Motion Picture News (Jan-Feb 1922)

\j \ January 14, 1 9 2 2 501 ; BUSINESS "DOS and DON'TS" on j "SEEING IT THROUGH" ( Lieber’s List of “ Do’s ” Advertise Like the Devil — He gets a lot of business. Balance your program — The public is tired of the same old thing. Build for the Future I believe exhibitors should build now for the future. It is possible now, when your houses are not filled because of the lack of patronage, to stage special events. Give your seats away, it doesn’t cost you anything. That is, of course, provided you select the people to whom you give them. Only recently the Victory had the poor children of the city as guests on Saturday. A total of 1,400 children were in the theatre during the day. We had filled houses, of course, with the regular Saturday trade and the children, too, yet our receipts for that day were higher than for any Saturday in recent months. There were several reasons for this fact. One was that the mother or father of the child invited managed to scrape enough money together to come and see Johnny or Kate at the show. Another was that the general public was interested to see what those kids did at the show. But, more than that, I count the good will the Victory gained from that stunt. It means those children, seeing our show onc,e will come back here when they have spare money to spend on a motion picture show. It means that many of them will be wage-earners within a year or two and we are cultivating right now the Victory habit. While your houses are not filled build patronage for the years to come. The depression period offers an opportunity for the live exhibitors. Accept it for what it is and get full benefit of the opportunity. “ As to conditions in the future, I believe the first of the year will see a marked improvement in the business. Several factors have been against us here in Evansville, unemployment and extremely mild weather. With colder weather the idle men will visit the theatres more than at present. B. F. Brentleinger, Evansville, Ind. Convince Yourself Your Picture Is Going to Make Money — Then get out and dig. » Deliver the goods — After you tell your patrons you have a regular entertainment. Endeavor to Get as Much Free Adver Watch the Overhead Compared to Gross Business HERE is my solution to the “Seeing It Through ” problem. It is the way I am putting over a house which I have just taken over and which lost money until I applied my methods. I can sum it up in a few words: Watch the overhead and advertise strong. Previous to doing this, however, apply a cost finding method. Take the numerous expenses of the house and apply them to the gross each week and see whether the music appropriation is too large for the amount of business done or perhaps the advertising appropriation is too small. This is a sure fire way to analyze each item of expense and to correct it if necessary. JAS. REILLEY, Princess and Grand Theatres, Alton, Illinois. tising as Possible — Both out of doors and in the newspapers. Friends, Particularly on Newspapers — Are one of the greatest assets an exhibitor has. Grab as Many Chances for Co-operative Ads as the Papers Will Stand For — Because then you get a full page of results for one-eighth the cost. Have as Many Permanent Exploitation Mediums as Possible — Including permanent windows for displays and cards, onesheet boards, three-sheet boards and 24sheet stands, mailing lists, boxes for programs in places where people congregate, etc., as this saves time and expense when you start a new campaign. Indorse Only the Finest Pictures — As your patrons will then believe what you say about them. Justify your advertising expense — By making your patrons read what you have to say. Remember you must first catch the eye before you can make ’em read. Keep a Complete File of Trade Papers ■ — So every time you have an opportunity you can read about your coming attractions and know what the other exhibitors are doing and the results they are getting at the box office. Let Your Competitor Alone — Spend more of your time trying to make money and less time trying to figure out how you are going to put it over on your opposition, as the surest way to beat competition is to make your theatre a real success. Make Your Lobby as Attractive as Possible— As the public is shopping for entertainment and your lobby is your sample case. Notice All the Reviews — In the trade magazines, the fan magazines and other periodicals carrying amusement sections, and book your pictures accordingly. In other words, be sure you are right, then go ahead. Outside Advertising Is Good — But the most compelling medium is your screen. When you advertise in your theatre your patrons have to look at it. Try to make your screen advertising attractive. If you Prepare Your Advertising With the Greatest Care — And say it quick, using as much white space as possible. Quality in Your Advertising — Is nearly as essential as quality on your screen. Remember That It Is Just as Bad to Make Your Program Too Long as It Is to Make It Too Short — A drawn-out program, even if the pictures are good, sometimes proves a bore. Take Advantage of Your Stage — If you have one. Nearly every city has a choral instructor and most cities have a dance instructor, and if you can line them up with your theatre you should be able to get some real entertainment. Undertake to Sell Your Theatre, Your Orchestra or Whatever Assets You Have — To your patrons, as well as your pictures. Vacant Store-rooms Are Good Window Display Prospects — Watch for them. Watch Out for the Sunday Closing Fanatics— But do nothing to start conversation along this line, as sometimes a lot of fire follows a little smoke. “ X ” Is the Unknown Problem — The kind of pictures your patrons like best. Learn their likes and dislikes and give them what they want. Yesterday Is Gone — Forget it and watch for tomorrow. Zealously Guard Your Program — But loosen the strings on your ad appropriation. Ralph Lieber, Mgr. Circle Theatre, Indianapolis, Ind.