Motion Picture Herald (Nov-Dec 1944)

NDUSTRY PUNCHES AHEAD ON 5TH WAR LOAN DRIVE FRONT I ilonth's Sales in New York Total $2,893,000 So Far; ' Many Premieres Set '' First reports in the theatres' drive to sell tonds during the Sixth War Loan, to top other idustries participating, and to set a general igh mark in the absence of a quota, this week ere highly encouraging. New York theatres this month already have bid more than $2,893,000 in Bonds, according 0 Malcolm Kingsberg, War Activities Comaittee chairman for that area. The first 24 ours of the drive netted $25,370 in Bonds in ae Hartford area. In New Haven, the first of . series of 12 screening room Bond shows .rew $80,000. In the Cleveland area, some '5 Bond premieres have been arranged; in Kew York, 100; in Philadelphia, it is estimat':d the December 14 showing of "Frenchman's Creek" at the Aldine will bring in 31,200,000. Free Movie Day to Be Focal Point for Selling ' Free Movie Day, for the most part Decemoer 7, occupies theatre attention now as a focal point for selling. Admissions in all instances will be by Bonds. In the Denver area a I children's Free Movie Day was held Friday, I November 24, registering a sale of about $250,I K300 in Bonds. I' In New York, in addition to the approxiI raately 100 regular Bond premieres arranged, during the campaign there will be 16 premieres especially for children. ii A radio rally in Hollywood as large as that 'in New York which sparked the drive's beginning, and sold approximately $85,000,000 worth of Bonds, is maturing under the sponsorship of the War Activities Committee and the National Broadcasting Company, the latter having appropriated one hour's air time. ! The Hollywood show will be the night of December 6, will feature stars from the studios, and will be managed by Mann Holner, Cornwell Jackson and Ted Lloyd. To build up a volunteer sales force and increase the sale of Bonds, a Sons-in-ServiceClub has been sponsored by Loew's Theatres fo promote the selling of Bonds. Each theatre is organizing its own club. In order to become a member, a patron must buy or sell $140 in War Bonds. These Bonds may be in any denomination, but -preferably in $25 units. Each member receives a membership card and a special card is mailed to a son or relative in the service in whose honor the Bonds are bought. Will Erect Honor Rolls In Theatre Lobbies All theatres participating in the Sons-inService-Club will erect an Honor Roll in their lobbies upon which the names of honored men and women in service will be entered. Los Angeles projectionists are participating voluntarily in the local campaign by servicing the Junior Bond Premieres scheduled for December 9 in 26 Fox West Coast theatres, and in 35 others December 16. Southern California's war industry plants are being contacted by "Taps for the Japs" mobile units, sponsored by 650 film theatres. Several divisions of the units are continuing this week writing Bonds for employees of the area's industrial empire, above and beyond normal payroll deductions. The units are staffed by volunteer workers of the Citizens War Service Corps, Citizens Defense Corps and motion picture personnel. Nat Barach, National Screen Service manager in Cleveland, reported this week his office to date had sold more advertising material for this drive than in any other. Mats and Local-Color Stories Arranged by M attack All its future trade paper advertising would be devoted to the Sixth War Loan, H. A. Ross, president of Ross Federal Service, said this week. The company's advertisements will have their copy prepared by Silas Seadler, of MGM, advertising consultant to the present film industry drive. Jack Matlack, Oregon publicity chairman for the drive, made every exhibitor remember a pledge he made for Bond Premieres, Children's Matinees and Free Movie Day at the recent meeting in Portland with national committee members. Photographs were obtained by all exhibitors in the territory. From the photos, Mr. Matlack had mats made and wrote local-color stories on each exhibitor and had both the photo and story break in their local newspapers — a reminder of their part in the campaign. The Oregonian, Oregon's leading newspaper, cooperated in the campaign by featuring a half-page two-color cartoon tribute to Oregon exhibitors. This cartoon broke in the Sunday Oregonian. The Oregon Journal also is devoting considerable space to the industry's campaign. In several cities of