Motion Picture News (Jan-Feb 1922)

604 Motion Picture News “Seeing It Through” ( Continued from page 603) I have found that a time of depression is the most important time to use plenty of newspaper space and other advertising, and I have no hesitancy in saying that retrenchment in advertising is poor policy. Discretion is important, however, and one must be sure that his pictures will bear out his advertising promises. It is always better to play square with the public and give it to them straight. When you have anything good let ’em know it with punchy advertising and plenty of it. There’s nothing so good as direct by mail advertising, using letters, heralds, novelties, etc. ; and I find too that ballyhoos and contests of all kinds are good business builders. Walter Nelson, Manager, Merrimack Square theatre, Lowell, Mass. Back to the Wall , But Fighting Some will be able to take the punishment— while others are sure to go down — but all may inaugurate certain economies that will help to save his business, or even salvage it from ruin. We must take our eyes from the box office receipts and concern ourselves about expenditures — “ house-nut ” or “ overhead ” — it’s the same thing by any name. Let’s cut the flower}’ words and generalities— right down to action and short cuts — cuts mostly. MUSIC — For the larger houses this item stacks up against your film rentals, cut it — and cut it quick — I don’t care what number of pieces you may have in your orchestra, remember it is still an orchestra of only three pieces — we had seven, now five, and out goes another piece. EMPLOYES — Don’t let them think they have certain prescribed duties and nothing else. Shake up your organization — do one or all of three things. Get rid of that “ handy fellow to have around,” he is cheap but you don’t need him. Then cut wages. To those whose wage you don’t cut hand extra work — overlap their duties. As an illustration The operator in our smallest house was given the privilege of choosing between a wage cut or added janitor work — he chose to do the extra work. SHIPMENTS — Start your film shipments in and out by Parcel Post — no time to feel sorry for the Express Company — they’ll be coming shortly with competitive Parcel Post rates and looking pretty about it. LIGHT — Cut your wattage 25 to 40 per cent and schedule the shortest possible hours for different illumination. Remember you had your sights raised a year ago — you’re over-shooting conditions now. HEAT, RENT, TAXES, INSURANCE— Are mostly fixed and unalterable — but it’s possible to shade them — we have in one or two instances. REPAIRS AND SUPPLIES— Don’t give them everything they ask for — make them requisition their needs from the janitor to the office — then let another employe (or better do it yourself) check to see if they really need it, before you order — then trim the order. .ADVERTISING — Your newspaper is working just 50 per cent efficient — but keep using it — cut your space and concentrate more on your copy and display. Use more stunt advertising — takes work but it’s effective and cheap. Exchange publicity men and trade papers offer you many worthy advertising suggestions — the exchange of ideas — wonderful thing. Analyze each and every bill you pay — there is a way to trim it. George T. Cruzen, Rivoli theatre, Oskaloosa, la. Voting Contest Did the Trick Faced with the industrial depression that has hit this section of the country, depending as it does upon steel and coal market activity for prosperity, rather harder than most places, we made no effort to cut advertising or quality of shows. Instead, we increased both, cutting expenses in other directions wherever it was possible. We realized that we were in for a prolonged period of depression, and that, during that period, what little money there was for amusements would go to the theatres offering the greatest inducements to the public. Our first care was to do everything possible to increase the attractiveness of the programs in the three theatres we operate. Then we cast about for a “business stimulant”— something that would set our theatres apart from the others, and make them talked about. Finally we hit upon it. Securing the co-operation of the Universal Film Manufacturing Company we announced the most pretentious popularity campaign ever held in this section, or anywhere, so far as we know. Beginning on Nov. 7th, we issued, with every ticket of admission to each of our theatres, a coupon good for a stated number of votes, each five-cent unit of the purchase price calling for one vote. Thus, a ten-cent ticket meant two votes — a 50cent ticket 10 votes, and so on through the range of prices. Contestants could be nominated by themselves or by friends or relatives. At the opening of the voting period 73 girls had enrolled, and were hard at work. The voting period continues from Nov. 7th until Jan. 15th. The three leaders will be sent to the Grand Canyon of Colorado on a tour of the studios at Los Angeles, on to San Francisco, and back home to Pennsylvania over the C. & N. W. route, with stop-overs at Salt Lake City, Denver, and other points of interest. On Jan. 1st, the 15 leaders in the contest will each be entitled to nominate a candidate for chaperon to accompany the party. These 15 candidates will then be voted on in the same way, from Jan. 16 to Jan. 31st., inclusive, the leader in that period winning the trip. To further stimulate interest and to draw attendance, we arranged to give a “film test” to each of the 30 leaders on Dec. 3rd. During the week of Dec. 12th, we filmed five of the girls each night on the stage, as part of the show, following this with the taking of pictures of the audience. This gave us packed houses for a week. Beginning Dec. 26th, we will show these pictures, splitting them up over a period of three weeks, and circulating them between the three houses. There has been no promise that any girl would be given a job in pictures, or any intimation of anything of this sort. The girls were screened, according to our announcements, merely to introduce them to the public, and to give them souvenirs of the contest when it is over. The contest has brought us even more publicity than we expected. All over the city, various girls have their photos and the announcements of their candidacies in store windows that we could not hope to touch ordinarily. Sandwich men and boys carrying banners have been parading the streets, advertising this or that candidate. Some of the girls have made house to house canvasses, urging friends to go to the theatres and give them their votes. About 90 per cent of the contestants have issued cards — regular political cards — and thousands upon thousands of them — every one advertising our theaters — have been circulated. One contestant, when we played “The Four Horsemen” at advanced prices, had 5,000 four-page heralds advertising the picture and her candidacy, printed and distributed. Automobiles are carrying banners. You run into signs in hotel lobbies, restaurants, dance halls — everywhere you go. The contest has been successful beyond our expectations. From the dav it opened it has had the city talking, and the closer it approaches the finish the warmer the interest is becoming. We anticipate a hot finish in January. Handling of the votes has been made very simple. The voting coupons are merely printed tickets, with the inscription, “5 votes for Candidate No. ; Each contestant has a voting number, and the number instead of the name is written in. In the lobby of each theatre is a huge bulletin board, with the names, numbers and photographs of the girls, on which the vote is posted daily. It is difficult to give a detailed description of the contest in a limited space. The above, however, is a general outline of what we are doing, and it has resulted in greatly increased business and in getting us safely over a business depression that is being felt by every variety of business. It costs money — but it brings it back with interest. L. W. BARCLAY, Managing Director, Grand Amusement Company, Johnstown, Pa.