Motion Picture Herald (Nov-Dec 1947)

Melrose Manager Likes To Do "The Impossible" When Jules Laiidfield sent in that extragood story of how he converted his air-conditioned theatre into a refuge from the heat, out in Melrose Park, 111., last summer, we asked him for his picture and more stuff, so we could write him up as a member of this association of motion picture showmen. Jules took a picture right down off the wall and sent it along, but it was so "antiqued" that it wouldn't make a good halftone, and we had to urge him to make another. Now he's come through with a new one and we're tempted to run a "before-and-after'' study of J. Landfield, a good-looking guy. All kidding aside, the Melrose Park theatre is in good hands. Jules is 34 and has been 19 years in show business, all kinds, from small towns to deluxe operations. Of course, there was a short interim of four years in which he acquired five major battle stars for service in North Africa. Italy, France, Belgium, Germany and England. At the present time, he is associated with A. J. B. Theatres, out of Chicago, with his headquarters at the Melrose, in suburban Melrose Park. Community Effort Appreciated About the nicest job that we can pin on Jules in this symposium is his "souvenir program" for a greater movie season, that might be maneuvered at any time of year when it could be shown that "movies are your best entertainment." He got out a 16-page booklet with cover, accenting the attractions for a single week, and carrying goodwill and commercial ads from enough merchants to pay the cost of publication. What we particularly like about it is the community spirit displayed, and the esprit de corps that shows in the lineup of his house staff, from top-man to popcorn vendor, in helping to put this idea over. There's even a full page advertisement, compliments of the Village of Melrose Park. Big event JULESLANDFIELD (1947) of the week was the "Cooking School" conducted from the stage and sponsored by the Gas & Electric Company, first time for this stunt since before the war. Cooperating dealers put prizes on the line for neighborhood contestants, and next year the Chamber of Commerce is going to get behind it, since they found it brought folks downtown. Jules says he often has been called the "craziest man in show business" because he has a mania for doing things that, other showmen have deemed impossible. His scrapbook, since 1933, is filled with stunts to prove that the impossible merely takes a little more effort. The Melrose is an evening house only, there being no matinees except on Saturday and Sunday, so we applaud the way in which he goes out after business that clearly doesn't come without calling. What he does requires showmanship with very little extra cost for extra profits. Other Campaigns Measure Up Two separate campaigns conclude his exhibit of things accomplished this past summer : A rattling good schedule of kid shows with the complete cooperation of the school authorities — and that counts. And a Fashion Show, featuring professional models brought out from Chicago, in a colorful stage setting, which was so successful that the local merchants cooperating are booked up in advance for next year ! — W. B. The Melrose has a fhousand seais, to serve the Vi//age of Melrose Park, in suburban Chicago. Prominent Citizens Endorse Picture, Following Preview Stressing the fact that "Crossfire" sounds a strong note against racial and religious bigotry, various civic leaders, heads of organizations, Parent-Teachers Associations and clergymen were invited to a special screening of the picture by manager Herb Heintz, RKO Proctor's theatre, Newark, N. J. Endorsement was secured for distribution to the members of their organizations, the list amounting to over 20,000 names. Morton Goes All Out With Tieup For "The Wind'' Tieups with disc jockeys have been made extensively throughout the country to exploit "Something in the Wind" but the topper of them all as of this date appears to be the tieup arranged by RKO publicist Bill Morton, Albee theatre, Providence, R. I. Bill set plans in motion five weeks in advance to have radio station WHIM's hourlong "Saturday Morning Swing Club" moved to the stage of the Albee in conjunction with the playdate of "Something in the Wind.'' A six-piece band made up of Rhode Island musicians was added to the show to oifset any monotony developing from an hour-long record program. A radio-phonograph was promoted from a downtown store as a giveaway for a member of the audience. In addition the first 200 people attending the show received a record as a gift of the local RCA Victor people. Telegrams, praising the tieup, were solicited from Deanna Durbin and Donald O'Connor, stars of the picture, record companies, band leaders, etc. The telegrams were read over the air in advance and helped tremendously to put the show across. The radio program attracted a sponsor and he ran a cooperative newspaper ad. plugging the entire show. One of the discjockeys on the show mailed a personal card to 1,000 followers of his program. Did it pay off? Well, according to Bill, a half-hour before the theatre was opened a double line was formed, extending some 150 feet from the box office. Abelson Does Handsomely With Classified Ads Art Abelson, manager of the Lake theatre, Devils Lake, N. D., has a good trick in the use of classified ads in the local Journal. For instance, he picks a woman "who just hates to stand in line" and addresses a classified ad in her name, telling her there's a pass waiting at the box-office. Or, he addresses a man who lives pretty well out of town and tells him he gets a pair of tickets as a reward for coming in. A music teacher is told she will enjoy the picture now playing, and a wholesale dealer is told the Lake theatre deals wholesale in entertainment, so he's entitled to a special courtesy. It's all a nice gesture, obviously done cooperatively with the local paper, but it makes 'em read the classified and go to the movies. Ad Approach Aids Westerns Manager D. M. Dillenbeck re-booked a Gene Autry picture and a Roy Rogers picture on the same program and drew attention to the playdate by running the following copy in ads : "Who is King of the Cowboys? We'll let you be the judge when you see these two action-packed hits," Rialto theatre, Bushnell, 111. 42 MOTION PICTURE HERALD. NOVEMBER 8. 1947