Showmen's Trade Review (Oct-Dec 1943)

24 SHOWMEN'STRADEREVIEW October 2, 1943 r/iiW Wor Loon Cov^ers Are Chief Topic of Discussion/ Reminder Has Eye Appeal If you were looking out our window right now you'd feel sad and blue. The sky is a dull gray and the atmosphere is dull and dreary. It is a certain sign of rain, yet there has been no rain. And since the weather report predicts no rain, we shall later venture forth in this day-time darkness sans umbrella, raincoat, rubber boots, etc. .A.nd just as sure as we do so. the rain will start coming down in torrents. But at least that's one way of starting something. Which reminds us — we'd better start something else : the Program Exchange. By the time you read these lines, the Third War Loan will have ended, so whatever we point to in the way of Third War Loan program covers won't aid you now, but you can have them on hand for the next drive. We don't know the result of the current drive — it will be several days before it's over — but we hope you'll have the news, soon after the drive has ended, that it went over the top. New Style Palace Program A new style program is being used by the Palace Theatre, Greenfield, Tenn. Product of a national program-printing firm, it boasts an attractively designed cover in green with white sketching of a tropical maiden, palm trees and the word "Previews" at the top. A white box in this green-and-white background permits space for the theatre to feature its outstanding attraction. Inside, green parallel rules run across the top and bottom of the two center pages, while each page features an ad for another of the week's pictures. Back page is similar. Folded, the program measures approximately four by six and one-half inches. Folded again, it fits easily into the pocket. Here are several programs from Manager Thomas Di Lorenzo of the New Paltz Theatre, New Paltz, N. Y. One of them features an excellent appeal on the front cover for patrons to buy bonds. Picture shows a paratrooper ready to jump, and the caption in a white panel is "The way to say 'thanks' to our heroes is to buy a bond." Below the photograph and caption is this copy : "That first dawn in Sicily. They didn't know what lay below them in the darkness. Thoughts of home and family and loved ones struck at their-" hearts. They didn't hesitate. Let's be worthy of them !" One thing we like about Di Lorenzo's program covers is the variety of design. Each one is completely different in layout. On one, for example, he used only copy — like this : "C'mon, Everybody ! We've some mighty big shows coming to New Paltz. If you know your pictures— and we believe you do — you'll surely welcome the news of our new shows : 'The Human Comedy,' 'Action in the North Atlantic,' 'Presenting Lily Mars,' 'Cabin in the Sky,' 'Flight for Freedom' and more after these." Promofed Free School Supplies Looking at the program for the LTptown Theatre in New Orleans we note somethingadvertised that many other exhibitors might have conducted, and may yet even do so if school hasn't progressed too far along. Management of the Uptown tied up with a neighborhood bakery to provide free school supplies and toys to be given to children at a special Saturday Matinee. Comes an impressive Third War Loan M'C-M IS throwing 0 porty— ond what a porlyl The scraen't greoles) •ntirtain«r— a galflMy of lop talentBooth Toriington's hoort.fraimlng show wofid ro' monte— glorifiod with mtlody and rhythm and gait! Sing out the news!. It's 0 honey of o show! Ifs Aisother Of Our Big Hits! — plus — Walt Disney's "ViUage Smithy" Latest Newsreel Joyous JUDY Is co-starred with VAN HEFLIN in M>G'M's gala new musicot comedy <c=.T DORSEY if. CROSBY Fly lAINTCR • RIdlVd C/tRLSON itwn niHtTon ■ miiti EecEDTH conniE eiUHiiist.uoiiio kinsket Di Lorenzo's Smart Layouts Here's a sample of the smart layout effect that Manager Thomas Di Lorenzo of the New Paltz Theatre, New Paltz, N. Y., achieves on the cover of program. Note liberal use of white space. cover from W. S. Samuel, manager of the Ritz and Milan theatres, Milan, Tenn. Beneath a touching photo of paratroopers on their way to boirib Sicily (one of the men