Motion Picture Herald (Sep-Oct 1941)

30 MOTION PICTURE HERALD October 18, 1941 CIRCUITS, DISTRIBUTORS PICK UP HUDSON'S FILM TESTIMONIAL PLAN Endorsements of Motion Pictures by Civic and Religious Leaders to Be Stressed in Trailer and Newspaper Advertising Copy The testimonial advertising technique, adapted to a national institutional selling campaign for motion pictures, proposed by Earl J. Hudson, president of United Detroit Theatres, at the convention of Michigan Allied in Detroit last week, is already in process of formulation throughout that state. Attracting nation wide interest, both within and outside the industry the plan appears likely to be the first of several pending proposals for institutional selling to evoke a concrete response from both distributors and exhibitors in all sections. There has been a marked trend of late towards the selling of motion pictures as an entertainment institution. During the summer the "Movie Vacation" advertising program inaugurated by the Philadelphia Bulletin was copied with success by exhibitors and newspapers all over the country. In July, Henderson M. Richey, director of Metro-Goldwyn-Mayer exhibitor relations urged the industry to go "doorbell ringing." Speaking at the North and South Carolina MPTO convention, he told exhibitors that the industry must sell itself to its neighbors as an institution by the equivalent of a doorto-door campaign. Endorsed by Companies Endorsement of the new plan spread rapidly this week. At Paramount, on Wednesday morning, Sam Dembow, Jr., said, a good percentage of the theatre partners and associates in the Paramount exhibition group were going ahead with it. Columbia Pictures, through its general sales manager, A. Montague, approved the institutional promotion at its eastern regional sales convention in New York over the weekend. Mr. Montague, who was a leader in spreading the "Movie Vacation" scheme described the new proposal as "a constructive one" and said his company would actively assist. Among others reportedly interested in the plan are Metro-Goldwyn-Mayer and the Loew circuit. Testimonial advertising, Mr. Hudson told the Michigan Allied members last week, has been proved by research and sampling to be one of the most productive type. It has surpassed all other forms, he said, when the names of the persons paying tribute to an idea were names that were nationally known and commanded public confidence and respect. So many persons have thrown bricks at the industry, he said, that he sought to determine if there were not many prominent persons willing to express praise for the screen as an entertainment medium. In a sample campaign Mr. Hudson is reported to have secured fifteen endorsements of motion pictures. These, it is understood, will form the basis of the campaign to be launched in mid-November via trailer, newspaper advertising, publicity and display throughout Michigan. At the convention Mr. Hudson warned that mere eulogy of the screen would be insufficient. He outlined a campaign of endorsements of its entertainment, educational and informative attributes as well as such specific aspects as the cumfort and safety of theatre recreation, its SOME TESTIMONIALS FROM MICHIGAN Typical of endorsements reaching the industry secured for the new Earl Hudson institutional campaign are the following quotations: "There's ample evidence that motion pictures stimulate an interest in good literature. . . ." — Frank Cody, Superintendent of Schools. "The motion picture is a magic carpet of fun for the whole family. . . ." — Mrs. S. S. Sutherland, Federation of Women's Clubs and Council of Churches. "Motion pictures artistically and conscientiously produced can he a source of recreation and relaxation quite in keeping with our religious and cultural heritage." — Monsignor Edward J. Hickey, Chancellor of the Archdiocese of Detroit. "Motion pictures have a definite place in the Army's morale program." — Major General C. H. Bone steel. "The greatest of all modern miracles is the motion picture . . . the window through which we all may behold the great dramas and comedies of yesterday and today . . . and the news events that prophecy what our tomorrow will be." — Governor Murray D. Van Wagoner. convenience, and inspirational values. Also he suggested seeking endorsement from women of the screen's style leadership, and from other experts of its architectural and home decorating inspiration, its pictorial presentation of current history and many accurate contributions to education. 15 Endorsements Obtained The names secured for the first fifteen endorsements at Detroit are led by President Roosevelt. The other testimonials are from : Mrs. S. S. Sutherland, Federation of Women's Clubs and Detroit Council of Churches; Frank Cody, superintendent of Detroit schools ; Monsignor Edward J. Hickey, Chancellor of the archdiocese of Detroit; Major General C. H. Bonesteel, Commander, Sixth Corps Area, U.S.A.; Private Kenneth E. Wilkinson, U. S. Army ; Louella O. Parsons, and Hedda Hopper, columnists ; Harold Heffernan, North American Newspaper Alliance ; Rabbi Leon Fram, Temple Beth-El ; Murray D. Van Wagoner, governor of Michigan ; and Damon Runyon and Malcolm W. Bingay, writers. In Detroit, Ray Branch, president of Michigan Allied, announced that the organization members would launch the institutional drive with trailers of President Roosevelt's remarks on the motion picture as an American institution. They were made for the Academy of Motion Picture Arts and Sciences dinner in February. The Butterfield circuit, Cooperative Theatres of Michigan and many Wolverine state independents are reportedly preparing to join the drive. There will be a meeting with Mr. Hudson and Mr. Branch to discuss coordination at Detroit this week. National Screen Service, Mr. Hudson said, will make trailers and other advertising accessories of the testimonials for distribution at cost. George Dembow, vice president in charge of National Screen sales at New York, said the offer extended not only to members of Michigan Allied and other theatres who use the Detroit campaign but to any theatres using the plan elsewhere. For United Detroit theatres, Mr. Hudson reported, the initial statements will be made up in trailers using text rather than voice. Each statement will be highlighted with an appropriate background of design and scored with semipatriotic music. Emphasis will be placed on the American origin, development, and distinctly American character of the motion picture. Citing the many distinctive American contributions of the film art Mr. Hudson expressed the belief that the industry had the right to be patriotic about itself in words or music. Statements Run Singly Each statement will be run, singly, in each of the UDT theatres for an entire change of program. It will be spotted in the newsreel or otherwise placed for maximum attention. Concurrently the testimonials will appear in display newspaper advertisements, in lobby displays, and on panel easels and in programs and other institutional literature. Local as well as national testimonials were also urged by Mr. Hudson in his outline of the plan. He observed that community leaders, with the respect and confidence of local citizens, could be as effective, or more so, as national personages. Even the smallest communities have persons whose commendations will command the attention of the public, he pointed out. It is well worth the effort involved for exhibitors or their representative to contact regional leaders, as was done in Detroit, he said, to explain the thought behind the campaign, obtain their statements and send them to National Screen Service for preparation in trailer form. Great benefits will accrue to all the industry, it was predicted when the general public realizes that motion pictures have enthusiastic friends, as well as critics, among people of importance and authority in professions, in business, public office, the various religious faiths and in the fields of education and public service. Many of these leaders, Mr. Hudson said, have already shown that they are glad to defend and pay tribute to the American screen. Roy Reichelder, Ohio Censor Head, Resigns Roy Reichelder, supervisor of film censorship in Ohio since being appointed to the then newly-created office in 1938, has resigned, and there will be a general reorganization of the censor board. Mr. Reichelderfer's successor has not been appointed. It is understood that Susan Warfield, film censor, will be retained, and that two or more inspectors will be appointed for work throughout the state. Mallard Opens Office William Mallard, formerly general counsel for RKO, has opened an office for the general practice of law at 60 Broadway, New York City.