Boxoffice (Apr-Jun 1937)

ILOS AIWCr.lEIILIES Cooperation of Schools Can Be Made Profitable By GERTRUDE PEARSON New Haven, Conn. — Cooperation with the school, which has greater possibilities than most theatre men realize, can be an effective tool in selling pictures with literary, historic, or scientific backgrounds, such as the coming “Captains Courageous,” the recent “Romeo and Juliet” roadshow, the still current “Maid of Salem,” and many others. The unusual success of the Shakespearean film in Connecticut especially demonstrates what can be done along these lines. Through an intelligent discussion with principals of the merits of the picture, the manager was permitted to address numerous groups of teachers and students on all aspects of the picture and to exhibit research stills. As a result, the school bulletins publicized the picture widely. Children not only bought a substantial number of blocks of tickets for their own use, but took additional tickets to sell at home, and largely accounted for the excellent grosses. “Maytime” Gets Glee Club Tieup Admission in groups was also effected in many first run spots for “Maid of Salem,” by the managements’ distribution of study guides in the schools, exhibits of stills, and offers of special price inducements the early part of the week to groups of ten or more students. A school tieup on the current “Maytime” is being worked from the glee club angle. Since features as suitable for such tieups and as noteworthy in quality of production are not common, however, it would certainly be useful to exhibitors to know when school cooperation can be expected. Previews for Student-Teacher Groups In Bridgeport, where a program of picture appreciation, undertaken a few years ago under one of the foundations, is considered a part of the regular English course, Worcester Warren, superintendent, and other educators have drawn up an “informal understanding of conditions for cooperation between public schools and picture house managers for the promotion of high type pictures.” Although not formulated, views of other school heads, probably fit in with these. The Bridgeport “understanding” reads: 1. The management will take the initiative of asking the superintendent for his approval of the picture. 2. The main feature will be approved if it has the approval of such organizations as the National Council of English Teachers. If it does not and seems worthy to the manager, the superintendent will request a committee possibly composed of an elementary teacher, a high school English teacher, and a parent from the City Council of PTA, and any others it seems advisable, to attend a preview of the picture. With their approval the superinten dent will give the same consideration as if approved by a national organization. So far, so good. The preview for certain teacher and student-leader groups has been used by some managers to fairly good advantage, though the outstanding productions, which have the approval of the National Council are those which the schools are most ready to publicize and secure patronage for. But the rub comes in booking the co-feature: 3. The superintendent will insist that the accompanying picture be fit for children to see. He will accept the assurance of the manager of the theatre on this until he finds this assurance unreliable, at which time he will either refuse to cooperate with the manager further or insist on a preview of every accompanying picture, no matter how worthy the main feature. Special Shows on School Holidays Here it would seem that much more could be done with special shows on weekends and other days when children attend in large numbers. For in spite of the growth of film study in the schools, and the cry for more suitable programs, there is hardly a theatre which is cooperating in this respect. In fact, during a recent school vacation of a week, not a single New Haven house had either a feature or co-feature suitable for children. There is no doubt but that parents and teachers are becoming increasingly cognizant of the force which better films can be, and which are those better films. If, as is undeniable, there are still not enough topnotchers, there is still room for much better booking and special planning with an eye to valuable school cooperation. NEARLY TENTH TRADE INCOME INTO ADV. New York — “Out of an estimated boxoffice gross in the United States of between $720,000,000 to $1,000,000,000 annually. about $70,000,000 is spent for advertising,” said Gordon S. White, advertising and publicity director of Educational Films, in a talk on the scope of motion picture advertising at the Hunter College motion picture course here Tuesday. Of this $70,000,000, according to White, “newspapers and magazine advertising uses up $58,000,000, bill posting costs $7,500,000, accessories cost $4,500,000.” “Based on reliable estimates, the $58,000,000 spent by the film industry on newspaper and magazine advertising compares with $33,000,000 spent by the automotive industry, $31,000,000 spent by the tobacco industry, and $25,000,000 spent by the toilet goods industry,” White said. gERT PIROSH has been assigned to fill the post in the Fox West Coast booking department, left vacant when Dave Boyd was promoted to manage the Cabrillo Theatre, San Pedro. Bill Heineman’s western division offices made a clean sweep in the recent Universal Sales Drive, winning all four of the top awards. The Salt Lake office finished first, receiving four week’s extra pay. San Francisco placed second, copping three week’s pay. Los Angeles drew third place and a hojius of two week’s pay, while Denver won fourth place and one extra week’s pay. Because of the record made hy his district, Heineman was awarded four week’s extra money. The next Filmrow dance has been set for May 22 at the Los Angeles Elk’s Club, announces Guy Gunderson, chairman of the entertainment committee. The affairs will be open to all Filmites and their friends. Joe Berg, who recently sold his Metro Theatre, San Diego, has moved with his family to San Francisco to open a theatre. Berg’s daughter, Mina, is the leading soprano with the Sa7i Francisco Civic Opera. The name of the Moon Theatre, here, has been changed to the Gaiety, by Managers Popkin and Ringer. Local first runs for two Grand National pictures have been set by Manager Hi Peskay. "Romance aiid Riches,’’ starring Cary Grant, opened at the Orpheum, April 7. On the same date, "White Legion” opened at the Los Angeles. Clayton Lynch, Metro manager, is back from his vacation, during which he visited Palm Springs and San Francisco. The 20th Century-Fox inspection room is being equipped this iveek with five new Bell-Howell inspection machines. The installation will cost around $2,000. H. J. Swan’s Roosevelt Theatre, a 15center, has been closed. In order to be present at the celebration of their parents’ 60th wedding anniversary at Blackioell, Okla., Vertise Banner and Lena Barnider, have been granted two weeks leave of absence from Universal. Phil Dunas, central division sales manager for Columbia, has returned to his headquarters in Chicago, after spending several days here. Norman Alley has been named to succeed Mervin Freeman as head of the western division of Universal’s newsreel department, upon the failure of the latter’s contract to be renewed. Alley was formerly in Universal’s New York newsreel office. Emil Umann’s Regina Theatre, subsequent run house on Wilshire Blvd., has been scheduled to open April 21. Regina will be the second of the five new subsequent run houses to be opened here this 44 BOXOFTICE :: April 10, 1937.