Motion Picture Herald (Mar-Apr 1940)

MOTION PICTURE HERALD 85 MANAGERS* ROUND TABLE %An international association of showmen meeting weekly ;n MOTION PICTURE HERALD for mutual aid and progress k-MIKE VOGEL, Chairman and Editor QP GERTRUDE MERRIAM, Associate Editor ALL THOSE IN FAVOR? Most every active theatreman has had the distressing experience of a fondly conceived promotion busting right in his | face. That's not to be wondered at since circumstances beyond the manager's control often upset the applecart. There have (been instances, too, of carefully planned exploitations that did not come off because of some controllable factor not provided for in advance. That these latter be detailed by contributors is the suggestion of a member in describing his tale of woe of la parade gone wrong through an error of judgment. The Round Tabler feels that if the exploitation mistakes are pointed out, others perhaps might be saved from similar omissions. On the face of it, the idea has some merit providing every floperoo can be traced to the reasons for its failure plus a willingness of the manager concerned to bear evidence, even though the member and his situation need not necessarily be "identified in print. Tieins that fold up apparently for no sound reason might also be included in the hope that some other member may be able to help find the answer. The motion having been heard, and seconded by Gert, dis\ cussion by the membership, for and agin', will precede the voting. Gentlemen, — pardon, ladies and gentlemen, the floor is yours. V V V A NEWSWORTHY SERVICE The service staff of the Garden, Greenfield, Mass., recently passed the standard and special Red Cross first-aid courses, advises Manager G. Frederick. Each member is now entitled [to wear the Red Cross chevron, to display the diploma issued for this work from the Washington headguarters. Presented ,jon the stage by the fire chief and other civic dignitaries, these honors were made much of by the local press. Frederick believes his theatre the only one with such 100 per cent representation. Modern eguipment, fire and riot drills, plus first-aid training, set a safety standard in the theatre not always matched in 'other places of public assemblage. Audiences are wisely taught ,lto take this for granted. The added precautions stressed by the civic presentation point up Frederick's determination to further fortify this reassuring public state of mind. Even though it may be nothing but a theatreman's figure of speech, this corner would just as well the members shelve the term "stolen," sometimes used in tracing the background of an idea. Accompanying contributions, a typical letter will read, "attached is a stunt stolen from a recent issue," or, "I steal quite a few layout ideas from the Round Table ad pages." Of course, the boys are generous in so crediting brothermanagers for these inspirations. But "steal" is hardly the word. There never was a time, in this end of the business, when effective exploitation, whatever its source, was to be considered as anything but common property. That goes double for your Round Table. MOTION SELLS MOTION The first step in making a sale to the passerby is to stop him in front of the seller's display. Thus, shrewd merchandisers often use animation, since figures show a distinct preponderance in the number of onlookers so halted. The same reasoning seems to be accepted by Round Tablers who report the animations reproduced in these pages, according to the importance they attach to this form of display and the efforts devoted in making it tick. In support, further evidence again might be made of the strollers in 50th Street beneath our offices. While quite a few stop at the attractive windows along the way, the crowds gather at Rockefeller Center ice skating pond to watch the skaters go 'round and 'round. V V V To emphasize that tempus fugits, the membership is advised that this issue marks the ending of the First Quarter in the 1940 Awards. The judges' findings for the First QuarterMaster Plaques, Medals and Citations will be set down in the following issue. It is expected that the winners will come mostly from those who have landed oftenest in the Fortnight listings. That's something to keep in mind. a 1