Harrison's Reports (1950)

Entered as second-class matter January !, 1921, at the post offi«e at New Y rk, New York, under the act of March 3, 1879. Harrison's Reports Yearly Subscription Rates: 1270 AVENUE OF THE AMERICAS Published Weekly by United States $15.00 (Formerly Sixth Avenue) Harrison's Reports, Inc., U. S. Insular Possessions. 16.50 M v L. «>n M v Publisher Canada 16.50 Wew rork ^U, «. Y. p s. HARRISON, Editor Mexico, Cuba, Spain 16.50 A Motion Picture Reviewing Service Great Britain 17.50 Devoted Chiefly to the Interests of the Exhibitors Established July 1, 1919 Australia, New Zealand, India, Europe, Asia .... 17.60 Ug Editorial po]icy: No Problem Too Big for Its Editorial Circle 7-4622 35c a Copy Columns, if It is to Benefit the Exhibitor. A REVIEWING SERVICE FREE FROM THE INFLUENCE OF FILM ADVERTISING Vol. XXXII SATURDAY, MARCH 11, 1950 lio. 10 THE 20TH CENTURY-FOX SHOWMANSHIP MEETING The big news of the week is the unprecedented exhibitor showmanship meeting sponsored by 20th Century-Fox at the Drake Hotel in Chicago, on March 8 and 9, for the purpose of offering a program of aggressive showmanship to stimulate attendance at the nation's theatres. The program, embodied in a manual entitled "A Showman's Guide to Better Business," was offered on the first day of the meeting before an assemblage of more than three hundred of the nation's leading exhibitors, sales executives, industry leaders and trade press representatives, and was outlined by the company's advertising and publicity staff, headed by vice-president Charles Einfeld. The purpose of the Showman's Guide is stated in a foreword, which reads as follows: "At this turn of the mid-century there is a generally recognized need for a reorientation in showmanship. The lush period of the war is gone and the time has come to revitalize and invigorate the showmanship that always has been and always will be an important factor in the presentation of the public's greatest form of entertainment; the time to re-emphasize the fundamental techniques and methods that were the stock in trade of pioneer exhibitors, and to adopt them to suit modern methods of merchandising. Hollywood is doing its part by delivering better pictures today than ever before. Let us all join in a concerted effort to inform the world of this resurgence of our great industry. "To that end this Showman's Guide to Better Business has been prepared by Twentieth Century-Fox as an industry service. It is designed to rekindle the spark of showmanship and to stimulate an aggressive attitude in selling motion pictures to the public. Many of the suggestions herein are already employed by the successful showman but many more are not being practiced. This guide is intended as an aid to showmen and had been prepared in the spirit of helpfulness." The Guide, which is adaptable for every theatre, presents an array of articles that offer invaluable advice to the exhibitor to help him attract more customers to his theatre. The lead-off article, written by A. J. Balaban, managing director of the Roxy Theatre in New York, and entitled "At Your Service," stresses the importance of making each theatre patron feel like a personally invited guest through services and courtesies of a varied character, all designed to provide the best, not only in entertainment, but also in comfort. Included in this informative article is a check list of personal services that will help retain and build the good will and patronage of your theatre. The next article, written by Red Kann, of Quiglcy Publications, cites the need for exploration and greater enthusiasm in trying new methods of merchandising. The importance of community service activities is the subject of the next article, which stresses the need for greater action on the part of the exhibitor in offering the theatre's facilities for fund-raising efforts and other community activities in much the same manner as was done during the war. In an interesting article on programming, Morton G. Thalheimcr, of the Neighborhood Theatre in Richmond, Va., points up the importance of diversifying the entertainment offered, studying the clientele, and knowing the taste of your patrons so that the pictures you buy will fit in with their wishes and desires. Methods to capture patrons who come to the movies irregularly, and to make regular customers of them are dis cussed in an article by Walter Brooks, of the Motion Picture Herald's Showman's Round Table. In an article entitled "The Movie Habit," Chester Bahn, editor of the Film Daily, points up the need of attracting the youngsters with all the showmanship at our command to make certain that the children of today will become the constant movie-goers of tomorrow. Mr. Bahn's piece is followed by an article that calls attention to the building of children's matinees, and outlines allied methods that will help to create community interest in organizing a children's movie program. Under the heading, "Mr. Showman, Take the Rostrum," the guide next offers for the use of the exhibitor or any member of his staff a prepared sample speech that can be used in talks before local organizations and civic groups in the community. The speech, which can be edited easily to suit the requirements of the group addressed, stresses the point that the public gets more for its entertainment dollar at the motion picture theatre than at any other form of entertainment, and it cites facts and figures that will enlighten the listeners and give them a new appreciation of what the motion picture means to the community. How a small theatre can become an entertainment center for a goodly number of discriminating adults is the subject of an interesting article by Leo Brecher, veteran New York exhibitor, who is a pioneer in this type of operation. Under the general heading of "Come to the Theatre," the Guide offers some basic answers as well as new ideas on what can be done to make it easier, more pleasant, and more inviting to come to the theatre. Included in this piece are informative notes on time tables, special movie buses, parking facilities, checking arrangements, deportment of the theatre staff, etc. "Local Community Showmanship" is the title of an impressive article by Morton Sunshine, editor of the Independent Film Journal, who discusses the position of the exhibitor in his community, and the efforts he can make to have his civic activities reflect to the benefit of his theatre. Outside activity designed to stimulate greater interest in motion pictures is treated in an article by Senn Lawler, director of advertising for Fox Midwest Theatres. Chester Friedman, editor of the Boxoffice Showmandiser section, discusses the importance of going directly to your patrons' homes to find out what they think of your theatre, and describes the technique that should be employed in such a survey. In a section entitled "Idea Mart," the Guide offers the exhibitor new ways and methods of attracting patrons and increasing interest in his theatre. Part of the information contained in this section includes the "Welcome Wagon" technique for new members of the community; stimulation of photography clubs; progress reports for patrons, containing news of civic activities in which the theatre plays a part, and including general news about motion pictures; and inaugurating an "event of the month" in cooperation with civic, fraternal and religious organizations to build up the theatre as a community center. The Guide is completed with a section entitled, "What is Your Showmanship I.Q?" posing fifty questions that every exhibitor ought to ask himself to learn if he is doing all he can to sell his theatre and motion pictures properly. As further evidence that 20th Century-Fox is sincere in its desire to enhance the prestige of the theatre in the community, to stimulate attendance, and to call attention to the showmanship program's slogan, "Movies Are Better Than Ever," the company has designed two very tine 600-line institutional advertisements and has announced that it will (Continued on last page)