stares ahead of him, another holds his head in his hands) is this copy : "Wonder what the boy with his head in his hands is thinking about ? Another war photo that clutched at the heart of all who saw it. Those boys are as much a part of us as if they w-ere our own sons. They were the first paratroopers to drop on Sicily. Thoughts of home and family and dear ones must have come to them as they waited for the signal. Then darkness and the unknown lay ahead of them. They did not hesitate. May each of us honor them now when our country asks us to 'liack the iVttack' — Buy a War Bond in the Third War Loan." From Bob Ingham, manager of the Orange Theatre, Orange, Mass., come several copies of recent programs. Bond-appeal covers are the rule. One features a reproduction of the War Bond Baby cut which appeared in STR a few weeks ago. Remember the hard-boiled youngster who said : "What d'ya mean — you ain't gonna buy no bonds!"? Another is clever manipulation of sketches which appeared in STR's Third War Loan issue (Aug. 28) to make an eye-catching layout, while still another carries the photo of Ingham's fotir bond salesgirls. Gives More Eye Appeal Use of a large four-column mat on "Andy ITardy's Double Life" — the mat which shows a full-length pose of Esther Williams in a bathing suit — gives more eye appeal to the progi-ani for the Wallace and Rose theatres, Levellantl, Texas, than that seat-selling accessory has ever had before. We'll bet it took a long lime for recipients to turn the sheet over to si c what was advertised on the other side. Thanks to Bill Drace for sending us more ci'pies of his fine Screenews. There's little we can add to what's already been said about this tabloid, except to say that it's still a smart job. We like the banner line beneath the paper's signature at the top : "Entertainment is always a national asset. Invaluable in time of peace, it is indispensable in wartime . . . President Roosevelt." Other exhibitors would do well to use that line in their progxara&;ai>d -newspaper ads. Well, that's that for this week. We'll see you again in a few days. Send in your programs, whoever you are, wherever you are. Quartet of 20th-Fox Films Well Sold in New Zealand Twentieth Century-Fox's Publicity Manager Lester Brown in New Zealand did a series of excellent exploitation jobs to launch "Son of Fury," "Roxie Hart," "My Gal Sal" and "Moontide" when this quartet was released in Wellington. Working against the handicaps of curtailed newsprint and other wartime restrictions, he concentrated on effective theatre fronts, exhibition of posters in street cars and commercial tie-ups. The pictures were also given good radio coverage, in spite of the fact that Government stations allow no free time. Brown was extremely successful in garnering free publicity space in newspapers, with photo layouts and feature story material. Swallowing your pride won't give you indigestion.— Mack Chip. September Amusement Page Layout Sept. 11, p. August 1943, Index Sept. 11, p. Equipment and Maintenance, Sept. 11, pp. 33Exploitation Campaigns — by Pictures Air Power Sept. 4. p. Bataan Sept. 4, p. Behind the Rising" Sun Sept. 11, p. Bombardier Sept. 11, pp. 15, Coney Island Sept. 4, p. Destroyer Sept. 4, pp. 36, DuBarry Was a Lady Sept. 4, p. For Whom the Bell Tolls, Sept. 4, pp. 33, 40; Sept. 25, p. Gay Blades Sept. 25, p. Heaven Can Wait Sept. 4, p. Hi Diddle Diddle, Sept. 11, p. 18; Sept. 25, p. Lady Takes a Chance Sept. 18, p. 1943, INDEX 21 Mr. Lucky Sept. 4, p. 36 10 Song of Texas Sept. 4, p. 36 Stage Door Canteen, Sept. 4, p. 36; Sept. 18, p. 20; Sept. 25, p. 21 Thank Your Lucky Stars .... Sept. 18, p. 17 27 This Is the Army Sept. 4, p. 41 JO Three Hearts for Julia Sept. 4, p. 41 We've Never Been Licked ... Sept. 4, p. 37 2^ White Savage Sept. 11, p. 15 42 Exploitation Campaigns — by Stunts 40 Bathing Beauty Contest Sept. 25, p. 21 Beautiful Legs Contest Sept. 4, p. 33 19 Bombar-Dear Contest Sept. 11, p. 15 21 Hep-Cat Contest Sept. 25, p. 21 33 Radio Contest. . .Sept. 4. p. 33: Sept. 18, p. 17 Fall Season Drives Sept. 11, p. 20 20 Money Dates for October Sept. 25, p. 24 22 Showbuilder Sept. 4, pp. 45-50