Motion Picture Herald (Jul-Aug 1943)

J u 943 MOTION PICTURE HERALD 51 MANAGERS4 ROUND TABLE zAn international association of showmen meeting weekly tn MOTION PICTURE HERALD for mutual aid and progress . . _ _ _ __ _ _ _ . _ _ . .... mm ■ . . f • i x~\ t" pi i i r*\ r™ ii ifn d I a M A ~ \ —.4-^ l— /-J ■ -t-<^» r CHESTER FRIEDMAN, Editor GERTRUDE MERRIAM. Associate Editor OP Crescendo on Selling With the current issue of this publication the Managers' Round Table institutes an important supplement to its column on Sales Approach. It is important: because it is an innovation in the usual trade paper treatment of the subject. It is important: because it brings the men in the field into closer touch with key men in the industry, who bear the burden of developing ingenious advertising. It is important: because the nature of the selling theme concerning the picture involved has until now appeared uncertain and confusing. And, it is most important since it represents the first time a direct effort has been made to recognize and aid in the solution of a problem vexing to those men in the field whose job is selling pictures first run. We suggest that every individual who is -intrusted with the responsibility of selling "Victory Through Airpower" in his community, give earnest and thorough consideration to this week's column on the Sales Approach and we venture the opinion that incalculable benefit will be derived therefrom. In the future it will be our aim to present in these pages similar treatment on the Sales Approach whenever a picture comes along that requires extraordinary merchandising. AAA Mutual Aid Our ad page layouts are made up well in advance to meet publication dates. Many showmen usually delay and send in their tear sheets along with their completed campaign. The thought occurred to us that you lads (and lassies) who play the pre-releases could render valuable help to members who play these pictures immediately after you, by rushing tear sheets to us direct, immediately they appear in your local papers. You will, of course, receive full credit for them in the Quigley Awards, and the mutual benefits are apparent. Let's all hitch up and pull together. AAA On Service We are in receipt of a Service Manual that has recently been published by and distributed to the theatres of the Famous Players circuit in Canada. In following the lead of the Interstate circuit which rejuvenated the idea not long ago, Famous Players theatres is pursuing a wise course. In these hectic days of war hysteria and juvenile delinquency we know of no better way to safeguard against possible disaster than by the confidence and respect your staff can command through application of qualified Service. We are sure the time will come again when people will be more discriminate selecting the theatre in which to spend an evening in relaxation. When it does, those theatres that have refused to compromise present conditions as an excuse to permit lowered standards of operation will profit thereby. AAA The Managers Write Further recognition that the theatre manager is playing an essential role in the war effort is evidenced in a news clipping from the North Bay (Canada) 'Nugget' which informs us that Jack Nelson has been appointed to the post of Civilian Recruiting Adviser of the Second Military District. Nelson's appointment is acknowledgment on the part of military authorities for his splendid work as chairman of the Nippissing District Citizens' Recruiting Committee. The Capitol theatre, in North Bay, of which Jack is manager, thereby gets benefit of some fine publicity. . . . Dale H. Danielson of the Dream and Mecca theatres, Russell, Kans., hastens to correct a former report published in this section to the effect that few, if any, managers attain the eminence of a Governorship in the Rotary International. Dale holds this coveted rank in his local district and advises that at least two more managers will assume similar positions beginning July I. To most of the harried men in the field, who occasionally have time to dine with their families, these instances will never cease to be a source of bewildering amazement and admiration. . . . Circumstance does not frequently permit a picture to warrant favorable comment from the pulpit, but Sam Gilman of Loew's, Harrisburg, Pa., informs us that his assistant, Zeva Yovin, not only effected the sermon, but received billing in the weekly church bulletin, on "Human Comedy." . . . Fred Perry at the Olympic, in Watertown, is one of the alert showmen who are providing entertainment for local USO camps and garnering valuable publicity for the theatre. ... A. J. Kalberer by virtue of a personal introduction to Friday, the seeing eye dog, rates a page one story in the Washington, Ind., Democrat. When Kalberer is not busy meeting screen stars he manages the Indiana and Liberty theatres there. The resultant publicity, however, was a good buildup for "Eyes in the Night," which was the current presentation. —CHESTER FRIEDMAN