Canadian Film Weekly (Oct 7, 1942)

Pod October 7, 1942 Canadian FILM WEEKLY Page 7 Movie Press Agents Do Big War Bit Industry Plans Salvage Drive Canadian theatres will be asked shortly to undertake a campaign for the collection of metal salvage, the moneys derived therefrom to go to the War Services Committee for the support of the canteens it maintains in each province. John Grierson, National Film Commissioner, received the request from the government that the campaign be undertaken through the Hon. J. T. Thorson, Minister of National Services and the Deputy Minister in Charge of Metal Conservation. Mr. Grierson designated Bob Eves, who just joined the National Film Board, as the contact man between himself and Ottawa. J. J. Fitzgibbons, chairman of the Public Relations Committee of the Canadian Motion Picture War Services Committee, was approached by Mr. Grierson and for Famous Players the former offered immediate co-operation. Representatives of the War Services Committee are being appointed in each province, who will receive the cash results of the drive from the Motion Picture War Services Committee. This money will be obtained through the sale of the collected metals to approved buyers. The Motion Picture group is appointing committees to handle literature and other matters and spread the slogans and campaign ideas. More details will be available soon. "'Waltz' Record Regal’s “The Great Waltz’ has played its 11th engagement at Teamed up with “Blossoms in the Dust,” it packed them in. It was brought back by audience demand and the chances are that this wasn’t its last run. Hey, Ray! Where's The Dancing Girls? Ray Tubman, Ottawa's friendliest fellow, who skippers the Capitol there, has an arrangement with a ladies’ society whereby afternoon tea is sold on the mezzanine for a good cause. Of Jate, because of the capital’s clogged accomodations, the ladies have been dishing out added snacks. Glen Ireton, Vitagraph’s saygood man, was Standing by, quaffing and whiffing, when a man approached him. “What: time,” he wanted to know, “does the floor show go on?” ee —OOmdsds—C— OOOO Canada's Pix P.A.'s Get Few Nods but Keep Right on Dreaming Up Schemes and Stunts Theatres Ponder To Boost Business and Morale The war has put the much-maligned movie press agent in a new light. The boys of the blurb brigade, coming into contact with all kinds of people who have thought of them in terms of the cinematic and journalistic quirks pinned on them for years, have impressed all with their character and capabilities. Taught to think of them as _ slip-oneover boys, officials and others would vote for them today as of filmdom’s outstanding folk. Especially in Canada. The war effort of all kinds of filmites has won wonder and praise for the people and the industry but the go-between, in this case the publicity and exploitation men, as usual, get precious little of it. Nor do they, accustomed to anonymity, expect it. The long-time libel about the flacks being wacks is dying, though there are still films and columnists who keep alive the corny gag that press agents are always trying to bilk the public prints into being a playground for their crackpotpourri. Particularly from some columnists do the boys and girls deserve a better break. Said scribes, while doing over or using as-is the product of drumbeaters to fill many a hungry inch, give off knowing smirks about “press agent drivel” and “publicity stunts.” This sort of thing, in many cases, is away too ill-fitting, since press agents, to keep alive their contacts, present the space-fillers with stories outside their immediate interests and make themselves helpful in every way possible. The sort of screen scribe referred .to in the foregoing has learned to regard all this extramural activity as coming to him. Another reason for the presentation of the p.a. as a character is that many an editor or writer has not realized that publicity and news have overlapped to a great degree in recent years. Not all of the press gang maintain the outmoded viewpoint, but enough still do. News stories and announcements are often the same thing now. Business corporations call the drum-beaters public relations counsels and let them handle the most important intelligence. Canadian movie publicity and exploitation men, with the war as part of their daily living for over three years, have gone quietly about helping build morale at every possible chance, whether connected with the industry or not. It was Dewey Bloom of Regal Films who was responsible for the idea which caused full-page ads to appear in daily papers, sponsored by merchants, which encouraged people to get a lift out of “Mrs. Miniver.’”’ Bloom is a member of the morale committee of the De Havilland aircraft plant. He is also one of those who helped organize the Canadian Writers, Broadcasters and Artists War Council, now over 100 strong, to help stimulate the war effort. Everyone knows of -the great work done by Glenn Ireton of Vitagraph in promoting ‘‘Captains of the Clouds.’”’ He won the gratitude of the RCAF. Ireton tied the picture up with every merchant in every place of human habitation he could reach, giving each and all a personal interest in the picture, which generated pride and a higher degree of devotion to the armed services than before. Win Barron of Paramount, in promoting “Pacific Blackout,” arranged for ARP wardens everywhere to see the picture, encouraged them to give opinions and exchange ideas, and sent them home with a determination to give their work the utmost energy and care. Max Chic of Esquire Films, in screening ‘Wings of Victory” in Montreal, led to the 1,500 aircraft workers present taking a personal vow before all present that they would serve their tasks with all that was in them until victory was won. These are but a few instances of the hundreds that have been brought about by the untiring night-and-day efforts of Canadian movie press agents. And don’t even hint that the boys were thinking of the picture first or you'll get the crack on the jaw you'll deserve. Truth to tell, the boys (and girls) who herald the parade of pictures have been slightly wonderful. If there’s any doubt in your mind, just ask war effort officials or the people in those places which they have helped along the road to livelier living. ' Free Bond Movies The “Free Movie Day,” inaugurated by the American industry to sell war bonds, was a huge success. Patrons received a free show and bought bonds. The Loew’s houses in New York, for instance, handed out 4600 passes and sold nearly $300,000 worth of bonds It will be duplicated in Canada. Biz Falloff Though the problem of maintenance has occupied theatre men much of recent date, two other nettlesome questions have intruded and must be faced. Fortunately, with admonitions and instructions observed by staffmen, as much has been done about maintenance as is possible. The other problems concern patronage and theatre staff replacements. ‘’nough theatre business has been w.gger than at any time in nistory, a distant note of uncertainty is beginning to make its euect on the boxouice. The slight calloi is not merely as bad as the reason for it. That reason, when it reaches a certain stage, will have the wise heads wondering how to overcome it. ‘tne symptomatic falloff in attenuance is due to a whole section of tneatre patronage being eliminated by army and war work demands. The movies, busy spreading war consciousness, may have to plan a campaign designed to spread movie consciousness among the under-draft and over-dratt aged maies. The majority of pictures have veen made to appeal to men within the above-mentioned limits. Business in downtown houses is not always evidence of how things are going with the trade generally. ‘sine vast sweep of the draft in the States within a short time is showing its effect on second and third run houses and the same, to a lesser extent, is true here. Picture content will have to be of a nature that will appeal to the youngsters and oldsters if the problem isn’t to grow. The Public Relations Committee of the American motion picture industry is already busy figuring ways and means to stand off the breeze before it becomes a hurricane. How to get needed manpower replacements of a specialized nature for both theatres and studios is another thing that has the industry worried. New York University recently instituted a manager’s course but where to get the students is the poser. Cut Raw Stock An additional cut in raw stock film is anticipated by Hollywood. The War Production Board of the USA reecntly ordered raw stock cutfrom 10 to 24 per cent for Hollywood purposes. This order was to last for three months and the new cut, which will double the old one, should be applied about January ist.