The New York State Exhibitor (1933)

Your Theatre A MONTHLY FEATURE O F JAY EMANUEL PUBLICATIONS, INC. BOOST THE NRA ! ELI M. OROWITZ EDITOR VOL. 1 No. 6 August, 1933 THE sole subject of universal interest among Americans is the President’s radio pronounciamento anent to the nation’s recovery. Its effectiveness becomes most emphatic because it was planned intelligently and executed systematically. Naturally motion pictures, insofar as the important part it plays in every-day life, will gain proportionately IF . . . (1) Every showman will tackle the task and join in this great push. Begin immediately by using Roosevelt’s photograph; excerpts of his recent radio speech and the NRA trade-mark in lobby displays. Begin now BECAUSE . . . (2) If your admission prices were sliced during the past few years you will find it incumbent to put back that cut because of economic conditions. (3) Millions are returning to work. There is no doubt of that. Naturally your intake will be greater because people who have had no income for years will be receiving pay envelopes. Employed will find more time to devote to amuse¬ ment when the code goes into, effect. Friday night’s business should almost touch Saturday’s receipts. (4) We know you haven’t thought much about spending any money for renovating purposes. Receipts would not permit it but now is the time for you to not only do your share in expediting the resumption of normal business by attend¬ ing to this vital factor in the operation of your theatre but you will be prepared! for the return of normalcy. (5) The motion picture theatre presumably plays an essential role in the community life of the town it is located and in the development of a city or section. What theatre exhibitor wouldn’t do almost anything to secure some favorable front page publicity, especially at this time, when dailies have somewhat curtailed free space on page one? We believe that an announcement to the effect that your theatre believes wholeheartedly in the integrity of the country and its future prosperity to the extend that a contract is about to be let out calling for the reno¬ vation of your theatre, enhancing the comfort and convenience of your patronage, which will give employment to a number of men, will be enthusiastically received and published. (6) If the fall uniforms are in storage somewhere, clean them up so they will look almost new. You might refer to your file and check up on “The Private Letters to Bill Box-Office.” (7) Take that look of depression off your face and replace it with a pros¬ perity smile. Don’t become impatient because August only shows a slight improvement or none at all. September will bring an awakening if every busi¬ ness man performs his duty. (8) For the month of August refrain from complaining that business is bad. Spend a little more time in your theatre and around it. Devote more attention to the box-office possibilities you neglected in your campaign to reduce overhead. There is a sense of optimism and hopefulness in the air. Keep in step. (9) Be sure that the NRA banner is flying high, wide and handsome in front of your theatre. SMART SHOWMEN WILL SAVE EACH ISSUE FOR FUTURE USE AND REFERENCE AuglO'33 pg. 11