Showmen's Trade Review (Jan-Mar 1941)

Page 14 SHOWMEN'S TRADE REVIEW March 15, 1941 AVENUE GERM ANTOWN AND LEHIGH SCREEN NEWS WEEKLY Greber's Newsy Program Deserves Special Study; Prickett Has Anniversary "jVTOTHING pleases us more than to have a pile of programs delivered to our desk every week. We wish that pile was so high it would be impossible for us to look over it without standing up, but such is not yet the case. Perhaps if we continue to appeal to every member to mail us his program weekly, eventually that time will come. We never give up hope. We continue to have faith in those members who follow the Exchange regularly, who use many of the ideas contained in it, and yet who never put us on their mailing list. We are pleased to welcome a new member — Ben B. Greber, of the Avenue Theatre, Philadelphia, Pa. In the letter accompanying his application, Greber writes: "Although I never paid a great deal of attention to your Program Exchange, I am now convinced it is a good thing, and I am happy to enroll." Well, Bill, we are happy to welcome you, and we hope lots and lots of other exhibitors begin to feel the same way, for although the department is growing, we'd like to see it grow even more. Greber's program, samples of which he sends us, "is finding favor with our many patrons." A careful study of its contents reveals the reason why. Here is a miniature newspaper containing "stories" and art about the Avenue's current attractions, as well as a "Hollywood" column whose material Greber digs "up from the various press sheets." We have reproduced a typical page in the next column. Study it carefully. Don't you think that this "newsy" approach adds greater reader Members Added This Week Roger J. Berube, Savoy Theatre, Ft. Kent, Me. B. W. Coleman, Cameo Theatre, Rochester, N. Y. Ben Greber, Avenue Theatre, Philadelphia, Pa. interest to a program? Don't you think that you could transform your own program into a little movie newspaper with all the latest dope about your attractions, a column of Hollywood gossip, perhaps a joke or two and any other features patrons might enjoy? Frankly, we think you could. And, in making this assertion, we have in mind those members who depend mostly on ad mats to fill the four pages of their programs. Greber's is only 6x9 when folded — just the size of the average program. Yet he makes it more appealing to his patrons by treating the showing of each picture as though it were news of a special nature. People read news of world and local events, he reasons, so why shouldn't they read news of entertainment events at his theatre? Note, in the cut reproduced on this page, the special treatment accorded "Night Train" and "The Bank Dick." Greber, we believe you've got something there, and we'll be watching for your program every week from now on. In sending us the March number of his program, Manager Ken Prickett also includes the February issue. The manager of the El Rancho Theatre at Victoria, Texas, tells us he sent the February issue last month but thought we might have missed it. Well, evidently we did. It must have been misplaced, and we apologize to Ken, for in that issue he celebrated the first birthday of the El Rancho. Here is the birthday greeting to his patrons, which appeared on the front page : "It is with extreme pleasure that we, the staff at El Rancho, greet you on this, our First Birthday. During the past year we have served over one-quarter of a million patrons, we hope pleasantly. "More than ever, now that radio is so re VOL. 1 PROGRAMWEEK OF FEBRUARY 9lh No. 1 -Night Train' Hailed As Great Melodrama Margaret Lockwood, Rex Harrison Are Starred In Daring Spy Film Thai Abounds With Thrills and Surprises (REVIEW) ming "Night Train" "o™ ol the Ion bail Ulrni ol tho ysat." on^nd o mo.o .uperlchvo ,ob ol cJling cwld^bave t^" As Iho hurried dnughtor ot an mvonior wanlod by bolh Lady V«m(hfl>" while Rex Hnm.on poriuyi on Intelligence "BANK DICK" DESIGNED STRICTLY FOR LOUDER LONGER BELLY LAUGHS M=llilll!l^l:l.l.l!l!l.mg» Selling in the "News" Manner Ben Greber's Avenue News Weekly is discussed on this page. Here is the front page of a recent issue put out by the Philadelphia showman. Note how he emphasizes the special selling angles of 20thFox's "Night Train" and Universal's "The Bank Dick" by means of "sensational news" headlines. stricted in its musical efforts, movies are your best entertainment. "Our efforts this next year will be toward even greater service and entertainment value." Among the features of Birthday Week were free roses to the ladies, a free bed-room suite and a free car to lucky patrons. This month (March), Ken is staging a style show with "living, walking, beautiful models" in a tieup with a local department store, and he is announcing the event to his patrons through his program. For the showing of "Land of Liberty" at the Benton Theatre, Benton, Ky., Manager Shelby McCallum replaced his regular program with the special herald provided for that picture. President Roosevelt's speech to those attending the recent 13th annual awards dinner of the Academy of Motion Picture Arts and Sciences won a top-story break in Cinemag, publication for the Capitol and Majestic Theatres, Paragould, Ark. And to prove that the paper's editors are "on their toes," announcement of the Academy's awards appeared the morning after the event. Hats off to Editor Orris F. Collins and his efficient staff. In the calendar program for the Wallace and Rose Theatres, Levelland, Texas, the management states that "we don't know the kind of weather March will bring, but we do know it is bringing a great line-up of outstanding pictures to our screen. . . ." After a long absence, Harold Call has sent us some recent copies of the Theatre News, program for the Missouri, Hall and Varsity Theatres, Columbia, Mo. Talking about miniature newspapers, Call's are splendid examples. Most members have already read our discussions of his program, but for those who have not, we can only say that it is lively and newsy (the program, we mean). Next week we're WE WANT A WINNER! Boys, we've got to have a winner in STR's Short Subjects Contest. Imagine how heartbroken Ye Ed would be if the final results showed that among the winners not one was a member of the Program Exchange. You boys have just as good a chance to win a cash prize and one of those George Pal Dolls as anyone else. For rules of the contest see STR, March 1, page 25. If you need only an entry coupon, you'll find one in this issue on page 20. We want a winner from the Program Exchange!! going to reproduce one of the pages to aid those who are planning to make miniature newspapers of their programs. So be on the lookout for it. We take back our criticism of Tory Cavallo's Spotlight, for the latest issue is a great improvement over the previous week's, as far as headlines are concerned. In a supplementary herald on "The Quarterback," the Gerard Theatre management concentrates on vitamins by devoting a two-page spread to the manner in which football players keep healthy. Vitamins from A to G, and their part in keeping one "fit as a fiddle," are listed. Jim Owen of the Owen Theatre, Branson, Mo., offers a pass to anyone who leaves a midnight preview of a horror picture unassisted. We may be wrong, but we'll bet Jim will pass out a lot of passes. Anyway, it's a good publicity gag. For his post scriptum this month, he uses this excellent bit of advice : "A leader never quits ... a quitter never leads." Much as we'd like to take that advice, we must quit, for our space is gone. STR Does It Again THE STAFF OF THEATRE LIFE Beginning a vital new series dealing with Management — its problems and how to solve them. A series so practical, so expert in revealing ways and means to promote efficiency and affect economy in operation, that it will be applauded as well as religiously read by oldtimers and newcomers. NEXT WEEK in SHOWMEN'S TRADE REVIEW