Motion Picture Herald (May-Jun 1946)

tiAn international association of showmen meeting weekly in MOTION PICTURE HERALD for mutual aid and progress CHESTER FRIEDMAN, Editor Driving Ahead The managers of Neighborhood Theatres, Inc., Richmond, Va., recently concluded a one-month business drive which provides some interesting statistics and an illuminating picture of the results which are obtainable in a determined and combined effort of this nature. With quotas based on the same period of a year ago, the circuit showed an increase of 18.55 per cent in paid admissions over the previous year, an all-time high in the history of Neighborhood Theatres. It Is in the respective quotas for each of the 28 theatres that the figures Indicate how much Individual Initiative and energy is expended when showmen are Imbued with competitive rivalry, team spirit and prospects of a bonus. All but seven of the houses exceeded 100 per cent of their goals and, of these, six ranged upward from 92 per cent. The theatre staff of the Rex theatre, Petersburg, managed by Ben McGee, amassed a total of 71.99 per cent above Its quota. Winning theatre staffs. Including ushers, cashiers, operators, etc., received cash awards for their effort. The impetus created by the Drive undoubtedly will result In an increase in business generally throughout the circuit for many weeks to come. AAA Neither Rain — A publicity release from Mike Siege! of Century Theatres, New York, informs us that the circuit is undertaking to Increase Its program mailing list during the summer months. The move is expected to give impetus to business during the vacation period and to the next fall season. Century has been one of the few circuits in this city to maintain mailing lists in its houses after most major and Independent groups had abandoned this medium In favor of newspaper and radio advertising. The fact that additional patrons are \o be added is therefore Interpreted as an indication that the circuit has found direct mail to be advantageous and profitable. Directory programs are used exclusively, with one circular carrying the bookings of several theatres located within certain zones. Display advertisements fill some of the pages which are used to promote the big pictures or special features of the Individual houses. The circuit Is represented in local or weekly newspapers exclusively and does not use radio advertising. Window cards are used where the theatre manager believes them to be beneficial. About 500 three-sheet boards are owned in Brooklyn by the company, and most of the subway three-sheet locations dropped by the Loew circuit when it discontinued posting several years ago have been acquired by Century. Mr. Siege!, who is advertising manager for the circuit, and Joseph R. Springer, general manager, believe in the value of newspaper advertising but, because saturation coverage requires that the message be carried In all New York papers, such a project is considered too costly. They have found an effective solution in the select list of patrons who request that a program be mailed to them. Back in 1930 we once figured out, on an annual basis, the actual cost of getting a program into one home. The figure we arrived at was approximately 67 cents per year. Even if our program brought Mr. and Mrs. Customer to our theatre only once during the year at the current 40-cent admission, we figured we were better than even on the deal. We remember, too, that in inclement weather it was sometimes impossible to get window cards distributed, our paper posted and handbills circularized. Somehow, however, the mails always seemed to get through. And, In spite of the depression, the theatre we have in mind showed a profit of $250,000 over a three-year period. Maybe there Is something to these mailing lists. AAA Last week an exploitation campaign arrived from England accompanied by a letter which recalled vividly some of the horror of the recent war. Part of the letter follows: "May I be allowed to give you some of the details of my cinema. Situated in the center of the town, we were twice hit and put out of action by German bombs. The first time was In November, 1940, with a bomb through the stage when six patrons were killed and 78 patrons in the auditorium minus arms and legs, etc. . . . This is the largest cinema in the Midlands of England, with a seating capacity of 2,500. We have a large cafe and had a ballroom which was destroyed by bombing In 1940. We are now awaiting permit from the government to carry out repairs." The communication was from V. H. Deacon, manager of the Saumont Palace In Coventry. —CHESTER FRIEDMAN MOTION PICTURE HERALD, JUNE 8, 1946 49