“Hard Times”

Sun (Auckland), Volume IV, Issue 1074, 11 September 1930, Page 14

“Hard Times”

FILM MATINEES UNAFFECTED Schoolchildren During Holidays DESPITE the so-called hard times and the “tightness” of money, the Auckland picture theatres have daily been packed with children during the school holidays just concluded. Theatre managers were almost unanimous in telling a. Sun reporter today that matinee attendances had equalled if not actually passed those of previous holiday seasons. Some of the picture houses made special arrangements for children, providing an unusual number of comic features, while others maintained the same class of programme as had prevailed at term-time matinees. But in every case they report an exceptional amount of business.

Excellent attendances throughout the day sessions formed the Regent Theatre’s experience. “Business has been abnormal on week-daj’s and the special Saturday matinees have been a great success,” said the manager, Mr. Greenfield. “At these matinees we hare specialised in pictures appealing to children. Two Mickey Mouse cartoons, an excellent talkie and, to finish up with, community singing led by Uncle Tom of IYA, have proved a big attraction. “Though the holidays are over we are starting a Mickey Mouse club on Saturday. Children will be given badges and will become members.” MORE ADULTS Two large theatres which have made no point of spe. ial shows for children have little reason to regret their action. “We have had many more adults than children,” the manager of one told The Sun, “and the receipts have kept up wonderfully. A big advantage of this will be the absence of any noticeable fall in attendances now' that the holidays are over. Parents are careful to keep an eye on the various films that are showing and of course those theatres which provide special pictures, are sure to attract a greater ■number of children.” BRITISH FILMS SCORE The schools have evidently taken British films more or less to their hearts. * The weather has been Ideal for out-of-door amusements, but the London Theatre, with its all-British programme, has been showing regularly to big houses. Other theatres show ring British films during the holidays proved popular. “Byrd at the South Pole,” has been a boon for the Civic. “It would be no exaggeration to say we have had packed houses every afternoon,” said Mr. T. A. O’Brien, managing-director. “The school teachers and the Education Department seem to have realised that the film is the only one of its kind—a moving picture of the Polar wastes and of the Pole itself — and

they have encouraged the children to see it. The special prices for children have naturally helped the attendances, but the receipts have kept up wonderfully. Though there may he a financial depression, it certainly hasn't affected the children's visits to the pictures. For the matinees we selected special ‘shorts’ to go with the film, making the whole programme ideal for youngsters.” “SALLY’S” SUCCESS Considering that it made no changes in its films for the holidays, the St. James feels it has had a remarkably successful three weeks. “Sally” has been screening throughout, and the crowds have continued to roll up. “We have done much better than we expected,” the secretary said.- “The matinee attendances have been wonderful, and there have been unusually large numbers of children in the evenings." One theatre manager commented on the number of very small children who saw the pictures unattended. Tiny dots of four, five and six years had come forward and tendered their pence. He considered this a good sign, showing that parents were beginning to realise how' much care was taken by theatre proprietors.