Boxoffice (Oct-Dec 1938)

Actual Impetus of Drive Not Yet Felt New York — Actual effect of the industry drive has not yet been felt, according to a number of major and independent circuit operators contacted by Boxoffice. Despite statements that business has jumped 30 per cent since the drive started theatre operators, the men who run theatres in all sections of the country, variously view the situation. All theatremen hold the lapse in newspaper advertising since the first series broke is partially responsible for a lackadaisical attitude on part of some of the public. With some circuits, natural seasonal upswings have taken place, but not to an extent where a noticeable rise can be attributed to the Movie Quiz contest. Some exhibitors declare the demand for books has diminished to a point where it will be unnecessary to re-order. Generally speaking, there is unanimity of opinion that the picture is the thing. During the past few weeks, exhibitors have been banking on “Alexander’s Ragtime Band,” “Four Daughters,” “My Lucky Star” and “Love Finds Andy Hardy” and the returns are very favorable. One circuit operator said his business was behind last year, another said the theatres in his string were on a par with last season and others contend “it is premature for anything concrete at this time.” Newspapers are showing attitude in cooperating, according to results from many large and small cities. Parades, proclamations, special stunts continue on all fronts. With a new series of newspaper ads about to break, theatre heads are expecting a revived interest in the drive. However, exhibitors maintain, a consistent campaign in newspapers is required to keep the public pulse alive to what is going on. Demand for exhibit posters on the growth of the film business is encouraging to the committee. Philadelphia — Gov. George H. Earle issued a proclamation on Wednesday calling upon Pennsylvania theatre patrons to join in the Motion Pictures’ Greatest Year campaign. On September 1, Mayor S. Davis Wilson of this city issued a like proclamation. The second phase of the industry drive’s nationwide newspaper campaign gets under way, Tuesday, when six advertisements devoted exclusively to the $250,000 Movie Quiz contests break in this country and Canada. The original newspaper campaign to herald Motion Pictures’ Greatest Year was of an institutional nature. The new series will run on October 4, 5 and 6. They will be concentrated in cities and towns where theatres are pledged to the drive. This, in particular consideration of those subsequent runs that are only now beginning to show quiz pictures. The ads run from three to four columns, and from 450 to 700 lines. One ad will appear in each paper, the six following for From New Series of Drive Ads Here's your chance to See a Movie, Play a Game and Win a in this Exciting, Fun-packed, FREE Prize Contest offering in Cash Awards including a First Prize of $50,000.00 and 5403 other cash prizes. ANYONE CAN WIN THE MOVIE QUIZ Contest. It’s EASY, it’s FUN, it’s FREEno box tops or labels nothing to buy. Get Contest Booklet at local theatre 32-Page Movie Quiz Contest Booklet contains complete information about the $250,000 Movie Quiz Cash Prize Contest PLUS all the news of forthcoming hits — pictures of your favorite stars — a contest entry blank. Just ask for it — IT’S FREE — at your local theatre. IMPORTANT NOTICE-Due to the fact that the Movie Quiz Contest booklets were printed before final details regarding certain pictures were known, they contain five unavoidable errors. Therefore the contest judges have agreed that no matter which answer is submitted by a contestant in connection with the pictures ''GATEWAY ', "THE TEXANS", "THE CROWD ROARS", "GIRLS ON PARADE" and "GIVE ME A SAILOR", all answers will be accepted as correct. Just check any one of the answers listed for each of these pictures, state the name of the theatre where you saw it and your answer will count as a perfect score for that particular picture. MOTION PICTURES ARE YOUR BEST ENTERTAINMENT the placing of different copy in towns which have more than one newspaper . Ad slogans read: “A Fortune Awaits You — See a Movie, Play a Game, Win Big Money;” ‘‘Pleasure — Treasure — $250,000 ; ” “ There’s Still Time to Enter This Easy, Fun-Packed Free Contest;” ‘‘Everybody — Fortune — $250,000 — Movie Quiz — Free;” “ Enter the Movie Quiz Today . . . Nothing to Buy — It’s Easy — It’s Fun — It’s Free.” 14 BOXOFFICE :: October 1, 1938