Showmen's Trade Review (Oct-Dec 1939)

Page 10 S H O W E N ' S TRADE REVIEW October 21, 1939 Rankin Raises a Question or Two on Program Advantages And Asks Opinions of Others WELL, boys, there's quite a bit to tell this week, and we're right here to tell it. More programs have arrived through the mail during the past few days than let;ers to a Congressman. And that makes us liappy! For it proves that interest in programs is still growing; that showmen look upon this medium of show-selling as one of the most vital in theatre business. Right off the bat we'd like to discuss a letter received from Harland Rankin, manager of the Plaza Theatre, Tilbury, Ontario, Canada. In his missive, Rankin ponders about the disadvantages of programs. One drawback, he says, "is the fact that sometimes a picture is pulled, and your program is not even as advertised. Your customer comes some 20 miles to see this picture, because it features his favorite star and he has been waiting for the chance to see it. He finds that he is to be disappointed. He throws his program awaj^ as he thinks it is not dependable." Arguments Against Monthlies Rankin, in another part of his letter, declares that "some exhibitors argue that a showing of monthly attractions in advance make people hand-pick the pictures, waiting for some and passing others up." In view of this, the Canadian sometimes questions the amount of good received from them. He states he would like to hear the opinions of other exhibitors. If you have something to say on the subject, write to the STR Program Exchange Editor. We'll try to print as many of the expressions as we have room for. We'd like to state our own views briefly. On the matter of pictures being "pulled," our suggestion is that an admonition be published, as it is in several programs we've MOVI-NEWS 1 Day with the Famous English Stage and Screen Star— MERLE OBEROH MERLE OBERON Eoglandi oulMonlllni! uf TosmanlB. near Australia, where ricr parcnU were vblllnR relatives Her father liad died thret mfinthB bclorc she was both, so itic child and her mother itelllMl n CaleulU, India A> IB. Merle was a membcr^ol tcur ThtairlMl Society li known Her cxovrlcncc with this group delcrmlncd her on a itaKc career Attcr •hat. her lllc wB!. lull o( wound up her (I'rsl allempls ni crastilnit the foollllihls by becoming a hostess. Then she did extra work And 'hen her lucky doy dawned. She was -discovered" by Alexander Korda while cal^K In lh>^ Etqu^I her to the lop The picture, Klnn Henry The E:iBh(h ■ whlch^ starred ^Churlo Samuel Coldwyn, Ininous ' American producer Immediately slgnei Merle has since ^ppeared lo turnfriK °o Lonilon In March n Upon her return lo tendon stie married Alexander Korda. Ilie man who (Iril brought her lame producer and director in EnKland Korda was lornially » Hollywood producer and director, who Interested the jEnellsh bankers li From Cartoonist to Movie Star— GARY COOPER Right from the ranges ot Wyoming came GARY COOPER to Hollywood. Not lo enter the movies but to Ic.nrn '■eartootune" Hi.'^ full life story will be told in next week's Issue of MOVI-NEWS Do not miss It' Learn how he became one of Ihe screen's greatest "Movie idols" Also featured, 'A Day Wilh BORIS KARLOFF." which include,-; pictures of Karloff as himself, al home and .it play. It vou wish to know anything about your favorite stars, use i>i.r QUESTIONS AND ANSWERS COLUMN. Write your lociil theatre nii.ii.itjer or diitct to MOVI-NEWS. 112 HYDE STREET. SAN FRANCISCO, CALIFORNIA Looking "Back" on "Movi-News" This typical back page from one of the "ready print" programs available to exhibitors is an example of good art layout and page make-up. As far as the Merle Oberon photos are concerned, a layout of this kind requires careful preparation before it is sent to the engravers, thus requiring a good layout artist, something not all theatres employ. With the "ready print" idea, the house publication can have that "staff artist" or "specially engraved" look without the extra cost of these services. Member Added This Week H. J. Hower, State-Grand, Worthington, Minnesota. seen, that "this program is subject to change at any time