Motion Picture Daily (July–Sept 1938)

,y, September 2, 1938 MOTION PICTURE DAILY Local Efforts Backing Up National Drive d Campaign's tart Boosts Unprecedented Editorial Support Given by Papers Sixth Trailer For Campaign Iheatre Takes (Continued from page 1) erican motion picture as the d's best entertainment." wish to commend the theatres of :on and the entire motion picture stry for their contribution to the al and educational welfare of this munity," Mayor Tobin said in ing his proclamation. "These the•5 are community centers which the common meeting ground of citizens, young and old." usiness at theatres in the Boston itory participating in the "Movie 1" prize contest was reported to well ahead of expectations last t. Proclamation in K. C. ansas City's 175 circuit and 75 incident houses which are entered j he drive reported business to be id of average for the day up to Sfirst evening shows. Participating ;ses represent a majority of those the territory. Mayor Bryce B. : th, cooperating with local exhibi, had issued a proclamation setting e the day as "Greater Movie Day" le city. "jhe Minneapolis campaign was reed off to a spirited start with all icipating houses joining in local .•notional activities. George E. ch, mayor, joined in the proclamaissued earlier by Minnesota's ernor, Elmer A. Benson, setting e Sept. 12 as a special "Motion :ure Appreciation Day" for the e and city. St. Paul exhibitors illeled the Minneapolis theatres' vities. 1 New York, Broadway and neighpood key houses evidenced an initiate upturn in attendance during ' day and early evening. Loew's Feels Spurt he drive got away to a fine start Loew's theatres around the city," C. Moskowitz, in charge of the v York circuit, said last night. "ione calls to the home office from es of our theatres indicate a heavy and for the 'Movie Quiz' book. If all those who asked for bookbecome contestants, it appears : at least 150,000 movie goers ted up at our houses alone today, city should supply at least 1,000,contestants during the first week, rding to my guess. One of the things the managers ret," Mr. Moskowitz said, "is that f find very few of the booklets disied in the lobbies or sidewalks near theatres. Apparently those who for booklets are eager to enter the test. That's a good sign." intrants in the contest are equivat to repeat business for participattheatres throughout the four iths of the drive. A statement on the RKO city cir:'s experience on the first day of drive could not be obtained be Newspaper cooperation with the industry on the Motion Pictures' Greatest Year campaign drew more favorable lineage for pictures and theatres in the past 24 hours than in any comparable period in the history of the industry, campaign officials reported yesterday. Regional chairmen of the drive poured reports into campaign headquarters all day yesterday informing the drive leaders of newspaper participation in the opening of the campaign, quoting from editorials congratulating the industry on the campaign and bespeaking praise for the aims and accomplishments of producers and theatre operators. Liberal space in news columns was given to straight news stories on the drive and $250,000 "Movie Quiz" prize contest, in addition. Comment Continent-Wide The voluntary newspaper expressions and cooperation were exceptional in that they represented every section of this country and Canada, campaign officials said. It was too early to complete an estimate of the space devoted to the drive, but it was estimated that well over 5,000 columns cause of the absence of John J. O'Connor, head of the circuit, who will arrive in Kansas City today in the course of a business trip through the Middle West. He is scheduled to bring back first hand reports of boxoffice results from the drive in RKO houses in the cities being visited. The Broadway committee is proceeding as rapidly as possible with its plans for decorating the street in honor of the drive and enlisting the aid of city officials and civic organizations in conducting its promotional program. A Greater New York committee will extend the celebration throughout the metropolitan area. Approximately 450 exhibitors attended the opening of the Brooklyn and central Queens drive at a midnight supper at the Towers Hotel, Wednesday and early yesterday. The function was attended by borough officials and representatives of civic organizations and the press. Neighborhood committees for the boroughs were named to organize the drive effectively in every corner of Brooklyn and central Queens. Frisco Off With a Bang In San Francisco the drive was off to an active start with ceremonies at City Hall in which Mayor Rossi participated and issued a proclamation in observance of the drive. Hollywood and Los Angeles campaigns proceeded according to schedule. More than 2.000,000 