The Film Daily (1945)

10 TNI< DAILY Tuesday, January 2, 1945 Film Industry's Every Resource Backs War Effort Record for Last 12 Months Bears Eloquent Testimony To Pix Patriotic Service (Continued from Page 1) marized, are the major achievements made possible through the industry's own War Activities Committee: 1. FOURTH WAR LOAN, Jan. 18Feb. 15, headed by Charles P. Skouras of National Theaters. The campaign had as its slogan for exhibitors: "Sell a Bond for Every Seat." Theaters sold several millions of "E" bonds over their counters as the country reached the goal set by the Treasury's War Finance Committee. Three different trailers, with Bob Hope, Ginger Rogers and Ann Sothern each starring in one, and a special newsreel bulletin served as the screen program. A competition was devised to select the "Honored Hundred," among the exhibitors on a basis of the number of Bonds sold in patron's proportion to the number of theater seats. 3,300 Bond Premieres were staged, and a special day was set aside as "Free Movie Day," during which the purchase of a Bond at a theater admitted the buyer to any theater in the country. More than 4,000 theaters reported participation in "Free Movie Day." Through the co-operation of the Hollywood Victory Committee, topflight film stars toured the nation, appearing at rallies, special luncheons, gave shows, sold millions of dollars worth of Bonds. The industry trade press published special issues which "sold" the War Loan in terms of inspiration and practical suggestions. 2. MARCH OF DIMES WEEK, Jan. 24-30, with Nicholas M. Schenck of Loew's as campaign chairman. This theater collection accounted for 42.8 per cent of contributions from all sources. Theaters with a total of 9,000,000 seats participated in the campaign, with collections averaging 54 cents per seat. There were, it is estimated, 55,000,000 individual donations. Greer Garson appeared in a trailer titled "A Report From Greer Garson," in which the Metro star showed theater audiences how their contributions in 1942 and 1943 had made it possible for child infantile paralysis victims to walk and play in 1944. 3. RED CROSS COLLECTION, March 23-29, with Joseph Bernhard of Warners as chairman. This theater drive week hit the record-breaking total of $6,793,060. Almost 15,000 theaters participated, staging special rallies, showing the trailer starring Humphrey Bogart, and a short subject on all Red Cross activities titled "At His Side." Theater collections totaled $5,501,450, with the remainder contributed by corporations and individuals within the industry. 4. FIFTH WAR LOAN, June 12 HOLLVUIOOD LOOKS TO THE FUTURE (Continued from Page 1) independent producer in the present Hollywood picture is best evidenced by the fact that during the current season they will account for 60-cdd features costing upwards of $80,000,000, or in excess of a third of the budget aggregate for the year. STILL GREATER DIVERSITY of screen entertainment is in prospect as producers shape their plans to cope with the war's uncertainties. One notable new story aspect will be the treatment of post-war problems which veterans of World War II inevitably will face. 0 STRAWS IN THE HOLLYWOOD WIND: The continuance of radio's influence on story purchases. . . . The popularity of actor-producer combinations. . . . The studio tendency to recruit production executives from among screen writers. . . . Metro-GoldwynMayer's experiment with features running less than 60 minutes. . . . Studio interest both in spiritual and psychological themes. POST-WAR PLANNING will claim increased industry attention during 1945, with emphasis not only upon the domestic scene but the world market as well. Expansion keys the domestic program, with studios already committed to expenditures of $20,000,000. The early post-war period, it is indicated, will see at least $100,000,000 invested in theater construction and theater modernization. Many oj the 1,000 new houses in prospect will be erected with an eye to television. July 8, with "Bob" O'Donnell of Texas Interstate Circuit as chairman. This was another mammoth job in which virtually the entire industry participated. A total of 14,240 Bond-selling events were staged, including 5,059 Bond Premieres (almost double the total of the Fourth War Loan), 1,131 children's Bond Premieres, and 8,059 "Free Movie Days." Promotion angles ranged from several screen trailers and film bulletins, Hollywood stars touring the country, a mammoth cash register stage with two daily shows in Times Square, New York, to rallies within and outside of theaters. Again, special issues of the industry press sparked the drive. 