The Exhibitor (Nov 1938-May 1939)

EDITORIAL THE NATIONAL Vol. 17, No. 4 Dec. 7, 193 8 A Jay Emanuel Publication. Circulating in Maryland, District of Columbia, Delaware, Virginia, Eastern West Virginia. Covering the film territory served out of Washington, D. C. Published weekly by Jay Emanuel Publications, Incorporated. Publishing office: 219 North Broad Street, Philadelphia. Branches at Washington, D. C.; 1600 Broadway, New York City. West Coast Office: 1119 Poinsettia Drive, Hollywood, California. Jay Emanuel, publisher; Paul J. Grcenhalgh, advertising manager; Herbert M. Miller, managing editor. Subscription rates: $2 for one year; $5 for three years. Member of the Audit Bureau of Circulations. Publisher also of The Philadelphia Exhibitor and The New York State Exhibitor. Address all communications to the Philadelphia office. Angels "With Not So Dirty Faces Texas — Karl Hoblitzelle and Bob O’Donnell announce that their Interstate Circuit will contribute one day’s gross receipts from every one of the 137 theatres to the fund now being gathered for the benefit of the refugees from Germany. New York City — Headed by Major Albert Warner and David Bernstein, the film division of the New York City and Brooklyn Federation Welfare Drive announces it will meet a quota of $225,000. Here, There and Everywhere — Local theatres co-operate in charity matinees, tin can matinees, toy matinees, free showings, etc., for the benefit of the needy, the sick and the unfortunate. No, dear reader, you will never see these headlines on page one of most of the newspapers of this vast country. Belong there? Certainly, but it seems that in some managing editors’ opinions anything theatrical is definitely publicity, and publicity, whether merited or not, is not for page one. Just in Passing NO HITS, NO RUNS Reference to the National Release Date Guide on the inside back cover of this publication is a factual manner of finding out how few and far between are the money releases. The hit shows haven’t been popping up too often — grosses, definitely, are not what they should be. Perhaps the distributors are saving their thunder. We hope not. NOT A PLEASANT DISH We grieved, too, when we learned of the Rochester, New York, theatreman who found out that his dish giveaways were costing him more than his pictures — and business was still off. Why not advertise the name of the dish and offer the pictures as an added inducement? Perhaps that would help. JITTERBUG NOTE The avalanche of jitterbug contests in many of the theatres should be carefully watched by managers and owners. If things don’t pick up a bit, they too will have a fine case of the jitters, whether they care for dancing or not. RKO’S MR. RICHEY It is reported that other companies are watching the success of RKO with its new "exhibitor contact,” H. M. Richey. Apparently we have been all wrong. We were always under the impression that the best industry contacts were the exchangemen and salesmen of the company they represent — without benefit of fancy title. Find some hidden corner of the paper between the want ads — drop it in between the readers on the theatrical page — but, for heaven’s sake, these charitable acts must be kept from page one — reserved exclusively for BLONDE FOUND IN LOVE NESTGRAND JURY INDICTS 10— ’NTH COLD WAVE DUE. Have a heart — newspapers — the motion picture industry already has proven it has one. Bob O’Donnell, Karl Hoblitzelle each have one — they dug down into their pockets and said it with dollars. The theatremen of the New York City and Brooklyn area have one, too. So have the thousands of film men who are giving the use of their theatres and film free so that the unfortunates might get some joy out of Christmas. No matter whether pictures are bad or good — whether grosses are dropping — we of the motion picture industry definitely prove that charity isn’t affected by anything other than the desire to help. The motion picture industry doesn’t seek publicity for its kind acts — but it does feel that if the mis-steps are publicized, the good ones should be, too. And the sooner the trade makes its mind up to the fact that only by intelligent education of some of the unenlightened press can this be brought about will it be able to effect such a change. Don’t hesitate to call it to their attention at every opportunity. NAT