Showmen's Trade Review (Jan-Mar 1943)

20 SHOWMEN'S TRADE REVIEW February 6, 1943 Map of Tlieatre*s Location Should Appear in Program/ We See Odium* s Publication When we awakened this morning and gazed out of our window, guess what we saw? (One word censored here). It was the first time in several weeks we had seen (one word censored), and our thoughts went back to those days when we used to ride in a (one word censored) out to our Aunt Mary's. We don't know how long the (one word censored) will stay on the ground, but right now we wish we had a (one word censored) or a pair of (one word censored) so we could go gliding over the (one word censored) -covered ground. And now that we've discussed the weather as best we could without revealing too much, let's look at this fine representation of programs on our desk. First, however, we have a suggestion which picture. What we like about his programs in general is that they show no signs of being hurriedly gotten-up afifairs. You can tell, as you peruse each one, that careful attention has been given to its preparation and layout. For each change of program, all the units on that particular program are listed; no "also short subjects" stufif here. To show you why we're enthusiastic about the Uptown house organ, to prove to you that it's a program patrons are prompted to read and digest from cover to cover, we're reproducing the cover of one and the inside-spread of another elsewhere on this page. If you're in the market for a program, or if you're seeking to improve the one you now distribute, we suggest you study the reproduction carefully. All that's required in duplicating Odium's publication is a knowledge of advertising layout and a good printer. Before we leave the Uptown, we'd like to call attention to a card we just received. It is labeled : "1943 Uptown Theatre Boosters Club — Free Mailing Service." More copy : "To the Manager Uptown Theatre — Please place my UPTOWN THEATRE BEADTirUL ANOTHES OUTSIANDINO ewENT IN OUR CONTINUED PARADE OF H.I.T-S Comir^ Jon. 27lh GINO£R ROGERS in Onte Upon A Honeymoon TEH rUH PACKED DAYS AND NIGHTS OF WORLD'S BEST ENTERTAINMENT Peiwwlly hl«ci<-d ALL HIT SHOW NUMBER 1 fIvE OA»S! TttUeS.. JAN 14 10 MON,. IAN, 18 PROGRAM I UPTOWN NEWS WAII DISNEY'S NEWEST COIOR COMIC OlD MotOONAlC DUCK" E.I10 SjKtiol Add«J Feoiufo— GECGt BKENT BSENOA MARSHALL in "YOU CAN'T ESCAPE FOREVER" ALL HIT SHOW NUMBER 2 FIVE DAYS! TUES.. JAN, 15 lo SAL. JAN. 13 PROeRAM . All THE WOHIO NEWS While Ifi Ne»! . MERRIE MEtOOlE— tN TECHNICOLOR ' HAIRBRAINtO HYPNOTIST ' , SpKiolty S«f«1ed FtoW No. 1 — 'THE NAVY COMES THROUGH' v-Tid PAI O BRIEN GEORGE MURPHY JANE WYAn "HT SISTER EILEEN" •iTh ROSAVINO RUSSEIL BRIAN AHERNE • JANET SLAIR ABBOTT and COSTELLO MIDNIGHT MATINEE EVERY SATURDAY ?V LAST PEBFOHMANCe WHO DONE iir SAT MIDNIGHT A front page and an inside spread of two programs from the Uptown Theatre, New York, managed by G. B. Odium, are reproduced here for your study and guidance. More about Odium's publication in the text. we believe deserves your deepest consideration, in view of the nation-wide rationing of gasoline. Undoubtedly you read in STR last week an item to the effect that United Detroit Theatres had placed large maps in their lobbies showing each particular theatre's location and all the transportation lines leading to its doors. If possible, you should duplicate this stunt and/or have a line cut of a map made for reproduction in your program showing patrons the routes which lead to your theatre. The expense of this procedure would be small in comparison to its good-will and box-office advantages. We should be pleased to receive programs from STR exhibitor-readers in which this innovation has been made. Last week, if you remember, we stated we had received a number of programs from G. B. Odium, who personally guides the operation of the Uptown Theatre, Broadway at 170th Street, New York City. And we added that we'd discuss them fully this week. Always living up to our promise, we are now prepared to come through. Odium's program is four pages. Folded, it measures five and one-half inches by eight and one-half inches. Flat, it's eight and a half by eleven, or the size of regulation letter-head. Much care has been used in selecting the type, and Manager Odium, a close study of each program indicates, is a firm believer in the value of white space. Too, he utilizes just enough illu.