5. WAC RECRUITING WEEK, May 11-25, with Edward L. Alperson, then of RKO Theaters, as chairman. A total of 14,685 theaters participated in this campaign, which was extended an additional week at the request of the War Department. A 10-minute War Department film on Wacs was shown in theaters in advance of the campaign. During the effort, exhibitors decorated their theaters and lobbies, exhibited a special trailer titled "To the Ladies," starring Lionel Barrymore, staged parades and recmited. Success of the campaign is reflected in a statement from Maj. Gen. J. A. Ulio, the Adjutant General, who lauded "the fine support given to Wac recruiting by the motion picture industry," and termed the campaign "truly a contribution to the war effort." 6. OVERSEAS MOVIES. As of Dec. 31, 24,356 prints of current features and newsreels, and more than 27,000 prints of short subjects were delivered without cost by the industry to the Army Overseas Motion Picture Service, branch ol the Army Pictorial Service, for shipment overseas. These films, all on 16 mm., are shown free to members of all the armed services overseas in combat areas, isolated outposts and Red Cross hospitals. During the year, several important motion pictures received their world premieres overseas. Among these were "Stage Door Canteen," "Going My Way," "The Adventures of Mark Twain," "Casanova Brown," and "Marriage Is a Private Affair." 7. WAR INFORMATION FILMS. As of Dec. 31, the WAC will have in distribution in the theaters of the country, 26 "film bulletins" averaging 250 feet in leng-th, the same number of short subjects varying in length up to two reels and four special films, "Memphis Belle," "With the Marines at Tarawa," "Attack!" "The Battle for New Britain," "The Negro Soldier" and "Battle for the Marianas." All these films, prepared in co-operation with the Office of War Information, contained information which our Government wished presented to the public. Some were made by various Government agencies, but 39 were produced on a nonprofit basis by the motion picture industry. 8. SIXTH WAR LOAN. Nov. 20Dec. 31, with Harry Brandt, New York circuit operator, as chairman. Once again, the industry marshalling its manpower, went "all-out" and played no small role in the national effort that saw the Treasury's $14, FuU Co-operation of Entire Trade to Continue Via WAC During New Year 000,000,000 goal well exceeded. Reports to New York campaign headquarters established the nation's exhibitors kept the pledge to set a new high for War Bond Premiei-es, for Children's Bond Matinees and for theaters qualifying as Treasury issuing agents. The number of theaters observing Free Movie Day on Dec. 7 established a record. Now, a short forecast of 1945 activity: 1. The film program in co-operation with the OWI will continue. Each month "war information" films will be distributed. These subjects, not to exceed two reels, will, as in the past, convey important Government messages to the public. In the main, these will be produced without cost iby the industry. In addition, from time to time, longer films such as combat reports, will be given theatrical distribution. One possibility is a film dealing with the invasion of Germany. 2. The industry will continue selling Bonds. Ted R. Gamble, national War Finance Director for the Treasury Department, has stated that although theater issuing agents are 10 per cent of all the physical outlets for War Bonds, they are responsible for 20 per cent of the sales. This tribute to the showmanship and mass appeal of the industry is not one taken lightly; the industry will continue selling Bonds. 3. March of Dimes Collection. Once again theatergoers will make their contributions in the battle against infantile paralysis the week of Jan. 25-31. The industry's campaign again will be directed by Nicholas M. Schenck of Loew's. The drive's message will be brought to the nation's screens through a trailer "starring" Greer Garson. 4. Red Cross Collection. There will be another collection for this ?reat ellenosynary organization in March in theaters throughout the country and from within the industry itself, with N. Peter Rathvon of RKO heading the national industry committee. The goal is expected to be $10,000,000, with a special brief appeal trailer to be shown in all theaters, with attendant ceremonies. 5. Overseas Movies. This program will continue for the next year, with 106 prints of each of three different features, plus shorts and newsreels being ordered each week by the Army Overseas Motion Picture Service, from all Hollywood product. More and more world premieres will be held overseas, with Germany (Berlin?) only waiting for the correct combination of circumstances, and Japan a possibility. Where the American fighting man goes, the films he loves best will follow him!