Motion Picture News (Jul-Oct 1914)

THE MOTION PICTURE NEWS 35 IH0W j^xbibitors Bdvertise NEWSPAPER ADVERTIS ING: WHAT IT CAN DO THE Alhambra Theatre, Seattle, is about three blocks out of the regular trend of travel. It is a "legitimate" house that has been a photoplay house for two years, has a seating capacity of about 1,350. The theatre is not up to date in appointments, and has no organ, only a piano to accompany the pictures. It is a tencent house running Universal program and changing twice a week, running five reels at each change. There are six other big photoplay houses in the downtown district, five of which are much nicer than the Alhambra. Now, all of this explanation is given in order to show what the managers are up against. They decided to run the serial, 'The Trey o' Hearts," and immediately made plans for extensive advertising. They figured it out this way: "We want -the greatest possible number of people to see the first instalment, we will put on a good comedy, another drama, and The Animated Weekly,' along with it. That, with a musical number by a male instrumental trio will make a 'bang up' show and they will come back. We will get them 'going' on the serial, and the subsequent numbers will be eagerly awaited." They picked out the Seattle "Daily and Sunday Times," the evening paper with the largest circulation, which carries most of the local photoplay as well as mercantile space, and concentrated all their space in it. Thursday night they ran five fourinch single column ads, scattered through the paper. These ads consisted of a "cut" of a trey of hearts with such copy as, "What am I?" "Good to eat — no," over each cut. Friday this was repeated with different copy over the cuts. Saturday the same, with "I'll tell you to-morrow, look at this paper then," over the cuts. Sunday they ran a six-reel ad on the film page, saying, "The Trey o' Hearts," a new serial, would have its Seattle showing Monday. Monday night the big ad came out, a full page or seven columns by twentytwo inches, 154 inches. Now, this campaign cost about $360.0.0. Monday night at 7:10 o'clock the theatre was full and people were beginning to stand in the foyer. By 8 o'clock there was a big crowd waiting to gain admission. Many people were turned away, but with the intention of returning Tuesday. Tuesday's matinee busi ness was just double the regular Tuesday average and Tuesday night's business was capacity and ran ahead of Monday night. About 4,000 people were handled Monday night and about 6,500 Tuesday. Did it pay? All the regular patrons were there and about 4,500 more and all day Wednesday yet to go. Local exhibitors watched the result closely and classed it as a great big howling success. The 'Trey o' Hearts" is certainly being talked of all over this city, and it is a safe bet that the business ot the last four days of the week (that is, after the next change of bill) will be far ahead of the average four days' business, showing that a great many new patrons were gained by the house that did not wait for the second instalment, but came back on the next change of program. The "Times" gave them a two-column story Sunday on the strength of the full page of Monday. AFTER ADVERTISING— WHAT ? GETTING people into a motion picture theatre through advertising in any of its forms^ — newspaper or lobby display — is one thing, and, according to many, it is the big thing. But, after all, it is the impression created by the appearance of the theatre inside, by the pictures, the courtesy of the attaches, the air, the seats and their arrangement, that keeps folks coming, that makes them feel that, when they have a few minutes to spare again, they will drop in at the same place. In other words, the follow-up work of the management must be watched as closely as the initial advertising that starts folks coming. For a patron to receive such treatment, or to see such pictures or hear such music that he determines not to come again, is money wasted. All the time and efJort that have been spent in getting that patron into the theatre are not only wasted, but the patron, going away in that frame of mind, is a distinct drawback to the house. He may take occasion to say something discrediting the house, and do much damage to business, so it is up to the managers, after they have fixed up their lobbies, to see that things inside are such that no one can go away feeling that the promise given by newspaper or other advertising has not been carried out. In other words, managers who spend much time and money in arranging lobby displays should see that everything about the theatre is carried out on the same scale — that there is no let-down in the effort to please once the patron has purchased a ticket and gone inside. If a patron sees brass-mounted frames, with handsome cards and pictures in the lobby, with plants, uniformed attaches and handsome decorations, and goes inside to find slovenly ushers, mediocre pictures, bad music, poor air and uncomfortable seats, he has a right to feel aggrieved, or at least disillusioned. Things have not been carried out on the same scale that the lobby promised. On the other hand, if a patron, attracted by the outward appearance of a theatre, finds things on the inside just as bright and attractive as in the lobby, he is in a fair way to come again. Then the exhibitor has a fine opportunity, by announcing coming attractions, to give the patron something to think of in the way of an extra inducement to come again. The advance announcements must be brief and clear, and must not occupy too much time in the showing. Just a minute or two while the audience is changed at the close of a picture is plenty, or between shows. The value of the screen for making announcements is far and away ahead of the lobby, for the screen catches the attention of the people who are already patrons, and who are likely to come again if something can be promised to interest them. Building up a steady patronage by keeping people coming who once venture into a theatre is the real secret of the success of the picture business. ADVERTISING METHODS IN WASHINGTON THERE was a time when the screen formed a medium for local advertising, and it was most effective. In Washington this has been reduced to a minimum, but there is a form of advertisement that !s in use at some of the picture parks that is both neat and attractive. This is the illuminated electric signs, which are employed at both Central and Savoy Parks. These are given a place not far from the screen, neatly constructed, and not gaudy in coloring. Speaking to the managers about these, they both voiced the same opinion. "We were somewhat dubious about