Canadian Film Weekly (Aug 26, 1942)

August 26th, 1942 Troops Honor Lionel Payne (Continued from Page 1) Westminister chime clock in a beautiful walnut case just prior to the parade period, with all the soldiers in whose behalf he acted standing by and cheering. The scene took place behind the Bennett Barracks. “We are honoring one who has gone out of his way to do everything humanly possible for soldiers,” said Major Mathers. ‘‘Nothing has been too much. Never in my days in the army have I met a man so generous.” The officer stated that the idea had come from the men. “Some time ago they started a movement to express their appreciation for all you’ve done for us,” he told Mr. Payne. The soldiers, due to be moved to a new camp which is almost ready, decided not to wait any longer. The honored one made a pleasing reply, thanking the officers and men for the token of their vemembrance of him. The clock was in appreciation of the efforts cof Mrs. Payne also, who yields nothing to her husband in generosity to the lads in khaki. Lionel Payne’s great work has won him national notice and inspired many another to imitate him. Some months ago Maclean’s, Canada’s greatest weekly magazine, published a _ biographical story of the Listowel man and his work, paying proper tribute to his wife’s help. The presentation to Payne was a front page story in the Stratford Beacon-Herald. The figures offered challenged believability. For instance, in 1940 Payne, who operates the Capitol Theatre, gave out 1,710 free tickets, 60,000 cigarettes, 900 cups of hot coffee and tomato soup, 675 chocolate bars, 55 cigars, 350 automatic pencils, 32 cases of tomatoes and 5 crates of oranges. He even supplied 12 pianos to different recreation halls. Remember, that was in 1940. It would take a statistician to check it now. Payne weighs 275 pounds but he gets around more than anyone you ever saw—because he’s all heart. And though he acts as his cwn manager and operator, he finds all the time he needs, with the help of Mrs. Payne, to follow his heart. Son to Cupples' A red-headed little fellow has arrived at the home of Mr. and Mrs. William Cupples of Sudbury. Bill is the manager of the Grand Theatre in that Northern hive of industry and they can always use one more hand there to help the war effort. The folks are wishing Mr. and Mrs. Bill the best of luck. It’s their first. Canadian FILM WEEKLY Li Av OnThe with Hye Bossin bg The Better Half The description of the helpmate as “The Better Half’ is more often gallant than true. Or so it seems to me. I can be wrong. Not having one, I wouldn’t know for sure. A story comes to mind along those lines. Two cronies were in the habit of playing checkers every night for 20 years in the home of one of them. The lady of this home watched the reds-and-blacks skipping about throughout each evening. There came a night when the visiting player failed to show up, being ill. The husband asked the wife, who had watched the game in progress down through the years, to substitute. ‘‘Oh, I couldn't,” she answered. “I don’t know the game!” All this to introduce an outstanding example of the other kind of wife, Mrs. Pete Harrison. Pete is the manager of the Capitol, Cobourg. Pete, you’ll be sorry to hear, is quite ill, having been bedded for some time past. So Mrs. Pete, who has been around theatres for 18 years, is carrying the ball and doing a darned good job of it. That’s good news for another reason. Knowing that makes Pete feel a little better. However, due credit must go to Stuart Smart, the asssitant manager, who is covering plenty of territory to keep the game going smoothly. Attagirl and attaboy! * * a * Jackie’s Back Jackie Breen, who tamed tough movie patrons with his tones, is on his way back now. Jackie disappeared from the screen when time caught up with him, yanked him upward out of the cute age and tangled his soprano and tenor note with bass and baritone ones. Republic thinks Jackie is in condition again for more adolescent roles. Young Breen is a product of the Queen City and will be well remembered in the Dundas-Spadina area as a bright and mischievous kid who found that God’s gift to him was a handy way of scraping up a couple of extra nickels when he needed them. Not that Jackie needed them often, since Mrs. Borene, his mother, had a store in the district where the kids bought their candies and ice cream. All the kibitzers knew Jackie Borene and his luscious lilts and all he needed was to walk.into one of the hangouts. He would then be coaxed to turn out a tune or two, being rewarded with the smallest silver coin in the country, which still looked pretty big to a small boy. Time took care of Jackie and he landed in Hollywood, fading out after some years of minor stardom. Now he’s at bat again. Let’s hope he scores again. 2 * a * Worth Copying What seemed to be an explosion in the Century Theatre, Trenton, Ont., to the ears of outsiders was nothing more than a by-product of a bright exploitation idea by Ralph Tiede, the manager. A new way of interesting and pleasing the public is rare enough to earn comment here. Ralph did it. He announced via poster and screen that the holders of Victory seats would get free passes. Ten of these were offered to the patrons whose seats bore a small felt V sticker on the underside. At the end of the last show the house lights were turned up for 30 seconds. As one the audience rose and turned the seats up. That's what caused the noise referred to above. The idea interested every last person in the house and will prove a future draw for all who were present. The idea can be hooked up with other ones. It certainly is a simple way of inducing audience participation at a minimum of cost and trouble, as well as creating good-will. The element of chance is intriguing to all and this is one way of making use of it. < Page 3 Dewey Bloom Rings the Bell (Continued from Page 1) MGM in Canada. Bloom screened ‘‘Mrs. Miniver” for a group of people and discussions with J. C. Porter, advertising head cf Simpson’s, Canada’s famed department store, led to a full-page *ndorsation of the picture to coincide with its opening at Loew’s, Toronto, where it is still running. The favorite phrase being used to describe it by fellow-drumbeaters and others is “It’s the first time it happened anywhere.” The appearance of the Toronto ad caused an explosion among retail store advertising chiefs across the Dominion and one after the other began doing the same thing. The result has been the greatest free advertising campaign in the history of motion pictures. And all done quietly and modestly. Each day new tear sheets are coming into Bloom’s office from many points in the Dominion, as well as countless enquiries. The ads range through every size. Some incorporate appeals for the various war drives in the ad. Many merely reprint the famous speech from the picture. There are ads by single sponsors and others produced co-operatively. All have kept their ads clear of merchandise mentions. Besides the Simpson’s ad, Eaton’s offered one in Montreal, as did the Steinberg’s Wholesale Groceterias of that city, these being printed in English and French. In Winnipeg the Hudson’s Bay Company took up the praise and in Hamilton 21 merchants united for a co-operative ad. It’s really something. It took the right picture—and the right man was no handicap, either. Now AS FOR THE PAST 30 YEARS For Satisfaction In Theatre Equipment LIMITED ae mney svEngT MONTRRAL COMPANY W7 Victoaia stat wononto