Part 24

He may have just gotten to that wavering point where it needs an incentive to stir him to action, for he is apt to forget his cherished hopes when plunged in business on the following day.

It is customary, at some motion-picture theaters, to present premiums on a certain night each week. Each patron on entering is given a numbered ticket, and at an appointed hour about four numbers are drawn, the lucky ones being presented with a useful article. The exhibitor, in most instances, has neglected to enlist local co-operation and has purchased his premiums at wholesale price from headquarters. It may be because it is hardly profitable to local traders, since only four out of a possible thousand would feel kindly disposed toward them.

A friend of mine who recently returned from a tour down South informs me that he discovered a plan in his travels which has overcome this apparent difficulty. It appears that each lady paying for admission to the Columbus Theater at Mount Allen on a certain Wednesday night was presented with a ticket good for either a fifty-cent rosebush or else a plum or peach tree at the local nurseryman’s.

Each woman duly presented herself at the nursery and was permitted to select her own plant. This afforded the florist an opportunity to introduce many others of his line, and there were very few who did not spend from $1 to $10 with him.

The only criticism I have to offer is that the proposition might have been extended to the men, as there were undoubtedly married men in the audience, unaccompanied by their wives, as well as single ones who would care to take up gardening as a hobby.

The nurseryman in this case charged the exhibitor the absolute rock-bottom price for each plant, relying upon the extra permanent business secured to compensate for the sacrifice made.

XLVIII.

NAMING SODA-FOUNTAIN CONCOCTIONS AFTER MOVIES

Druggists should not be backward in availing themselves of one of the strongest forces of modern times--the motion picture. It is a poor town that does not contain a photoplay theater, and in most towns they are as plentiful as druggists--one on every few blocks.

The proportion of motion-picture goers in this country is one to every five inhabitants, and, however it may work out in your town, it is practically certain that the majority of men, women and children spend their evenings at the motion-picture show. After they have seen the performance through, they are in the right mood to pay a visit to a soda fountain. Do you make any inducements to attract their patronage? Maybe you don’t, so let me suggest how you can accomplish this.

Why not introduce a Lillian Walker sundae, an Edward Earle frappe and a Charlie Chaplin soda? The name goes a long way, but if you can make the concoction distinctive it is an added advantage. Lillian Walker, for instance, is famed far and wide for her dimples, which are not without their publicity possibilities.

Do not adhere to any one particular player for too long a period, for each fan has his or her favorite, and if you make, say, a daily change, you eventually cover them all.

Obviously, the most effective advertising medium is the motion-picture theater. If the exhibitor rents out his screen to retailers, you should arrange to have a slide shown. Failing this, an advertisement in the house organ or program should produce the desired results.

In regard to the well-known brands of photoplays, I know of a pharmacist in Beatrice, Nebraska, who invented the Triangle sundae. This comprised a mixture of vanilla and dark chocolate ice-cream, over which was placed a confection triangle, the work of a local baker. On the top of this were three cherries and three green candied plums. This stunt was pulled off in co-operation with a local photoplay exhibitor, who was as satisfied with the extra business secured as was the druggist.

Triangle is only one brand of popular photoplays with advertising possibilities. Others are Paramount, Red Feather, Blue Bird, Metro, World, Mutual, Universal, Gold Rooster, Beauty, Biograph, Kalem, Vitagraph, Edison, Essanay, Selig, Lubin and Thanhouser.

It may be argued that it is giving the manufacturer free publicity, but it does not sell him any more prints, for the exhibitor, as a rule, contracts for all the productions released under a certain banner. You would, of course, benefit the manufacturer were you to boost brands indiscriminately, but the success of the stunt depends on securing the assistance of the local exhibitor. When that is secured, you only christen soda-fountain concoctions after the brands of photoplays to be seen at his theater. A little extra time and effort in devising new soda-fountain lines will be well repaid.

A.&H.

NEW PANCHROMA TWIN ARC

MODEL C

Used by leading producers all over the United States and adopted as the =standard portable lighting unit for motion-picture work=.

Price, $70

Price of lamp, complete, with collapsible reflector, rheostat and carrying-case containing all, and separate folding-stand, =$70=.

8000 CANDLE POWER by Gov’t Test (U. S. Coast Artillery School)

In use by

The Vitagraph Kalem Essanay Lubin Rolfe-Metro Fox Universal Thanhouser

and hundreds of other M. P. Studios

The new =Model C= contains a number of improvements, which our experience of the past year indicate to be of additional convenience to the operator. The rheostat is now mounted on the lamp instead of being placed in the carrying case and the whole lamp has been made more rigid and solid. A special oscillating device, fitted to the carbon-feed, keeps the carbons always in accurate contact. 8,000 c. p. guaranteed per lamp.

Total weight of each unit less than twenty pounds, exclusive of stand.