Boxoffice-May.03.1952
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. . . yet<br />
Treat Every Patron as if it Were<br />
His First Time at Your Drive-In<br />
Wisconsin Exhibitors Discuss Effective<br />
Managements Personnel Training,<br />
Concessions and Promotion<br />
Wrive-in theatre owners and operators<br />
delved into many problems of operation at<br />
a recent one-day conference in Milwaukee.<br />
Wis., sponsored by the Allied Independent<br />
Theatre Owners of Wisconsin. Conducted on<br />
an open forum basis, the meeting produced<br />
numerous suggestions and proved methods<br />
for effective drive-in maintenance, operation<br />
and promotion, some of which are<br />
related below.<br />
Henry Toilette of the Marcus Theatres<br />
led the discussion on "Preparations for Reopening<br />
of a Drive-In." Toilette pointed<br />
out some of the things to check on reopening<br />
are: While there is still water on the<br />
ground, peg your low spots where you will<br />
have to have fill later on. Change your<br />
canopy copy a couple of times before reopening.<br />
Check your lights, speakers and<br />
sound system at least ten days ahead of<br />
opening. Pi'eshen up your entire drive-in<br />
by painting, washing walls and, at opening<br />
time, have fresh flowers in the boxoffice<br />
and concession stand. Treat your reopening<br />
just like a grand opening.<br />
ASK POLICE COOPERATION<br />
Further, be sui'e to contact your highway<br />
police a week to ten days before opening<br />
and ask their cooperation in handling the<br />
traffic for reopening. Be sure to put on<br />
a "Welcome" trailer. While on the subject<br />
of trailers, he stated that you cannot<br />
emphasize too strongly, or advertise too<br />
much about asking the patrons to be sui'e<br />
to hang up their speakers, for the greatest<br />
number of speakers missing are those taken<br />
by people who do not deliberately steal the<br />
speakers but accidently drive off with them<br />
still attached to their cars and are afraid<br />
to return them for fear they will have to<br />
pay for them.<br />
Personnel—It was suggested that you try<br />
to get the same personnel that you had the<br />
year before. Work with the help for several<br />
days before reopening, training them on<br />
DRIVE-IN Theatres-Use Tape Recorded<br />
Pre-Show & Intermission Musical Programs<br />
These programs are produced especially for DRIVE-IN use, with<br />
announcements designed to boost concession sales and highlight<br />
theotre policy. Live organ music for intermissions.<br />
Programs available in any lengths at $2.75 per 1/2 hour, plus a<br />
smoll basic chorge. You may use your own tape recorder or Empire<br />
has tape ploy bock equipment for sale at dealer's cost. Get<br />
complete details FREE by using Readers' Bureau postcard or write<br />
direct to<br />
EMPIRE RECORDING COMPANY<br />
3221 So. Acomo St Denver, Colo.<br />
Programs availoble for FREE audition. Fronchise holders wanted.<br />
every detail of theatre operation. In a<br />
drive-in it is very important that ushers be<br />
courteous and helpful. Treat every customer<br />
as if it were his first time at a drivein.<br />
Also, train your ushers in checking<br />
speakers. Be sure to have them check that<br />
they are turned off after each performance<br />
when a patron puts them back on a stand.<br />
Toilette had some equipment with him<br />
that he has found to be very satisfactory<br />
in his drive-ins, among which was an inexpensive<br />
yellow slicker-type raincoat and<br />
rain hat, on which it would be very easy<br />
to print the name of the theatre on the<br />
back of the slickers, and they are very easy<br />
