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I<br />
tig Campaigns Help<br />
pombal Xmas Slump<br />
MINNKAHt>LI.S Instead ol risii;iilHK Um'U<br />
what has been considered the Inevitable"<br />
show business In December, near death for<br />
e boxofflce, the Minnesota Amusement Co.<br />
k the bull by the horns and went allout<br />
nth a ThunksKlvlnK to Christmas drive, InoIvlnK<br />
extra heavy .selUnK efforts and the<br />
pottlnR of several outstandlnK attractions<br />
ven durliiK the two weeks before Christmas,<br />
sually considered "hopele.ss^' as far as atractlnK<br />
busine.ss is concerned.<br />
As a result, the circuit has come throuKh<br />
the year's worst month from a theatre standolnt"<br />
In hlRhly creditable fashion, and this<br />
>ecembcr will finish with a substantial gain<br />
ver the correspondlns 1951 period, according<br />
Harry P. French. MAC president.<br />
"We decided to .see what actually could be<br />
one by giving attractions the utmost in exloltatlon.<br />
publicity and advertising, and it<br />
id off." says French. ''We found out that<br />
he pre-Chrlstmas boxofflce drouth, u.sually<br />
ggravated by bad weather, could be comafted<br />
effectively.<br />
The general feeling in show busine.ss dries<br />
is 'we've got to take a loss in December,<br />
lut let's hope it will be less than the preedlng<br />
year." FYench points out. But the<br />
;AC learned this isn't necessarily so, he says.<br />
E.speclally big cmpaigns were staged for<br />
My Pal Gus" and "Hiawatha." but there were<br />
any radio, TV and other lieups for other<br />
ilctures as well, with Ev Seibel. advertising<br />
nd publicity head, and his sidekick Don<br />
lexander performing yeoman services. "My<br />
al Gus" did sensational business two weeks<br />
efore Christma-s and the week before the<br />
ig holiday, regarded as the year's worst for<br />
he boxofflce. Hiawatha" also did well, all<br />
hings considered.<br />
The Tlianksgiving to Christmas boxofflce<br />
Irive henceforth will be an annual "must."<br />
vers French.<br />
"heatre Is Modernized<br />
OCONOMOWOC. WIS. — Tile 520-seat<br />
itrand Theatre here, recently purchased by<br />
Jnity Theatres of Milwaukee, is being modrnized.<br />
According to Manager Don May a<br />
lew screen, projector and sound are being<br />
nstalled and the entrance to the theatre<br />
hanged. A cryroom will be added. A candy<br />
hop. next door in the building, is to be made<br />
nto an office for the manager. During the<br />
rinter the theatre will be open weekends only.<br />
He Cuts Kiddy Prices<br />
And Gets More Noise!<br />
Coon Rapids, Iowa—Nate Thon of the<br />
Lyric Theatre here recently lowered prices<br />
for children at his theatre. It was his<br />
plan to give more children an opportunity<br />
to see a show. However. Thon now is<br />
wondering it the plan has backfired and<br />
he's seriously considered raising the prices<br />
of the tickets back to where they were.<br />
Here's why, Thon .says: The children<br />
just don't appreciate what he's done for<br />
them. "They make more noise, damage<br />
the seats, and, when they are not<br />
watched, run up and down the aisles<br />
disturbing the adult patrons."<br />
Esther Green of FEPCO at Omaha<br />
Is<br />
Queen in More Ways Than One<br />
OMAHA—Two years ago, while on a trip<br />
ea.st, Mrs. Walter M. «E.
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