Reel Life (Sep 1914 - Mar 1915)

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Twenty-two REEL LIFE The Exhibitor's End of It KEYSTONE COMEDY MONDAY WEDNESDAY FRIDAY Safety First =5 Ground Exits Admission 5 cents COMPETITION between a big theater and a smaller is always serious and oftentimes fatal. Yet it does not follow that this should be so. Even if the larger house shows twice as many reels as the other for the same price, spends more money for advertising and is enabled to offer its patrons more sumptuous surroundings, there is no real reason why the management of the smaller theater should despair. First of all, of course, he should see to it that everything in his house is above reproach, his projection of the best, his ushers attentive and mindful of the comfort of patrons, his music carefully chosen and well rendered. Then he should set himself to devising advertising schemes, which will not prove ruinously expensive, yet may reasonably be counted upon to produce results. There are many such, which from time to time are printed in this section of Reel Life, that exhibitors have tried out successfully, and which will prove equally efficient for others in like case. But after all it is the program that counts most. With a poor film service, even if everything else is of the best, the exhibitor hasn't even a fighting chance against intelligent competition. With a superior brand of motion pictures, however, he has all the advantage. Not long ago we told in this department of a man who was not only competing successfully, but consistently showing to crowded houses, in a small town, where he had to meet the competition of two theaters. Each of these showed more reels than he did and — both being owned by the same people — the same admission price admitted to both. That man used Mutual Movies. He believed in them. And his patrons soon came to believe in them, too. In this man's experience there is an obvious suggestion for many another exhibitor, who is finding that growing competition is cutting into his box office receipts. ' WONDERLAND PLpbnn avb, Vi STREET car advertising, if well conceived in plan, is most effective and is not too expensive in many localities. On this page the advertisement of the Wonderland Theater, Scranton, Pa., is an excellent example of what can be done with big display in comparatively small space. In the original, two colors were used with striking effect. T. B. Groves, owner and manager of the AVonderland, is one of those who have found this form of publicity highly profitable. H e has demonstrated again and again that persistent advertising, in ways that are out of the common rut, coupled with the business -'building powers of the Mutual program form a combination that is well nigh invincible. Ozone Pure Airifier Used Breathe Pure Air "THE LITTLE HOUSE AROUND THE CORNER" Sample of Manager T. B. Groves' Street Car Advertising That Has Been a Business Bringer "Make the people laugh", says Mr. Groves, "and they will come to your house again and again and keep coming." Hence he features Keystones and Komics in much of his advertising". HOW to get rid of a "hoodoo" name was effectually solved by W. W. Dunlap, manager of Clune's Exclusive Theater, Los Angeles. As already told in Reel Life, Mr. Dunlap took charge of this house, after it had proved a failure as a theater exclusively for women and children, men formerly only being admitted when in company with women. He found it's name something of a handicap, now that it was no longer "exclusive" and determined to change it. First he arranged that ajl the newspapers should carry a number of one-inch advertisements sprinkled through their columns, containing only this address : "547 Broadway". Simultaneously with these ads. a big electric sign appeared, which reached all the way across the front of the theater, bearing the same address and replacing the name "Exclusive". Since then, it is said, the house has been doing an excellent business. When Did June Run Away ? Who Is June?