Showmen's Trade Review (Oct-Dec 1949)

18 SHOWMEN'S TRADE REVIEW, October 1, 1949 'Cluster' Dates Set for 'Ichabod' Public Relations Interstate Film-Rating Plan Valuable Service to Parents Some three years ago the Interstate Circuit down Texas way, having become concerned over rumblings from parents, courts and authorities on juvenile delinquency directed towards certain types of pictures allegedly unsuitable for children, launched a new service : if mother was in doubt whether the picture showing that day was suitable for junior or sissie, all she had to do was telephone the theatre and the pleasant voice at the other end would tell her yes or no (STR, Atig. 10, 1946, p. 13). The plan was made authentic by judging the product on the film ratings of Parents Magazine. General Manager R. J. (Bob) O'Donnell subscribed for the publication for each city manager, who in turn copied the ratings for the month and sent them to each local theatre manager. The manager then posted the ratings in a conspicuous spot so that when a parent phoned for the information it could be immediately given. Successful — For a While Well, that plan was successful — for a while. But memories are short, dialing a phone often becomes an efifort, and the calls became fewer and fewer. Here was a service of infinite value to the parent. Under no circumstances should it be discontinued. But the parents' interest was dwindling. What to do. The solution was reached by accident. One of the circuit's small town managers, without asking anyone, started his own personal classification system and inserted in his daily newspaper ads, opposite the title of each picture, the symbols, "A" which stood for Adult, "AYP" which stood for Adults and Young People, and "F" for Family. This manager was unwise in attempting to classify each picture himself, and Interstate executives took 'him to task for this, but at the same time he had found the answer to the problem. On a Trial Basis Nearly a year and a half ago circuit officials decided to adopt the plan for their Dallas theatres on a trial basis. As a result, parental reaction was favorable, and there have been many favorable letters and verbal compliments on the plan. Complaints against the movies from delinquency-conscious sources has been eliminated. A campaign has now gotten underway to install this classification system in all Interstate theatres throughout Texas. The Dallas trial was quietly instituted, but now all publicity stops are being pulled out to insure maximum attention and public relations values. Special ads, radio and television are being utilized. Personalized letters have been sent to the heads of the Parent-Teachers Association and other organizations. The campaign is being coordinated with the announcement of new Junior Prices. Classifications are established by a committee of women in Dallas known as the Dallas Motion Picture Reviewing Board. Their designations Nice Job The Salesmen's Club of Cleveland provides weekly ice cream treats for shut-in children. are being used in the newspaper ads of Interstate theatres throughout Texas. "We look at this way," explained Interstate Executive Secretary John Q. Adams at the recent All-Industry Public Relations Meeting in Chicago. "Hollywood can't make all pictures suitable for children. In fact, Hollywood has been criticized for not being realistic enough. There will always be pictures produced for adult and mature consumption. As long as these pictures are well made, are entertaining, and meet certain standards of decency, Hollywood has no responsibility whatever thereafter. It is entirely the responsibility of the parents to screen their children from pictures which they not only should not see, but often cannot understand and do not enjoy. "We think it is our job as exhibitors to extend ourselves to the utmost to inform parents what kind of pictures we are ofTering. We tell them plainly right in our newspaper ads, if they will only take a moment to inspect them. What more can any exhibitor do? We are delighted to have hit on this solution to the problem, and feel very confident now that we are properly serving our communities. . . . "We think it is the decent thing to do, and when all is said and done, what could be a better definition of good public relations than that?" The star personal appearance trend claimed a new convert last week when Columbia Pictures announced that, "in the interest of more localized promotion of product in key release cities and in keeping with the growing trend for closer relations between the studio and the exhibitor," a plan was being worked out whereby one or more of its stars and contract players would take to the road during the coming fall and winter season in conjunction with openings of important pictures. The announcement said that the studio would schedule the stars and players at times when they would not be actively engaged before the cameras in other productions or would not interfere with studio production schedules. On the list to participate are John Derek and Jerome Courtland, Columbia's two young male players being groomed for stardom, Broderick Crawford, Randolph Scott, John Ireland, Gene Autry, Gig Young, Lucille Ball, Janis Carter, Barbara Hale, Lola Albright, Evelyn Keyes and others. Will Take Schedule Up to Spring The group of pictures in which the personalities appear include "Miss Grant Takes Richmond," "And Baby Makes Three," "Tell It to the Judge," "All the King's Men," "The Nevadan" and "Tokyo Joe." This group of personalities and productions will take the schedule up to the early spring of 19S0. Plans are now being worked out between the studio and the home office distribution departments in New York for the scheduling of the routes. Meanwhile, from Paramount's Hollywood studio Gloria Swanson left last week for a tour Something new in motion picture-launching has been introduced. There have been saturation and penetration bookings. Now comes along RKO Radio with a series of key city "cluster" dates on Walt Disney's "Ichabod and Mr. Toad," starting Columbus Day. These "clusters" will stem from exchanges, it seems, and dates in the more important surrounding grapes — pardon, cities — will be sparked with an elaborate exploitation campaign. Day-and-Date Plan First "clusters" in the new day-and-date plan include New England, Boston and Buffalo, Oct. 12, with Chicago, Cincinnati, Detroit, Pittsburgh, Indianapolis, Minneapolis and Oklahoma City the same day. All of Canada will break Oct. 10, which is a holiday similar to our Thanksgiving. Other pre-release dates are Washington on Oct. 5 and New York on Oct. 8. Breaking late in October will be Cleveland, Columbus, Dayton, Des Moines, Omaha, Los Angeles, San Francisco, Portland and Seattle. Kansas City and Milwaukee will break early in November ; Salt Lake City and Denver at Thanksgiving, and Atlanta, Charlotte, Dallas, Memphis and New Orleans at Christmas. For each of the playdate "clusters" there will be a large newspaper display carrying the respective territorial dates. This series of key ads will augment the regular theatre advertising. Radio and television will be used by RKO's field men under Terry Turner. throughout the country on behalf of "The Heiress." With her trip modeled somewhat after that Henry Wilcoxon made in behalf of "Samson and Delilah," Miss Swanson will discuss "The Heiress" with newspaper editors, civic groups, men's and women's clubs, service organizations, university and other educational groups. Her plans were to fly from Hollywood to New York, then start the tour to all key cities which will continue until Nov. 1. Miss Swanson, a long-time queen of the silent screen, recently returned to Hollywood to star in Paramount's "Sunset Boulevard," now completed. From Monogram came viford that its western star. Whip Wilson, has been set for a fourweek personal appearance tour starting Oct. 10. Accompanied by Monica Lane and his western band, Wilson will open in Amarillo, Texas, and then make appearances in theatres of the Interstate and Jefferson Amusement circuits, as well as independent houses. The tour will be under the personal supervision of Jim Schiller, who will accompany the troupe. And Universal-International, which was right in there pitching when the star personal appearance trend got underway, is arranging a tour of a different kind in connection with J. Arthur Rank's "Christopher Columbus." Not the stars, but the costumes and properties used in making the picture, will be exhibited throughout the country in grammar and high schools. The exhibit, which will tour under the guidance of Leigh Mason, technical adviser on the film, will include displays of costumes, charts, maps, set models and other properties used during production. Columbia Plans Star P. A. Tours; Swanson Hits Road for Paramount