Canadian Film Weekly (Apr 19, 1944)

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How Can You M AYBE you're one of those M fellows who have been softened up by good busi ness. Things have been s0 good for you that you haven’t had to go after the customers. You haven't forgotten how but you’re just rusty. Now comes the Victory Loan but those mental gears seem to be grinding slowly. Okay, here are some ideas. They have been successful, with personal variations based on the situation. FREE VAUDEVILLE Get some of the neighborhood kids up on the stage and let them play, dance, sing or what have they. Their folks will be glad to let you have them. Then tell the patrons that the kids have made them a gift of their talent as a means of thanking them for buying a Victory Bond. A short show will serve the purpose and place the patron under obligation in a humorous way. Perhaps you could stage an amateur contest for prizes, only kids whose parents have bought bonds in their names being eligible. ART SHOW You could run an art contest among kids or adults, entries to be on the Victory Loan theme, and award passes. It would make a good lobby display, provide a chance for stage announcements and awards, press publicity and at the same time reach into every home. OPEN THE DRIVE If you are an exhibitor with the only situation in town, it is likely that you are a member of the local committee. Probably your theatre doesn’t open until seven p.m. Invite the committee to stage a Victory Loan parade to your theatre and help them do it in interesting fashion by using your knowledge of showmanship and the list of persons who usually co-operate with the theatre. The crowd could be gone some time before your theatre starts its schedule. If you have some special Victory Loan attraction, such as “The Shining Future” or “The Fifth Christmas,” such 2 meeting is a good chance to tell them about it. They'll see the show and get the message in the most acceptable fashion. CO-OPERATIVE ADS This is really the time when each merchant will be glad to join with you in co-operative advertising of every kind. You could tie up his window, get him to share herald and novelty costs, and pay his share of a large newspaper ad. All it needs is organization and application. You’re the man for that. Page 12 Breathes There a Showman With Brain So Dead Who Never to Himself Has Said: ‘This Production Is My Baby—Watch Me Put It Over!’ HERB ALLEN Co-chairman, Ontario NAT. A. TAYLOR Co-chairman, Ontario BUY AND SELL Victory Bonds They're Good For What Ails Us! B and L Theatres J. LIEBERMAN M, S. BERNSTEIN ' they’re ISS? PLANT SHOWS res, ° Part of your special entertainment fare for the week could ~ easily be provided by factory glee clubs near you. They are glad of the chance to appear in public 7m for such a cause. If you never play live acts, your patrons will associate this novelty with the — : reason for it—the sale of Victory bonds. ‘ae SCOREBOARD You could rig up a scoreboard : FS to show day by day how the Victory Loan salesmen are doing in your district—whether theyll beat the last Loan or not and if likely to reach their quota. The committee headquarters will be glad to give you all the information you need. DON’T FORGET THE LOBBY AND FRONT It isn’t enough to put up a You cal -os Victory Loan banner. make your lobby and front something to remember. Your sign man has a million ideas if you s need any about what to do to create something that will startle the eye and make a deep impression. STREET MUSIC Hook up the non-synec outside the theatre and give the folks some patriotic music as a means of calling their attention to your front. Let them dance in the street if they want to. A little excitement will make the goingson about the sale of bonds seem like a special carnival occasion. YOUR RADIO HOOKUP Some showmen have commerclal radio shows from their stages on certain evenings. Find a spot on it for a speaker—a returned man or a well-known citizen. You could rum a oneminute speech contest for kids on the theme. If you use spot ads” make sure their Loan content is high. A parody contest on the subject of the Victory Loan would be entertaining. GALLERY OF HEROES You could attract plenty of attention to your theatre and its Victory Loan message by collecting photographs from folks with relatives overseas who live in ‘ your town or neighborhood. The newspapers would find this interesting. There would always be & crowd on hand to see this lobby display. Don't Take It Easy Men and women of Canada, your Government is appealing to you not to jeopardize this crusade of liberation by curtailing your Victory Bond purchases. Your loans to your Government mean more than an investment in victory, they mean the resurrection of blighted peoples everywhere. Humankind was never accorded a greater privilege.