contest booklets were distributed in the territory up to yesterday. At Columbus, Gov. Martin L. Davey and Mayor Myron B. Gessaman issued proclamations on behalf of the drive to open a day of numerous promotional activities. At Reading, Pa., a civic were published up to last night. The bulk of this amount broke in the publications simultaneously with the industry's opening national advertising barrage, further aiding the effectiveness of the space purchased. All N. Y. Papers Join New York newspapers all devoted space to the drive. Editorials, news stories and features were printed in yesterday's editions. Typical examples called attention to the part motion pictures play in creating foreign markets for American-made products, lauded the industry's contributions to the nation's entertainment activities and its cultural and educational influence. "The dominant position that the American motion picture enjoys abroad as well as at home," said the Wall Street Journal, "has been gained by sheer merit as entertainment. It is this superiority which has so effectively played a part in the forward sweep of American commerce." Campaign officials reported that newspapers of every major city in the nation have given and will continue to give their cooperation to the campaign. New England Rallies 200 Theatres Strong Boston, Sept. 1. — Approximately 200 New England theatres had enrolled in the Motion Pictures Greatest Year drive up to today. The circuit of Nathan Yamins, Allied president, was among those signed. Eighty-nine Mullin & Pinanski theatres are in. Other cooperating circuits include Warners, Maine & New Hampshire, Loew's, Western Massachusetts, Louis Gordon, Cohen Brothers, Loew'sPoli, and Phil Smith. About 1,150,000 booklets have already been paid for and distributed. There was no parade because of the narrowness of Boston's streets. There was excellent newspaper and political cooperation, however. Local first runs report a heavy demand for the booklets. Mayor Will Proclaim St. Louis Film Week St. Louis, Sept. 1.— As the Motion Pictures' Greatest Year campaign got under way here today, it was made known that Mayor Bernard Dickmann plans a proclamation of "Movie Week," and a parade will be held Sept. 10, in which Tyrone Power and Henry Fonda have been asked to participate. A total of 150 theatres in the territory is distributing the "Movie Quiz" booklets, and an increase in that number is expected. program and entertainment staged by exhibitors to mark the opening of the campaign drew an estimated 15,000 people. Is Completed A special "Motion Pictures' Greatest Year" trailer, sixth in the series, was completed yesterday under the supervision of Monroe Greenthal of United Artists with the cooperation of Truman Talley, producer of Movietonews. Ed Thorgersen did the explanatory talk with Jack Painter handling the camera. Burk Symon directed. In addition, information on the campaign and "Movie Quiz" contest will be featured in all newsreel releases this week. The special clips were produced under the direction of Michael Clofine of News of the Day, Tom Mead of Universal, A. J. Richards of Paramount, Fred Ullman, Jr., of RKO Pathe, and Mr. Talley. Western Union and Postal Telegraph completed plans yesterday for cooperating in the drive by displaying posters calling attention to it in all their offices throughout the country. Western Union will display a blowup of a congratulatory telegram to the campaign directors. Chicago Houses Feel Effects of Campaign Chicago, Sept. 1. — Theatres throughout Chicago showed today the beneficial effects of the opening of the Motion Pictures' Greatest Year campaign, as patrons responded to the drive for increased business. The newspapers of the city cooperated actively in backing the drive, and the results at the box-office were noticeable. All theatres in the city, and especially the first run houses in the Loop, swung behind the campaign whole-heartedly in the effort to make the city's public film conscious. Frisco "Quiz" Starts San Francisco, Sept. 1. — Local participation in the national "Movie Quiz" contest started today with all of San Francisco's 71 downtown and neighborhood theatres participating. Although it is too early to predict how many quiz books will be distributed it is estimated that the figure will reach 500,000. Mayor Angelo Rossi today issued a proclamation proclaiming this city's celebration of "Motion Pictures' Greatest Year" officially open. Theatremen are entering a float in the Labor Day parade. A strong lineup of product at the first runs this week should stimulate business. To Preview New House The new Penn Newsreel Theater on 34th St. opposite the Pennsylvania Station will be given what is described as a "Bulldog Edition" premiere next Thursday night for the press and persons connected with the industry.