South Carolina, plans for children's shows have been altered so that they will be excused from school other days than Saturday, and in the morning, if they sell Bonds. In Columbia, children must sell $100 worth to be eligible to attend a show. At the Statue of Liberty replica erected in Times Square, New York, by the WAC, crews from different theatres serve in turn at the Bond booth beneath the structure. WAC Seeks Material to Compile Drive Data All tear sheets, photographs and other material showing what exhibitors have done to boost the sale of Bonds are requested by the WAC in New York. The intent is to compile the material as a report of what the industry did during the Sixth War Loan. A unique slant in the Washington, D. C, drive is the participation of theatres in a "Victory Bowl" ; that is, names of Bond purchasers are placed in a Victory Bowl, and a winner will be chosen December 16, closing date of the theatre drive. The winner will receive a $1,500 Bond. A total of $25,000 worth of War Bonds was purchased last week by William Crockett, vice-chairman of the film industry's national campaign, and a partner in the Bayne-Roland Theatres, Virginia Beach, Va., also a president of the Motion Picture Theatre Owners of that state since 1937. Mr. Crockett made his purchase at the Statue of Liberty in Times Square, New York. Four hundred prints of "Normandy Invasion," the U. S. Coast Guard's motion picture coverage of the assault on Europe, are being distributed by the Treasury Department as a feature of the Sixth War Loan drive. Copies of the film have been placed with 16mm film libraries throughout the country and will be available for showing in every state. Selected because of its timeliness, "Normandy Invasion" is one of several non-theatrical pictures to be used by the Treasury Department in promoting War Bond sales. The two-reel picture was filmed by combat photographers of the Coast Guard, who accompanied invasion forces on D-Day and hit the beaches of France in the first wave of landing barges. Opening with training scenes in the United States, the film then moves to the British Isles for final practice landings before the great assault on Normandy. Highlights of the picture include scenes of American troops wading ashore through a screen of machine gun fire, fighting to secure the beachhead, and removing the wounded. Trade Paper Publishers Honored for Efforts The film industry's "Medal of Honor" for exceptionally meritorious service in the selling of War Bonds, was awarded to trade paper publishers, in New York and in Hollywood, Wednesday. The New York ceremonies were at the Monte Carlo restaurant, where, after luncheon, Mr. Brandt and other officials of the campaign and the War Activities Committee, awarded the medals. The men so honored are Martin Quigley, Quigley Publications; Ben Shlyen, Associated Publications ; Abel Green, Variety; Moe Wax, Film Bulletin; Jack Alicoate, Film Daily; Jay Emanuel, Jay Emanuel Publications. In Hollywood, the honor was tendered Pete Harrison, Harrison's Reports; Arthur Ungar, Daily Variety; and William Wilkerson, HoUyivood Reporter. Browning Is Honored at Boston Testimonial Boston publicists gathered at the Hotel Statler November 21, for a testimonial dinner in honor of Harry Browning, publicity head of M and P Theatres and chairman of the publicity committee for the Sixth War Loan Drive for New England. Martin Mullin and' Sam Pinanski, heads of M and P Theatres, also received tributes at the affair. They are New England and Massachusetts chairmen, respectively, of the War Loan Drive. Among those attending were : Jack Saef, Paul Levi, Arnold Van Leer, Joe Longo, Red King, Phil Engel, Arthur Moger, Joe Di Pesa, Don Prince, Herbert Philbrick, Edward A. Cuddy and others. MGM's "Thirty Seconds" to Be Sold Separately as Special Although the 10th block has not yet been scheduled, Williarh F. Rodgers, MGM vice-president and general sales manager, announced this week that "Thirty Seconds Over Tokyo" would be sold separately as a special. The film, currently at the New York Capitol, now is being made available to all accounts under separate contracts. Canada Cites Exchange Staff Paramount's Toronto exchange has been awarded a special pennant by the Canadian Government for exceeding its quota in the Seventh Victory Loan. The award was accepted by Jack Hunter, manager, on behalf of the exchange staff. MOTION PICTURE HERALD, DECEMBER 2. 1944 25