W. Main Street at North Bank Street,
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(Saturday, January 28, 1933) Highly Successful Exhib Explains How He Does It
“All of this bellyaching by exhibitors gives me a pain, as I have learned from experience that the money is there if the exhibitor knows how to go after it”, declares Paul M. Hooven, of the Trimble Theater, Mt. Sterling, KY., in his special remarks in reply to The Film Daily’s latest short subject survey. And this wide-awake showman proceeds to give some details, as follows:
“I am told that I offer a larger variety of shorts than any theater in Kentucky, including three newsreels weekly, three cartoons weekly, three two-reel comedies weekly, one technicolor short weekly (all I can get my hands on), one travelogue weekly, and many other shorts which I think will be of interest to my patrons. The only product missing from my line-up is that of Paramount and United Artists.
I run a serial every Friday-Saturday together with a cartoon, two-reel comedy and a Western, and I have yet to find a combination to beat this for a Saturday crowd in this locality. My Sunday-Monday program is the most pretentious of the week and the most expensive. These programs run a little over two hours but there is never a ‘sameness’ about them and there is never a program with the same variety of shorts as my patrons have seen before.
Naturally this means a lot of hard work in reviewing, selecting and booking but I find that my patrons' satisfaction for a good program balances my own for a good job well done.
Mt. Sterling is a small place of 4,000 inhabitants, with a drawing population of some 6,000 more, and I think the people here are well satisfied with the kind and quality of the amusements they get. My theater is much better than one ordinarily sees in a town of this size and I pride myself that no theater anywhere puts on a better show than we do.
The answer is that, notwithstanding the cry of hard times, we have never lost a thin dime since we opened. On the contrary we bought out our opposition and closed the theater in spite of the fact that he ran major company product at less cost than ours for our product."
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