Motion Picture News (Jan-Feb 1922)

January 7 , 1922 385 During the winter, comfortable firesides are apt to appeal more strongly than the effort necessary to crank up a flivver to come to the show, to say nothing of the possibility of a frozen radiator. To offset this to some extent we have made a deal with the driver of a bus to make trips through town prior to show time, at a reasonable price. The people here already know that when the old Klaxon squawks outside the bus is ready to take them to the show and the call is heard to a very appreciable extent. This has had the effect of keeping box office receipts bolstered up and the patron in the “ habit.” We have practically decided to install radio equipment to give patrons “ out in the sticks ” the novel sensation of hearing concerts, etc., from all over the Pacific Coast in this theatre. The cost of installing such equipment will not be excessive and we feel satisfied that we will be more repaid for the investment. C. P. Scates, Manager, Paramount Theatres, Co., Okanogan, Wash. F oivler Gives His Prescription RESULTS FOLLOW EFFORT:— Like others, the problem of “ Seeing it Thru ” confronted us at Elmwood, a neighborhood theatre with sixteen hundred seats, and so with sleeves rolled up and smiling we started. CREATING ADDITIONAL PATRONAGE:— Churches and schools usually need revenue — for foreign missions or gymnasium improvements. By personal calls and correspondence we invited them to participate in a profit sharing idea. Special tickets were printed by us for any one of our regular performances, as selected by them, they to receive 50 per cent of their sales. We have run several in the last few months, have made money and new patrons. These people opened homes to us we had never entered before. They too showed a profit with little effort. They are more than pleased, returning to arrange additional performances and boosting the idea to their friends. MORE MEANS MONEY, LESS MEANS LOSS: — Our picture program remains at the same high established standard, clean entertainment purchased and booked with thought. Our orchestra of eleven men has been increased in the last few weeks from nine. Our patrons comment on this, it gives the idea of prosperity and progressiveness, a valuable asset in the problem of “ seeing it thru.” OTHERWISE EMPTY SEATS TURNED TO PROFIT:— When our Saturday matinees did not return to last seasons level we purchased a censor proof serial and advertised it where our profit was to come from, in the schools. Our matinees increased one hundred per cent. Very acceptable indeed. SAVING MONEY FOR OUR PATRONS, MAKING MONEY FOR US : — Now that we have entered the super-critical pre-Christmas period with the usual yearly depression we have made Vaughn Enumerates His “Big Six” ERE are my six commandments: 1 — -Give the public what they want, the way they want it. 2 — Honest advertising, the confidence of the public is worth more than your theatre. 3 — Plug all the little leaks and make every dollar count. 4 — Cut newspaper space and use more novelty exploitation stunts, floats, contests, window tie-ups, etc. It is cheaper and more effective. 5 — I am doing capacity business two nights a week with Country Store on Tuesday and Local Talent Thursday. 6 — Winners of the West increased our business fifteen per cent. EDWARD J. VAUGHN, Mgr. Victory Theatre, Tacoma, Wash. another effort and a successful one. We have on sale throughout the entire year three styles of book form tickets, viz : Ten 30c. orchestra admission for $3.00, ten 20c. balcony admissions at $2.00 and ten 15c. children’s Tickets at $1.50, advertising them as a convenience against the usual waiting in line. But for the period from Dec. 1 to 25 we are advertising them on the screen, at the box office, in our program mailing list of over four thousand and by a special announcement stand in the lobby, as most acceptable Christmas gifts and as a special holiday offer a reduction of fifty cents on each book, i.e., orchestra books, $2.50;, balcony, $1.50, and children’s $1.00 — and they are selling, selling 'fast enough to overcome our loss by the falling off in daily attendance between now and the holidays. Creating new patrons undoubtedly when given as a gift to some one not accustomed to patronizing our theatre and at the same time proving popular with our patrons for giving them an opportunity to save money on their movies. We are seeing it through with colors flying. We are winning. Bruce Fowler, Manager, Elmwood Theatre, Buffalo, N. Y. “ Fillum ” Salesmen Help Hymovitz I have hesitated to tell my version of the biggest help I have had during this stormy period for fear some of my brother exhibitors might extend their features into a smile when they read it but after thinking of the name of my theatre and how that famous man took a chance and the results of his taking that chance I have decided to follow suit and take one too. The biggest thing that has helped me through this crisis, outside of the regular things like newspaper advertising, etc., has been the friendships I have made with film salesmen and exchange men. When things began to look dark it occurred to me that the men who called on me with their portfolios were my most reliable and sure source of information as to what other exhibitors were doing to meet conditions, so I set about to assidu ously cultivate their friendship. Many a time when a salesman has wanted to make another town nearby and there was no train I have jumped into my car and hauled him over. This has taken a little of my time sometimes, but the invaluable assistance and information these boys have brought me has more than made up for it. No film salesman ever makes this town without hunting me up. He knows that even if I am not in the market for what he has to sell that I am always glad to see him and glad to do whatever I can to make his visit a pleasant one. In addition to the valuable suggestions I have gotten from these boys I have found that it makes doing business a lot pleasanter too and instead of the suspicion I have seen some exhibitors use towards film salesmen I find it is now a real pleasure to welcome them. Another thing I have found out is that these men are just as human as I am and that they respond to a smile and a real friendly hand shake just as quickly as I do. Of course these boys are out to sell their product. They wouldn’t have a job long if they couldn’t. They want to get all the money they can for their film, and when it comes to buying I try to get my shows for as little money as I can. I don’t mean that I buy with my eyes closed, or that the boys cheat their firms because we are friends, but I do mean that on account of the real friendships which I have built up among the film boys that they have brought me ideas and suggestions that they have probably picked up from town to town as well as added to themselves, which I have been able to use in various ways in bringing business into my theatre during this period of depression and in addition to this I have made a lot of real friends which I value highly and I have made a lot more real pleasure out of my work. Sam Hymovitz, Manager, Columbus Theatre, New Kensington, Pa. Analyze Your Job, Advises Gersdorf It is agreed that present film rentals are abnormally high. But that does not give you sufficient reason to advance your prices on any occasion. Analyze each picture before you present it. Put yourself in your patron’s place. Would you be satisfied if you had paid an increased admission to see it? If it doesn’t “ stackup,” pass it by, or if you have to play it, stand the extra rental loss. You will find that gaining the confidence of your patrons is a profitable investment indeed. A pleased patron is a steady patron. A steady patron is the real foundation of most theatre’s business. One knocker can counteract three boosters — so knock out the knockers. Don’t think your audiences won’t notice a decrease in your orchestra, or the quality of your programs. Never before have theatregoers shopped so for their entertainment. Where before the name of some star served to bring them in, it often now takes a big star, a well-known director, a ( Continued on next page )