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Service for you theatre Owner~BuiMer~Studu) Caboratorq ~ Sxchanqe ixecutive —Jrom. IjourJnqle
SditecL bij d. Van Boren Powell
Slip Some Psychology into Seat Selling
VERYBODY knows that the crowd goes where the crowd goes. You don’t need to study books on psychology to know it is easy to sell more tickets to passers-by when the line stretches around the corner than the day after, when the special is gone and the line with it.
The real showman recognizes and intuitively makes capital out of mass psychology, even if he doesn’t tack that high-hat name onto the thing at which he aims teaser advertising.
But not every showman goes the full limit in capitalizing the traits of the individual and of the mass. Word of mouth advertising is a powerful force to make the second day on a picture a standout or a fadeout. The box office line is a puller. Each person in your community has a tendency to go where the rest go, to do what the others do. You can make this work for you not just on some pictures — but on something you still have when the pictures have gone.
Same Principles Can Be Made To Work Daily
If you are a good psychologist you will know that the instinct of gregariousness and the trait that makes folks want to be like the crowd and where the crowd is can be added to the instinctive pride of possessing something or sharing something a little better than the other fellow has
— hook these up to the power in word-of-mouth advertising, and — well, you’ll be sitting soft the rest of your theatrical activity.
The way to do this is to make your theatre a little more comfortable than the other fellow’s, a little more convenient for the shoppers to meet or for the lounger to kill an hour in — and sell these folks and the public at large on the community service that your theatre renders, the community center that it is, the community pride that lies behind your continual improvements in equipment.
Let Your Theatre Become “Our Theatre”
Foster the civic pride in something a little better than the adjacent community has, something where the elite, of whatever class, laborers or society — the elite anyhow — foregathers, a theatre that works for and with the community for better entertainment, better civic life.
The man who points with pride to your theatre when his cousin visits him — sells a ticket. Maybe not to the cousin — but to himself later on. The woman who phones her chum to meet her at your theatre for that shopping date — sells an ever-widening circle of tickets.
Get your theatre lined up to deserve to be called by your community, “Our Theatre,” and then sell the idea and let the community help sell it to themselves.
Busy Builders Buy Best Equipment For Theatres
JUNCTION, TEXAS. — E. G. Lockley, manager of local moving picture house, will install new projection machine and new seats.
HIALEAH, FLA. — Jimmie Hodges, owner of burned theatre, plans to rebuild structure.
INVERNESS, FLA. — Tamiami Enterprise Theatres plans erection of cement-block and stucco moving picture theatre on site of Avalon Theatre. Estimated cost $50,000.
NEW YORK, N. Y. — Clarence A. Cohen, 220 West 42d street, has plans by C. N. Whinston & Brother, 2 Columbus Circle, for two-story moving picture theatre, 50 by 100 feet, to be located at 57 Whitehall street. Estimated cost, $75,000.
SEMINOLE, OKLA. — Seminole Amusement Company, Inc., organized with $50,000 capital, plans to erect one or more theatres here. Address L. C. Bocher, secretary.
MEDIA, PA. — Dombow Amusement Company has plans by Magazine & Eberhard, €03 Chestnut street, Philadelphia, for onestory moving picture theatre, with seating capacity of 1,000.
DETROIT, MICH. — Roth & Green, care Wil
liam Roth, Detroit Butter & Egg Company, 4301 Dequindre street, have plans by J. M. Lewis, 503 Congress Building, for two-story brick theatre, store and office building, 150 MADISON, WIC.— New Capitol Investment Company, 80 Michigan street, has plans by C. W. and George L. Rapp, 190 North State
SPECIAL ROLL and MACHINE TICKETS
Your own special Ticket, any colors, accurately numbered; every roll guaranteed.
Coupon Tickets for Prize Drawing: 5,000 for $7.00.
Prompt shipments. Cash with the order. Get the samples. Send diagram for Reserved Seat Coupon Tickets, serial or dated.
ROLL AND MACHINE TICKETS In Five Thousand Lots and Upward
Ten Thousand $6.00
Fifteen Thousand 7.00
Twenty-five Thousand 9.00
Fifty Thousand 12.50
One Hundred Thousand 18.00
National Ticket Co. Shamokin, Pa.
street, Chicago, 111., for three-story brick and reinforced concrete theatre and office building, 120 by 132 feet, to be located on State street. Estimated cost $700,000.
OSHKOSH, WIS. — Fischer Paramount Theatres, 30 South State street, Chicago, III., haa plans by Wolff & Ramstahl, 433 Mitchell street, Milwaukee, for three-story brick and reinforced concrete theatre and business building, 112 by 215 feet, to be located at Ninth street and Jefferson avenue. Estimated cost $330,000.
MARYSVILLE, CALIF. — I. C. Evans, 201% D street, has contract for Class A theatre to be erected for National Theatre Syndicate, 25 Taylor street, San Francisco. Estimated cost $200,000.
BRANFORD, FLA. — S. C. Kelly will convert building into moving picture theatre.,
ST. PETERSBURG, FLA.— Tlcazar Company, Inc., plans to start work soon on brick and concrete moving picture theatre, 51 by 94 feet, to be located at 941 Central avenue. Estimated cost $40,000.
AUGUSTA, ME. — C. E. Hoxie, 42 State street, has contract for one-story brick theatre to be erected for Maine Theatre Corporation, -care Bunker & Savage, 256 Water street. Estimated cost to exceed $130,000.
BIRMINGHAM, MICH. — Pryale Construction Company, 18 West Pike street, Pontiac, Mich., has general contract for two-story brick, stone and terra-cotta trim theatre, 155 by 125 feet, to be erected on Woodward avenue, for Briggs Investment Company, Walter O. Briggs, president, 1018 Ford Building, Detroit.
DETROIT, MICH. — Otto Mlsch Company, 159 East Columbia street, has general contract for one and two-story brick and terracotta trim theatre, 142 by 220, to be erected at Grand River avenue and Joy road, for Riviera Annex Theatre Company, 130 Monroe street. Estimated cost $350,000.