Universal Weekly (1917-1934)

-THE MOVING PICTURE WEEKLY -31 SUMMER SLUMP icture theatre depends upon the >layed by the exhibitor. Where alesmanship is employed there Slump." Read the ideeis that ng past summer seasons, then lb of selling to yoi*r community he summer. chants that the "FREE ICE-CREAM SODA DAY" remained in force for the rest of the summer. His first co-operative plan having proved a winner, the livewire exhibitor got in touch with the merchants selling the same brand of electric fans that kept his house cool. After pointing out to these electrical goods men that the fans were keeping the temperature of the theatre at least 20 degrees cooler than it was out in the open, he suggested that they arrange window displays of these fans containing announcements of the service and satisfaction they were rendering in his house. The merchants seized at the opportunity of using this idea, with the result that the exhibitor was given much free advertising that not only kept his house before the eyes of the public, but also caused the latter to really believe all he had to say concerning the coolness and comfort of the amusement emporium. We cite the foregoing as an instance of how eager the local merchant is to get together with the theatre owner on anything that promises to bring business. Show him how to make a dollar and he will gladly help you make one. It is therefore up to the showman to study ways and means of inducing the business men in his community to work with him — and for him. Co-operative plans can be used to wonderful effect in those rural towns which depend upon the farmers' trade. As a general rule, the Chambers of Commerce, or Boards of Trade in these communities are glad to work with the exhibitor on any idea that will bring the farmers to town for a day. Consider the circus. It's a big event and nothing short of a disturbance of nature can keep the crowds away. The live-wire showman can use this intense desire upon the part of the public to be amused to good effect. One exhibitor, located about sixty miles from Albany, not only made use of this idea, but also won the everlasting gratitude of the merchants in the community. Calling upon the trade body which contained the foremost merchants in town, the theatre owner suggested that a special effort be made to get the farmer folk to come to town other than on a Saturday. Proceeding to outline this plan, the exhibitor advised that this day be known as "FREE MOVING PICTURE DAY." Naturally, free admission to the theatre would be confined to the out-of-towners. This could be done by having a man equipped with a Ford, distribute, or "peddle" as it is known in that section of the country, circulars containing the details of "FREE MOVING PICTURE DAY." On these circulars, coupons admitting two or three people would be printed and the people desiring to see the free show would be required to present the tickets at the door. It was the showman's idea to have the circular contain a number oi special bargains offered by the merchants co-operating on the plan. Seasonable goods at marked-down price would act as an additional incentive for the thrifty farmers and their bet ter halves to come to town. Futhermore, the exhibitor suggested the sav ings these bargains entailed be totalled up so that the out-of-towner be shovrn that instead of losing whatever money the day meant to him in labor, helping celebrate "FREE MOVING PICTURE DAY" would actually find him ahead in cold cash. Naturally, the merchants to whom the foregoing was presented demanded to know wherein the showman hoped to benefit. The latter promptly explained that he was willing to rent his theatre, together with the services of his attaches and himself, to the Board of Trade. His own compensation was to be based upon his Saturday profits. A little calculation proved that the cost of this proposition would mean but a few dollars to each merchant on the Board of Trade body. The publishers of the local papers were called in and they promised to support the plan in their colmuns. One of the newspapermen went so far as to suggest that a prize, in the form of merchandise, be offered for the best esay on "What Moving Pictures Mean to Me," written by the feminine members of the farmers' families. The date for the big event was set four weeks off, to permit the working (Continued on page 34) OneBI^Whlrl of run_ Every one reads humorous stories, jokes and grabs for the "funny section" of the Sunday paper. It's human nature to enjoy a good laugh. You can play on that desire and make money out of the opportunity by showing Universal Comedies NESTOR L-KO JOKER They offer three kinds of comedy — the parlor kind — the broad kind — and the fresh, sparkling brand. Each is packed with smiles, chuckles and good, hearty laffs. They are the "movies" that the fans will come from all sections to see. They act as an ad for your house for days because folks laugh over what they saw for days and talk about it to their friends. Book through your nearest Universal Exchange, or UNIVERSAL FILM MFG. CO., Carl Laemmle, President, "The Largest Film Manufacturing Concern in the Universe," 1600 Broadway, New York.