Canadian Film Weekly (Sep 23, 1942)

September 28rd, 1942 Canadian FILM WEEKLY Page 5 Ked Cross Society Praises Industry The report of the Publicity Committee of the recent Canadian Red Cross Society campaign has just been issued and praises the motion picture contribution to the general success of the effort. The mark aimed at was $9,000,000 and this was exceeded by $978,615. The industry itself contributed $31,000 through a committee headed by Nat A. Taylor and Gordon Lightstone. Film stars, such as Joan Fontaine, Barbara Stanwyck, Walter Pidgeon, Claudette Colbert and Anna Neagle were connected with the radio contribution to the campaign, making gratis broadcasts over the CBC network. Reprinted below is that section of the Society’s report dealing with the motion picture end of the campaign: Because of the emotional appeal of the Red Cross, an important factor in the success of the campaign was motion pictures. Months before the campaign, Colonel R. S. McLaughlin, Oshawa, offered to underwrite a film for the Society with a view to its use during a campaign. Production was got under way early in December, 1941, and Mr. Gordon Sparling, Director for Associated Screen News Limited, was sent overseas to photograph scenes of the work of the Society in Britain. The author of the scenario was Mr. T. R. Elliott, then of MacLaren Advertising Company Limited and now Public Relations Officer for General Motors of Canada. This film, “‘There, Too, Go I’’—featuring Her Majesty the Queen and Miss Anna Neagle—was completed two weeks before the opening of the campaign and was shown in 545 Canadian theatres during the week prior to and the two The Man Who Is Around When You're in Trouble The fellow who can save you money and service you by remote control, is ever present when you want to buy. But, when equipment troubles beset you and there is an S.O.S. for Service, count on him among the missing—a casualty of cut-rate selling. Despite all arguments to the contrary, we still believe that a well stocked Theatre Supply and Service store is a necessary adjunct to successful theatre operation. To maintain your source of supply and service for routine and ever present need of emergency service, is well worth the fair rate of profit we charge. Since this is your picture, some AND MAYBE SOONER THAN YOU THINK, you need our service. PERIGINS at TARY LIMITED TOMAS 2027 BLEURY STREET National? Movies Helped Put $9.000.000 Drive Over by Private and Public Boosts weeks of the campaign, which would cover all the large theatres in Canada and probably twothirds of the seating capacity. The Society owes a great debt of thanks to Colonel McLaughlin. The contribution of the motion picture theatres merits special mention. The extent to which the motion picture theatres lend themselves to patriotic work is well exemplified in the Canadian Red Cross Society’s national campaign. Not only did the Motion Picture Distributors Association bear the cost of the actual shipping and distribution of the films but each theatre which used the Canadian Red Cross film did so entirely gratuitously. The theatres derived not one dollar of revenue from their work in this connection. It represents a_ sterling patriotic contribution to a great cause. In its earliest stages the preparation of the film ‘‘There, Too, Go I’ had to be regarded as a highly confidential matter and it was not until the film was completed that we were able to divulge sufficient information to enlist the great co-operation which we enjoyed at the hands of our Motion Picture Committee and the Motion Picture Distributors Association. As soon as it became feasible to do so without violating any of the conditions with which the making of the film was surrounded, we asked the Hon. J. Earl Lawson, K.C., to form a Motion Picture Committee, to lay the facts regarding the film before the distributors and the motion picture industry and to enlist their full assistance in exploiting the film. To all of the members of the committee of which Mr. Lawson acted as chairman, must go the grateful thanks of the Canadian Red Cross Society. Undoubtedly a great deal of the success of our entire publicity program and a great deal of the success of our drive for funds hung upon this splendid cooperation. The members of the Motion Picture Committee were: The Hon. J. Earl Lawson, K.C., Chairman; Colonel John A. Cooper, Vice-Chairman; Miss Ray Lewis, Secretary; T. R. Elliott, Oscar R. Hanson, T. J. Bragg, Morris Stein, J. F. Meyers, H. T. Long, N. L. Nathanson, J. J. Fitzgibbons. Shortly after the above committee was formed a private showing was held for the leaders in this field of entertainment and the picture was exceptionally well received. An intricate system for the showing of the film was worked out by the Canadian Mo tion Picture Distributors Association which assured the greatest possible coverage within the threeweek period. Twentieth CenturyFox Corporation, Toronto, which handled the distribution in Ontario, reports the reaction of the exhibitors to this picture as follows: “From various reports received from the exhibitors who have shown this film, I learn that it was very well received, and in fact many times we were advised that it is without question the best film of this nature which has been distributed in this territory.” Comments from the other distributors across the Dominion: Regal Films manager, Vancouver, declared: “T have spoken to several independent and circuit managers and they all rate this reel very highly. I have never heard one unfavorable comment which is very unusual in our business. No matter how good a feature or short subject may be, there is always someone ready to criticize it, but not in this case.” Regal Films manager, Calgary: “IT may say that I spoke to several of the theatre managers and bookers, and they advised me that they were of the opinion it was a very fine reel, everyone who saw it enjoyed it, and it was a pleasure to show same in their theatres.” Paramount John: “The comments on this subject were excellent. Every exhibitor manager, Saint that was interviewed expressed satisfaction with the subject, and they all agreed that the patrons & XHIBITORS Phone: Adelaide 4316 “BOOKING _ASSOCIATION A thoroughly reliable, tried and proven buying and booking service for Independent Theatre Owmers. 21 DUNDAS SQUARE Toronto “thought it was a really worth while subject.” At the request of the Academy Theatre, Hollywood, California, the organization responsible for the world-famous Academy Awards, a print was sent for inspection with a view to the film competing for the documentary award of 1942, A two-reel 16mm. film entitled “The Light That Shall Not Fail” was produced for the use of the Divisions during the campaign, the cost being included in the National campaign budget. ‘This was for use in factories, large stores and audiences outside of theatres. Two newsreel trailers were also made and shown in theatres during the campaign. In addition a newsreel story of the opening parade in Toronto was used nationally. This program was adequate to cover all theatres a week before the campaign and the two opening weeks. Hard to Believe— But True, Yessir United Artists has the best of evidence of the power of reissues in Canada in the Orpheum, Montreal, engagement of “Blockade” and “House Across the Bay.” “Blockade” is a story of the Spanish civil war and, teamed with “House Across the Bay,” it is in its fourth week. What is more remarkable is that the Orpheum is a first-run house charging 60 cents. This is good news in view of future curtailment of product. The boys will be able to cash in on old stock. Frank Meyers, Manager