to distinguish. He also had a red plastic<br />
elongated tip for a flashlight that is very<br />
efficient and inexpensive to buy.<br />
ADVERTISING THE DRIVE-IN<br />
Elmer Brennan of Standard Theatres<br />
led the discussion on "Advertising for<br />
Drive-In Theatres." Brennan opened the<br />
discussion by telling the exhibitors that "if<br />
they whisper, only a few people will hear<br />
them: but if they shout, they will be heard<br />
by many." At that point, one of his<br />
colleagues shot off a pistol with a blank<br />
cartridge, which put the exhibitors on the<br />
edges of their seats.<br />
Brennan had a very complete set of visual<br />
explanation cards to show the drive-in<br />
operators a full year's advertising campaign<br />
for a drive-in. He started the discussion<br />
by showing a series of teaser advertisements<br />
in cartoon style that their artist<br />
made up and stated he would be very<br />
happy to share them with other drive-in<br />
operators in the state. He then showed a<br />
full-page co-op reopening advertisement,<br />
of which the merchants underwrote the entire<br />
cost. Brennan pointed out that on all<br />
the advertisements, they were very careful<br />
to be sure to insert a complete area map<br />
showing the exact location of the drive-in.<br />
Continued on page 36<br />
Increase your<br />
Atfendance and Profit<br />
with<br />
BURKE-BUILT<br />
PLAYGROUND EQUIPMENT and<br />
KINDERGARTEN PLAY DEVICES<br />
The poront\ won't hove<br />
to "WONDER WHERE THE<br />
CHILDREN ARE" — THEY<br />
WILL KNOW!<br />
Compore the mastivc,<br />
heavily ribbed, grcolcr<br />
length fittings of hot<br />
dipped galvanized iron<br />
with the Interlocking<br />
Knob Construction against<br />
ony other. The FITTINGS<br />
,<br />
corry the lood.<br />
Burke performance and<br />
reputation have proven<br />
trustworthy companions<br />
thru the years.<br />
Distributed Coost to Coast<br />
by NATIONAL THEATRE<br />
SUPPLY.<br />
Write Dept. S for Drive-in<br />
Thsatro Information, Catalog<br />
K, ond Price List.<br />
Buy<br />
., .<br />
Ond low<br />
COJTSI NCf<br />
Consider such popular<br />
Burkc-Built<br />
"Child Tustod" e«-<br />
clusives OS the<br />
Climb-A-Round ond<br />
tlobby - Horse swing<br />
sot.<br />
THE J. L BURKE CO. '^*!?cSS.s'Af<br />
Factory Iranck, ••> *» Naw •ruii>wlck, N. J.<br />
Time-Proven EPRAD<br />
IN-THE-CAR SPEAKERS<br />
Have the Lowest-Known<br />
MAINTENANCE COST!<br />
In 10 years, complete<br />
parts ond labor maintenance<br />
cost on EPRAD<br />
speakers average less<br />
thon lO^b per seoson<br />
per speaker.<br />
EPRAD'S excellent performance<br />
is the result of<br />
unexcelled workmanship<br />
and best materials. Every<br />
step has been taken to<br />
moke the Eprod speokcr<br />
the best on the market<br />
keep REASON-<br />
ABLY PRICED!<br />
• GLOW-TOP JUNCTION BOX.<br />
• QUICK DISCONNECTS permit connecting without<br />
tools.<br />
• VARNISHED VACUUM-IMPREGNATED TRANS-<br />
FORMERS.<br />
• SILICONE-TREATED CONE.<br />
• HANDSOME STAMPED-STEEL SPEAKERS, one<br />
screw assembly.<br />
Write for Free Literoture and Nome of<br />
Your Nearest Deoler.<br />
EPRAD<br />
in MICHIGAN ST. TOLEDO, OHIO<br />
For Better Service<br />
And Higher Profits<br />
EVERY DRIVE-IN THEATRE<br />
BUFFETERIA<br />
NEEDS THE<br />
A concession en wheels.<br />
Hot 3nd cold compirtfaenti.<br />
HOT BOX WARMER;=n,%oJ,7-l;<br />
PORTO-FOUNTAIN.. '»./-;i.T<br />
Ask for descriptive literalure, prices and deliyery<br />
THE WALKY-SERVICE CO.<br />
401 Schwtiler BIdg. Wichita. K>n>.<br />
BOXOFFICE :: May 3. 1952 53
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