Showmen's Trade Review (Oct-Dec 1943)

38 SHOWMEN'S TRADE REVIEW October 2, 1943 Mickey Alouse Reaches Adolescence Mickey Mouse, one of the screen's most beloved cartoon characters and probably m:re widely known than any other, reached his fifteenth birthday this week. RKO Radio Pictures, distributors of Walt Disney shrrt subjects, celebrated the event with a Birthday Party at the Museum of Modern Art on Monday night at which a large birthday cake and refreshments were served to a gathering of press representatives following the screening of some of the shorts in which Mickey has appeared during the last decade and a half. First animated short subject starring Mickey made its debut fifteen years ago last Monday at the C:lony Theatre in New York. The title: "Steamboat Willie. " The motion picture industry at that time was in an uproar over Al Jolson's "The Jazz Singer," but no one had ever heard or expected a sound cartoon to be so amusing and delightful. Since that time, M!ckey has appeared in over five hundred Disney shcrts. His pictures have been shown in all parts of the world and in practically every language. Mickey's only full-length film: "Fantasia," in which he played the lead part in "The Sorcerer's Apprentice" sequence. Persons Prominent in Industry, Sports or Arts to be Featured in Person-Oddity Reels A new policy with respect to Universal's Person-Oddities series of subjects has been announced by B. Bernard Kreisler, the company's short subject manager. A prominent person in the fields of industry, si»rts or the arts will lead off future issues of this series of featurettes, he said. The headline personality in "Wizard of Autos," first Person-Oddity release of the 1943-44 season, is Alvan Macauley, Chairman of the Board of Packard Motor Car Co. and President of the .'Automotive Council for War. who saw the picture at a ; special screening recently. Mr. Macauley is not only shown in his office at work on his company's phase of the war program, but in his home workshop where he relaxes at his hobby, of wood carving. He is also shown with his extensive collection of rare rifles, reputed to be one of the largest in the country. Succeeding big names in the Person-Oddities series will be Gene Sarazen, famous golfer, and Fannie Hurst, novelist. 'Name' Commentat'or for Each Kreisler also announced that a different "name" radio announcer would be used as commentator on each of the subjects. Larry Elliott, who handles the Fred Allen program and the U. S. Treasury Hour, narrates "Wizard of Autos." Each picture will be specially scored to fit the subject matter. Meanwhile, in keeping with the importance of the "prominent names" innovation in the Person-Oddities, Universal has prepared a spe Alvan Macauley 'left), President of the Automotive Council for War and chairman of board of Packard Motor Car Co., is shown here with B. Bernard Kreisler, Universal short subject manager, when Mr. Macauley attended a recent screening cf "Wizard of Autos," new Universal Person-Oddity in which he has leading role cial press book on the first of the releases under the new plan, "Wizard of Autos." Cover of the selling" manual has been printed on cards with space for imprinting so that the cards may be used as window or lobby displays. The cards are furnished free to exhibitors, it was said, as are also the scene mats and advertising mats reproduced in the press book. Exhibitors playing the subject, or any Universal short, for that matter, on which scene and advertising mats have been prepared, have only to make their wants known. Inside spread and back page of the "Wizard of Autos" press book contains an assortment of publicity stories as well as several exploitation suggestions designed to enable showmen to promote the subject in their communities. SHORTS SHOPPING {Continued from Pa-ge 35) sody, "Tree for Two," from Columbia, and a Sportscope, "Barnyard Golf," from RKO Pathe. Perhaps we hadn't observed closely enough in advance, but we saw no advertising on these ^>nbjccts whatever. Since the Sportscope conceiMied horseshoe-throwing, we felt that some sort of competition in this sport might have been arranged whereby amateurs would have competed for prizes of guest tickets. The unusual items in the Person-Oddity reel might have been prominently displayed in front of the theatre, along with a specially prepared onesheet on the cartoon to attract the youngsters. One's retort to our feeling about the matter might be to the effect that it's unnecessary and beneath the dignity of a first-run Broadway theatre to devote attention to selling its short subjects when it has a feature which, if well advertised, will carry the burden of luring patronage. To which we can onlj^ reply: if short subjects are worth playing, they're worth selling, whether on Main Street in Kokomo, Indiana, or on Broadway in New York. Looking through a copy of the Poultry Supply Dealer, business paper for the poultry and feed industry, we came across a news item referring to the release of a new Universal short subject, "Any Chickens Today," and stating that the subject "should be of interest to anyone connected with the poultry industry." We wouldn't attempt to guess the size of the poultry industry, but we'll venture to say a goodly number of its members read that item and acted on it, thereby creating added interest in many localities where "Any Chickens Today" has played or is yet to play. We're still wondering why some of these sus])enseful mystery-story radio programs aren't transferred to celluloid in the form of two-reel featurets. W ould go nice with a musical ; would save time on schedules ; would save film. Exhibitors Chided by House Organ Editor For Improper Selling Pulling no punches. Editor Don Douglas of the 24-Shcctcr, house organ for employes of Robb & Rowley theatres, in a recent editorial delivered a blow to exhibitors for their complacency in selling shorts, advised them to utilize showmanship. Wrote Editor Douglas: "We get newspapers from most of the towns, and frankly, many of you are not giving short subjects the proper treatment in your ads. Not all shorts are worthy of mention, but many are, and oftentimes if you plug an outstanding short, it may add just the e.xtra ounce of persuasion to get the patron into your theatre. 'Extra-March of Time No. 8' "We believe criticism is in order for the town which took one column two inches to say 'Extra — March of Time No. 8.' Wouldn't it have been more appealing to say, 'Extra — March of Time, "America's Food Crisis"?' Another town advertised March of Time No. 12 without using the striking title, 'Bill Jack vs. Adolf Hitler.' Bill Jack has received lots of publicity about his war plant, his labor relations and , particularly about salaries he pays. His secretary received a $30,000 bonus last year, and you probably recall that a Senatorial investigation was made of his affairs. "We also saw in one town recently a homemade one-sheet on a March of Time, which was very fine, but why not use the two-color one-sheet available on all issues? "We do not believe that mere mention of titles of short shorts in your ads have any appeal to the public. Many times neither the title nor the subject matter means anythine, but if it does, let's make use of it. For instance, we like Harry Hardgrave's idea of saying 'Plus Hop and Go Cartoon, Ina Ray Hutton and Her Band and Paramount's Latest War News.' In another ad he identified 'Seein' Red, White and Blue' as a Popeye Cartoon. Doesn't Mean Anything "One ad reads 'Also the Truck That Flew,' which »does not mean anything, whereas Ed Rowley, Jr., in his ad said : 'A Color Fantasy, "The Truck That Flew".' "Pete Smith, Bugs Bunny, name bands and Disney cartoons mean something to the public. Let's give them the proper billing, and if you have advance notice of what your newsreel contains, such as the invasion of Sicily, this should be worthy of mention. Current newsreels have some very startling shots nowadays tied right in with today's headlines. "Short ads can often be inserted right in the feature picture space, but if they really mean something, give them a little extra space, if necessary. "So let's quit advertising 'Also shorts' and 'Who Shot the Cook?' and be a little more specific. Riglit? We, too, will try to practice what we preach by submitting the proper information in your weekly program copy." Benchley's Busy Week Having completed his role in "You Tell Me," MGM Miniature, Robert Benchley was in Detroit this week to attend the wedding of his son, Robert Benchley, Jr., to Elizabeth Dickinson of that city. The humorist then came on to New York to appear in the first two programs of the Gertrude Lawrence radio show (September 30 and October 7) before returning coastward to resume his shorts production schedule.