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1954-55 Theatre Catalog, 12th Edition, Page 170 (136)

1954-55 Theatre Catalog, 12th Edition
1954-55 Theatre Catalog
1954-55 Theatre Catalog, 12th Edition, Page 170
Page 170

1954-55 Theatre Catalog, 12th Edition, Page 170

Children Are Your Best Salesmen

The Proper Equipment and Operation of a Playground is a Positive Method of Attracting the Kids and Their Parents to Your Drive-In

BRIEF: There is probably no more persuasive creature on earth than the child that has seen something that excites its interest and imagination . . . and there is probably no parent alive who can stand up to their arguments for a very long period of time . . . This is a valuable thing for drive-in theatre operators to keep in mind when they are thinking about their playground area . . . By selling the children . . . the outdoor theatre operator has hundreds of eager iisalesmerfi who will plead with their parents to take them to the drive-in playground . . . As this article points out . . . it is very important therefore that this part of the theatre be given the amount of thought and attention that it deserves.

This article goes into detail about the various types of equipment that are available to the exhibitor . . . and how this equipment may be put to the best use . . . The importance of showmanship . . . both in the selection of equipment . . . and in the manner in which it is handled . . . is also given attention . . . There is much to be found that will be 0/ value to the drive-in operator who is looking for better ways to improve his theatre . . . and its boxofice potential.


PQNY Ride is the center of attraction at this drive-in. This motor dnven ride ls available in capacities ol 8, 12, or 16. The framework and

By CLAUDE AHRENS President, Miracle Whirl Sales Co.

Although the drive-in theatre is a comparatively new form of entertainment in some localities, the novelty is fast wearing off over the nation as a Whole. A few years ago very little inducement was needed to bring a capacity crowd most every night. The drive-in theatre was something new, unusual, and different. It was a novel form of entertainment and everybody wanted to experience the thrill of viewing a movie from the comfort of their car. Thus its easy to understand why even third-rate pictures brought long lines of cars. Today, however, most drive-in theatre managers will agree it takes even more than first-rate pictures to fill their ramps now.

Family Amusement

Yes, the picture has changed considerably. Like everything else, the drive-in theatre has taken its place in the long list of family amusements. This list includes television, which beckons families to remain at home after a long,

hard day and be entertained in the comfortable environment of their own living room. This list includes pools, beaches, and public parks which invite families to relax in their pleasant surroundings. This list includes major league, minor league and even little league baseball teams, all urging families to Hback the home teamfl This list includes amusement parks and kiddie-lands which appeal to those families which desire a more active eveningls entertainment. Yes, this list covers almost an endless lineup of recreational facilities, all geared to satisfy a familyls need for diversion. Competition for the publicls entertainment dollar has never been keener . . . and it will be the far-sighted drive-in theatre managers WhO get their share.

The Ahrens Manufacturing Company, and their exclusive distributor, the Miracle Equipment Company, both of Grinnell, Iowa, are certain the answer to the problem lies with the children of your community. They claim the minute drive-in theatre managers overlook the children, they're overlooking their best salesmen. tiSell the childrenetheylll sell their parents" that has been the

platforms are all steel and the colorful ponies are made of sturdy cast-iron. The picket fence not only adds to attractiveness. but helps supervise the rides.

1954-55 Theatre Catalog, 12th Edition, Page 170