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What About that Neighborhood Theatre?
How are we to get more business? How are we to build favor with the public? How are we going to make this next season a better peason than last? How are we going to make more money this year than me made last year?
These are questions that have vital interest to every exhibitor. That’s your business — profit is your object. Then plan NOW for more profit next month and NEXT YEAR.
A sales manager asked his star dealer how he found business. The dealer replied: “By going after it.” That fits your theatre’s problem. That is the answer that, followed out systematically, is going to get you results that will be gratifying.
The successful theatre manager today must be a business man pr he will have a piker business. The problem of the exhibitor is not different from the problem of the banker, the manufacturer, the producer, the restaurant.
You can hang out your painted signs and pace your lobby hoping for crowds: but it’s dangerous. You can put in a couple of hours a week thinking of plans to promote your theatre’s business: but it’s dangerous. Probably your competitor is putting in more time planning to win trade, and if so, he will probably get a big edge on you.
You should devote one day a week to working out plans to promote your theatre, build favorable prestige, increase box office receipts.
The first essential to successful business is GOOD PICTURES. You can show the right pictures when you follow SCREEN OPINIONS.
The second essential is to get to the public and let them know what you have, regularly, week after week, systematically. Send out clean advertising that is interesting — that will do more than a bare program will do. Plan to reach not only the adults, but to win the children also.
How will you do it? ADVERTISE! Advertise regularly, according to a plan. Start it September first and keep it up right through the year! It’s easy — if you have the right material. It only takes common sense and a fair amount of back bone.
SCREEN OPINIONS in conformity with its policy of helpfulness to exhibitors, will announce in the next few issues several plans that have been arranged to constructively help progressive exhibitors — to build growing business by appealing to the homes — to create increased business through children. See details of one plan in the next issue.