Motion Picture News (Sep-Oct 1916)

September 9, 1916 MOTION PICTURE NEWS 1529 “ The * News ’ wishes to include under this heading novel advertising ideas, successful schemes in management, decoration and equipment of the theatre — everything in fact done by the exhibitor to stimulate his trade. We invite every exhibitor to send for publication the successful ideas that he has worked out, also to come to us for suggestions or information. Address the Editor.” How to Take Your Place as a Live Exhibitor and Keep It <J<?T¥7E HAVE TAKEN OUR PLACE— W AND WE SHALL CONTINUE TO TAKE IT— AND TO KEEP IT.” This should be the daily slogan of every enterprising exhibitor whose previlege it is to control a picture theatre and who has the progress of the film industry at heart. How many are there who think of anyone outside themselves? It is feared we have too many who are contented with their present prosperity; they think they have reached the pinnacle of fame and they lord it over their employees as taskmasters. They open their theatres as they would an ice-box — as if it contained all the good things of this world. Just recently an exhibitor announced the fact that “ posters keep people away,” yet other men disguise their theatres with as many posters as they can put up. Both these men with their extreme ideas are wrong. Another exhibitor is “ tired ” with the fickleness of the public. A man who gets tired of taking money from the public should retire and make room for the enterprising man. What one man has done another can do, if he will try, but he must work and not leave it all to the pictures. The other day a patron of a well-known theatre was heard to remark, “ Oh, I don’t know what the picture is to-night, but it is sure to be a good one. Smith never shows anything but the best.” Smith conducted a new, large, splendidlyequipped theatre, but it was in a thinly populated district, however, with Mrs. Smith at the ticket window. He made a personal friend of every patron. Later he moved to a house further downtown and began a campaign of advertising. A large advertisement in the city dailies set forth in big type the name of the play, the star, with a short note about the film in general. It set forth in equally large ty-pe the name of the house, the manager, the fact that uniformed girl ushers taken from the neighborhood passed round iced water, that the ventilation and projection were perfect. “ We heard you were down here, and we came to see you, Mr. Smith,” said several people the first evening the theatre was open. These were all patrons whom Smith had made friends of at his uptown theatre. Mrs. Smith was at the ticket booth and had a cheery smile and word of welcome for everyone. “ Did you notice how clearly the pictures were shown, Mrs. So and So?” asked Smith as his patrons began to file out, “ I pride myself upon that,” he added, as the woman commented favorably. “Was it not comfortable?” he asked another. “Yes, but I would appreciate a fan,” she said. “ The next time you come there will be fans For everyone.” And there were. He arranged with a merchant to give them to him and at the same time advertise the merchant’s name and business on the back of the fan. One patron failed to compliment the picture, and Smith frankly admitted that it was not the best he had seen. He said, however, it was as good as he could get at the time, and he told the patrons of one he was going to show the next night. “ I have seen it and I give you my word it is^ fine,” he said. The patron came tfab next night as he knew he could place confidence in Smith’s word. Smith’s plan is simple, but comprehensive. First let the pictures draw them, then catch a few more by systematic advertising ; don’t hesitate to use the telephone as a few may be garnered in that way. “ I made good use of the corner grocery store to boost my pictures by sending out heralds with all groceries orders. After mapping out the territory from which I thought my house would draw from, I set out to thoroughly work the ground. “ I went from house to house with my wife, inviting the women and children to f(gie to my theatre and in this way I met many old and made many new friends. When the show was over I spoke to each one asking them how they had enjoyed the pictures. “ We made a feature of children’s matinees, theatre parties, and morning exhibitions for women's clubs.” How many Smith’s have we in the film industry? We regret to say very few, but the time has come when every manager will have to realize that the slogan of the film industry is “WE HAVE TAKEN OUR PLACE— AND WE SHALL CONTINUE TO TAKE IT— AND TO KEEP IT” BUSINESS POSSIBILITIES OF A TOWN SHOULD NOT BE JUDGED BY ITS SIZE The population of a town is no criterion of its business possibilities, as many exhibitors in Kansas and Missouri are demonstrating. The chance to clean up on features in the villages is perhaps the best trade opportunity that any business man can find to-day. Two instances may be mentioned. There is A. F. Clark at Corning, Kan., a town of 400, who is cleaning up $15 to $30 a day with Gold Rooster features. And there are dozens of towns where these features — and others — are making big money for the exhibitors,: There’s W. O. Austen of Agenda, Kan., who might have drilled along with his local patronage ; but he went after the bigger trade, that of the farming members of the community. And he got them. His theatre seats 200, and on Saturdays it is filled nearly all day long. On week days there is business enough to pay expenses and then some. Agenda, be it noted, has a population of 80, his theatre seating 120 more people than there are people living in the town. NEWSPAPER MAKES TICKET ALLOWANCE FOR SUBSCRIPTION PAYMENTS La Petite theatre, Kankakee, Illinois, has made an arrangement with the Kankakee Gazette that is making a big hit with the fans of that city. To secure prompt payment on all subscriptions amounting to $2.50, the newspaper allows $1.25 in tickets to subscribers living in Kankakee and $1.50 in tickets to those living on R. F. D. routes. The Gazette reports that its paid e, Heroine of Pathe’s Serial,. “The Shielding Shadow11? Subscription list is going upward in big jumps.