers, after taking great pains to obtain election results from radio and newspaper sources for audience consumption, to find that the information is being disseminated to a handful of people. As most theatremen have found, in years such as this, with so much at stake and partisan Interest so stirred. It takes an almighty lot of persuasion to Induce people to forsake their homes and the radio news bulletins. It Is Interesting to note, however, that many showmen have not permitted past experiences to discourage their efforts. Those whose innate sense of showmanship refuses to surrender itself to a tough situation are making every effort to capture a portion of the voters' patronage. Particularly commendable are those who have somehow managed to obtain a hews ticker. Prominently displayed In the lobby, this device communicates tangible evidence that speed In receiving late flashes will equal the best that radio and newspapers can offer. AAA Sales Incentive One of the most successful. If not -the foremost of its type. Is the theatre-tlckets-as-glfts promotion undertaken each year by Famous Players Canadian Theatres. A^ sales promotion manual, prepared for the circuit managers by James R. Nairn, director of advertising and publicity, has just reached our desk and reveals that last year an all-time record for sales volume was established. The device netted a total just a trifle short of $150,000 — a Christmas plum for the circuit and guarantee for continued patronage of buyers and recipients of the gift books. The reason for the unprecedented results attained is readily discernible. The limitation of the theatre as a sales agency is not permitted to strangle the promotion. Instead, a profit-sharing plan is offered as an Incentive for all employees to promote sales on the outside. Each employee, except the manager, receives a 10 per cent commission on all book sales. In addition, he is eligible for a share of $825 in prize money which the circuit offers to those who sell the greatest number of premium books. These awards are made on the basis of individual sales and in conjunction with group teams (three bonaflde theatre employees). The prospect of earning extra spending money around the holiday season creates all the necessary enthusiasm for the employee to really get out and hustle. All gift books which are sold at the theatre are credited as management sales. While the manager does not participate in the commission plan, such sales are duly credited to theatre receipts. Thus, he too benefits materially through the circuit's bonus system which is based on operating profits. The new manual, which has gone out to all theatres In the organization, is filled with suggestions and Ideas used in previous years by the circuit showmen. "In analyzing the sale of tickets," states a foreword in the manual, "It Is a proven fact that the 10 per cent commission offered to members of the staffs brought the most satisfactory results." • A A A HAROLD CHESLER who, we recently mentioned, has Increased business by doubling up the odd and even newsreel issues, comes up with another device which Is currently stimulating business at the Princess theatre in Bingham Canyon, Utah. Mr. Chesler's idea may be of aid to managers plagued with youngsters who attend the theatre and create noise and disturbance. He writes: "Friday is our biggest night for student play. . . . This is designated Student Night. We honor one particular grade each week by having those students admitted at a reduced rate. They also participate in our stage show. "Starting with the seventh grade, we had 45 students at the special rate the first week. It has built steadily, and the townspeople are all talking about it. "We have a number of the kids on stage . . . ask them questions pertaining to school and town activities and people in service . . . pay from 25 cents to $ 1 .50 per question. "The reaction of all Is really heartening. People who formerly stayed away on this night are coming in again just to hear the Quiz and enjoy the laughs. "Best part ... Is that I have the noisy ones on my side. They . get all the heckling out of their systems on Friday, and the rest of the week they behave like angels." —CHESTER FRIEDMAN i MOTION PICTURE HERALD, NOVEMBER 4. 1944 I 67