Showmen's Trade Review (Oct-Dec 1943)

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Octobci 0. 1043 SHOWMEN'S TRADE REVIEW 5 Vandalism Vandalism in theatres is nothing new. It's been going on for as long as theatres have been operated. The only difference now is that due to conditions it is on the upswing. Where lack of proper supervision existed before the war, there was generally some degree of destructiveness by the younger and teen-age element. Such situations are the ones hardest hit now, simply because they had a head start. On the other hand, where the management of the theatre exercised strict and careful control previously, vandalism today is negligible. So it seems that it all revolves around the ability of the man in charge to manage his theatre and especially to maintain a close watch on the youngsters who have a habit of stabbing an expensive seat or chair back every time another redskin bites the dust. A Bow To Theatremen Complimentary reports continue to come in from all parts of the country regarding the magnificent cooperation and work done by all types of theatremen in connection with the Third War Loan Campaign. It is gratifying to hear these things about our theatremen because they are well deserving of any tribute that can be accorded them. For themselves, they are reluctant to take credit of any kind. Only the other day Earl Wingart, of 20th-Fox, who had charge of one of the Bond Airmadas told this writer that one of the most inspiring phases of his job was the enthusiastic manner in which the theatremen helped make every stop of the Airmada a complete success through the medium of cooperation and showmanship that was a credit to the entire industry. so did many other well-informed sources within the industry. Although we doubt that the increase will be as drastic as that recommended, you can make up your mind that there will be some hike in the rate. In addition to which there will probably be other levies that will affect theatre receipts and overhead. Value of the Tieup Figures on the circulation over a four-month period of advertising for Paramount's "So Proudlv We Hail" through a tieup with Chesterfield cigarettes serve as another reminder to showmen that in the glamor names of the screen they have the material which can attract the public's attention to their fellow merchants' wares and at the same time offer mutual benefits to the theatre. According to a tabulation by the advertising agency for Chesterfield, displays featuring pictures of Claudette Colbert, Paulette Goddard and Veronica Lake, stars of "So Proudly We Hail," appeared in an estimated 1,000,000 retail stores from coast to coast; newspaper and magazine advertisements received an estimated total circulation of 7,788,273 and in addition there were car cards in subways, trains, street cars and busses all over the United States. Since it is certain the advertising agency and the cigarette company would not have spent huge sums for advertising space unless both were certain that the motion picture "angle" provided definite benefits of attraction-value to their selling message, there is here the most convincing evidence for exhibitors to use in persuading fellow merchants to cooperate with the theatre on tieups. From the theatre standpoint there is the advantage of low-cost, or even no-cost advertising — the Paramount-Chesterfield effort cost the picture company no more than the ingenuity and showmanship of its advertising and publicity director, Robert H. Gillham, who effected this outstanding tieup. Not S urprising The request by the Treasury Department for an increase in admission taxes from ten to thirty per cent seems to have hit some elements in the industry like a bombshell. Certainly theatremen must have realized that additional taxes of every kind are a possibility every time a new tax bill is discussed or introduced. Besides, this page only a short time ago predicted such a possibility, and Good News Item Exhibitors who' have been worrying about the possible return of Lou Costello (Abbott & Costello) to pictures after his recent long illness, may well rejoice over the news that he has paid a preliminary visit to Universal's studio in preparation for his next picture chore. You can definitely look forward to some more from these two fountains of box-office receipts. —''CHICK" LEWIS