Showmen's Trade Review (Oct-Dec 1948)

14 SHOWMEN'S TRADE REVIEW, October 30, 1948 Theatre Management Guide to Modern Methods in the Administrative and Executive Phases of Theatre Operation The Brass Tacks ©I Efficient Picture Theatre Management* LET'S COMBAT OUTSIDE COMPETITION By Jack Jackson "What's wrong with business?" In my gossip and gander sessions which have brought me face to face with thousands of theatremen in hundreds of communities during the past year or more, that question eclipses all others for top position in the exhibitor mind. When it is asked I usually do a Vishinsky and make loud noises but say nothing until I have determined what my particular vis-a-vis of the moment is doing to solve his own business puzzle. Before venturing my two cents of experience on the shifting sands of competition and circumstance that change unpredictably with eacli theatre, I endeavor to fit his problem blocks into the nationally prevalent puzzle whose parts lay loosely in practically every community. Invariably no more than a passing query is needed to bring out the afct that practically every local community is affected by three outstanding nationwide circumstances that are each taking heavy toll of theatre attendance and slicing great hunks from the diminishing amusement budget of the American family. Ignoring the purely local profit hazards and the obvious economic squeeze that keeps our most lucrative and susceptible prospects, the white collar workers — like our own cashiers, ushers, treasurers and managers — so busy trying to stretch the weekly stipend across food, clothing and shelter needs that indulgence in movies is almost prohibitive, let's detail the national menace. In every situation I've encountered, the kiddie business is 'way off. Maybe this has nothing to do with it, but when one considers that the former free premium of breakfast foods, etc., is now being marketed at so many coupons plus 10 to 25 cents it is necessary to admit that much of junior's spending money is being lured from the theatre box-office. A recent national press release called attention to some interesting details of the premium business. According to the report more than a billion dollars a year is finding its way to the cash tills of the premium venders. One item alone hung up a score of 8 million distributed to the youngsters at 15 cents per copy. Production Facilities Devoted to Adult Attractions The report goes on to state that the marketers of the product with which the premiums are given charge off all advertising expense to the merchandise and are content to break even on the premium take. Today, junior and his little sister can get no end of new and novel playthings — such as atom rings, stratosphere kites and other items geared to the fancy of children subjected to family chatter about these new scientific discoveries and accomplishments — that hold far greater lure than the passing thrill of movie attendance. In addition, there is the fact that for entirely too long the production facilities of the industry have been devoted almost exclusively to the making of adult attractions. The kids of today are looking at the same Westerns they saw one, two and three years ago — and, in instances no more than six months ago — because product shortage has made repeats necessary. I know because I've booked 'em, and I'm certain that most theatremen reading this have been forced to resort to the same practice. Somehow or other, we seem to have overlooked the fact that the ideas of the kids change more rapidly than those of adults and that constant study is necessary to keep abreast of their mental cavortings. The attendance everywhere on the Superman serial is the best evidence I can offer that the kids will come back to the theatre if the lure is potent enough and in line with their new trends of thought. However, more Supermen won't do it alone. Some of the old-time thought and energy, to say nothing of money, that went into the planning of "Kiddie Club" organizations is badly needed. It should prove no great task for any theatre owner to solicit the premium marts for a novelty that can be purchased in quantities at a price consistent with its being given away as a reward for a specified number of weekly attendances at his place of business. Barring this, why not get the kids together and arrange for a ticket-plus charge, as some theatres are doing with dinnerware and other premiums. After the initial get-together the same old policy of forming a kiddie club with a stipulated percentage of receipts going into a fund for parties to be held three or four times yearly can be pursued. Let the kids select or elect their own officials and give them the advantages of theatre facilities for the presentation of entertainment from their own ranks as part of the weekly show. Pattern your organization from plans available from schools, libraries, etc. on the Child Government projects and you'll be surprised at how the kids will take hold. And,' I'll venture that you and your box-office will be surprised at the increased attendance from parents anxious to recipro ( Continued on Page 15) Ed Harris Swears By Safety Campaign Tieup In the opinion of Ed Harris, El Rey Theatre, Los Angeles, there is nothing quite as good as a safety campaign, not only for the laudable purpose of making living safer, but also for putting your theatre before the public. Harris recently got in on a community affair sponsored by the Miracle Mile Merchants' Association that brought him right out in the open. Awards were given for slogans submitted by boys in age ranges: 6 to 11 years and 12 to 15. Naturally the awards were part of a special show staged by Harris at the El Rey. All newspaper publicity about the campaign mentioned the El Rey as a partner with the Merchants' Association, which as you can imagine, ain't a bad tieup. Incidentally, the kids thought up some mighty good slogans. The winning one was : "Look around today. Be around tomorrow." Harris liked the safety campaign idea so much he's going to run one every few months. From what we've heard about Los Angeles traffic, it'll be a good thing. * This series copyrighted and must not be reproduced in part or whole without written permission from Showmen's Trade Review, Inc. BesiW Sitter Service Exhibitor Promotion A new wrinkle in exhibitor promotion was recently demonstrated at the Reseda Theatre, Los Angeles, when the progressive young owners, Henry Kern and Bud Grensbach, inaugurated Baby Sitter, Certainly. The service, originated by A. R. Booker, a Los Angeles advertising man, registers all baby sitters in a community through the theatre and a directory containing their names is given free to all parents. Baby Sitter, Certainly is reported to have been received with a good deal of enthusiasm by parents who want to see a movie and other exhibitors to have shown an interest in taking on the service. The plan is this : the baby sitter, male or female, is given a coupon book which is then registered at the box-office ; the parents wishing a night out phone one of the baby sitters who, on arrival, tears out a coupon and gives it to the parents, who in turn, have it validated at the box-office and then return it to the baby sitter. The parents thereupon deduct from the baby sitter's wage the amount they paid for movie tickets. Baby Sitter, Certainly apparently reimburses a certain percentage to the theatre, though the announcement is not clear on his point. Reduction to the parents for this baby sitting service is said to be about 40 per cent. In order not to impair the theatre's gross on Saturdays, Sundays and holidays the coupons are not validated on those days. The Right Steer The most valuable prizes yet given away by a theatre (in the light of present conditions) are being awarded lucky patrons by the Fox Theatre, Laramie, Wyo. every Wednesday. The prizes are 10 choice 1%-pound steaks and one 15pound standing rib roast. Tom Brennan of Fox Intermountain arranged the stunt with a Laramie market. — DEN.