Motion Picture Herald (Apr-Jun 1933)

42 MOTION PICTURE HERALD April 8, 1933 KEEPING UP WITH THE TIMES! By GUY JONES THAT'S THE PICTURE FOR NEXT WEEKIF THERE'S NO BUSINESS ON IT^ A COUPLE 0' GUVS / KNOW AREGOIN'ON A VACATIONAM' I'n NOT ONE 0FTM/6ETIT? An Appropriate Title, We Should Say! PLATH HAS CORKING DEAL WITH PRINTER TO PUBLISH PAPER Another instance of how the motion picture theatre may be used as a backbone for a publication and attendant revenue through selling of ads is evidenced in a recent issue of "Moviette", an eight-page tab-sized weekly promoted by Hugo Plath, manager of the Ritz-Weslaco, Capitol and Mercedes Theatres, Weslaco, Texas. With the exception of a column headed "From Shop To Shop With Dot", a well known and accepted form of publicizing advertiser's shops and means of sopping up new ads, the remainder of the newsette is devoted to motion picture news and local advertisements. Plath made the deal with a local printing establishment and all it's cost him is time to gather up copy enough to fill the pages and expenses attached to distribution. And if any of you don't think he's getting SOME publicity for his theatres and attractions, you just ought to get an eyeful of the issue we have at hand, which is Number 38 of Volume 1. Looks like a great gag, fellows, if you're so situated to make headway with a proposition of this sort. People are interested in news of the theatre, as has been demonstrated by similar publications many times before. And think over the possibilities attached to such a medium for expression of theatre policies, good will and publicity . . . it's practically without bounds, providing good judgment is used in make-up. At any rate, Club congratulations to Plath for a good job done. WE SHOULD PROTECT OUR PROFESSION, SAYS E. S. COPPOCK {Continued from preceding page) million people requires executive manpower. If in the years past you have lamented the fact that your own ideas were never recognized and put into practice, now is your opportunity to prove your ability to meet emergencies in this profession. Today when not even two-thirds of the theatres in America are in operation, there are hundreds of capable showmen out of work. If you are so fortunate as to be operating a theatre that is open and you are not putting your whole heart and soul and all your brain power in its operation, you are not only filling a place that should be occupied by one of those thousands out of work, but you are also preventing yourself from making progress in this profession, and in the eyes of the community you are losing "face" along with the profession that you represent. No longer can this industry be tolerant of a man who indulges whims and fancies. No longer does the best spender occupy the best job. Today we are faced with the opposition of radio, by the fact that people are not spending a great deal of money, and by the fact that we no longer have the "novelty" of the talking screen to offer. It is about time we took off our tuxedos and started to do some cool, calculating thinking. We have a profession, and this is when your professional skill is called upon. There is a tremendous investment in real estate and equipment that must be amortized. Not only must this investment in property be protected, but your own investment and the welfare of you and your family. A few years ago a district manager told me that if the average theatre manager spent as much time protecting his profession and building toward a successful theatre, as he did in worrying about personalities, increases in salary and grudges, this industry could survive almost any business disaster and would provide higher salaries and more respected positions for us all. If we all could follow the course suggested by that man, it would mean the elimination of a lot of worthless manpower with consequently better jobs for conscientious, thinking executives who realized that they were members of a profession that could last and return their investment in time and effort only through the genuineness of their efforts. LEWELLEN REVAMPED EASTER EGG GAG TO PARK TREASURE HUNT Instead of waiting until Easter to hold the traditional Egg Hunt, W. C. Lewellen, manager of the Fox-Egyptian Theatre, revamped the idea into a Treasure Hunt and used the gag in connection with his campaign on "Central Park." Instead of using the usual eggs he sackedup a lot of candy, toy watches, balloons, noise-makers (left over from last New Year's celebration), passes, discount tickets, rings and, as Lewellen states, practically everything except his good-looking cashier. Did the kiddies go out and dig for them ? You should ask ! The Showman's Calendar'' APRIL I4th Good Friday Assassination of Lincoln — 1865 Lee Tracy's Birthday Webster's First Dictionary Published—1828 23rd to 30th National Better Homes Week — Sponsored by Better Homes in America, 1653 Pennsylvania Avenue, Washington, D. C. First Nev^spaper Issued in America — 1 704 U.S.-Mexican War— 1846 War with Spain — 1898 Confederate Memorial Day Slavery Abolished in U. S. — 1865 First Shot Fired in War Between U.S. and Germany — 1917 Ulysses S. Grant (18th rres.l Born— 1822 Samuel F. Morse (Inventor of Morse Code Telegraph) Born, Charlestown, Mass. — 1791 James Monroe (5th Pres.) Born —1758 National Boys' Week Daylight Saving Time Begins 24th 25th 26th 27th 28th 30th to 1 May 6th ^ 30th