Motion Picture Herald (Nov-Dec 1934)

November I 0, I 934 MOTION PICTU RE HERALD 67 4^ OF 'V/ PICTURE -W^ Oi HERALD S MANAGERS* ROUND TARLE CEMR <i^n international association of showmen meeting weekly in MOTION PICTURE HERALD for mutual aid and progress OP GOOD MEN DESERVE IT A leading circuit executive, over the coffee cups, made the interesting statement that the right kind of a manager is responsible for at least 25 per cent of his grosses. In other words, the theatreman who Is not capable, conscientious and enterprising can be charged by his omissions with the actual loss of that much in the daily take. That a good manager at the helm means money in the bank is no sudden revelation, but it is pleasing to know his services are held so highly in computing box office expectancies. hlowever, if the difference in manpower is of such significance, then by all means the able theatreman is justly entitled to a fair slice of whatever extra profits his efforts bring forth. AAA HO, AND ALSO HUM Managers will no doubt be charmed no end to learn the vote-gathering Literary Digest has now joined the ranks with a picture-rating page wherein the new releases are gracefully branded with four or less of the letter "A" — four, evidently being established as the Victoria Cross and Medal of Honor of critical encomium. In the process of climbing aboard the already overloaded bandwagon, the Digest's advertising manager writes to "Dear Mr. Exhibitor" stating that "readers . . . are now being told what they — and what their children also — may see In the movie houses and find enjoyable." Now, ain't that sumpin'? AAA ON GETTING AHEAD As certain as tomorrow's dawn is the progress of Round Tablers throughout the land. Good times, bad times, operation upheavals, banking ramifications and receivers come and go, but steadily, if slowly, managers who produce move ahead. From time to time upon this page, we are pleased to record the promotions of various members, and to the roster may now be added Art Ableson, formerly at the World, Omaha, who becomes a partner in the new Roxy, Glasgow, Montana, and Joe Rosenfield who though In the Northwest but a few short months, has been selected to head the advertising and publicity forces of John Hamrlck's many theatres. Art and Joe, we rejoice with you and extend the heartfelt wishes of the entire membership for a most glorious success. LO, THE POOR MAILMAN! Distributors of house to house advertising are now faced with formidable competition by the United States Post Office. According to a recent ruling, third class matter merely addressed to "Patron" or "Householder" may be mailed under regular rates and will be delivered on any designated route b.y the patient mall carrier. Just how much does the theatre gain by this new mailing slant? Very little, if at all, in our opinion, for the economies offered by the new ruling will undoubtedly open up the floodgates for millions of words from the butcher, baker and candlestick maker — all distinctly to the disadvantage of the theatre program. To obtain attention In this expected welter of mass verbiage, managers must exercise considerable ingenuity in creating inexpensive mailing pieces that will catch the eye, and their success in this direction will determine the possibilities of the new ruling as concerns theatre advertising. Jim Cunningham says: "The new order is a challenge to the showman's ingenuity." Well, mebbe 'tis, but it might also be regarded as a challenge to the physical prowess of Uncle Sam's mailmen. AAA NEWSREEL EXPLOITATION The application for membership of Francis Wood, Jr. of the New York Embassy Newsreel Theatre, serves again as an emphatic reminder of the merchandising importance of these short subjects. The newsreel has for too long been taken for granted In the average program and although regarded highly by the majority of patrons, only recently has been given a proper break in advertising campaigns. Credit for this currently no doubt is due to the importance of the recent worldrocking happenings and their very thorough coverage by the different newsreel services. _ Exploitation of these units presents many box office possibilities and Round Tabler Wood is In a favorable position to put on a lot of selling angles that perhaps can be duplicated or adapted by other showmen who see the obvious advantages of spotlighting these news flashes. The new member Is therefore invited to forward frequent reports of his activities which of course will be publicized In these pages.