Motion Picture Herald (Jan-Feb 1938)

February 2 6, 1938 MOTION PICTURE HERALD 67 MANAGE TABLE z/fn international association of showmen meeting zveekly in MOTION PICTURE HERALD for mutual aid and progress op ANNOUNCEMENT On Tuesday March 8th, a luncheon will be held for the Quigley Awards judges who will determine the Grand Awards Winners for 1937. Arrangements have been completed for the two winners to go to Hollywood, via United Airlines. The week's stay will embrace a multitude of activities with all expenses paid. Plans are being completed for a gala round of sight-seeing in movieland and honors will be bestowed upon the Grand Awards winners in a manner quite befitting their eminent position as premier showmen. The list of judges reads like a Who's Who from the blue book of Showmanship. These important industry leaders have eagerly signified their desire to forsake their important duties of the moment to participate in this momentous event. Extremely gratifying also, is the proud boast of United Airlines through their emissary of good will Bob Neff, that this pioneer air line has just purchased a million dollars' worth of new "Mainliners" containing new comforts, conveniences and engines. The Quigley Grand Awards Winners will be among the first to enjoy the luxury of these new Mainliners. Twenty-two men are participating in this final judging. The eyes of the Industry are upon these men. Under the new system of Quigley Awards for 1938 you and you and you have a great opportunity. Whether or not you are content to let it slip by or get busy and really do something about it remains with you and you alone. Certainly the reward, plus self-satisfaction, is worthy of the effort. A REAL HELP V V V The Home Offices of the various film companies are getting "down to earth" in their aid to men in the field for the exploitation of their product. A complete exploitation campaign in neat, orderly fashion has been devised by Frank McGrann, exploitation chief for Columbia Pictures. As a test for the effectiveness of one of these campaigns, McGrann selected "Penitentiary." This campaign was sent to three men in the field; namely, Lester Stallman in Bethlehem, George Tyson in Pittsburgh, and W. W. Ackerman in Altoona, all in Pennsylvania. We all are aware of the multitude of material which a theatre manager receives and cannot use; this material is usually gotten up at a great cost, and finds its way to the waste basket in many instances. Many times managers receive too little aid on pictures which they are endeavoring to "sell." It seems to us that McGrann has hit on a practical and effective way of combatting these two evils, and has found a happy medium. Included in the "Penitentiary" campaign are a press book, a folder for special art, a folder for special mats, proofs of a newspaper serialization, a proof of a special tabloid, and national exploitation aids. Press books are usually planned far in advance of release of a picture, and in practically all cases, many ideas are formulated after the press book has been printed. All these additional ideas and angles are also incorporated in these special exploitation campaigns, as well as specific campaigns used by men in the field, who had played the picture in advance of the national release date. Congratulations are in order for McGrann for saving a lot of money for his company and for saving a theatre manager a lot of time. Most importantly, his material is thorough, effective, and complete. He practically "lays the campaign in your lap," for you to adapt and follow according to what experience in your own community has taught you to be the best method of reaching your particular patronage. V V V OFF TO INDIA Appropriately termed "A Night In India Dinner," Ben Cohen, manager of the College Theatre in New Haven, Connecticut, was honored last Saturday night at a testimonial at the Taft Hotel. The occasion was inspired by the announcement that Ben had been selected as the Managing Director for Loew's new M-G-M Theatre in Bombay, India. Ben's promotion is deserved. His clean record embellished with spirited showmanship made him an outstanding man for the post. Ben's parents were present at the dinner; his father, after hearing many leaders of the theatre and civic affairs heap praise of glory on Ben's shoulders, was visibly impressed with the laudatory remarks from these "strangers." He slyly remarked that he knew Ben before he was born. Mr. Cohen, we think you've got something there.