Motion Picture Herald (Jul-Aug 1938)

28 MOTION PICTU RE HERALD August 6, 1938 DRIVE FOR FILMS' GREATEST YEAR' IS TAKEN TO 18 MEETINGS IN FIELD Whitbeck Will Produce Campaign Picture and Trailers; Advertising, Publicity and Exploitation Leaders Are Assigned Backed by pledges of support, financial and otherwise, from producers, distributors, affiliated theatres and leading independent circuits, committees for the "Motion Pictures' Greatest Year" campaign set full speed ahead this w-eek with preparations for the launching of the $1,000,000 drive on September 1st. The industry-wide plan to stimulate attendance at the nation's theatres and thus bring about a 10 to 20 per cent increase in box office receipts, will be carried to exhibitors in all sections at a series of 18 regional meetings, the first three of which were held this week. Although all meeting places have been decided upon, dates are still to be determined. Whitbeck To Make Campaign Film While the eastern office of the campaign was concerned chiefly with arranging for the sectional meetings and making major assignments in the preparatory work, plans for Hollj^vood's end of the national advertising and exploitation drive were crystalized at a meeting of studio publicity men and theatre representatives. A permanent committee was selected, contact officers named and delegation of primary activities set. The committee unanimouslj' elected Frank ^'\^hitbeck to take charge of and produce a short subject for the general campaign. The picture, which will be one or two reels, will have a cast of leading players. Mr. Whitbeck also will super\-ise the production of trailers and other film subjects required. It had been planned to enlist the aid of stars in personal appearances but this plan was discarded because of the difficult^' of working out a schedule. Studio Assignments Made Working with ^Ir. Whitbeck will be a committee composed of George Dickson, Disney ; Herbert Moulton, Paramount ; Edward Selzer, Warner Brothers ; Dave Lipton, Universal ; Jim Pollack, RKO ; Troy Orr, Twentieth Century-Fox ; Charles Leonard, United .■\rtists, and Walter Temple, Columbia. The committee, as in New York, parceled out assignments for publicity material which is to be pro^■ided by the studios. Byline stories from Holh^vood notables and nationally known writers are being gathered for immediate distribution. Key Appointments Completed The organizing work in New York was completed with the assignment of advertising, publicit} and_ exploitation men to the remaining ksy posts in the campaign. In addition, Donahue & Coe was designated as the advertising agency through which the preparation and execution of the advertising material and placements will be handled. All advertising agencies who ser^-ice motion picture distributors, the Blow Company, Inc., BlaineThompson, Buchanan & Company, Donahue & Coe, J. Walter Thompson, Lord & Thomas, and the_ Kaj-ton-Spiero Company have combined their contribution to the industrj' campaign. Leading Exploitation For the Campaign S. Barret McCormick, publicity. Monroe Greejithal, exploitation. Oscar A. Doob, circuit promotion. AI Wilkie, stills, monthlies, weeklies. Harry Goldberg, circtiit promotion. Johjt Dowd, circuit promotion. Edward Churchill, president of Donahue & Coe, plans a rapid tour of the larger centers. Of the total budget of $1,000,000, between $500,000 and $600,000 will be expended on advertising, and the campaign, an institutional one, will have as its kej-note "The ^lovies Are Your Best Entertainment." The remainder of the budget will be for 5,000 contest prizes, $250,000, and for literature, lobby displays and the production of the short subject, $150,000 to §175,000. The preparation of a booklet containing questions to be answered by entrants in the "movie quiz" contest is already under way, and 100,000,000 copies will be distributed to theatres hy September 1st. Howard Dietz, promotion chairman, has com pleted assignments for a huge press book which will carry full details of the advertising campaign and the promotion connected with the contest. The press book will be in three sections, publicity, advertising and exploitation. Monroe Greenthal of United Artists, will have charge of the exploitation section, S. Barret }*IcCormick, of RKO, the publicity section, and the advertising section will be handled by Mr. Dietz, who also will serve as member exofficio on all committees. Al Wilkie of Paramount was appointed to handle stills in connection with the drive and also to head the committee which has charge of promotion in monthly and weekly magazines. Circuit Promotion Committee A committee of circuit promotion heads consists of Oscar Doob, of Loew's, chairman; Harry Goldberg of Warner Theatres, John Dowd of RKO, and the publicity directors of a number of independent circuits who were invited by letter to serve. The regional meetings, in addition to stirring up interest in the campaign, also are expected to aid in the drive for the final $175,000 of campaign funds from independent exhibitors. The producing and distributing companies have pledged $500,000 and affiliated circuits $250,000 contingent upon contribution of another $250,000 by independent theatremen. Following a meeting in New York last week independent circuit operators, representing 744 theatres with 750,000 seats, pledged their financial support. Contributions in this group are at the rate of ten cents for each seat in the houses operated b} the circuits, making a total contribution of $75,000 and leaving $175,000 yet to be obtained. First Regional Meetings Held A meeting was held at the Statler hotel, Detroit, Wednesday. H. M. Richey was named territorial chairman. The 65 present represented 200 theatres. Mr. Richey and David Palfreyman were in charge. The second meeting was in Cleveland Thursday with AL B. Horowitz and Gradwell L. Sears presiding, and the third session was in Chicago Friday with Mr. Sears and Edwin Silverman in charge. Mr. Shaefer next week will attend the Boston meeting which will be under direction of Nathan Yamins. In Denver the meeting will be conducted by Rick Ricketson and A. P. Archer ; in Washington, D. C, by John Payette, Carter Baron and Robert Smeltzer ; in Atlanta, by William J. Jenkins and Robert Mochrie ; in Toronto, by J. J. Fitzgibbons and Haskell Masters ; in Philadelphia, by Joe Bernhard, Lewen Pizor and Ben Amsterdam ; in Dallas and Oklahoma, by R. E. Griffith and R. J. O'Donnell ; in Seattle, John Danz and Frank Newman ; in Milwaukee, Mr. Sears and Mr. Silverman ; in Vancouver, John Danz ; in Minneapolis, Al StefTes and A. W. Smith, Jr. ; in Los Angeles and San Francisco, Spyros Skouras and Herman Wobber; in Kansas City, Clarence Schultz, Glen W. Dickinson, Elmer Rhoden and Ed Dubinsky, and in Memphis, M. A. Lightman and F. J. Willingham. Exhibitors who have pledged _ the_ standard theatre contributions to the campaign include : S. J. Switow, 13 theatres ; Elmore Heins, four ; John Danz, 28 ; Ed Dubinsky, 12 ; A. P. Archer, seven; W. S. Wilder, six; Lewen Pizor, nine ; J. M. Seider, 31 ; Edwin Silverman, 27; Arthur Schoenstadt, 16; Jack Kirsh (Villa Theatre, Chicago), one; Van Nomikos, (.Continued on page 30)