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SHORTS— BUT OH MY!
Shorts — but oh my! You’ve read so much about ballyhooing them — and most of you do so little about it! After all, with a feature picture to worry about, who can spend time boosting a two reelcr or a single-spool picture? Who can? The answer is: the man who has tried it! Many a smart showman is picking his shorts as carefully as he picks his features. He picks his features first, of course; but he checks his full list of shorts availabilities to select the proper roundout for his program.
Many a smart showman is concentrating a nice proportion of his effort each week in building up EXTRA interest in his theatre through sensible advertising of his comedy, novelty, serial and news reels in newspaper ads, publicity, and lobby display.
Sometimes it will be a striking item in the newsreel that he can “blast” a broadside on. Or it may be a swell headline act in a Mentone; or an especially zippy Oswald; or a super-oddity in “Strange As It Seems.” Maybe it will be a grotesque, far off city in “Going Places” that even wealthy vacationists can never travel to. Certainly plenty of people are intrigued by this special notice and plenty of tickets are sold because of the practice.
Just as kids storm your house whenever a new Universal Serial is ballyhooed, so too, many extra hard-to-get patrons are attracted by the extra attention you give to especially outstanding items on your “surrounding” program.
Shorts — but oh my! How important they can he in sending your audiences out fully satisfied with a grand show! Wise showmen watch them carefully— and capitalize on the good ones — wisely! JOE WEIL
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The ADVENTURES of Frank MERRIWELL