Motion Picture Herald (Jan-Mar 1956)

Student 3€or>ie Cat^d Is af PravetM Vatue Allied Theatre Owners of Wisconsin are putting out a special Student Admission and Identity Card, which is reproduced in the ailjoining column, and we applaud the idea, and the execution of it, by an exhibitor association. It must be five years ago that we printed the same story, originating with a British theatre manager whose name we can’t remember without research, and we’ve wondered ever since why nobody else ever did the same thing — so good, so true — at least not to our knowledge. The Wisconsin form is laminated in plastic. at a cost of 25c each for this process alone; it carries a space for a small i)hoto of the student ( junior grade) — and that was what we particularly liked about the British example. He found a friendly photographer who would make “passport” pictures of all the kids in town, setting up his camera in the theatre lobby, and using something like 35-mm. film to make many little photographs. Naturally, the kids loved it. And their parents loved it — because this identification had certain safety features, of interest to families and school or police authorities. And, our British manager also added signatures, and a documentary seal, stamped over the photo with the signature in police st3'le. The documentary seal is something you can buy at any stationery store for a few dollars, and it will last a lifetime. Every Justice of the Peace has his own, to “document” official papers. The idea of all this is that the youngster feels mighty important, carrying this identification, and it repays its cost many times over, in the child’s continued lo\*alty at \-our box office. He treasures his card ! Special Privileges Quoting further from the Allied Bulletin, the Wisconsin procedure is to distribute blanks, which the child fills in, with the name of his teacher and parents. All students up to 12 years of age receive the blanks in their classes, and the teacher is your partner. To receive their identification card, they pay up to 5()c for the card itself, and in return, obtain special prices anrl privileges at the box office. The reason for the laminated card is that it lasts longer in >uch constant use. Students mu->t present their carfls each week in the year to get the special student admission prices. You are a.sked to note the serial numl)er which is prominent on the sample card. This designates the grade in which the student was enrolled, at the time the card was issued. .So, it tells the manager of the theatre, the student’s proper age or qualification for student prices, which he can outgrow, and become an adult. Watch this feature carefully, for it protects you against delayed adolescence, which costs you money. Also, note that juvenile delinquency can result in the E 'ARK and PIX IHEAIRES A -96 r STUDENT'S PHOTO STUDENT DISCOUNT CARD Present at Box Office for Discount Ticket School nil WAUKESHA THEATRES, INC. J. A. ANOSZKO, Mgr. immediate taking-up of the card, and cancellation of its special privileges. Most small fry would rather keep their card in good standing. It is urged that a representative of the school paper or the high school faculty be present to authorize cards, and list them for publication or endorsement by their teachers. The more publicity you give this factor, the more secure is your benefit. Get all the publicity in school publications that you can, and make the most of new'spaper tieups which will accent the safety and goodbehavior benefits of such a ticket identification, that children will cherish as one of their most treasured possessions. Easter Vacation Show In Tieup With Bank Arnold Kirsch, manager of the Del-uxe theatre in the Bronx has sent us advance information about a free morning show he is holding on Wednesday, .Ypril 4, when children are on Easter vacation. He has booked a special feature, plus cartoons and each child will receive a bag of potato chips. There will also be a special film showing how banks operate. In return he is giving the bank 1800 paid tickets which will he given out at the hank to adults, a 40 x 60 display sign in the theatre and running a s])ecial screen trailer announcing the free theatre party for two weeks prior to the show. A 30 X 40 sign will be placed in the lobby of the bank. Arnold is also distributing 5000 special heralds and has contacted the P.A.L. club nearby and invited 100 members to the sjiecial show which will probabh' be a lot of fun. There’s still time to arrange something along these lines in your theatre if you hurry, ^'our young fry will welcome a free show during Easter vacation week. SPECIAL TRAILERS fAsr/ We deliver quality trailers in a hurry. Let us serve you! _ TRAILER CO. m CHICAGO 1327 S. WABASH NEW YORK 341 W. 44th St. . . . Timely news supplementing the special monthly department covering all phases of refreshment service. Candy Bars Introduced with Special Contest Two new candy bars in the “five-cent’’ category — “Coconut Royals” and “Orange Royals” — are being launched by E. J. Bracb & Sons, Chicago, with a special promotion in the form of a contest for consumers. The company will award a 1956 Ford Thunderbird automobile to the person submitting what is adjudged the best completion of the following statement : “Why I Like Brack’s New Orange Royals (Coconut Royals).” To be eligible consumers must send the wrapper from the bar, and they may enter as often as they like. Like Brack’s “Mint Bar,” the two items are twin bars (two in each wrapper). The center of one bar is “genuine, imported” coconut and the other real orange peel. Both are chocolate-covered. Midwest Concession Meet Postponed to April 4th The Midwest regional popcorn and concession industries’ one-day conference scheduled at the Sherman Hotel in Chicago for March 14th was postponed to April 4th. A last-minute notice from Bert Nathan, president of the Popcorn and Concessions Association, changing the conference date, stated the postponement was necessary because so man\' members had conflicting commitments. The conference theme will be “Are You Trading Dollars or Making a Profit ?” New Look for "Pecan Roll" Changes in the contents as well as the package of the “Pecan Roll” dime bar made by the Queen Anne Candy Company. Hammond, Ind., have been announced by the company. The bar has a new soft white nougat center and a cellophane wrapper. In addition it is now being packed in a new shape 24-count box for counter display. New Chocolate Drops Pack Two candy manufacturers are now packaging their chocolate drops in plastic coated paper containers, the tops of which have windows showing the cand\' contained within. The firms are Reymer & Brothers, Inc., and the Thurman Candy Company, both of Pittsburgh. 46 MOTION PICTURE HERALD. MARCH 24. 1956