The Film Daily (1938)

rsday, July 28, 1938 $825,000 IN PLEDGES BACKS BIZ CAMPAIGN (.Continued from Page 1) the distributors committee, asserted that the campaign, which gets under way Sept. 1 and ends Dec. 31, should increase box office receipts 10 )I|0 per cent during that period, or t. total increase in revenue of from $20,800,000 to $41,600,000. Schaefer's estimate of a possible $1,600,000 to $3,200,000 a week increase in business, he said, was predicated upon a present estimated annual gross of $800,000,000. The campaign, as one feature, will have a contest, it was explained, which will be nation-wide in scope and heralded in newspapers throughout this country and Canada. Prizes to be awarded total $250,000 with 5,000 individual awards. Because a few minor details connected with the contest had not yet been ironed out, with other "hitches" pointed out by the visiting exhibitors, the committee decided not to announce the full setup to the trade generally until all obstacles had been removed. The proposed contest was described as a yardstick for the measurement of reader and patron interest. It was emphasized that the contest was only intended to supplement the organized newspaper campaign. The contest itself, however, was seen as assuring direct results at the box office. The general campaign, it was said, was aimed for the long pull and not only for the present year. An effort will be made, it was said "to discuss with the public some of the things the public would like to hear." Advertising space contemplated will range from 200 and 300 lines to full pages. Newspapers to Get Bulk Schaefer explained that of the million dollar fund to be provided for the drive, between $575,000 and $600,000 would be invested in newspaper advertising; $250,000 would go to contest winners and between $150,000 and $175,000 would be expended for literature, lobby displays, a promotional reel, etc. It was pointed out that the purpose of the campaign was to sell the glamour and entertainment value of motion pictures and to make the public motion picture conscious. Schaefer, in his introductory remarks, said that he believed the gathering represented the "biggest thing that ever happened in the business" and that although the plan to be offered was as perfect as possible, he expressed the opinion that real perfection would be reached after the first attempt, indicating that the drive would become a yearly event. Howard Dietz, chairman of the publicity committee, stated that the drive was designed so that everybody connected with the industry Attend Industry Biz Drive Rally Registered at the Hotel Astor industry biz drive rally yesterday were these circuit execs, and theater operators : Nathan Yamins, Durfee, Fall River, Mass.; Lewen Pizor, Philadelphia; A. H. Schwartz, Century Circuit, New York; E. M. Fay, Fay's Theater, Providence; Sidney B. Lust, Washington; Michael Manos, Indiana City Theaters, Greensburg, Pa.; Max A. Cohen, Cinema Circuit Corp., New York; Fred Wehrenberg, St. Louis; Ben Amsterdam, Atlantic Theaters, Philadelphia; A. R. Boyd and Frank Buhler, A. R. Boyd Theaters, Philadelphia; J. Meyer Schine and three associates, Schine Circuit, Gloversville; J. M. Seider, Prudential Playhouses, New York; W. S. Wilder, Wilder Theaters, Norfolk, Va.; John Danz, Sterling Theaters, Seattle; Edwin Silverman, Essaness Theaters, Chicago; David Oamsky, Thalheimer Theaters, Richmond, Va. R. E. Griffith, Griffith Theaters, Dallas; L. C. Griffith, Griffith Theaters, Oklahoma City ; H. M. Richey, Co-Operative Theaters, Detroit; R. E. Martin, Martin Theaters, Columbus; L. J. Duncan, Al-Dun Amusement Co., Westpoint, Ga.; Glen W. Dickinson, Dickinson Theaters, Kansas City; M. B. Horowitz, Cleveland; W. C. Chesbrough, Columbus; N. H. Waters, Waters Theaters, Birmingham, Ala; Leo Brecher, Leo Brecher Theaters, New York; Benjamin Pitts, Pitts Theaters, Fredericksburg, Va.; Sam Dembow, Jr., Fanchon & Marco, New York. Walter Vincent, Wilmer & Vincent, New York; Sam J. Switow, Switow Theatrical Corp., Louisville; J. B. Fishman, Fishman Circuit, New Haven; E. M. Loew, E. M. Loew's Theaters, Inc., Boston; Ed. Dubinsky Dubinsky Bros., Kansas City; M. A. Lightman, Malco Theaters, Memphis; A. E. Lichtman, A. E. Lichtman Theaters, Washington; S. D. Cocalis, Cocalis Enterprises, New York; M. J. Kallett, Kallett Theaters, Oneida; John Harris, Harris Amusement Co.. Pittsburgh; Elmore D. Heins, Roanoke, Va.; Samuel Varbalow and Judge Varbalow, Victoria Amusement Co., Camden, N. J. George Skouras, Skouras Theaters Corp., New York; Samuel Rinzler, Randforce Amusement Corp., Brooklyn; Harry Katz, New York; H. G. Hogan, Indianapolis; W. C. Smalley, Cooperstown; Walter Reade, Jr., Walter Reade Theaters, New York; J. VonHerberg, Seattle; Arthur Schoenstadt, H. Schoenstadt & Sons, Chicago; C. A. Schultz, Commonwealth Amuse. Corp., Kansas City; L. Gran, Standard Theaters Co., Milwaukee; H. B. Robb, Robb & Rowley Theaters, Dallas. Harry Brandt, Brandt Theaters, New York; Carson W. Rodgers, Rodgers Theater Circuit, Cairo, 111.; Jack Kirsch, Villa Theater Co., Chicago; D. J. Chatkin, Monarch Theaters, New York; S. H. Fabian, Fabian Theaters, New York; Alexander Manta, Indiana-Illinois Theaters, Inc., Chicago; N. A. Taylor, Exhibitors' Booking Assn., Toronto; Myer S. Fine, Cleveland; Carl Bamford, Publix Bamford Theaters, Ashville, N. C; E. J. Sparks, United Theaters, Inc., Jacksonville, Fla.; A. P. Archer, Atlas Theater Corp., Denver. Van Nomikos, Halsted Theater Co., Chicago; Wm. Jenkins, PublixLucas & United Theaters, Atlanta; J. Fitzgibbons, Famous Players Corp. — Canada, Toronto; John Nolan, Comerford Amusement Co., New Ycrk; Jack Partington; R. J. O'Donnell, Interstate Circuit, Dallas; Sam Pinansky. M. & P. Circuit, Boston; M. Mullin, M. & P. Circuit, Boston; N. Goldstein, Broadway Theater, Springfield; Perc Essex; A. E. Adams. would benefit by it. He explained that the proposed contest would be as important to a last-run house as it would be to a first-run theater and that Chambers of Commerce, business associations and mayors of all cities would be lined up to co-operate. A one or tworeel picture, to be made jointly by the producers, and distributed gratis to all theaters will be an important part of the campaign, Dietz said. Details regarding distribution of the subject will be announced later. Dietz said that the promotional film will be produced from the theater point of view. He declared further that it was entirely possible "a small army of players of note" would co-operate through the medium of personal appearances in theaters, subject, of course, to the requirements of production. Civic and business participation and support will be enlisted under the slogan, "Trade follows the motion pictures," it was stated. Indies' Reaction Favorable Reaction to the campaign in general by the independent leaders was extremely favorable, although there was some controversy over the manner in which the contest was to be conducted. Completion of details was placed in the hands of a major committee. Under the present arrangement, every exhibitor, whether he subscribes to the fund or not, will benefit by the g-eneral campaien. H. M. Richey, of Co-operative Theaters of Michigan, told the delegation that such a set-up was hardly equitable and suggested that non-contributors be eliminated from participating in the drive. This detail is being taken under advisement by the major committee. Other exhibs expressed similar views from the floor but endorsement of the major portion of the plan appeared to be 100 per cent. Seated with Schaefer and Dietz at the dais were Y. Frank Freeman, INDIES TO AID MAJOR CAMPAIGN COMMITTEE (Continued from Page 1) ins, Fall River, Mass.; R. E. Griffith, Oklahoma City; M. A. Lightman, Memphis; Eddie Silverman, Chicago; John Danz, Seattle; Moe Horowitz, Cleveland, and Joseph Seider, New York. This unaffiliated group is expected to work closely with the other committees in an effort to complete all details in connection with the proposed contest. It will be the task of the combined committees to work out a system which will have the least possible obstacles to hurdle and one which will be fair to everybody participating. There was some question yesterday as to the advisability of starting the nation-wide contest on Sept. 1 as originally planned. Because the game involves releases between Aug. 1 and Oct. 31, a plan is expected to be devised so that late subsequent-run houses will not be handicapped. Nazi Treatment of Louis Fight Pix Stirs Squawk Detroit — John Roxborough, comanager of heavyweight champ Joe Louis, has filed a vigorous protest in Berlin against what he alleges to be flagrant misrepresentation on German screens of the recent bout in which Max Schmeling was decisively beaten in the first round of the fighters' melee at Yankee Stadium. The films being shown in Germany, Roxborough contends, are those of the championship battle in which Louis knocked out his opponent, and therefore the protest was lodged with Hugh Wilson, American Ambassador to Germany, to rectify the "deception," since the pictures paint Louis in the wrong light. It is charged that Louis is depicted in slow motion landing an illegal blow. Gene Austin to Make Four West Coast Bureau of THE FILM DAILY Hollywood — Road Show Pictures, Inc., will make a group of four outdoor romantic musicals starring Gene Austin. Austin will make personal appearances in conjunction with the showing of the pictures and his first tour will likely be through the South and Southwest. The company was formed by Alfred Stern, Arthur and Max Alexander and Austin. Max Alexander will be producer. C. C. Moskowitz, Spyros Skouras, Joseph Bernhard, Herman Wobber, Gradwell L. Sears, Charles McCarthy, Robert Gillham, John J. O'Connor and Frank C. Walker. All were introduced by Schaefer to the audience.