The Exhibitor (Jun-Nov 1944)

BM-3 Post-War Theatre Advertising— Without the Aid of a Crystal Ball! By Oscar L. Doob Director of Advertising and Publicity Loew's Theatres, Inc. What about post-war movie theatre ad¬ vertising? The Better Management editors ask the question, and want an answer in 1,000 words or less just like that! What this business needs is a Nostra¬ damus (plug for MGM shorts!) to act as Vice-President in Charge of Future Mis¬ takes! So, without the aid of a crystal ball, the safest “prediction” on post-war theatre advertising is: The best post-war advertising you can do for your theatre is to treat your cus¬ tomers right today. The time to start your post-war advertising is now. You can’t push your patrons around today, and ex¬ pect ’em to love you when that peace-time calm hits your box office. Many a cus¬ tomer of many a business, including the¬ atres, is storing away an assortment of grudges these days. They’ll bring ’em out, and “get even” later on when its a buyer’s market instead of a sellers’ holiday. Over-charging now while the pickin’ is easy, lack of service and courtesy, cheat¬ ing on shows, and neglect of cleanliness and comfort in these days when anything goes is the worst possible post-war adver¬ tising. Allowing advertising and promo¬ tion to become perfunctory and “unim¬ portant” because business is good without it today is a post-war mistake. As a mat¬ ter of honest fact, there are few theatres, even in these boom times, that haven’t empty seats to fill during many hours of the week. When the post-war adjust¬ ments inevitably come, there’ll be more empty seats during more hours. The longer the war boom lasts, the more dan¬ gerous it becomes from a future advertis¬ ing viewpoint, because more and more exhibitors will become lax in their show¬ manship. Right now is a good time to develop young showmen for the future. Theatre owners and managers should encourage young fellows who show the spark. Any Oscar A. Doob August 30, 1944 BETTER MANAGEMENT one sitting in a spot where they can see the national theatre scene is impressed by the fact that there is a woeful lack of upand-coming showmen of the old pep-andginger school. And don’t blame that en¬ tirely on the war. In the post-war period, when the scramble for business is resumed, it will be the old-time, vigorous showmanship that will get results as always. We get older, more blase and a bit bored — but our audiences remain the same age, and are influenced by much the same show¬ manship that attracted them a generation ago. Not long ago, a trade paper published an article to the effect that there is a trend among exhibitors to participate less and less in producer assist-advertising. At a time when the producer and distributor is more willing than ever to spend their money to help the local box office, some exhibitors, it seems, feel that exciting ad¬ vertising isn’t necessary, and they refuse to cooperate. This, in the writer’s opin¬ ion, is a short-sighted policy. Exhibi¬ tors should encourage producers to as'ist in advertising their shows, not discourage them. Some time ago, a survey was made ex¬ tending over a long period of time, and including a score of situations and cities. Careful checking of box-office figures in¬ dicated that the theatres using the larger, producer-inspired advertising reaped a good profit on the advertising investment. In the post-war period, this advertising cooperation between producer and theatre should be developed to a greater extent than ever before. In other businesses, the manufacturers’ advertising is welcomed by the retailers. In our business, theatres are the retailers; producers are the manufacturers. They should work more closely together to move the merchandise off the shelves. Our shows are our merchandise. Right now, the motion picture “manu¬ facturers” are in a mood to give greater localized advertising support of their pro¬ duct than ever before, and probably more than manufacturers in any other industry or business. Exhibitors who fail to take advantage of this situation are overlooking a current as well as post-war bet. Will there be new styles in art and layout and copy for movie ads after the war? Maybe — if anybody can think up something new. But there need be no undue struggle reaching for “new” and “original” stuff. The post-war audiences won’t be so different. They may be harder to get simply because they have less money to spend. They’ll still have the same emotions to be appealed to. ( Continued on page BM-4) THE EXHIBITOR BETTER MANAGEMENT Vol. VII, No. 9 August 30, 1944 • FOR YOUR ATTENTION Post-War Theatre Advertising 3 Selling Features 8 Tie-ups 10 Dr. Goldsmith On Television . 12 Change In Newsreel Sound 13 • IT SEEMS TO US Construction Dept.: If all the reports, rumors, projects, etc., discussed over luncheon tables become realities, this busi¬ ness is in for a great era of theatre build¬ ing when the war ends, or when the War Production Board gives the go-ahead signal. Many of these houses will be built in areas which are the direct result of war production. Most of them will be modest structures, built with an eye to comfort and convenience rather than to gaudiness. Undoubtedly, there are many areas in the country where overseating had not be¬ come a problem when the war started, but, in the main, one should be inclined to be cautious as far as entering upon an era of new construction. The accumulated contracts for repairs, redecorating, refurbishing, and new equip¬ ment are piling up during the war period. Together with the new theatre projects, this means a backlog which should get the equipment and affiliated department off to a flying start when peace rolls around again. Meanwhile, the war is still going on. It is still the immediate business at hand, far more important than post-war dreams. • THE COVER THIS MONTH THE AUDITORIUM of the Edge Moor, Edge Moor, Delaware, features simplicity of modem design. Beautiful effects are accomplished by a blue plaster ceiling, lemon yellow acoustical side wall panels, and white pilasters. House has 812 seats, and icas designed by architect Armand Carroll.