Showmen's Trade Review (Oct-Dec 1949)

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SHOWMEN'S TRADE REVIEW, October 29, 1949 15 Theatre Management Guide to Modem Methods in the Administrative and Executive Phases of Theatre Operation Child Film Series In 2 Reade Towns Featuring films selected by committees of teachers and parents, and with tickets sold through the school sj^stems, Child Film Library Series have been started in two New Jersey communities by \\ alter Reade Theatres, with the full endorsement of the local schools. Guy Hevia, present city manager for Reade theatres in Asbury Park, who first introduced the series two years ago while city manager in Morristown, is starting this third series of such shows at the Asbun Park St. James Theatre on Nov. 5. Schools from Asburj" Park and eight adjoining communities are supporting the program and selling tickets for him, and have already tentatively approved plans for a fourth series of five weekly Saturday morning shows as soon as the third series of five is concluded. In Freehold, X. J., City Manager Joseph Sommers inaugurated a series of six such shows to run bi-weekly from October through Christmas. Attempted for the first time in Freehold, this series won quick report from the Freehold school system. Similar series are now being planned in Morristown by City Manager Ralph Lanterman, and for the first time in Perth Amboy, N. J. by Citj' Manager Herbert Gordon. Success of the plan has hinged on its acceptance by the school systems, and willingness of the schools — through their P.T.A.'s and teachers — to undertake sales of tickets. In each case the program has been broached to school authorities as a positive means of bringing selected juvenile screen entertainment to the cit>'"s city youngsters, and in each instance school and P.T.A. officials have selected the features and short subjects from the Child Film Library lists of the Motion Picture Association of America. A series ticket has been sold, priced low enough to be within reach of all students, and only capacity of the theatre has been sold. Police have provided additional protection for each show, and committees of mothers and teachers have ser\-ed voluntarily as matrons. The shows have been highly successful in the past from a public relations point of view, as well as box-office-wise, and the new series promise to be equally successful. Criterion on Broadway Marks 13th Birthday Said to be the only theatre on Broadway designed exclusively for motion picture presentation, the Criterion is currently marking its 13th birthday. The recent installation of the latest projection equipment and a new screen that affords a clear view from every seat, as well as the installation of television in the spacious lounge, is enabling the showplace to live up to the reputation set for itself at its 1936 opening. "The Theatre of Tomorrow." The current attraction is RKO Radio's "Easy Li\-ing," starring Victor Mature. The opening picture was Warners' '"Give Me Your Heart," starring Kay Francis, according to Managing Director Charles B. Moss. Longest-running film : MGM's "Green Dolphin Street ( 9 weeks) , with U-I's "Sword in the Desert" i7 weeks) a close second. How Showmen Exploit on Low Budgets What follows is exclusively for the little fellers who operate theatres in small towns and are handicapped by small budgets for advertising and exploitation. In the past few months I've spent considerable time with theatre owners who have to look twice before adding a one-sheet to the accessory account. In many situations the popcorn machine represents the difference between making a small wage and running a profitable business. To these, the matter of getting their attractions before the people of the community and covering their natural area of trade presents quite a problem. And, if they fail, to get the required coverage, the results at the box-office are such as to cause scanning of the Sears-Roebuck catalogue to determine the cost of manila rope in hangman lengths. I don't expect most readers of this column to believe it, but I've actually seen reports showing admissions below $5 and several where $8 represented the total ticket sale. I know you'll ask, "Why do the}' stay open and how?" Well, in the first place, just about every theatreman is a "hoper" and honestly believes that old Dr. Coue creed about things getting better everj^ day in every way. In the second place, the business of these towns is seasonal and there is usually a three or four-month period when things get real good — and the box-office take sometimes reaches as much as S500-$70O a week. The owners feel that closing the place will serve to get it entirely oft the entertainment schedule of the folks in the community, so they keep open regardless and shout with joy when seven days' return gets over the $200 figure — out of season, that is. Of course, they keep film costs at the lowest possible levels during the "off" season, and those normally hard-hearted distributors seem to be indulgent while waiting for the days of improved attendance. But, and this is an actual instance, I've seen three da}' receipts on a double feature bill hit the dismal low of $17.80. Rtmning expenses are low. They gotta be. That these owners and managers are ingenious when it comes to figuring ways and means of accomplishing wide area advertising coverage at minimum cost is proved by the examples — many of them practical and adaptable for other theatremen in similar positions, I hope — reported below : Has to Garner Business From Surrounding Communities E. J. "Shorty" Sedlack, a former Warnerite who, after release from Uncle Sam's rifle toters, left Charlie Ryan's Chicago domain and now enjoys the climate, neighborliness, scenic splendor and many other delights of my native Texas (T am NOT biased), is parent to one of the finest examples of "smartie' low cost advertising stunts. Shortie has two theatres in Haskell, and if he wants to keep 'em with their noses above the loss line, has to garner considerable business from surrounding commtmities. With another theatre less than 10 miles away that is quite a problem, and here's one of the bright ideas that helps accomplish the desired end. Leading merchants in five neighbor towns — including the one where the opposition operates — are contacted every week to change the copy in a small semi-permanent standee counterpiece. The background of the counterpiece reads simply, "Be Our Guest at the Texas Theatre in Haskell." In the center of the piece is a facsimile of a book cover and this is labeled. "If your name appears inside you get a guest ticket." Lifting the cover discloses a neatly arranged frame containing a typewritten list of some five names of the local citizenry. All of these are after proper identification, given tickets by the merchant which are accepted at the Texas, Haskell, upon payment of the Federal tax. The names are changed every week by the simple matter of mailing a new list of names together with new dated tickets to the store owmer. The storekeepers like the stunt because it causes folks to visit the establishment to see if their names appear on the list. Better still, it occasions no end of comment around town because ever}-body knows everj^body, and as. soon as the list is placed the town gossips start their tongues to wagging about "who won." The towns are so small that the use of normal care in the selection of names guarantees farm and neighborhood coverage on a scale that maintains interest at high level. That it pays off at the box-office was proved recently when a "Guest Nite" was instituted and request made for names to be registered. The result showed that {Continued on Page 16) * This series copyrighted and must not be reproduced in part or whole without written permis<inn from Showmen's Trade Review. Inc.