Canadian Film Weekly (Feb 23, 1944)

February 23, 1944 Looks Like Duals Will Linger On After several years of pro and con arguments about the double bill, independent investigations conducted in the New York area by its opponents indicate that it is here to stay. Any departure from that policy will be caused by decreased production and -will certainly be contrary to public preference. Every type of situation was tested because it was considered that the single bill has a better chance now than ever before. Many types of films in every kind of situation yielded the same finding—that the public wants Gouble-headers in all but first runs. It was shown that a top production when linked with a lesser one draws more than the best single feature and that it pays the exhibitor. In some instances singles were tested from four to six months and business dropped off. When doubles were put back business jumped to its former level. It is obvious that the public is now used to two features and with many patrons it’s double or nothing. Production plans are hard to judge right now. Some companies are producing fewer pictures and intend to keep doing so, while others are listing the heaviest schedules in their history. The ’48-’44 season showed fewer new productions and many more reissues. Revivals and reissues are being used up fast. Used His Head to Make Safety Sure A $150,000 fire in Hamilton, Ontario, created one of those situations which call for quick thinking on the part of the manager and sudden proof of what the staff has learned about fire drill. The fire took place right next to the Century Theatre, one of the largest houses in the city. which was quite well filled at the time. Though the fire chief had okayed the continuation of the program, Manager Lloyd Gurr thought that smoke might create confusion. He mounted the stage and explained the situation to the patrons. Meanwhile the staff was ready, The amazed patrons, following instructions, found them-~ selves on the street in under two-and-a-half minutes! The staff, faced with their baptism of fire—or at least its possible consequences — did a wonderful job. The smoothness of things won the praise of press and radio. Canadian FILM WEEKLY How Clair Copped the Prize Were you one of the thousands who got Ned Depinet’s invitation to grab off a chunk of change by getting up a KO idea for RKO’s ‘Tender Comrade” campaign? Like me, you probably made a mental note to come out of the corner swinging. Like me, you probably lost to procrastination, the thief of time, before the entries closed. Or, maybe you got going and didn’t make it. You may, however, take some pride in the fact that one of our boys took fourth prize—Clair Appel, Odeon’s dreamer-upper of ticket-selling ad tricks at head office, Toronto. Back of that is a story we'll save for a snappy blowoff. First comes info. RKO asked for a direct mail advertising piece. Leon Bamberger and his boys are big league leaders when it comes to whacking out prize print-and-paper combos. It’s no place for a john or jane who doesn’t know the score. Ned Depinet, RKO prexy; Si Fabian, top man of the exhibs division of the War Activities Committee; and Henry Hoke, publisher of the Direct Mail Advertising Reporter, were the judges. William L. Hales, Markay Theatre, Jackson, Ohio, got first prize; Blanche F.. Livingston of RKO Theatres, NY, second; and Allan H. Armstrong, Wometco Theatres, Miami, Florida, third. Then came Clair Appel, the only Canuck to be up there. Clair’s idea embodied the use of the American flag on a stick in which a pin was inserted at the base. A tab attached to the stick read “For a place of honor in your theatre.” When the flag was opened a head of Ginger Rogers unfolded and rose above the billing and copy of ‘Tender Comrade.” Our man, unaware that there were laws forbidding the use of the American flag as part of advertising matter, got off on the wrong foot. But the judges were so impressed by the novelty and cleverness of the gadget that they handed the Canadian a fourth prize. That oversight probably cost him a few hundred bucks. To say nothing of the exchange. How Clair came to compete is a story of a gag rebounding In Montreal and away from the pressure of his job as Odeon’s ad chief, he decided to forget film matters and refresh himself with rest. He made one call before hiding out—on his son-in-law. Hatton Taylor, Montreal branch manager for RKO. The news of Clair’s intentions got around. A devotee of the psycho-sadistic form of fun known as “ribbing” got busy. No sooner had Clair found that much-sought surcease In his hotel room when there was a knock on the door. A young man stood there with a letter for Mr. Appel, who recognized it as a piece of form mail and cursed the jokester. He glanced through it, tossed it away and returned to his rest. But the spell was on him. His mind kept returning to the letter, RKO’s request for a direct mail idea. Finally he got up to think it out. So the joke is no longer on Clair. Not only did he pick out what was a deliberate bad ball and hit it for a long drive—but the RKO jokester cost his firm some money that would have stayed in the coffers. RKO was glad to pay it out. Clair isn’t unhappy about it either. We turn out big-leaguers out our way too. J. J. Ungar to UA J. J. Ungar, who used to be Paramount’s Canadian chief, has resigned from that company to join United Artists’ sales department. “TEST FILM, 10,000 cycles 35 mm., with easy instructions, so that you can focus your Sound Lens in absolute precision and secure clear sound and the Maximum from your sound System. Just what many theatre owners have longed for! Bargain $6.60.” Fats and Paper Show Over 350 pounds of fat and nearly seven tons of paper resulted from one matinee by the Star Theatre, Carlton Place, Ontario. PANS 207 OR MORE OF yOuR MONEY * WHE LESY w/a “Seulit PRUECIORS ARE. CONDLIRE THAI: Suntuies , Seas 28 Fea BEYERAS SOMINION THEATRE EQUIPMENT CO B67 DAME ST WANTOUUER BC Page 15 OF CANADA LTD. 277 Victoria Street, ‘Toronto. * Monogram HITS THE JACKPOT WITH THREE HITS Breaking records in every theatre shown to date and will do the same for you WHERE ARE YOUR CHILDREN? Jackies Cooper, Gale Storm, Patricia Collinge and an allstar cast * WOMEN IN BONDAGE Gail Patrick, Nancy Kelly, Bill Henry, Gertrude Michael, H. B. Warner Here is a picture every woman in Canada is waiting to see * Belita in LADY LET'S DANCE Belita is a revelation and a dance sensation James Ellison, Frick and Frack (world’s greatest comedy skating team), Walter Catlett, four top bands — Eddie LeBaron, Lou Bring, Henry Busse Variety—“Belita’s skating is sensational, and her solo number is a show stopper. LADY LET’S DANCE is a real escapist picture — 100% entertainment for old and young. * The new “big name” company in the industry. MONOGRAM PICTURES Toronte, Montreal, St, John, Winnipeg, Calgary, Vancouver.