Motion Picture Herald (Sep-Oct 1935)

October 2 6, 19 3 5 MOTION PICTURE HERALD 95 MANAGERS* ROUND TARLE CLUR international association of showmen meeting weekly in MOTION PICTURE HERALD for mutual aid and progress OP WIRED FROM THE FIELD To speed reports from key city first run theatremen on the high spots of their current exploitations, your Round Table in this issue presents a "wired from the field" service to be operated as follows: Every other week or oftener as the case may be, managers of first runs in different cities selected by this department will be invited to wire in brief the featured ideas of their campaigns for quick publication in these pages. Thus various top stunts put over on current attractions will be reported in the following issue of the Round Table making this information immediately available after openings for subsequent run showmen most interested in how the first runs put it over. V V V SELLING THE SHORT "The page on short selling is sensational. We have had responses on this from various parts of the country." Thus writes Manager Paul Short of Dallas regarding the page of Majestic Theatre ads run in the Round Table, issue of Sept. 28. The above reaction is not unexpected for the Interstate Circuit of which the Majestic is a part devotes much effort and ingenuity to the proper and successful merchandising of the lesser screen units. For this purpose a special department functions to build programs and short subject bookings whereby these shorts are screened and placed to surround features according to type, length, etc. How much box office value there is contained in a short subject depends upon how It is sold as much as the high quality of entertainment it presents. V V V A SPRIG OF LAUREL Not exactly to be labelled a sinecure is the job of putting out regularly a theatre circuit publication that is Informative, newsy and of continued interest to the various groups it seeks to serve. Thus for its refreshing brightness and week-to-week thoroughness, we place a sprig of laurel upon the moist brow of Jack Colbert, editor of the Skouras Forward, a sprightly journal that sets forth columns of box office information in addition to cheerful chatter regarding the social activities of the Skouras boys and gals in the New York, New Jersey and Long Island houses. There Is much to commend in Mr. Colbert's paper, not the least of which is that it is printed and illustrated amply upon good smooth stock. And incidentally It also does a much more efficient job of morale building than the hastily mimeographed circuit bulletin, a point to be pondered upon in sectors where pondering is indicated. V V V ON MEETING THE FOLKS No inconsiderable theatre buildup was that smart idea of Manager Phil de Petro who when transferred to the M & P Jamaica, In Francis McManus' district, got out a folder to introduce himself to the folks in that sector. The advertising included photo and biog data of the manager, sincere letter of greeting, plus names and positions of every member of the personnel at the Jamaica Plains, Massachusetts, theatre. Ben Katz, Warner Theatres Milwaukee Zone publicist, recently suggested a get-acquainted week to give the manager and staff an opportunity to get better acquainted with patrons. The business of knowing and greeting the ticket-buyers is psychologically sound in winning new theatre friends. Frequently such friendships have done much In changing losses into profits. V V V HANDCUFFS FOR KIDS Sponsored by a dental manufacturing company Bill Crouch tells us Is the "l-Can-Take-lt-Club" which dentists are encouraged to organize locally for the purpose of increasing beisiness by developing the character of children. The character Is developed in part by making the child patient a member of the club which entitles him to credits, ten of which win a prize. For Instance, a cleaning counts two credits as does a filling and among the prizes suggested are handcuffs and policemen's clubs. For dentists treating children, cops' clubs and handcuffs should come In very handy — but not as prizes.