Motion Picture Herald (Jul-Aug 1943)

ouly 3 1, I 943 MOTION PICTURE HERALD 47 MANAGERS* ROUND TABLE zAn international association of showmen meeting weekly tn MOTION PICTURE HERALD for mutual aid and progress CHESTER FRIEDMAN, Editor GERTRUDE MERRIAM, Associate Editor OP Keep 'Em Buying The Treasury Department has announced a 15 billion dollar quota for the Third War Bond Drive in September. The motion picture division of the War Activities Committee already has pledged support and showmen would be wise to start planning their campaigns now for this, the most ambitious project of this nature ever attempted. There have been indications that good news from the fighting fronts has a tendency to retard subscriptions to this enterprise, and the Red Cross in particular has had frequent instances where floods of cancellations by volunteer blood donors resulted when such tidings were reported. It is a foolish and dangerous attitude for the public to assume. Victory in the field means that more support is needed to consolidate and enlarge the scope of activity. To the Red Cross it means that extra plasma is needed to save the lives of those injured in the attack. There is no doubt, either, that withheld taxes and salary ceilings will be additional obstacles to the stimulation of bond sales. The showman must keep these facts before him. He must guard against falling himself, or permitting the public to fall into a lethargy at a time when determined effort and action are so urgent. The Treasury Department has acknowledged the material aid which the theatre industry has given this cause. It is fitting that the new venture reflect this recognition. We might add that your promotions in behalf of this drive, as with other war activities, make you eligible for consideration in the annual Quigley War Showmanship Award. . . . Full steam ahead! AAA Both Barrels Blazing We think that J. E. Conner's feat in behalf of the Music Box theatre in Tacoma, Washington, will appeal to all showmen who have had occasion and inclination to promote full-page co-op ads. This type of exploitation is not unusual, but the time, effort, determination and salesmanship involved in the undertaking naturally would imply some outstanding attraction or exceptional incentive. There have been occasions, not too frequent, when managers have been able to promote more than a single page, but generally in connection with celebrations of a civic or institutional nature. Conner received his booking on "Stranger in Town", and at the same time had an inspiration. Under the impetus engendered by his own enthusiasm, he shortly had sold three complete pages of advertising to local merchants. On the double-page spread, a four-inch streamer on the picture, etc., was blazoned across the top, while on the single page a mere one-inch box was used. Of course, Conner saw to it that there was a title slug or star photo of considerable dimensions in every ad. But Conner was not yet satisfied or happy. He persuaded the publisher of the newspaper to print a special edition, using a three-line scarehead on page one set in I 10-point type. The scarehead was tied into the picture's plot and read: "U. S. Supreme Court Justice J. J. Grant Slugged By Thugs". This dropped into an eight-inch subhead running four columns wide, containing highlights of the film attraction expressed in newspaper style and followed by the story that full details could be obtained by attending the Music Box theatre, etc. Mr. Conner's accomplishment should not be minimized. Tacoma is by no means a tank town. Nor can the 45,000 circulation of the Tacoma News-Tribune be considered small time representation. In normal times the accomplishment of this brilliant endeavor would be worthy of casual mention. In these troubled days, with so much extra-curricula work for theatre men, it certainly is worthy of special commendation. AAA Paper Conservation— The War Production Board has issued an order eliminating one-third of the gross paper previously used in the manufacture of displays used for advertising purposes. This may affect the use of displays and accessories in theatres and presumably heralds and programs, etc. Here again the enterprising showman will have opportunity to demonstrate his ingenuity and resourcefulness by devising methods aimed at maintaining business, although curtailed in material. — CHESTER FRIEDMAN