Canadian Film Weekly (May 5, 1943)

Page 2 May 6, 19487 Address all communications—The Managing Editor, Canadian Film Weekly, 21 Dundas Square, Toronto, Canada. Published by Film Publications of Canada, Ltd., Sth Floor, 21 Dundas Square, Toronto, Ont., Canada. Phone ADelaide 4310, Price 5 cents each or $2.00 per year. Entered as Second Class Matter Give It Your Best Theatre people have an advantage over others when it comes to treating with the public on a large scale. They're trained for it every day. Your boxoffice is no better than the next guy’s if you don’t keep eternally stimulating it. Sometimes a picture sells itself but mostly the busy wickets sing a song of perseverance and alertness. And theatre men aren't quitters. The tougher the going, the harder they fight. Ottawa knows that. That’s why, since the war began, Canada’s leaders have endowed the Canadian motion picture industry with direct and vital responsibility for a fair share of our war effort. They now that theatre people attack every problem arising out of unstimulated public interest as though their living depends on it—which it does. Our trust at the moment is boosting and booming the Victory Loan. And not only does living depend on it but our lives. Our lives, the lives of our fighters, the life of our country. That's a picture that deserves the utmost exploitation and personal patronage. * * * Some Figures Canada wants $1,100,000,000. In the USA the government is asking $13,000,000,000. The Canadian loan, according to our size, is equivalent to that of the USA. The Victory Loan should average $100 per person. In the last Victory Loan 2,040,000 persons subscribed. They raised $991,000,000. Canada is the fourth largest partner among the United Nations. The increased government tax, deducted directly and resulting in a smaller pay envelope, leaves many with the impression that it is greater than it actually is. Many feel that they cannot repeat their past purchases, let alone increase the amount of this loan. It would be wise to point out to the potential subscriber that the increase in taxes hasn't been great enough, according to those who ought to know, to support any kind of negative action. “We worry about the cost of living,” a man said the other day, “while millions elsewhere worry about just living.” Allied victories have advanced the hour of decision. We must help our soldiers keep those gains. The day of lip service and moral support is past. The hour of greater sacrifice is at hand. It is as Tom Paine, the great defender of Freedom, wrote: “These are the times that try men’s souls. The summer soldier and the sunshine patriot will, in this crisis, shrink from the service of their country. But he that stands it now deserves the love and thanks of men and women. Tyranny, like hell, is not easily conquered... .” This is what we believe as individuals and as members of a great industry honored with a special task. If you need guidance or help of any kind, your provincial chairman will provide it. There’s hardly an excuse for anything but your best. Canadian FILM WEEKLY ithe Weekly, 2 No __May 6, 1088 ji} A IAS A ag 5, HYE BOSSIN, Managing Editor May 5, 1948 Showmen Touch All the Bases! (Continued from Page 1) to take the message of that morning home to their parents. Children have always responded nobly and enthusiastically to every type of war effort show. These have been run for them by adults. With ‘a juvenile speaker the children will develop a quick sense of responsibility, since the show seems for them and by them. Many managers are running amateur shows, filled with local talent and given a Victory Loan character. Several have extended this idea to the surrounding countryside by organizing the amateur show or concert into a Victory Caravan and visiting all the neighboring villages. This is a fine idea. Another scheme which attracts great interest to Victory Loan displays is to feature the photos of local men in the service. An invitation broadcast to relatives will bring plenty of photos. A great many pictures lend themselves to Victory Loan exploitation and many managers have arranged tieups that have been welcomed by newspapers and merchants. When everything offered has a Victory Loan character there is a feeling of community loyalty and co-operation that is a pleasure to watch. Especially cooperative advertising. In smaller towns the theatre is the leading advertiser and it is nothing less than a duty to induce merchants to join in an appealing spread. Except, of course, where merchants wish to boost the campaign separately. A good display line, used on heralds boosting “Desert Victory,” the film showing Montgomery’s conquest of Rommel, is: “See Your Victory Bonds in Action in Africa!” There is a considerable variety of drop-in slugs available. You Montreal Chain Reports °42 Profit Confederation Amusements Limited, a Montreal neighborhood theatre chain, reported net profit in 1942 at $33,340, compared with $37,200 in 1941. Gross theatre revenue was $621,852, against $565,117, and other income $24,622, against $20,844. Preferred dividends paid totalled $32,184, versus $37,534. Provision for income and excess taxes was $23,160, against $25,353. Amusement taxes were $161,524, against $121,833. Earned surplus was $35,003, compared with $33,847. Balance sheet showed current assets at $77,511, and current liabilities at $22,437. Working capital was $55,074. Cash was $55,040, and Dominion bonds $10,000. profits. can find one to fit any advertising layout. Your local chairman has them handy so don’t forget to use them. Do not overlook using one of the three splendid Victory Loan trailers. The amusement page of a newspaper and the screen of 2 theatre get much attention at all time and it would be a shame to neglect such an advantage in mediums of public interest. Projectionists have joined heartily in the theatre campaign with personal purchases and services. A. splendid note is the joining of each committee by a _ representative member of the IATSE. This should provide added enthusiasm and many fine ideas. Dress up your lobby and front. Stay in close touch with your local chairman and pass on any ideas and experiences you have quickly. They may help another man solve his problem. Buy bonds yourself and organize the staff. Finance your employees’ purchases, Don’t miss any chance to further the campaign. The knowledge that a great cause has not succeeded in full can only bring a sense of failure to those who are charged with much of its success. Don’t be sorry too late. Public Buying Tickets Ahead (Continued from Page 1) notices on the wicket windows warning patrons that tickets not purchased then and there would not be accepted. Patrons at houses using premiums or featuring Foto Nite have the habit pretty strongly. They want to make sure that they're on hand at giveaway time. The fact that the habit of buying ahead came up for discussion at the recent Famous Players District Managers meeting in Toronto is proof of its popularity. It isn’t wide enough yet to call for special treatment and managers generally have no hard and fast rule. Circuit managers have come to expect tickets purchased at some other time or at an allied theatre in the day’s harvest. Exchanges haven’t given the question any thought yet. If it keeps up, a checker’s report can be honestly and logically different from that of the boxoffice. ‘Rhythm’ Whams "Em Paramount’s “Star Spangled Rhythm” has broken several house records at Canada’s largest theatre, Toronto's Imperial. It’s in its second week. They’re lining up first thing in the morning.