Showmen's Trade Review (1945)

October 13, 1945 SHOWMEN'S TRADE REVIEW 5.c Chakeres Sets Expansion, Improvement Plans a meeting, and if a well-conceived plan for street and window decoration, cooperative advertising section, opening day celebration, radio campaign, etc., is placed before them, it is sure to result in an enthusiastic program of cooperation. Street banners, usually forbidden by local ordinance in many cities, can often be used by getting a special waiver from local authorities for the occasion. Pennant and flag decorations can be set up for nearby intersections. (Often an entire street on which a new theatre is located is "dressed" for the gala event.) Car cards, bumper cards, directional arrows placed in the outskirts at highway intersections within the trade area, outdoor billing, all have their place in the picture. If you are so situated that you can open with the premiere showing of a new picture or with personal appearances of screen personalities, then, of course, you are sure of much extra publicity. Lacking glamor names, the next best thing is to arrange your dedication ceremony around local names including, of course, the mayor and, if possible, the governor of the state. The contractor in most cases turns the keys over to the owner or his representative, who in turn hands them (with comments on the theatre's destiny as a community institution) to the mayor or other official. Finally, after an acceptance speech on behalf of the community, the keys are turned over to the manager. Pound Away at Local Angle For local interest there are several publicitygetting contests which can be pulled. First, a contest for a theatre name, with ballots either appearing in a newspaper or printed for distribution in stores ; second, a popularity contest in which school children vote to elect one of their fellow students to receive the keys at the dedicatory ceremonies as a representative of the youth of the community (patrons of tomorrow). In either contest a gift ticket prize in the form of a season or six-month pass should be offered as an incentive. Some showmen like to cover the entire front of the theatre with cloth or a clean tarpaulin in order to stage an unveiling ceremony. Every device and trick for the glamorizing of the opening should be considered, from a parade to a concert in front of the theatre, for it is almost certain that many people will be unable to gain admittance to the opening performance, and such entertainment will help to offset any attendant disappointment. Flood lighting, display of Army, Navy, Marine or Coast Guard equipment is another means of packing the theatre area at opening time. Such outdoor entertainment or exhibits provide additional material for good "man-in-the-street" broadcasts. Souvenir programs or mementos are a good idea for firstnight patrons. Even star photos of one of the personalities appearing in the next attraction are a good bet for opening week distribution in the theatre. Once the momentum of patronagcis set, don't let it relax by feeling that your work is done. Follow-up your activities with apology ads thanking the public for an impressive turnout on opening night. Promise continuing entertainment of the highest quality, emphasize the effort to procure the best Hollywood can offer, stress safety, comfort, fine presentation, sound, projection, etc. Get in good solid plugs for audience reception of the current attraction and the big ones on the way. , The new community theatre project stands out boldly as concrete evidence of the owner's faith in the future of any town, city, or hamlet. It's birth, growth and maturity are constant sources of local news which should not to be neglected. Details of a long-range postwar expansion program of Chakeres Theatres, Inc., Springfield, Ohio, was announced by Phil Chakeres, veteran Ohio showman, who closed a $200,000 deal taking over properties and operations in both O;born and Fairfield, Ohio, rapidly growing towns adjacent to both Patterson and Wright Fields. The Chakeres circuit, operating 40 theatres, closed negotiations last week with Mr. and Mrs. John C. Robinson, Osborn-Fairfield exhibitors, purchasing outright their real estate and theatre operations in both towns. The announcement included company plans to immediately enlarge the Midway Theatre, Osborn, to approximately 700 seat capacity and break ground within 60 days for the erection of a new 1200-seat house on a site acquired in the deal, located directly opposite the main entrance to Patterson Field u Fairfield, on U. S. Route 4. Upon completion of the program of remodeling and building in Osborn-Fairfield, the Chakeres company plans to institute de luxe operation in both towns. The new theatre to be buil' in Fairfield will have parking facilities for 251 cars and a stage adequate for presentation oi flesh shows. Air conditioning is planned fo; both houses. The circuit has just completed remodeling o) the Shelby Theatre, Shelbyville, Ky., at a cost of $75,000 and has plans ready to build a nev 1000-seat theatre in Celina, Ohio, in partnership with Lew Dwyer, veteran exhibitor, within th» next few months. Several other theatres art said to be either under option to the Chakere.' company, or in the negotiation stage. Plan right for CLEAR VISION SEATING and PRACTICAL SPACING ECONOMY with the aid of our SPECIALIZED SEATING ENGINEERS and the NEW B AMERICAN odifc Restful I C orm Chairs Keep Your U. S. War Bonds PROVIDE clearer \ ision and better comfort for vour patrons — and you 11 provide greater profits for vourself. American Seating Company specialized seating engineers will gladlv assist in working out your own individual floor plan-; so that you will have the full benefits of the latest scientific developments in clear vision seating and practical, economical chair spacing. 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