^trations to point up the selling value of each name on your regular mailing list for 1943-44." Then follows lines for name, street, city and phone. Then: "Booster Club 2-for-l Special — This card when properly filled in and accornpanied by one (1) adult paid admission will admit two persons to any regular performance at the Uptown Theatre. Present at box-office for combination ticket." In a box is a notice that the offer expires March 1, 1943. With wide distribution of these cards, Odium will surely enlarge his mailing list and his patronage. Perhaps he'll apprise us of the results a little later on. Anyway, the stunt intrigues even us, and we think we shall fill in the card, take it to the Uptown, and become a member of the Uptown Theatre Boosters Club. A copy of Movie News publication for theatres in Las Cruces, N. M., has reached our desk. Although there was no indication as to whom the individual sender might be, we're guessing that it was Manager V. P. Byrne of the Rio Grande. Byrne has an eye-getting little tabloid, and just to give you an idea of what we mean we plan to reproduce the front cover on this page next week. Hope we don't forget. We'll make a note right now. It isn't often that we hear from Byrne, but we hope he'll send along his program at more frequent intervals from now on. Tom Edwards is "in the groove" again. Yep, the manager of the Ozark Theatre, Eldon, Mo., has resumed the "letter" to his patrons on the back of his monthly calendar. Some excerpts : ► "Here is a tip . . . if you call a cab or are in your car on Sunday and Monday January 24-25, the first thing to do is to fill it up with your friends and neighbors and then come to the Ozark to see one of the funniest pictures in months, 'Aly Sister Eileen'. . . ." ► "Don't forget : every person who attends 'Priorities on Parade' will receive ONE GALLON OF GAS FREE! . . . that is, every person who is accompanied by 86 children." (Ed. Note: It wouldn't surprise us to learn that adults were invading schools throughout the countryside to get the required number of youngsters to take advantage of the special offer.) ► "Speaking of gas, last week one of our local dentists was drilling on a patient's tooth, and the patient kept moaning. This annoyed 'Doc' so much that he said, 'If you don't keep quiet, I'll give you gas.' 'Okay,' said the patient, 'make it ten gallons'." We have a program here but we can't figure out what city it came from. It's for Schine's Colonia Theatre, and the former manager, Ted Barker, is now at the Cameo Theatre, Rochester, N. Y. We thought it might be in New York State, but although we found a few hundred Colonial theatres, we could find no Colonia. And we're too comfortably seated here at our desk to go into extended research on the matter now. At any rate, now that Barker is in Rochester, we hope he'll forward us a few Cameo Theatre programs, as well as some reports on his exploitation activities. Manager Edward Selette of the Strand Theatre, New Bedford, Mass., has heeded our request for more institutional messages. And so, here is another one : "A Few Words About Entertainment. Hard work is good, but you need play, too. The harder you work, the more you need to relax and be entertained. "Sleep refreshes a tired body. Entertainment refreshes a tired mind. Ever notice how carefree you feel after a good movie show? "Movies are not luxuries . . . not by a long shot ! Aioney spent on good entertainment is well invested. It pays big dividends in mental health and happiness. Movies are your best entertainment. "When you feel tired, fagged out, upset, overworked ... a good movie show will snap you out of it in a jiffy. "Make the movies a part of your regular program of life ! See shows systematically ! You can pack up your troubles in the kit bag when you . . . Make Attending the Strand a Habit." Got a swell issue of the Screenews from Bill Drace down in Greer, S. C. But more about it on this page next week. And so now we must leave you. See you in seven days. 'Crazy Dream' Radio Contest On 'Rockies' Scores for Brown Heading the press book's suggestion. Manager Russell Brown of the D. & R. Theatre, Aberdeen, Wash., planted a guessing contest on "Springtime in the Rockies" with radio station KXRO. Based on one of the film's songs, I Had the Craziest Dream, the contest offered listeners the opportunity to win guest tickets for the best letters of 50 words or less on their "craziest" dreams. Excerpts were read over the air without mentioning names, and then the names of the 20 winners were announced. All right, if you want to pin Brown down he'll admit it was a crazy stunt. But, by golly, they liked it ! 'Julia' Exploitation Opportunity An excellent "Three Hearts for Julia" exploitation opportunity is provided by a full-page Ann Sothern-Max Factor tie-up ad which appeared recently in The American Weekly and the This Week magazine, Sunday supplements. The periodicals have a combined circulation of more than 13,500,000.