Showmen's Trade Review (Oct-Dec 1939)

October 21, 1939 SHOWMEN'S TRADE REVIEW Page 15 Be Doubly Thankful This Year for Dear Ol' November With Its Two Thanksgivings And Many Other Observances It's a Money-Making Month THERE'S a little rhyme to which someone has added a clever last line, and the rhyme runs like this: "Thirty days hath September, April, June and November; all the rest have 31, except February which has 28 save for Leap Year, when it hath 29 — now is that fair?" Well, it may not be fair to be deprived of two or three days. But the fact of the matter is that, as far as business is concerned among motion picture theatres, February, even in its somewhat abbreviated form, and November, with one day lopped off, are the two greatest show months. Surveys show that these are the months when Mr. and Mrs. America, and the Junior Americas, are more apt to go to see a movie than at any other time. Of course, they don't go simply because it's February or November; they evidently go, as far as we can figure out, because they must be in a better mood to react to your attractions and your selling activities on them during these months —in November, just before the Christmas Spirit begins, and in February, after Dad has had a chance to pay the bills. Many Holidays In Month We are concerned with November in this article, however, for within 10 days, perhaps more or less, depending on when you read these words, November will be here in all its glory. It will be here with more holidays, more observances, than ever before. And if you've got the attractions (some swell ones are due for release during the eleventh month and if you exploit them, tieing in with holidays and observances wherever teasible, you'll surely be in for thirty days of happy grosses. Without attempting to list all the important features at present scheduled for November release, we'll just give you a partial idea (release dates are subject to change) : MGM — "Ninotchka" and "Another Thin Man" : Paramount— "Rulers of the Sea" ; RKO-Radio — "Queen of Destiny" and "Reno" ; 20th-Fox— "Drums Along the Mohawk" and "First Kiss"; Universal— "First Love" and "Destry Rides Again"; and Warners — "The Private Lives of Elizabeth and Essex" and "We Are Not Alone." And there'll be plenty of others, too. Besides, many big pictures released in October may not play first-run engagements in your situation until November, thus adding to the I wealth of big-time entertainment from which you can choose. — And Two Thanksgivings Something will be experienced by the majority of us this year that hasn't been experienced before — at least so far as we know. In several states Thanksgiving will be observed on November 23, as proclaimed by President Roosevelt, while in others the traditional last Thursday (November 30) will be the time for turkey and all the trimmings. It's safe to say that, with so much controversy having arisen over the matter, in virtually every state both days will be observed by different people. So, no matter where you are, you'll probably see twice the number of giblet gravy spots on vests than in the past. You might as well be neutral and take advantage of both the 23rd and 30th for playing outstanding attractions at holiday prices. If you've been following the Money Dates column every week in STR (something wise showmen never miss) you've surely noted all the special occasions scheduled for observance in November and salient suggestions on how to make them spell m-o-n-e-y at your box office. Just to refresh your memory, and for those who may be reading this copy of STR for the first time, we list herewith several dates of significance : November 1 — National Author's Day ; 1-7 — National Art Week; 6-11 — Father and Son Week; 6-11 — Education Week; 7 — Election Day (STR, Oct. 7); 11— Armistice Day (STR, Oct. 14); 11-18— National Fur Week (tentative) ; 11-30— Red Cross Drive; 12-19— Book Week (tentative) ; 13 — Robert Louis Stevenson, born 1850 ; 18 — Congress adopted Standard Time in 1883 ; 19 — Lincoln's Gettvsburg Address, 1863; 20-25— Hobby Week '(tentative); 23 — Thankgiving Da}.', as proclaimed by President Roosevelt ; 27-Dec. 2 — National Prosperity Week; 30 — Thanksgiving Day (the traditional date ; that is, the last Thursday in November) . Lots of Tieups Available Taking the dates in the preceding paragraph into consideration, it can be easily seen that many tie-ins can be made. Not a date is such that it would be impossible for a wide-awake exhibitor to link it in some way with his theatre or attraction. Tieups with art clubs and art museums, schools, civic officials and clubs, book shops and other merchants are foregone conclusions. Prosperity Week will be an opportunity to get all the stores, industries, civic clubs, patriotic organizations and newspapers behind you in sponsoring an optimistic drive on tlie improvements and advancements made in your city and decline of unemployment. A parade should be planned in which every organization takes part. Your grosses will, in all probability, show a gradual decline during the two or three weeks prior to Christmas, although it is reasonable to assume that you will do everything in your power in the way of showmanship to keep them from falling to the bottom. But just to make certain you're on the safe side should things take a turn for the worse, get busy now and plan your November campaign with a view to increasing your "take" to the extent that it will offset any possible losses in December. Our poetic nature has gotten the best of us, so we conclude this bit of advice with a little poem which has its moral : 'T was the month before Christmas, With chances galore, For a wide-awake showman To make grosses soar. And so he got busy And jumped "on the wagon"; Bought a fur coat for wifie, And thus stopped her naggin'. To this there's a moral Which you should remember ; Don't sit back and weep All the days of November. Opening of Remodeled Clove Is Gala Occasion; Mayor on Hand There was a hot time in Gloversville, N. Y. recently on the occasion of the reopening of the Glove Theatre, which had been closed for remodeling. Mayor Chauncey Thayer was on hand to cut the ribbon that officially opened the new and beautiful Schine-owned and operated house. Frank Boucher is the manager and his efforts to make the opening a big success were not in vain. The Gloversville High School Band paraded and played for the afternoon ceremonies, while the American Legion Drum Corps participated in the evening ceremonies. The feature attraction was "Honeymoon in Bali," and short subjects included "Culinary Carving," "The Book Worm" and the Glove News of the World. Several ads of congratulations from those who contributed to the remodeling of the house, as well as expressions from local merchants, appeared in the newspaper. There was also a photograph of the theatre staff, and another showing the Mayor cutting the ribbon, held taut by J. Myer Schine. Boucher prepared a handsome souvenir program announcing policy of the new Glove. V;VllUni[a:i4l:f;ltllVi:[i]ll4Uiff;Uli:naillI1ll)L!lUiiaf;!M^ iiMia4i«:iii;t(iir;if;\i!ir.ivirf;!i^»»tii:]4iii:iiiaMiiu*ia:i<i^^ No Question About What Charninsky Was Playing // any one had walked up to the box office of the Rialto Theatre, Dallas, Texas, and asked what was playing, the cashier would undoubtedly have needed a doctor. For it can be easily seen by this attractive front that MGM's "Calling Dr. Kildare" was the attraction at Manager Louis Charninsky's showplace. Note that short subjects also received a play on the marquee.