Boxoffice (Jul-Sep 1938)

"GREATEST YEAR" DRIVE IS IN NATURE OF TEST; BECOMES ANNUAL AFFAIR IF THE FIRST CLICKS Representative Gathering Hears an Outline of Trade Ad Plan New York — The “Motion Picture’s Greatest Year” campaign, inaugurated by major producers and distributors plus affiliated circuits, will be a test run which, if successful in increasing September through December grosses anywhere from 10 to 20 per cent, will become an industry institution annually. Before an aggregation of more than 200 important distributors and exhibitors, by far the largest and most representative to gather in one room since the NRA deliberations in Washington, George J. Schaefer, chairman of the joint committee, highlighted his talk by bringing to the fore what he termed were “three or four serious problems” which the industry had to surmount. These are (1) The depression plus the seasonal decline and the “plague” of daylight saving, (2) Too much loose talk from tne industry to the public “by all of us,” (3) the motion picture as a “perfect” target for editorial writers, columnists, radio and others who appeal to mass audiences. Factors advanced by Schaefer to overcome these problems, as they will be embodied in the campaign, are (1) the advantage of new season’s product, this to be given an added “kick” through a national advertising campaign for which $600,000 will be expended in 1,950 newspapers and magazines, (2) a one or tworeel entertainment subject which will combine the personalities of all companies, to be distributed gratis, (3) and a question game contest with prizes totaling $250,000 for the 5,000 awards, this to be tied in directly with theatres in all situations. What Schaefer and the committee hope to accomplish is to sell “glamour of motion pictures, quality and entertainment value of motion pictures and to make people motion-picture-minded as a stimulant to attendance.” He added he locks for benefits over a long pull. Howard Dietz, chairman of the advertising men’s committee, in outlining what the committee had tentatively decided upon emphasized that “nothing can be completely promised,” and that the entire plan was conceived with a theatre point of view. It is hoped to have numerous stars “make fugitive trips to help boom business,” he pointed out. As an early springboard to acquaint the public with the collective industry’s “Movies Are Your Best Entertainment” thought, Dietz said newspaper publishers with control over 300 Hollywood correspondents are in favor of the idea and have already expressed a willingness to cooperate. City officialdom will be called $1,400,000 Univ. Deal New York — Universal has completed a new distribution deal with General Film Distributors in Great Britain and also consummated arrangements for “a very large sum of money to be placed at the company’s disposal for a substantial length of time,” J. Cheever Cowdin, chairman of the board, said on his arrival from Europe. It is understood that the financial deal involves approximately $1,400,000. Recently, the company completed a deal whereby Commercial National Bank & Trust Co. will invest $600,000. Cowdin declined to go into any discussion about the arrangement he completed. In a press release, he said the product deal with General is “on a much more satisfactory basis for both.” He was loquacious in his silence regarding his foreign visit when interviewed aboard the incoming French liner lie de France. He refused all detail on the new financing arranged while abroad. Mrs. Cowdin also made the trip, both being gone six weeks, during which they visited France and England. Cowdin observed that theatre business abroad is “much better” than it was when he was there nine months ago. upon to “show that trade follows the motion picture industry.” In order to alleviate individual problems in isolated cities, Schaefer appointed Nathan Yamins, head of Allied; R. E. Griffith of the Griffith circuit of Oklahoma; Joseph Seider of Prudential Playhouses, New York; Moe Horwitz, Cleveland; Eddie Silverman, head of Essaness circuit, Chicago; John Danz, Seattle; and M. A. Lightman, Malco circuit, Memphis, who will regulate the formation of local committees, and in turn, report back to the master committee in New York. In this way as many “bugs” as possible will be eliminated, it is hoped. Assisting Paul Gulick as coordinator in the operations of his department at the Loew Bldg., are Sidney Singerman, P. K. Thomajan, Madeline Foss and Miriam Portman. In connection with the “Picture Parade” contest, considerable stress was laid on the importance of keeping undesirable aftermaths usually associated with cash contest enterprises away from the industry. No relatives of anyone identified with the industry, the agency placing copy, or preview groups or their relatives are eligible to participate. Much stress was placed on the assertion that there will be no possibility of “corruption.” All told $1,000,000 will be spent, $500, Schaefer Cites a Trio of "Serious Problems" Yet To Surmount 000 having been pledged by major distributors, $250,000 by affiliated circuits and $75,000 of $250,000 sought from independents on the basis of 10 cents a theatre seat. The initial newspaper ad will break September 1 when the competition starts. All films, however, released from August 1 to October 31 will be eligible for the “Picture Parade” contest. A plan is being worked out whereby first runs and neighborhood houses will have full protection as to the number of pictures to be played during the contest period. Over periods of the contest from 200 to 6,000 line ads will be placed in newspapers, these geared to sustain reader interest. Preliminary estimates made by Schaefer, assuming theatres will benefit at the rate of a 10 per cent increase at the boxoffice, should return an added $20,800,000 to participating houses each week during the life of the contest. Declaring many agree there has been a letdown in advertising budgets and oldfashioned showmanship, Schaefer saw a better merchandising of product “as to method and policy,” resulting from the campaign. He also saw the proposed campaign as a “challenge to producers” as well as an all-round stimulant. No British Production Yet in Monogram Plan Hollywood — Monogram has no intention of going into production in England at the present time, Scott R. Dunlap, vicepresident in charge of production, said on his return from New York where he attended a board meeting. “We are not in a position to produce abroad and there is no reason why we should at the present time,” he added. It is understood Arthur Levy, Monogram representative in London, recommended the proposal on his recent visit to New York and it was discussed in the usual course of business at the board session last week. John Maxwell is handling Monogram’s releases in England. In addition to being a distributor, he also has a producing company and it is felt that the quota requirements by Monogram are taken care of by Maxwell’s allied unit. Reports William Peirce, publicity head at the studio, would be promoted to a production berth are denied by Dunlap, who assei’ted, “He loves his work too much.” Dunlap also declared Trem Carr would not join Monogram in a production capacity. 22 BOXOFFICE :: July 30, 1938