Motion Picture Herald (Nov-Dec 1944)

DIPLOMA of HONOUR Announcing a Special Award for Performance in Theatre ^ Showmanship in Behalf of the Sixth War Loan A special Quigley Award consisting of a citation with a Diploma of Honour for the foremost service to the Sixth War Loan drive through theatre showmanship is announced by Motion Picture Herald. Campaigns, submitted as usual to the Herald's Round Table, will go before the judgment of the awards committee of showmen which passes on all presentations to that department. All campaigns put before the Round Table in this competition also will be entered automatically in the annual competition for the War Showmanship Award, which continues for the duration of the war. Submit your campaigns to The Round Table, Motion Picture Herald, Entries should be mailed not later than two weeks after the drive closes. THE EDITOR k * * * * * * * Showmen of Round Table Tell How to Sell Bonds by CHESTER FRIEDMAN, Editor, Round Table A DIFFICULT task confronts theatre men In the Sixth War Loan campaign. Extra effort will be required if the records of past drives are to be exceeded — or even equalled. Two factors to be overcome will be the pre-Christmas shopping, and the state jf complacency in assured and early victory which has begun to manifest itself. It may very well be that a few effective promotional devices will serve better than cattered firing. War Bond Premieres, highly effective in the past, may be further developed, n that connection it is suggested that the individual manager seek to key his Bond Preniere with relation to pay day in his community, when his potential patrons may be expected o have cash in hand. This is especially true in factory areas. Another device of value would »e the erection of Bond booths in factories, where tickets could be issued to Bond buyers. Here are typical promotional devices used with a high degree of effectiveness in past rives. They should be of value to the theatre manager in the forthcoming campaign. talesmen Croups Ewald A. Stein at the Out-Wickenburg thea■e, Wickenburg, Pa., reports that while the vstem he has utilized to sell Bonds has inolved the use of premieres, talent stage shows, :c., none of these produced the phenomenal ;5ult that he obtained from activities of the roups of organized Bond salesmen and women. Three "Commando" groups were established, le among the men, another among the women, lown as "Commandoettes" and a third among ue children. In each drive since 1942, these hree groups have staged at least one "blitz" the communit}' on a given day and at that me every citizen in town and the surrounding ea was invited to purchase Bonds. In the last drive, for instance. Air. Stein ised well over half the to\vn's quota on Blitz Day" which was set for a Sunday afteron and evening. The theatre was closed for e occasion and all efforts were devoted to e selling and processing of Bonds. To keep the children happy, they were put to lling Bonds and Stamps to buy jeeps, and Mr. Stein reports that the net result was that by having three varied groups of sales personalities in the field they were able to appeal to almost every type of Bond prospect in the district. Mock Trials An ingenious device to stimulate Bond sales has been reported by Sam B. Kirby of the Malco Theatres, Little Rock, Ark., in the form of the "North Little Rock Lions Club War Bond Court." In this instance, stories were run in the local newspapers to the effect that an Army jeep driven by a local overseas veteran and police cars would call for, deliver and return to their homes, all persons wishing to participate in a series of mock trials. Penalties in this connection were the purchase of Bonds. Trials were held between 12.30 and 1.30 P.M. daily and Municipal Judge Jack Weas and Court Clerk Philip C. Trumpler conducted court. A "jail," a "bench" and a "witness stand" were improvised in front of the Malco Rialto theatre. Persons summoned to the court or "picked up" were asked in advance how much they could subscribe for. Local lawyers defended and prosecuted defendants and the jury was chosen from the spectators. Persons picked up by squad cars or the jeep before 12.30 were held in the "clink" until trial time, and put on "public exhibition." Each Bond purchaser received a ticket to the War Bond premiere. Juvenile Effort Concentrating on the juvenile angle, Arthur J. Keenan, at the Merrimack theatre, Lowell, Mass., featured a Bond selling contest conducted in the public and parochial schools, sponsored by the American Legion. Sixty schools were contacted on a daily basis, picking up money, checks and Stamp books and returning the Bonds the following day. Prizes were awarded to the students and teachers selling the greatest number of Bonds, and a plaque went to the school and room selling the greatest number. American Legion citations were awarded each boy and girl who sold at least four Bonds during the contest. The prizes consisted of a free trip to New York to the top student salesman and two trips for the teachers of the rooms selling the greatest number of Bonds. Street Names Changing the name of Main Street to Bond Drive was the focal point of the campaign in Lexington, Ky., headed by Bob Cox, publicity chairman for the WAC and Schine theatres. The mayor issued a proclamation. A definite school program was set up with (Continued on following page) OTION PICTURE HERALD, NOVEMBER 4, 1944 27