Motion Picture Herald (Jul-Aug 1944)

RO "kjfn international association of showmen meeting weekly in MOTION PICTURE HERALD for mutual aid and progress :HESTER FRIEDMAN, Editor GERTRUDE MERRIAM, Associate Editor OP Press Book Aid Canada's Outlook A news report issued last week by William R. Ferguson, exploitation director for M-S-M, announces that henceforth all press books issued by that company will devote a section to exploitation ideas for small towns. For many years, the theatre manager has been the most ardent critic of the press book. The average showman, prompted to air his pet peeve invariably fell upon the press book with the cry that these manuals, prepared at great cost and labor, contained too many ideas that appeared impractical. Also, the monotonous regularify with which the same ideas were proposed for pictures of similar themes gave the manager added indignation. Without attempting to be facetious, it is no exaggeration to report that more than 25 per cent of all the managers never even open a press book to see the content. Another 25 per cent probably limit their observation to the synopsis and players. Of the remainder, probably half look no further than the ad section and the accessory charts. Through the years, innumerable theatremen have voiced their demands for improvement to most of the film companies — with added suggestions. Despite attempts to improve the situation, the old formula still exists and the managers' former opinion still persists. This new device, which is proposed by Mr. Ferguson, appears +o be a constructive step as an aid not only to small town showmen, 'but to hundreds of other showmen who have been beset with other oroblems which have restricted their activities in the field of exoloitation — also, to those people who are either too new in our ousiness or lack the advantage of training in this phase of theatre ousiness. Mr. Ferguson, in this new enterprise, is endeavoring to follow the suggestions of exhibitors who have made their requirements known 'n letters and at exhibitor forums. the section has already 'Dragon Seed" and "The Designated as "Small Town Exploits", appeared in the press manuals issued on Seventh Cross". On each of these two pictures, several exploitable ideas are presented, which can be effectively executed in any type of operation. For those who would apply the simple and economical practices v/hich mean increased boxoffice receipts, and even for those who cloak ability under the subterfuge that "business is so good we don't have to exploit", M-G-M's latest contribution in the field of showmanship offers opportunity. At a recent conference of executives and managers of the Famous Players Canadian theatres, James R. Nairn, director of advertising and publicity for the circuit, made an address which gives a comprehensive view of the advertising scene in Canada under wartime conditions. He also stated several of his own opinions and defined the policies of the company regarding the exploitation outlook for the forthcoming season. Concerning radio advertising, Mr. Nairn acknowledged a marked increase in the use of spot announcements, but said that widespread radio advertising had not yet proved 100 per cent successful. "I believe that skillfully used, it (radio) can be used to supplement our other advertising more effectively than say, billboards." Mr. Nairn also remarked that the local manager is in a better position to pass judgment on the merits of local stations and programs and therefore should make strong representation when saturation programs are proposed. Comparing the relative values of radio and newspaper advertising, Mr. Nairn asserted that the newspaper is still the greatest proved medium and pointed out that innumerable polls had indicated that the amusement pages were read by a greater number of readers than those who followed the syndicated columns. According to Mr. Nairn, the government's order restricting the use of paper for display purposes had met with sympathetic response from the Administrator's office on any reasonable suggestion. The most serious problem encountered was the drastic curtailment of newsprint which had caused as much as 25 per cent reduction in lineage for corresponding months of a year ago. This was being offset in the circuit's ad mat service by getting large ads boiled into smaller space, thereby conforming to the formula in addition to aiding the smaller theatre budgets. Acknowledging that there was room for improvement in the circuit's exploitation activities, Mr. Nairn concluded: "Business is falling off in some situations and merchants are beginning to welcome tie-up ideas. "Promotions of a national nature do not come along' every month, but local promotions can be stimulated. "We must get ourselves into the frame of mind where we consider every possible angle to keep our attractions and theatres constantly in the public eye." —CHESTER FRIEDMAN TION PICTURE HERALD, AUGUST 26, 1944 45