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Vol. 44, No. 9
July 5, 1950
IN NEW YORK CITY, SAMUEL PINANSKI, NEAR FLAG, PLEDGED TRADE SUPPORT IN THE BOND DRIVE TO U. S. TREASURY SECRETARY JOHN W. SNYDER.
The Bond Drive Comes To An End
As It Did In The War Years, The Trade Gave Extensive Cooperation
Columbia star Janis Carter posed on the coast with a replica of the Liberty Bell, symbol of the Independence Bond Drive, to represent industry participation in the drive, which began on May 15.
AS the U. S. Savings Bonds Indepen¬ dence Drive drew to a close this week, the industry could well add another chapter to its growing annals of service to the nation.
From the start of the campaign, on May 15, the nation’s showmen gave unstintingly of their time, energy, and ingenuity to cooperate with the Treasury Depart¬ ment in the drive, with the same all-out efforts that marked the industry’s out¬ standing leadership in wartime loan drives.
At the beginning of the Independence Drive, Samuel Pinanski, national chair¬ man, motion picture industry committee, told exhibitors, “Today we have pledged our best efforts to our government, and have promised that we shall do everything we can as showmen and citizens to help achieve comparable success for this peace¬ time undertaking. At this particular time in the history of our nation, and in the history of our business, this effort becomes one of great significance. Showmen are on
the march again; marching to new achievements.”
The publicity and exploitation commit¬ tee of the motion picture industry com¬ mittee was headed by Arthur A. Schmidt, chairman, who, with his aides and fellow workers, put forth a banner effort for the drive.
Showmanship was indeed the keynote, with theatres becoming the focal points in activities that launched and sustained the drive. Colorful parades, civic festivities, and industrial cooperation enlisted by exhibitor chairmen effectively dramatized the bond-selling efforts. Special bond trailers were run, and many houses spon¬ sored appropriate contests, coordinating their activities with newspapers and radio stations. Exhibitors received an added in¬ centive to display their ingenuity in pro¬ motional campaigns when the Treasury Department offered special awards for the top 100 showmen of America, on the basis of leadership and enthusiasm.
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