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1948-49 Theatre Catalog, 7th Edition, Page 511 (496)

1948-49 Theatre Catalog, 7th Edition
1948-49 Theatre Catalog
1948-49 Theatre Catalog, 7th Edition, Page 511
Page 511

1948-49 Theatre Catalog, 7th Edition, Page 511

other Part of the Forest," we held a contest for the most original photo of a family group. Everyone who entered a photoeand most everyone is a member of a family group-came to the theatre to see whether and how their family portraits were exhibited.

I was so struck by the performance of Olivia de Havilland in ttThe Snake Pitt as to feel certain that she would get the Academy Award for her work in the picture. I set up a giant petition in the lobby, inviting those who thought Miss De Havilland deserving of the honor, to sign it. Most every fan of the star trooped to the theatre to sign the petition.

Our institutional stunts are characterized by us as Public Service Features. It is my contention that the motion picture theatre should perform a public service over and above that of dispensing film entertainment, and it is that which gains most of the good will which the Rivoli enjoys.

When I learned that a group of exGIls were studying art and had formed an Artists Chapter of the American Veterans Committee, I invited them to give a show of their art work at the Rivoli. They accepted with alacrity, because no professional art gallery would as yet give them exhibition space.

The art exhibit, like similar ones at the Rivoli, was made much of by the press and public. The press hailed it because it attracted people who ordinarily never visit an art gallery. Our patrons liked it because it gave them something to look at while waiting for the feature to start over again. The artists were extremely pleased, of course, particular1y because the exhibit enabled them to make a few sales. As for us, we were made very happy by the fact that so many people came to the theatre because of the art show.

We have had other art exhibits, by individuals and by groups, all of them artists who could not afford to show their work in regular art galleries. This public serviceeand one which, I must confess, is not altogether altruistic on our partehas won for us a great deal of commendation as well as extra patronage.

The Rivoli has had photographic exhibits, too. When I read a suggestion voiced in a newspaper that the numerous amateur photographers clubs hold a combined exhibit of their best work, I offered the Rivoli for the purpose. )atrons of the theatre judged the entries by indicating their favorites on printed lists, and since rivalry was keen, the contending clubs sent numerous welle wishers to the theatre uto vote correctlyfi

HEAT WAVES in large cities throughout the country were used to advertise the tact that the Rivoli theatre was amply air conditioned to insure patron comfort. The idea attracted many customers. A drawing contest in the Rivoli, center, offered a $25 0.5. Savings Bond as first prize to the theatre patron who entered the winning caricature oi Rosalind Russell. Other prizes were also ottered and all winning drawings were displayed at Sardi's Restaurant. The contest was a tie-in with the current theatre program. 'The Velvet Touch'. Youth Month was observed in the Rivoli, by means of an essay contest entitled "How I Would Run a Movie Theatre". Winners were awarded executive positions for a day. The new manager' settles back in his chair in the bottom photo.


1948-49 Theatre Catalog, 7th Edition, Page 511