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ONTARIO
‘B'
DISTRICT
A
; 4 a ae OUR "NEW CANADIANS"
I'm no statistician, believe me ... and I don't think that
you ars ... but we both reed our dally newspapers, and somee where between the editorial page and the comic section, certain figures can't help but impress themselves on our minds ooo
For many years, in the twenties and carly thirties, Canada’s population remained static at around the nine miilion mark o.oo. Then the census takers went to work, and in 1941 came up with a new figure cf 11,500,000 ... quite a jump, but nothing Like what happened in the succeeding decade or se. The latest population figures, as at January 1953, read ... 15,035,000, a jump, in twelve years, of three and one half million persons.
Not all of this increase can be attributed to natural biological processes ... As a matter of fact, a very smail pere centage. The rest, numbered in the millions, are new arrivals to this country.
They are our "New" Canadians ...0 a very important seg-= ment of that vast, untapped audience we are always talking about and doing very little to attract into our theatres.
These newcomers to ovr midst speak little if any English ... do not read our newspapers, and stick pretty closely together. They are known to be good movie-goers once they have formed the habit .o. I know they can be sold.
There are several foreign-language newspapers throughout Canada ... their rates are low ... They reach this potential audidence. Is there one in your community? Do you use it on occe agion? Do you make an effort to get into the "foreign" noighe borhoods of your city? ... Your best contacts are the members of the clergy. Do you know them personally? Do you cover the rest-= aurants where they meet and eat? How about the stores they trade at? oo. Their labour temples?
A pretty fair share of that 3,500,009 population ine~ rease is right here in Ontario. You want new customers? Youlve got ‘em ... probably just a stone's throw from your own theatre. Go after this important potential ... Start tapping this vast “untapped” audience. "New" Canadians become assimilated inte the general pattern of their country very quick Tho habits they form now will last a lifetime ... YOU can help influence those habits .o¢ NEED X SAY MORE?