Showmen's Trade Review (Oct-Dec 1939)

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Page 12 SHOWMEN'S TRAD E R E V I E W October 14, 1939 Armistice Day Activities Are Highly Important This Year With Foreign Nations at War, Your Endorsement of Peace Means More Now Than Ever LAST year Armistice Day was significant because it was the 20th anniversary of that day in 1918 when fighting nations laid down their arms. This year, Armistice is even more significant — for this year, while Europe is in the midst of another great conflict, there is still peace here in America. One hopes but one never knows, of course, what our position may be in the future. But we do know that we desire peace, do not want to become entangled in foreign wars. And what could be a more opportune time to give our thanks for peace, to determine that it shall be maintained, than on Armistice Day? Your theatre should participate in the observance of this particular day, which comes on Saturday, November 11. More so than ever before you should impress the fact upon the community as a whole that your organization is wholeheartedly behind peace and the maintenance of peace, no matter what may be going on abroad. Use Special Trailers We have not been apprised yet, but it is more than likely that the trailer companies, such as National Screen Service and Filmack, will have special trailers available for use in your theatre. And if you desire to make up your own copy, if you have some remarks you want to project to the public via your screen, either company will make up a special trailer for you at a reasonable cost. What your program will consist of is a matter that's squarely up to you. You know your situation better than anyone else. Tor example, it may be in the best interests to highlight your program with such films as Universal's reissue of "All Quiet on the Western Front" or Monogram's "The Fight for Peace." Again, you may wish to run your regular feature, with a patriotic subject such as Warners' "Sons of Liberty," "The Bill of Rights," "The Declaration of Independence," Universal's "The March of Freedom" or MGM's "Yankee Doodle Goes to Town" as an added attraction. Wafch Your Bookings We hesitate to prescribe a definite program, for, as we said in the preceding paragraph, you know your situation better than anyone else. It may be that yours is a locality where too much emphasis on peace would appear so strongly propagandistic that the public might turn away to escape it. Now, as always, the public seeks entertainment above everything else, and in all probability will forego a program that smacks too strongly of propaganda. So, therefore, take care what you play, and be sure that the patriotic subjects are balanced with others of a general nature. Do most of your celebrating of Armistice Day by participating in any activities that may be planned for the occasion. The American Legion will undoubtedly stage a parade, and it will be wise for you to have a float — not one that proclaims the fact that "the Bijou has the best pictures in town" and then lists the attractions, but which shows that your theatre as an institution is solidly behind the maintenance of peace in this country and against this country's becoming involved in others' battles. Tie up with the American Legion in other ways. Invite the members of the organization and its auxiliaries to be your guests at a matinee or evening performance on Armistice Day. Following the parade, for instance, the Drum Corps could play in front of your theatre just before the members enter to see the program. Plan this activity well in advance, so that newspaper publicity can get under way. It would be a commendable gesture on your part, also, to give a benefit show for the members of the Disabled American Veterans. Perhaps a portion of your receipts for the matinee or evening performances or for both could be turned over to that organization. Since many of the veterans will be confined to the local military home, you might arrange a special program to be shown in their auditorium with the compliments of your theatre. Party for CoSd Star Mothers Don't forget the Gold Star Mothers. Give a special theatre party for them, possibly on the morning of Armistice Day. For that matter, if any special meetings are in prospect, offer your theatre as the ideal place at which to hold them. Or, if you wish to use your own initiative, contact the Mayor and various civic and patriotic organizations on the possibility of holding an Armistice Day program in your theatre during the morning hours. The oath of allegiance and flag-raising exercises could be conducted by the Boy Scouts. An appeal might be made to school students through the school publication and RKO Gets Book Week Space Here's a reproduction of the 22x30 poster in four colors which will be a factor in exploiting Children's Book Week, November 12 to 18. The MPPDA will distribute 20,000 of these posters to libraries, ivhile book publishers will distribute them to their dealers. Since many of its top features are based on popular books, RKO Radio gets exclusive space on the poster. Some of the pictures are "Abe Lincoln in Illinois," "Little O'rvie," "Ivanhoe," "AlleghenyFrontier," "Deerslayer" and many others. the newspapers for an essay on "Why I Love the United States of America" or "What Armistice Day" means to me. The winning essays could be read by you at a special assembly in the schools' convocation halls a day or two preceding Armistice, with the presentation of awards also being made by }'ourself. History and civics classes should be notified of any special events you have in mind for your program on November 11, for these students will certainly want to be on hand. Bear in mind that your observance of Armistice Day should not be with the view of building grosses at the box office. What you do may ultimately so result, but the way you do it must not suggest exploitation. Get over the idea that November 11 is one day out of the year when all Americans can stop and realize the importance of peace, and that this year, more than at any other time since 1918, we should be thankful that peace still reigns here. Get over the idea that your theatre as an institution is first, last and always, for maintaining "Life, liberty and the pursuit of happiness" in these United States of America. Display Flags Around Theatre Display the American flag on the sidewalk in front of the theatre. Place a red, white and blue valance around the marquee. See that all members of the staff wear flag buttons or small flags in the lapels of their uniforms. Too much of one thing may be a boomerang. So temper j'our observance of Armistice Day with your regular announcement of a program the whole family will enjoy. Of course, if you know that a war picture or an all-patriotic bill will please your patrons, then by all means arrange it that way. And since it's a national holiday, you can increase your admission prices. Book Tieup With Discount Coupon Made by Para for "Jamaica Inn" An unusual nationwide book' merchandising tie-up with the Sun Dial Press, publishers of Daphne du Maurier's "Jamaica Inn," has been arranged by Paramount as part of its national exploitation campaign for the Charles Laughton picture based on the novel. Highlight of the cooperation is an arrangement, available to theatremen throughout the country, whereby either of two types of special discount coupons furnished by the book concern, may be distributed. The first type, to be distributed by the bookseller to every purchaser of the novel, can be redeemed at the theatre for part of the admission charge. The second, to be distriliuted by any theatre which ties in, grants a discount on the book to all who buy tickets to "Jamaica Inn." Sun Dial will redeem both types of discount tickets in cash. The edition of "Jamaica Inn" on which the cooperation is based is a special one, carrying facsimile autographs of Daphne du Maurier and Laughton on the flyleaf, a frontispiece photo of Laughton, and a strongplug for the film on the back cover. Sun Dial Press is also distributing displays and posters carrying picture credits. The book publisher's salesmen will contact all exhibitors booking "Jamaica Inn." In addition, the "Jamaica Inn" press sheet will outline the whole tie-up. "Oomph" Wanted Oomph! and more Oomph! That is what the world needs these days! — At least that is what managers Al Blasko and Marlowe Conner of Warners' JetTrey and Rhodes Theatres thought. And what better place for "oomph" but in a street ballyhoo! Two girls attractively dressed had copy painted on their legs front and back advertising "Naughtv But Nice."