The Canadian Motion Picture Exhibitor (Aug 1, 1941)

Page 4 The Exhibitor RKO TOM, DICK AND HARRY The mistaken identity theme shined up till it looks like gold. It is, too—at the box-office. Ginger Rogers, woiking goil, mistakes Burgess Meredith, mechanic, for Alan Marshall, rich playboy and she blows off her bus-peddling sweetie, George Murphy. She winds up in the right guy’s arms all right—and that’s not Murphy. As fresh as a sea breeze, original in treatment and swollen with charm and laughter. CITIZEN KANE Very impressive and will be remembered by all who see it. A great picture. It may not do as big in Canada because the story seems based on a purely American individual. But, even if it isn’t history here, it’s still standout drama. Biography of a grasping newspaper tycoon, how he got there and what made him do it. With a touch of mystery throughout. COLUMBIA TWO IN A TAXI Anita Louise and her hackie sweetheart, Sterling Hayden, trying to get married on the poor yield of the latter’s taxi. Trouble all the way from the boy’s attempts to get together a down payment on a service station. Has to be played in the right place and bill to get results. PARAMOUNT KISS THE BOYS GOODBYE Mary Martin, Don Ameche and Oscar Levant in a slick, singable thing about Miss Martin’s attempt to dupe her way to stardom. Some of the comedy is strictly inside stuff but there’s plenty of average class laughter. Mainly musical comedy and good in the bargain. UNIVERSAL HELLO SUCKER Hugh Herbert in a booking agency background. Love makes the firm go as well as Tom Brown and Peggy Moran. Make sure the other picture is a crackerjack. R.C.A. “High Fidelity” Sound Systems Northern Electric ‘Mirrophonic” Sound Systems Motiograph Projectors Century Projectors Ashcraft Arc Lamp Equipment {mperial “Stedypower” Generators Forest Rectifiers R.C.A. Hurley Screens Celotex Acoustical Materials .. « Also Other Miscellaneous Booth Supplies. DOMINION SOUND EQUIPMENTS LIMITED Head Office: 1620 Notre Dame Street West, Montreal Brancues at; HALIFAX TORONTO WINNIPEG REGINA CALGARY VANCOUVER A NATIONAL THEATRE S ER V.IC.E August Ist, 1941 WARNERS SERGEANT YORK The story of America’s Great War hero done in noble style. Gary Cooper plays the title role, supported by Joan Leslie and Walter Brennan. Great picture and sure-fire. York captures 122 Germans single-handed -and it is believably done in the picture. It’s true, too. Will line them up. THE HECKLING HARE A hound-and-hare Merrie Melodie. Good fun. Going After Them! By LLOYD M. MILLS The suggestion of a V for Victory campaign in all the theatres has been handed me by Robert Brown of the Vanity, Windsor. He suggests a V on every door, and to make use of the Morse Code for-Vi.. == This can ‘be used outside on the marquee or other convenient places. It is a good idea and one worth working throughout your city. By * * * * Harland Rankin promoted a good idea. This is a refrigerator in the lobby in which perishable goods carried by matinee patrons can be checked. Goodwill, service and publicity can be dragged out of the refrigeration people, who install their product free, claiming that the theatre has selected it. Harland is the manager of the Centre Theatre, Chatham. * * * * * Mr. Smith, old-timer at _ the Tivoli Theatre, Kingston, did some sensational selling on the new Columbia program, ‘“‘Under Age.” He used a special low-cost front and an excitingly worded herald. Selling the sex angle, he more than did standout business. This is an angle no one should miss. Go after it for big business. * ok * * * Bob Berezin, along with his capable assistant at the Elgin Theatre, Ottawa, came through with another eye-catching herald— a 14-inch ruler, with copy referring to a fisherman’s rule. ‘Makes your catch bigger, makes the vacation more successful, makes fish stories come true.” This was used in ‘connection with ‘‘She Knew All the Answers” and needless to say, created a lot of comment. The ruler was on light cardboard. ok oo * * Po Garnet Heatherly, the goodlooking, heart-breaking manager of the Regent Theatre, Sudbury, ran a beauty contest a few weeks ago. The entire cost was defrayed by local merchants in the readyto-wear line. They supplied the contestants. The show was a big success, doing big business under the beauty contest banner. The picture was “Strawberry Blonde.” The night of the contest it grossed almost $300 more than the following evening. A local photographer was promoted to take pictures of the contestants in advance. These were placed on a nice display card and adorned the front of the theatre for days betore the opening. The merchants donated the prizes, which they featured in their windows. Due to this advance campaign and opening night stunt the entire booking of “Strawberry Blonde” was exceptionally good. * * * * * Lloyd Gurr of the Century, Hamilton, turned up a good idea on “Uncertain Feeling.” He distributed a herald containing ten ways to torment your wife and give her that uncertain feeling. He also put out a cleverly-worded street dodger grabbing a lot of notice and publivity with it. * ok * * * Stuart Smart of the Capitol, Port Hope, puts out a list of all attractions coming to his house for the next month. These are distributed throughout the town snd district. This is an excellent idea for people who live in the country and plan to attend a movie when making a trip to town. Each card contains a number and the lucky ones will entitle the holder to free tickets. The numbers are changed each week and the winning figures are ‘announced on the screen. It is necessary to attend the theatre to find out if fortune has favored you. The cost is practically nothing, since Smart produces his own pro-: grams. The lucky numbers makes people keep the program for the month. And don’t think they throw it away. They don’t. * % * * * Readers of this column are asked to send along their stunts. Publi‘city and advertising are the life of our business. No matter how small the idea may be, someone ean enlarge on it and benefit: