Boxoffice-October.01.1955

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TIES THEATRE PROMOTION TO CIVIC ACTIVITIES
''Whar Builds Our Town, Builds and Increases My Boxoffice Potential,"
Says Texas Exhibitor Who Finds New Ways to Win Favor of Patrons
1 iic KoU lOuiM-. I.,i0ij . ; out
completely urouiid the lli- .irl-
ItiK ut tlir attraction l> oIdk
couiiter-clockwi.sv, with itu- iiiiiili Ktcvn on
llu- oppcsllc .side of the cntruncv. The (tret
clttlit holes have u pur uf three, but Ihr
J05-yurd No. 9 hole l.s pur four.
•Prom the .standpoint of volume of play."
McCluln points out. "the course l.s not important.
We do not charge u greeas fee. Wc
welcome nnyone during the day who wishes
to u.se the course. We charge 50 cents for 30
ills on the driving range. Our Idea In the
If course Is an attraction for the .school
hildren whose couches give them le.s.son»
during the winter season and a place (or
the better golfers to keep In practice
GOLF COURSE AN ADDED ATTRACTION
Displayed in the breezeway at Glen McClain's Tv.in Ranch Drivcln, Cleveland, Tex , are 60 picturci
linking community pride and interest with the 300car theatre The pictures show CofC officers and
Booster Club members at their work, in their homes and with their families at social activities This is
only one of the public relations ideas used by McClain to build interest in his theatre.
riiere is an atmosphere about a golf
•'ur.se that is the same as a swimming pool
.n a tourist hotel. Few actually go swimming
but the sight of It being there gives
folks a feeling of space, of beauty, of cool
air and refreshment. We have to keep our
place neat and pretty anyway. The golf
course is there, we keep it mowed and It l«
attractive even to those who never Intend
to play golf."
The Twin Ranch was laid out for
eventual completion with two screens, each
serving around 300 cars, with a common
projection booth in the center of the area.
"In my estimation." .said McCIatn. "this
By PHIL HANNUM
ROJECTS THAT PROMOTE both hiS
community and his theatres are round-theclock
concerns of Glen H. McClain, who
doubles as manager of the Chamber of
Commerce. Cleveland, Tex., and owner-
Bperator of the town's conventional Texas
Theatre and the $100,000 Twin Ranch
'^rive-In.
-Speaking as a theatreowner, and explainthe
key role he assumed with the local
:C in July 1954, McClain said: "My com-
•:tion in other fields grows and swells
.idily each year. I have to help push
industry, new people, new places of
ju:>mess. new homes, new jobs, bigger pay-
'•olls in order to go forward instead of
'lackward. What builds our town, builds
ind increases my boxoffice potential."
Displayed in three 40x80-inch porcelain
imes in the breezeway at McClain's
ve-in are 60 pictures which illustrate the
iiiimate tie-ins he has built up between
jils theatres and community life and leadrshlp.
These pictures show officers of the
-amber of Commerce and members of the
al Booster Club at their desks, operatic
their businesses or enjoying home life
and social activities. The display at the
Twin Ranch gives every community leader
and his family reason for personal pride in
the theatre, as well as additional reason to
take his guests to the drlve-in.
Showing last summer of "Our Homi-
Town" as a regular intermission fealun
for Cleveland newcomers and out-of-town
guests was another popular public relation,
promotion at the Twin Ranch. Made b-.
Shad E. Graham of Houston, and narrated
by Vince Connolly, this film pictured Clcvr
lands service clubs, civic groups, busint>
buildings and homes, as well as activitnof
hundreds of persons in the nightly audiences.
The May grand opening of the T\\
Ranch Drive-In was itself tremendously
important from the community'.s anglr.
since the operation McClain and his associates
had planned made Cleveland overnight
the entertainment center of five cost
Texas counties. On a 30-acre tract two
miles from town, the new drive-in offered
east Texans their largest outdoor screen,
a Ranch Hou.se concessions with outdoor
tables, a klddyland and a nine-hole golf
course on which they could play without
charge while waiting for the evenings program.
Continued on following page
InUalled at cojl ol iJOOOC the Twin Kard. 1; ...
In attraction board i% used (o odrtrtut litt goll on
tin 9hole count lurroundmg tht thtotm No
grt^nt /••« art chargtd to thou w/»o want to «M
tht count although a chargt ol SO ctnts for 30
balli il madt on tht drning rangt
OXOFTICE October 1. 1955 37