Showmen's Trade Review (Jan-Mar 1947)

22 SHOWMEN'S TRADE REVIEW, February 22, 1947 SELLING THE PICTURE Griffith Forms Department for Merchandising Attractions Henry S. Griffing, executive vice-president of Griffith Consolidated Theatres, Inc., has announced completion of plans for the organisation of a film merchandising and exploitation department. "We feel," Griffing said, in making the announcement, "'that a new era is commencing in the motion picture industry — a period of highly specialized showmanship, both in production and exhibition, and we have accordingly streamlined and re-organized our methods." The new ■department will be under the direction of L. A. Chatham. At the same time, transfer into the department of Roger E. Rice, formerly of Blackwell, Okla., was also revealed. Rice comes into the organization to assist Chatham, with a solid background in the field of exploitation, advertising and publicity, Griffith said. He spent eight years in newspaper work, served in various managerial capacities in theatre operation with the Griffith organization, and was in special services doing public relations work for the army during part of his overseas tour of duty in Finschhafen, New Guinea, and Manila in the Philippines. Exploitation Veteran Chatham has served the company for 15 years, much of this time having been devoted to picture exploitation publicity and public relations. Prior to joining Griffith Chatham had considerable experience in the newspaper field, both in editorial and advertising work. Following the trend for all-out merchandising and exploitation of worthy and merited feature attractions, the new department has been geared, Griffing pointed out, for increased effort in selling throughout the organization. WOULD YOU? Neither would we, willingly, say goodbye to any one of the charmers blown up from pictures of poster girls by Zoe Mozert which Jack Tiernan, publicity director for the RKO Orpheum Theatre, Kansas City. Mo., placed in the lobby for several weeks in advance of the opening of Warners' "Never Say Goodbye." Jack is shown standing by the display he dreamed up. Roger E. Rice L. A. Chatham Considerable ground work has already been done on definite campaigns and in assistance to local managers in special exploitation and promotion in their respective operations. Contact, weekly house organ for company officials, department heads, and circuit partners and managers, has been streamlined to the program ahead with an added feature of photostatic reproductions of advertising, publicity and exploitation campaigns, both on pictures ready for booking and on those playing in the field. For several months, time has been devoted to the exclusive study and analysis of all newspaper advertising copy written in each of the* company's 15 towns throughout Oklahoma and Texas. Ideas and instruction for proper copy planning and typography have already produced a marked improvement, and Griffing feels that another phase of showmanship has been rejuvenated to greater efficiency and "selling" value. Considerable stress has been and will continue to be placed on the merchandising and promotion also of special attractions, and special events, and on outstanding and merited short subjects. Special Manuals Compiled Special manuals have been compiled with all the circuit managers' submitted ideas of added selling on seasonable slumps, on all holidays, on regular and special previews, and on jinx and horror programs and midnight shows. Many excellent ideas are continuously being received from and disseminated to the cooperating managers, and grosses have increased on many of these events by reason of rearrangement and proper presentation of selling ideas. With a slogan of "Sell it with showmanship," every manager and assistant manager throughout the company will be cooperating in the increased drive for better and more valuable merchandising, "dovetailing their efforts with all department heads of theatre operations, booking, and exploitation and promotion. Claude F. Motley, director of Griffith Theatres' Operations, is sold on having all departments that are directly responsible for box-office grosses meshed into one operation to get the maximum out of every worthwhile attraction which the Griffith organization exhibits in its theatres. 'Quentin' Premieres in Midwest Set by RKO Plans have been completed for the IowaNebraska regional opening of RKO Radio's "San Quentin" in early March by a total of 77 theatres headed by the Brandeis, Omaha on March 5. Radio tieups and unlimited press cooperation are assured, with personal appearances by Lawrence Tierney, star of the picture, a highlight. Several radio stations have been set for the "San Quentin" 15-minute radio shows with introduction by Warden Lawes. RKO Radio Branch Managers Max Rosenblatt of Des Moines and Jack Renfro of Omaha have had the cooperation of Bob Hickey, midwest field supervisor, Edward Holland, Des Moines field man and Keith Bain, Omaha field man. John Redmond, district manager for RKO Theatres, has issued instructions to his managers to go the limit in exploiting "San Quentin." Yale Prom's Winning Beau To Receive Screen Test A possible star to play opposite Fred MacMurray in Jesse L. Lasky's production of "The Miracle of the Bells," may be found at the Junior Prom of Yale University on March 8 when a jury of beauty experts will pick a girl as Queen of the Prom to be known as "Miss Miracle." The Yale Record, which is sponsoring the search for a Queen of the Prom in a dozen eastern girls' colleges, has selected to make the final selection a jury consisting of Peter Arno, Russell Patterson, Henry Conover, Russell Janney (author of the novel, "The Miracle of the Bells"), Candy Jones, Max Shulman, George Abbott, Paul Hollister (RKO eastern studio representative) and a trustee of the Harvard Lampoon. GIVE HIM A HAND. One of the stunts for the advance midnight show of Warners' "The Beast With Five Fingers" at the Warner Theatre, Oklahoma City, consisted of a luminous hand "floating" through the audience. (Hand, of course, was suspended from a wire.) When brought into contact with the above box occupant (evidently an usher made up to resemble Peter Lorre), there was much excitement. Lorre's performance in the picture must have inspired our young thespian above. Jim Barnes is manager of the Warner.