DECEMBER

.-^
DRIVE-IN EXPLOITATION
Continued from preceding page
LAST A LIFETIME
< NO MAINTENANCE
< 40% MORE REFLECTED LIGHT
* UNIFORM REFLECTION AT ALL TIMES
RECENT PERMASCREEN INSTALLATIONS:
SPARTA DRIVE-IN, SPARTA, WIS.
PEKIN DRIVE-IN, PEKIN, ILL
TRI-CITY DRIVE-IN, JOHNSON CITY, TENN.
KING SPRING DRIVE-IN, JOHNSON CITY, TENN
MIDWAY DRIVE-IN, SAN DIEGO, CALIF.
the regular, admission price for patrons.
Every patron who caught an employe not{
smiling when addressed received a pass.
An ingenious woman complained she had
found a hair in a hamburger. She received
a pass right there, but admitted later her
complaint was a gag.
One night there were free admissions foi
girls in bathing suits and the theatre began
to look like an Atlantic City beauty contest
Square dances were held one night. Then
there was a goat milking contest.
As the manager commented, "You milk'
a goat like a cow, but not so long, and
there's no telling what the goat will do
when she gets excited."
They had a long distance whistling contest.
The winner lasted 32 minutes. Tryj
'
that some night and watch the crowd start!
laughing.
I
For family fun week the boys scoured;
northwest Arkansas for 40 miles around-
FOR THE
INDOOR THEATRE
FOR THE
DRIVE-IN THEATRE
• MARQUEES
Conventionol and Inner Service
• NAME SIGNS
• BOX OFFICES
• FRONTS
Vitrocon or Stainless Steel
• POSTER CASES
Aluminum or Stainless Steel
k
K
"
Dillribulld k|
NATIONAL
THEATRE
'
-THEtrt «
ol Nol.&nol • liiipiri • Blu
SUPPLY
IRANCH NEAR TOU"
OR
WRITE TODAY
FOR INFORMATION
• HANDY ANDY
Debris Collector and Incinerotor
• SNACK - KAR
Mobile Food Vendor
• TRAFFIC CONTROL
Mobile Traffic Director
• ATTRACTION SIGNS
• NAME SIGNS
• BOX OFFICES
> # (f]
ll» S. KINNICKINNIC AVE. MILWAUKEE 1. WISCONSIN
A long and patient line waits for free ice cream]
at the Crest, Joplin, Mo.
delivering copies of a herald based on the]
newspaper ads. They also covered the Tues-i
day stock sales.
i
A pie throwing contest turned out to be
a sensation. A canvas target painted with
circles and with a colored boy peeking out
of a hole was set up. Twenty-four creamy'
pies were divided 50-50 between men and
women who drew numbers for the throwing!
honors. There were prizes. About 250 con
testants tried to get into the act. Hitting
the boy was good for a week's pass. The
board was good for a one-night pass, with
nothing for the wild throwers.
i
There's a trick to throwing pies, they
discovered. Business was the best since the'
July 4 week.
The theatres held open house, and tookj
families through projection rooms and all
the other places the public rarely sees. It
wasn't a money-making stunt, the managers
agreed, but it was good public rela-i
tions, and an excuse to point out in ads
that here was a clean up to
date theatre..
38
Continued on page 4) '
The MODERN THEATRE SECTION if
j
y