Boxoffice (Jul-Sep 1938)

CAMPAIGN TALKS ATTRACT 175 IN ST. LOUIS; DRIVE ACCESSORIES ARE AWAITED IN CHICAGO Kuykendall, Wehrenberg Speak on Behalf Of Drive St. Louis — With Edward L. Kuykendall of Columbus, Miss., president of the Motion Picture Theatre Owners of America lending the necessary inspiration, and Fred Wehrenberg, president of the MPTO of St. Louis, E. Mo. and So. 111., personally passing among the tables to obtain the necessary pledge cards from individual exhibitors, the St. Louis territory practically went over the top 100 per cent for the “Motion Pictures Are Your Best Entertainment” $1,000,000 publicity campaign at a big gathering held at the Coronado Hotel at noon today. It was estimated that about 175 persons connected with the industry were on hand for the meeting. It was the best gathering of its kind held here in some time. Most of the 350 odd motion picture theatres in E. Mo., So. 111. and N. W. Kentucky, served by the St. Louis film exchanges, were represented at the meeting. Following a dinner furnished through the courtesy of the local organization, President Fred Wehrenberg, as chairman cf the special executive committee in charge of the big business drive, called the business session to order about 1:30 p. m. The other members of the executive committee were among those at the head table. They are: Harry C. Arthur jr., general manager of the Fanchon & Marco and St. Louis Amusement Co. houses; Ben B. Reingold, manager for 20th Century-Fox: Clarence Hill, manager for Columbia; Harold W. “Chick” Evens, manager of Loew’s Theatre, and Clarence Kaimann of Kaimann Bros, circuit. Before opening his talk, Wehrenberg added to the enthusiasm by announcing that the St. Louis Variety Club was to be host to all of the out-of-town exhibitors and their ladies at a reception to be held in the club’s headquarters in the Roosevelt Hotel, 4903 Delmar Blvd., the evening of Monday, August 22. President Wehrenberg declared that the gathering was one of the most important ever held in the history of the motion picture industry in St. Louis. He then outlined the steps that had already been taken, starting with the gathering held in New York City three weeks ago at which the business uplift campaign was launched. He stressed the fact that every branch of the business producers, distributors, affiliated theatres, big circuits and independent houses, etc., were represented at that meeting and all had enthusiastically joined in the one big movement to bring back patrons. Reading from a form letter sent out by the national headquarters in New York, copies of which had been handed to those in attendance, Wehrenberg then outlined the campaign, including the $1,000,000 budget and the fact there are 16,000 motion picture exhibitors in the United States and Canada who should benefit. He said that $500,000 of the fund is to be spent for newspaper advertising— every newspaper in the country will probably participate. A 2-reel short, which all the important companies will help produce, will be part of the propaganda to convince the amusing seeking public that motion pictures are truly the nation’s best entertainment and is to be furnished to exhibitors free of charge. Touching on the $250,000 prize, contest — the first prize of which will be $50,000 — he said that the quiz booklet will be furnished only to the theatres that help to sponsor the campaign. Universal Film exchange will handle the quiz booklets and other advertising accessories for the campaign here. Exhibitors must pay for the books and are to give them to cash customers. So in order to get into the contest everyone must attend a picture show. Likewise in obtaining necessary data on the pictures — thirty in all — those seeking high prizes must be regular in their attendance at some picture house. Wehrenberg, Kuykendall, Harry C. Arthur and other speakers stressed the fact that subsequent run houses will benefit most from the contest because they wi l play more of the 30 pictures in the campaign period — September 1 to December 31 — than any of the first houses. Exploitation trailers and lobby accessories may be obtained here from the National Screen Service Co. those in attendance were advised. All accessories must be paid for in cash regardless of the size of the theatre or the credit rating of the owner. Wehrenberg said that the poor business that has been experienced by practically all motion picture theatres in recent months was not entirely due to the usual summer slump and the business recess, but that unfair propaganda against the industry that has appeared in a number of magazines had been very detrimental. He said that the best minds in the business were confident that the big campaign will again make the country motion picture conscious. He added that if it is a success it probably will be made an annual feature of the industry. He then pointed out the big success of similar campaigns in other industries. At this point he read a telegram from George J. Schaefer, national chairman of the campaign, extending greetings and promising that the national committee will (Continued on next page) Chicagoans Discuss Means Of Facilitating Film Drive Chicago — A meeting to discuss plans to get the “Motion Pictures’ Greatest Year” campaign before the public in the quickest manner was held Tuesday afternoon in the office of Edwin Silverman, drive chairman of the Chicago zone. Meeting with him were William Hollander, publicity director, B&K; Larry Stein, Warner theatres; and Herb Elisburg, Essaness Theatres publicity head. Supplies were due here this week for individual theatres at the local M-G-M exchange. Exhibitors are cautioned, however, NOT to distribute the campaign booklets until the official start of the drive, Thursday, September 1. The initial allotment of contest booklets here is 1,000,000. In addition, there will be trailers available and all types of accessories. Tire list of accessories available is as follows: 1-sheets (2 styles) $0.05 each 3sheets (2 styles) 15 each 1 14x22 window card (reg) 03 each 1 22x28 window card (jumbo) 05 each 1 14x36 insert card 10 each 1 22x28 lobby card 10 each 1 40x60 lobby card 35 each 1 6x9 2-color herald 1.75 per M 1 24x82 banner card 50 each 1 24x60 banner card 35 each 1 6 ft. x 40-in. giant standee * 3.25 each 3 styles small bannerettes, size 19V216 45 each 3 styles small bannerettes, size 28x37 65 each 3 styles 72x38 horizontal valance.... 1.10 each 1 style 28 ft. burgee streamer 1.80 each 1 set — 4 slides (in sets only) 35 set Movie Quiz books 5.50 per M Assortment ad-scene mats 10 per col. 4styles-Trailers Prices to come Campaign press books Free In Illinois all orders must be accompanied by an additional 3 per cent because of the state occupational sales tax. John R. Kemptgen, office manager, M-G-M, is handling supplies for the Chicago territory. All orders must be accompanied by remittance when the order is sent in. This is necessary to cut to a minimum all bookkeeping and accounting during the drive. Hollywood Enterprises Invites to New Quarters Milwaukee — Hollywood Enterprises, distributor for Hollywood Amusement Co. of Chicago, has moved to new larger quarters at 710 W. State St. here. Open house will be held for all Wisconsin exhibitors, from noon till 6 o’clock next Wednesday, August 31. In addition to Hollywood’s games, such as Hollywood, Bank Roll, Wahoo, and Lucky Strike, the firm is now handling a complete line of theatre premiums. 44 BOXOFFICE :: August 27, 1938