Motion Picture Herald (Jul-Aug 1940)

July 13, 1940 MANAGERS' ROUND TABLE 41 MINNEAPOLIS "SOFT-PEDALS" WAR KNOW YOURSELF TO CONQUER FEAR To Escape War's Psychological Bombardment, Go See a Movie — America is being bombed ! Effectively. The impact of every bomb is felt here— chologically. The nation's psychiatrists have observed the here of horrifying, swift destruction in Europe's war." Here in Minneapolis, far removed from either coast psychological effects may be less widespread, but neverl they are apparent. "It is becoming more and more obvious daily J contacting large groups of the civilian population discussions and examinations, that there" is toward varying degrees of emotional reaction/ Europe," said Alexander G. Dumas, M. D., * * "The mind of the average American! psy I He suggests an understanding of war first. Netherlands psychologi ag6, before their counlr I This paper, The Gopher theater today began a four week experiment in entertainment by eliminating from its screen every mention of war. * * * War shots will be eliminated from news reels, and features LOCAL THEATER BANS ANY MENTION OF WAR and short subjects will be booked for their avoidance of the subject. * * * The experiment is in line with the campaign to boost movie attendance to avoid "janglenerves" arising from war news. information about the present war th, possible throughout the hisl event in history." (This is NOT paragraphs are al} tervieio Dr. Bu. dwells on wa "The intelle tion has causj of anticip. psycho: hallucinations. She could hear the cannons in d they kept her awake. dual developed a psychosis in which the from the belief that all nations in Una to a campaign fund in order esident and thereby protect the and Fascism." is knowledge," the psyEind our affections are jnst self-destruction lllusi rated, at top, is six-column feature in the Minneapolis Star-Journal, written by a prominent local psychiatrist and planted by Ev Seibel, head of the circuit's Minneapolis ad forces, to note handling of war news by Minnesota Amusement -men. The second break, front-paged by the Times -Tribune, stresses war news ban at the circuit's Gopher, Minneapolis, by Manager Roy Slentz. Public interest in both campaigns was "terrific," according to Charlie Winchell, circuit ad and publicity chief. Gopher Theater Bans War News From Screen The Gopher theater began operating today on a plan of banning all war news from the program. Anything that pertains to the war will be excluded from newsreels and short subjects, Roy Slantz, manager, said. "We feel a lot of people go to a show to enjoy themselves and relax," Slantz said. "They are hearing an dreading and talking about the war so much ahey want a place to go where they can forget it." This experiment will last for four weeks. -~m in us is the ng else, unstable ould re 'ents oversports, elieve Benefit for Camp Fund Tied to "Swiss Family" Recently tied in by Glenn Nelson at the Harris, in Findlay, Ohio, was a benefit hookup with the Y.M.C.A. for "Swiss Family Robinson" proved as profitable for the Round Tabler as similar cooperations he is in the habit of effecting with leading organizations in his sector. Knowing that the organization was interested in raising funds for their boys' camp, Glenn approached them with the idea of running the special show. A percentage of each ticket sold was applied to their camp fund and in order to protect his boxoffice, Nelson requested that all tickets be turned in or their equivalent in cash by noon of the day the picture opened. With 100 boys out selling the tickets three weeks ahead of opening, the picture and benefit received much word-of-mouth publicity and mention in cooperating newspapers. To encourage the boys in their effort, paper also ran listings of their sales standings from time to time. "LET'S HEAR FROM YOU" Steinbuch's "Storm" Contest Reported as the first time cooperating daily paper had been cracked on a movie contest in six months was stunt put on by Ev Steinbuch at Loew's State, in Cleveland, for "Mortal Storm" with cash and guest tickets to those submitting best answers to the question: "Why is freedom a priceless possession?" Lobby Stunts Prove Successful for Conner For a novel lobby display, Marlowe Conner at Warners' Avalon, in Chicago, has procured an old-fashioned large tea kettle which he filled with water and into which he put some dry ice to produce a steaming effect. Kettle was placed on a shelf fastened to an easel with copy reading: "We're all steamed up over next week's show," etc. Second lobby stunt consisted of writing desk with pen, etc., and postcards showing a photo of Ginger Rogers with handwritten message as follows : "Something to write home about, Ginger Rogers in 'Primrose Path,' " etc. Space on reverse side for message and address, cards available for patrons were mailed gratis. MANDEL TIES CARTOON TO RKO UNDERLINE Through a promotion engineered by Harry Mandel, RKO Theatres director of advertising and publicity, the Walt Disney cartoon strips in the New York Journal-American now carry playdate underlines opposite cartoon titles. Tor a recent Donald Duck date, for instance, the copy ran: "See Donald Duck now showing at RKO Theatres in Manhattan, the Bronx and Westchester." "Lincoln" Engagements Aided By School Participations Theatremen able to secure cooperation of schools for dates on "Abe Lincoln in Illinois," found the picture received favorably enough to allow closer contacts with classes. In Chicago, as an instance, with a set of records of the stage play purchased for the purpose, Marlowe Conner obtained permission to play the records before school assemblies. The Round Tabler accompanied the program with a 30-minute talk on the date at the Avalon, a first-time incidentally that Conner was allowed to go directly to the students. Other exploitation featured imprinted change envelopes holding five new Lincoln pennies, copy reading: "Five reminders to see," etc. Envelopes were used for change by restaurants, candy and drug stores, in addition to the theatre. In Robinson, 111., Manager Peter Nepote of the Lincoln, spotlighted his "Lincoln" campaign with a proclamation from the Mayor urging wide attendance. Thus unusual civic cooperation was given due attention in the press, which also noted the personal appearance of a local 90-piece high school band promoted by Nepote for the premiere. American Legion and other war organizations took part in the ceremonies. The manager was also successful in having the grade and high school classes dismissed earlier so that the students might attend the special matinee organized with the cooperation of the school heads.