without notice. To avoid disappointment, call (theatre's telephone number) or see our ad in the newspaper before going to the show." As for programs making the public "handpick their pictures" — all we can say is that the public is wiser today than ever. It chooses its entertainment with care, to be sure, but that would be true even if no house organs were published. Few indeed, are those who simply drop in the theatre to pass the time away. One chooses with care tiie magazines and book's and newspapers he reads — why shouldn't he do the same with the pictures he wants to see? It seems to us that a house program should be something more than merely a list of attractions. It should contain institutional copy, i.e., interesting items about the service staff, the theatre's comfortable seats, the sound, projection, etc. Local news adds a "touch" that makes everyone scramble for a new issue to see if his or her name is in print. Women like to read about styles, about recipes suggested by a star. Students enjoy notes about their school. And news from Hollywood is warmly wel ^ corned by most people. With these features, we don't see how a program could help but VT A /• nf 1 be a profitable venture. At any rate, we'd lOUr JxpVltCatlOn JOlanK like to hear some opinions regarding Ran , kin's letter. So write us today, won't you? cup and Mail Now! """""""""""""""""""""""""""""" A New Type Program STR Program Exchange SHOWMEN'S TRADE REVIEW, Last week we mentioned a new "ready 1501 Broadway, print" program prepared by the Theatrical New York, N. Y. Printing Company, whose offices are in DeDear "Chick": — I hereby apply for meinbership in troit. This week we are in receipt of antbe STR Program Exchange. I understand that entry other program of a similar type, known as of my name on this coupon signifies a willingness to "Movi-News" and "Hollywood on Parade" exchange theatre programs with other theatres, but and printed and published by Hollywood involves no other obligation. Publications, Ii.ic. There's a certain classy l^gjj^g appearance about these "really print" publi, cations that one doesn't often get in a homeTheatre made program unless he pays an exorbitant City price. The front covers are usually fullState page photos of stars — attractive photos — aiaiB______BBaaaBiiaa_a____.i__>.__i witli the name of the publication in con trasting white. The programs come in different colors. The back pages feature iiiteresting star stories and forthcoming picture items, and are balanced with beautiful scene cuts. Most of the inside spread, of course, is reserved for the manager in which to list his attractions. We are reproducing the back page from a copy of "Movi-News" to give you an idea of what to expect. Tiiat's all we have room for today, so fare thee well until next week, when we'll be back with more Program Exchange news. NOVEMBER 19th LINCOLN'S GETTYSBURG ADDRESS, 1863. There are a number of short subjects especially suited to this occasion. If you can get Vitaphone's "Lincoln in the White House" or MGM's "Perfect Tribute" for a reissue, now is the time to do it. 20th HOBBY WEEK, sponsored by the Hobby Guild of America, 1 1 West 42nd Street, New York City. There are a number of short subjects about hobbies and a feature, too. Warner Bros.' "Everybody's Hobby" is particularly suitable for this occasion. Run a hobby show in your lobby. 21st NORTH CAROLINA jOINED THE UNION, 1789. This is the Sesquicentennial of the date, so theatres in the Tar Heel state should go to town in observing it. 23rd U. S. PATENT SYSTEM ESTABLISHED, 1836. Some of those shorts describing crazy inventions would be appropriate. So would Paramount's Popular Science reels. It would be a good day to honor any local inventors. THANKSGIVING DAY in about half of the U. S. It's turkey time for everyone so make money while he gobbles. Next week STR will carry more details about how to make the most of Thanksgiving Day, whichever day it is. STR URGES YOU TO COOPERATE WITH THE RED CROSS IN ITS ANNUAL DRIVE WHICH BEGINS NOV. 11. THERE IS A SPECIAL RED CROSS REEL YOU CAN RUN. LET THE LOCAL CHAPTER SOLICIT MEMBERSHIPS IN OR NEAR THE THEATRE. I