The Exhibitor (Nov 1938-May 1939)

16 BETTER MANAGEMENT Number 8 of a Series: CHARLES H. OLIVE National Secretary, Allied States Association of Motion Picture Exhibitors, and General Manager, Northeast Amusement Co., Inc., and The Atlas Amusement Co., of Washington, D. C. "My heartiest congratulations and thanks to the editors of THE NATIONAL EXHIBITOR. I find the magazine indispensable in the operation of theatres. "Its straightforward, concise handling of the industry’s news allows a busy operator to keep abreast of all developments quickly and completely. "More power to you. You can rest assured that you have not only a regular subscriber in me but also a loyal booster.” Nearly every Exhibitor reads THE EXHIBITOR! AN INVITATION Throughout 193 9, expressions of praise, comment, criticism or suggestion from our many Exhibitor Friends will be carried in similar form in every issue. W.e welcome the expression of every reader and will use them in the order in which they are received. Highlights in Publicity Ideas Program Interest Builder-Upper Contending that programs, any handbill, or throw-away is not worth the paper it is printed on unless it has something extra of value included, the Broadway’s Robert Marhenke, the Leader’s Walter Cohen devised a game, called "Count-O.” Not a variation of "Bingo”, the game merely required the counting of the o’s in the program, submitting the answer to either theatre. The first 2 5 correct answers were rewarded with passes to both theatres. The merit of the game, assert managers Marhenke, Cohen, lies in that the patrons become cover-to-cover readers of the program. That the street cleaners’ burden is lightened in a perquisite of the plan. The game is publicized by trailers of both theatres’ screens, lobby signs, radio spot announcements, neighborhood papers, weekly programs. "Topper Takes a Trip” Unexpurgated version of Thorne Smith’s famous best seller, "Topper Takes A Trip,” has been published in a popular priced edition by the Sun Dial Press, in a national tie-up arranged by United Artists for Hal Roach’s "Topper Takes A Trip.” Arrangements have been made with national chain drug stores and large department stores throughout the country to feature this book. "Stagecoach” A new step in the merchandising of motion pictures will be undertaken by United Artists in behalf of the Walter Wanger production of "Stagecoach.” For the first time, double size street car cards will be taken in 111 cities, reaching, through the medium of display panels in buses, street cars, and elevated railways a total of more than 23,000,000 riders daily during the week of February 17. Special arrangements have been made between the Barron Collier organization and United Artists to have the theatre snipe the playdate and the theatre’s name on the card in each city. A distinctive feature of this theatre assistance advertising and merchandising is that it duplicates none of the theatre’s regular newspaper advertising or posting, and represents another example of the United Artists merchandising policy of going direct to the theatre patron in the effort to pre-sell United Artists pictures. Highlights in Press Books "Gunga Din” A "Gunga Din” press book in keeping with the magnitude of the production has been turned out by RKO-Radio’s advertising, publicity department, headed by S. Barret McCormick. Big, busy would sum up the elaborate campaign sheet, highlighted by a wealth of feature material, including two full-page mats, a 16-page insert containing the complete national advertising campaign set for 20 magazines. The book is tops in size, amount of showmanship material for any turned out by RKO is two years. Eight double-sized pages in four colors constitute the main section of the book. Still blow-ups mirror the big scenes of the spectacular production. There are scores of exploitation stunts out lined, ranging from an elephant ballyhoo to giant outline letters designed to spell out the title when thrown against a hillside. There are four double pages containing the mat features. The advertising campaign embraces some 40 pieces of copy, from full-page size, down to teasers, title slugs, while the special accessories are highlighted by a mammoth rotogravure herald, "Gunga Din” sun helmets, various sizes of colorgloss still. Mats are provided for two 11x14 spot news window bulletins. One hundred 8x10 stills are available to exhibitors. "Jesse James” In magnitude worthy of the picture whose selling it is designed to assist, the press book on "Jesse James” is indeed a credit to the publicity, exploitation, and advertising staffs of 20th Century-Fox. Encompassed in its 3 6 pages is everything that the up-and-coming showman could possibly desire for material assistance in exploiting, advertising this show, whose backing by exhibitors is indeed merited. Important in the advertising section is a new development in press-book ads — lay-outs made on an 11 >4 -pica measure, permitting the use of standard house borders, instead of on the customary newspaper column width of 12 picas. Highlights in Exploitation Contests Shorts Exploitation In line with its campaign to restore the short subject to its rightful place as an integral part of a film program, rather than a mere filler under double-feature conditions, Metro’s S hortatory has inaugurated a nation-wide exploitation contest offering handsome prizes to exhibitors "for the best execution of any one exploitation idea that has appeared in S hortatory on any given short.” The publication, distributed free to 13,000 U. S. exhibitors, will reward the winner with his choice of an all-expense trip, via American Airlines, to either the Metro studios in Culver City, California, or to the New York World’s Fair 193 9 in New York. Second prize is an allexpense Bermuda cruise via the Furness Line. Contestant may select any short of current or past release, provided it has appeared in a previous issue of the magazine. All entries must be substantiated by clippings, photographs, etc., must be received by Shortstory not later than March 1. Winners will be announced in the March issue of the publication. ( Editor’s Note: Any campaigns entered in the Metro contest from this territory are also eligible for entry in Jay Emanuel Publications’ $5 00 short subject contest .) ENDORSED BY LEADING AUTHORITIES ON Fire Frerenlion anil Safelif SPECIALISTS in the creation of Smart Interiors! NOVELTY SCENIC STUDIOS, lnc. INTERIOR DECORATORS Draptriti • Stag* C«rt«lm • Woll T r • o t m • nt t 3 1 8 3 20 Wat! 48th Str**t-N*w Y • r h City February 1, 19)9