The Canadian Motion Picture Exhibitor (Oct 15, 1941)

Page 6 The Exhibitor Going After Them! By Lloyd M. Mills oe first convention meeting of ! the managers of Twentieth Century Theatres is over. Personally, I feel that it was a big success. Everyone conducted themselves very well. Managers had a chance to get well acquainted with each other and head office officials and, I hope, gathered quite a bit of information from each other that will help boost boxoffice returns. Congratulations are in order for Mr. Meyer Axler, head of maintenance, for his work in causing the convention to be held, and to Twentieth Century officials for their recognition of its possible value. Here’s a list of the boys who attended. They’ll be sent a picture of the luncheon to show their grandchildren. Those present: Robert Brown—Vanity, Windsor Frank Reid—Park, Sarnia Harland Rankin — Supervisor, Park and Centre, Chatham Mel Jolley—Columbia, St. Thomas Bill Payne—Granada, St. Thomas Mel Stephens—Centre, London Pat Dunne—Granada, Dunnville | Leo Coyle—Granada, St. Cath| erines | Joe Paul—Park, Welland Martin White—Community, Welland Lloyd Gurr—Century, Hamilton Al Perly—Community, Hamilton Charlie Stephenson — Century, Kitchener Les Vicary—Supervisor, Geneva & Opera House, Orillia Gordon Beavis—Grand, Sudbury Garnet Heatherly—Regent, Sudbury Max Phillips—Royal, North Bay Bob Berezin—Elgin, Ottawa Bill Smith—Tivoli, Kingston Frank Miley—Granada, Napanee Tommy Mascaro—Capitol, Belleville Ted (Farmer) Fraser—Century, Trenton Pete Harrison—Capitol, Cobourg Stuart Smart — Capitol, Port Hope Vernon Burns—Marks, Oshawa Jack Alexander—Brock, Toronto Jake Smith—Kum-C, Toronto Frank Rooney—Revue, Toronto J. R. Reith—Midtown, Toronto Bob Martin—Oriole, Toronto Ruby Cass—Kenwood, Toronto Mrs. Simmons—Crown, Toronto Joe Thornton—Broadview, Toronto. Dick Freeman — Toronto I. Ingram—Bayview, Toronto Community, ef lees convention is covered else where in this paper, so I won’t mention the others who were there. You have the names of the managers. Save them and correspond with each other to exchange ideas, etc. Let me warn you also—do not exchange good ideas unless a copy comes to me for this column, so that all may share them if they so desire. A few shifts will be made shortly. Men will be settled in spots to suit their desires and this will affect Sudbury, North Bay, Oshawa, London and Dunnville. Everyone should be happier than before. Each change has a good reason behind it. Every change has been requested by the local manager. There are to be no additions to the company. * a * ORDON BEAVIS, Grand, Sud bury, playing “Superman,” put out one of his staff dressed as that mighty fellow. Using a costume that cost less than four dollars, Superman pulled an auto (in low gear) down the main | street behind the Lions’ Club boys and. A crowd followed the moving scene, reading the copy on the automobile which plugged the program, the theatre and the playdate. I was in Sudbury that day and took a ride in the auto. People thought I was something that Superman had captured. A lot of attention was attracted. P.S. Business was good and much talk was caused that helped the theatre a great deal generally. Gordon will loan the costume to any theatre, providing they give their playdates and remit one dollar to the Grand, Sudbury. Costume must be returned at once for use in other spots. Thanks, Gordon, and in your transfer to Oshawa, I hope you and your better half will be still happier. And don’t forget those new ideas and stunts. Ba % UNDERSTAND that Bob Bere zin, Elgin, Ottawa, was just mentioned for a Quigley Award. Bob’s idea of letting interested people sell “Miss Bishop” for him shows how a man can lick an obstacle by using his head, and by working in advance of his playdates. Bob screened the film early in the spring amd held it off. The 200 who’ saw _ it—hbooksellers, school teachers, etc.—sold the picture to thousands of others. A large cutout in the lobby for many months helped to keep the * T\URING the world series Mel Jolley, in the Columbia, St. Thomas, having no daily matinees, opened the theatre and let the public listen over a promoted radio. Mel might have frittered the afternoons away but instead spread goodwill. Jolley, by the way, has increased business by nearly 30 per cent in two months. It is holding and increasing. I am not handing out bouquets but trying to point out what Morris Stein mentioned at the luncheon—the day of just opening the doors to the public is over. Every man must work every week of the 52. Something has to go out of your theatre to the public. Sell the films that are playing and the ones coming, sell your theatre —which means selling service, courtesy, and most of all, yourself. * * * Now to hear from chubby Tommmy Mascaro, the working dynamo of the Capitol, Belleville. Tommy likes 20th Century, likes his new bookings, and is very enthused about the privilege of working out all the campaigns he needs. He likes the personal freedom and responsibility given our managers and what is expected of them. I often drop into Belleville and know that, Tommy is a hard, steady worker and that he is wellknown and popular in Belleville. Starting with “Hello Sucker,” he promoted 1,000 suckers from a restaurant next door, fitted them on a card that bore copy and covered the downtown district. On “L'il Abner” he got the local paper to run a line above the cartoon strip announcing playdate, theatre, etc., for two weeks. He had several eye-grabbing designs in cutouts for window and lobby display. The music from the picture was played in the theatre for several weeks in advance and music stores did the same. All in all, it did good business for Tommy. On “The Monster and the Girl” Tommy ran teaser ads in advance. He also had a street bally—a man dressed in a gorilla costume, which can be rented from the Mallabar' Costume Co:, Toronto, for a few bucks. It made the town afraid to stay home at night and the folks all ganged up on the Capitol—just the way that-smart Tom figured. Tommy must have put up quite a sideshow for “Un-. film alive and the patrons curious. | derground,” because he just held Instead of a flop, he got two treit over for an extra three days. mendous weeks out of it. Attaboy, Tom. October 15th., 1941. RNON BURNS, in the Marks, ve Oshawa, had an advance screening of ‘Underground’ for the intellectuals and _ politically minded. He heralded the town and put up a grand front. It held over for three days, outgrossed “Buck Privates” and could have had another week. Warners exchange should take mote of this and appreciate what a good picture can do if properly handled at the theatre end—but not try to increase prices in any spot because of this. The increased price may not be warranted because the right man isn’t there to make the picture pay. I know that Wolfe Cohen won’t try to do this and that he’s happy that Warners have another moneymaker. But I am telling you that this is a gold-mine if you’ll give it a little time and effort. PpLtess exchange ideas. Please get down to work. Plan to advertise and publicize at least one film a week and go really overboard about once or twice a month. Only in this way will you be successful. Be happy and feel that you are getting the maximum out of the film and district. Play fair. Do not talk against your opposition in public and do not: go into his block with advertising. Outside of this, battle him for every inch of ground. Take advantage of every good opportunity and, most of all, be a good citizen, respected and appreciated in your community. Amen. See you next issue. Selznick Join UA David O. Selznick just bought into United Artists to the extent of 25 per cent. Mary Pickford revealed the amount of Selznick’s financial interest in the company. The three other partners are Miss Pickford, Charles Chaplin and Alexander Korda. Next step of the company will be the choice of a president at the next board meeting. After that Miss Pickford may go to London. of your THE THEATRE depends upon. GOOD EQUIPMENT consult THEATRE SUPPLY COMPANY Ltd. 104 BOND STREET ° 336 MAYOR STREET TORONTO MONTREAL