Showmen's Trade Review (Oct-Dec 1940)

Page 20 SHOWMEN'S TRADE REVIEW October 12, 1940 V : ■ : si 5 :: * A Timely Editorial Appears in DeLuxe News; How to Offer Your Theatre for Parties to Raise Funds; Other Items YjU E'D be shivering in our boots if we were " wearing boots, but even without them, and in our customary oxfords, we're still shivering. That's a pretty good sign that autumn is here and, with it, the annual upswing in business. Theatre programs should be getting better and better, and many exhibitors who have not yet begun to use them will be getting around to it. We'd like to receive your programs ; to learn how they're aiding you in selling your attractions. We're as near as your closest mail box, so drop us a line today. And if there's any problem that's bothering you in connection with programs, feel free to consult us. We can't always promise to furnish the "last word" in advice, but then "two heads are better than one." Under the heading, "We Steal an Editorial," some pertinent and timely remarks are contained in the latest copy of the DeLuxe News, published for Harry Hobolth's theatres in Imlay City, Davison and Capac, Michigan. We quote these few lines from the editorial, believing that other managers may want to use something along the same lines in their programs : "... A nation that is frightened, a nation that is filled with uncertainty, a nation that is preoccupied only with the gloomy aspects of the future is on the verge of hysteria. A nation that has succumbed to hysteria_ is in position to tackle the job that faces America today. "Better than any other institution in America, show business is equipped to bring our citizens back to normal and keep them there. The theatre manager is fulfilling a patriotic duty when he attracts the public into his peaceful Members Added This Week J. R. Bronson, Heights Theatre, Brooklyn, N. Y. J. O. Biddle, Fay Theatre, Jasper, Florida. theatre for escape, temporarily, from the world's vexations. If the patrons emerge singing and laughing, they are in a healthy mental condition to assist in our gigantic preparedness program. "Movies not only are our best entertainment, they are as vital to national defenses as antiaircraft guns. Attend the movies often." We have a copy of Sam Hammond's program, and it's one of the very few we've seen in which the advertising almost crowds out the theatre's announcement. The first page has three ads ; the inside spread has thirteen, with the theatre's attractions scheduled in the center ; on the back page are nine. That makes a total of 25 mer — Your Application BlankClip and Mail Now! At the LINCOLN and SURF Fri. thru Mon., April S 8 At the MIAMI and MAYFAIR Wed. thru Mon.. April 10 15 "My Son. My Son," ihe mighly novel thd1 thrilled a million readers, now comes to the screen bringing to Ii|e its never-tobe-forgotten characters Madeleine Carroll. Brian Aherne Louis Hayward star At the LINCOLN and SURF Tues. thru Thurs.. April 9-11 MOVIE WHIRLIGIG by H. OLLY WOOD Merle Oberon. dramaiic Cathy o| "Wuthering Heights." turns gay comedienne as she laughs her way to love in Alexander Korda's gorgeous TECHNICOLOR hit. "Over the Moon." It was written by Robert E Sherwood Hollywood, Col — Deanna Burbin's "It's a Date" is her seventh straight hit in a row, a record, envied by every other star in Hollywood It's crammed to the brim with comedy, drama, romance and music, with Deanna proving once and for all that she's the screen's top juvenile star and Ihe most refreshing personality in pictures Kay Francis, as Deanna's mother, makes a big hit in her best part in months, while Waller Pidgeon. Lewis Howard and Cecilia Loltus all help to make Deanna's "lucky seventh" a top-notch hit in Hollywood's new "Spring Parade ol Hits" Make a date now (or "It's a Dato" ! Universal will remake "Back Street," originally produced ten years ago" wilh Irene Dunne and John Boles co-starred Several important stars are being lined up to play the leading roles Four songs will be sung by Bing Crosby and Gloria Jean in "11* I Had My Way" Their titles are 'I Haven't Time to Be a Millionaire," "Meet the Sun Hall Way. "April Played the Fiddle," and the title song. "II I Had My Way" . . Best Musical Score ol the Month Franz Waxman's !or "Rebecca" Program Subiecl to Change at Discretion ol Management Added comfort at the Miami Theatre, in the recently installed divans in the lobby. A comlortable '"rest awhile" when waiting lor friends. What to Do With "That Page" The purpose of reproducing this page from one of several recent issues of Wometco Screen News, sent in by Hal Kopplin of Wometco Theatres, Miami, Florida, is to show how one of those "odd pages" in your own program can be "dressed up" to attract attention. chants advertising in a four-page program. If it doesn't pay, then we don't know anything about the subject. Hammond, by the way, is manager of the Carolina Theatre, Kinston, North Carolina. Many managers are willing to offer their theatres to clubs and organizations wishing to hold parties to raise funds. Not all clubs and organizations, however, know about this willingness to cooperate, so, if you're one of those exhibitors, one way to let them know is through your program. Robert Kennedy, manager of Warners' Symphony Theatre, Chicago, used the following copy : "Are you a member of a club, society or organization in need of funds? If so, contact the manager of the Symphony at your convenience, with no obligation to you whatsoever. He may be able to suggest a plan whereby you can hold a theatre party for your friends and share in the proceeds. You will be surprised how easy it is to raise funds." Of course, letters should also be sent to organization heads; but advertising the offer in your program should attract attention, particularly if you are sincere in making it. to see — (name of picture). The man summoned all of his strength and succeeded in releasing himself in time to take his entire family, including mother and father, sister and brother, grandpa and grandma, to see a great show at the Rio." Thanks, , for a handbill that other managers will surely want to use. Here's hoping things are going great down there in Port Neches and Nederland in the Lone Star State. "Remember ! When you buy your ticket to the El Rancho you are helping America arm." That's a line used in the program for the El Rancho Theatre, Victoria, Texas, by Manager Ken Prickett. With space at a premium from now on, we'll confine ourselves to a "Cheerful Chirp" or two from The Reminder, program for the Wallace and Rose theatres, Levelland, Texas : "Pessimists are like poor photographers — they take the worst view of things" . . . "We know a fellow who loved a girl so much he worshipped the ground her father discovered oil on" . . . "A woman's mind is cleaner than a man's because she changes it so often." And now, as a closing reminder, let us urge you to send in those programs. Let other members benefit, and at the same time, help yourself, since you'll be getting some excellent ideas from other programs. So long . . . until next week. STR Program Exchange Cleverly Worded Handbill SHOWMEN'S TRADE REVIEW, We've mentioned his name so often it appears 1501 Broadway to be a by-word, so this time we'll just tell New York, N. Y. about his cleverly-worded handbill and let you . . . i l • • guess who we're talking about. Just as a hint : Dear Chick :— I hereby apply for membership in his last name ;s the same as your Uncle's first the STR Program Exchange. I understand that entry name plus the ud That>s all we can tell you of my name on this coupon signifies a wil ingness As for the handbill, it was headed "Don't Let to exchange theatre programs with other theatres, Thjs Happen to You," and below this warning but involves no other obligation. appeared this easy-to-read copy: "A Mid-County man was out bird-hunting. Name Suddenly a big rainstorm came upon him. He T, . crawled into a hollow log. The sun came out. ea re The log tightened around him. He was im Cjty prisoned and could not move. All of the things and doings of the past came before him — good State and bad deeds. Suddenly he remembered — he _ had forgotten ! He promised to take the family Happy Marriage Recipes Readers of the local Blade were asked to submit, in fifty words or less, their "Recipes for Happy Marriage" as one of the features of the "I Love You Again" campaign put over by Bernie Lustig, Loew's publicity man in Toledo. NOVEMBER 10th BOOK WEEK. Sponsored by the National Book Week Committee, 62 West 45th Street, New York. This is an excellent opportunity to arrange displays in book stores especially on books dealing with your current and coming attractions. FATHER AND SON WEEK begins. Sponsored by the International Council of Religious Education, 203 North Wabash Ave., Chicago. This is the time to play a father and son picture and give a special party for the kids and their dads. Work through the Y.M.C.A. in your city. AMERICAN EDUCATION WEEK. Sponsored by the National Education Association of U.S., 1201 16th St., N.W., Washington, D. C. I Ith ARMISTICE DAY. Twenty-two years ago, the first World War ended. For ideas on what to do , on this Armistice Day, see page 22 of this issue. WASHINGTON JOINED THE UNION, 1889. Theatres in the Evergreen State should participate in any local celebration, observing the occasion with flags flying, travelogues of the state, etc. RED CROSS CAMPAIGN begins. As usual you should take part in this campaign, assisting in the drive in any possible way. Have a booth in the lobby for the solicitation of members, run a trailer on the screen and cooperate in the campaign in every way. 13th ROBERT LOUIS STEVENSON born 1850. You can revive any of the Stevenson works that have been filmed such as "Treasure Island," "Kidnapped" and "Ebbtide." 16th OKLAHOMA JOINED THE UNION, 1907. Play a picture with an Oklahoma background. The day should be a gala one in that state.