Kinematograph year book (1944)

Film Exhibition and Kinema Technique. 191 There has also been great diversity in the size of type permitted, which has varied from a maximum of 6 inches to 1| inches in height. There are still a number of programmes issued, but in order to conform with the law, they are being sold, the proceeds generally being given to a local charity. Trailers still constitute a most efficient form of publicity, that for " The Life and Death of Colonel Blimp " being universally commended for its make-up and matter which was in Technicolor. Although in London reliance continues to be placed on the display advertisement the restrictions placed on this form of publicity by the provincial Press is generally welcomed by exhibitors who, in many districts, had been campaigning for an agreed limitation of advertising space. On the other hand, there seems little diminution in the space being taken up in the local weekly Press. The prohibition of photographic stills, while detracting from the attractiveness of exterior displays, has not affected the box-office, thanks to the generally healthy state of business nowadays and also to the use of the coloured advertising extracted from the pages of the Kine and other trade papers. Glazed litho. stills have also proved a satisfactory substitute. Blackboards with coloured crayon drawings, slogans, etc., have appeared on the front of many of the smaller provincial kinemas who have valiantly endeavoured to maintain the Trade's reputation for exploitation. Resulting companies have fully encouraged the showmanship abilities of exhibitors by exploitation competitions, a survey of which indicates the resourcefulness of so many kinema managers. Although a great deal of reliance is still placed upon the tie-up between kinema and shops of one kind and another, the showmanship pages of the Kine shows what can be achieved by improvisation and ingenuity. The need to induce a more efficient type of film publicity is one of the reasons for the recent formation in London of the Central Clearing House which is considering post-war and other problems in publicity and exploitation as they arise in future. Membership is open to renting and studio publicity men. Now the fuel economy prevents the use of those fascinating illuminated scenes and cut-outs which used to be such an attractive feature of the lobby, the exhibitor is hard put to it to find an alternative. Cut-outs relying solely upon the light of day for illuminations, are still being used where exhibitors cati do the work on the premises from existing material, and when official propaganda films are shown, there is little difficulty in arranging with the Service or Department concerned a display bearing on the subject of the film. Generally, however, a greater reliance than ever must be placed on attractive display frames, which are still being secured throughout the country. A. Coltman & Co. — These specialists in front-of-the-house publicity, have managed, during the past year, to meet the requirements of their many customers. With the assistance of the Ministry of Supply, they have been able to obtain materials to take the place of three-ply for the manufacture of category boards. In addition, Coltman displays have maintained a full service to their clients, and from time to time, have carried out renovations under their usual maintenance service. A particularly praiseworthy job, under difficult circumstances was the alteration, when kinema admittance prices were increased, of all the price panels throughout the whole of the circuit and independent theatres for whom they are contractors. G i resign , Ltd. — Despite many official restrictions on the supply of publicity materials, particularly in regard to stills, Girosign, Ltd., have been able to maintain their display service of current and advance publicity for exhibitors, many of whom have written congratulating them on the excellence of their war-time arrangements. The company's studios at 90, Wardour Street, have, in fact, been extended in order to cope with the increased demand for the Girosign service. One explanation of this increase is that Girosign publicity complies with all Government restrictions, thus saving exhibitors a great deal of worry in this respect. Another is the promptness