Motion Picture Herald (Nov-Dec 1944)

4n internatiojtal association of showmen meeting weekly I MOTION PICTURE HERALD for mutual aid and progress lESTER FRIEDMAN, Editor GERTRUDE MERRIAM, Associate Editor OP Ceep an Eye on the Ball Recent reports Indicate that theatre business, having suffered a eady decline during the past two months, took a sharp slump as e Christmas holidays approached. At this time of year, with everyone beset with shopping probns and the wearying search for appropriate gifts in overcrowded ores, it is perhaps only natural that the prospective moviegoer too fatigued at night to be lured by the prospects of seeing his ivorite stars at the local theatre. There have been other years, however, when the same condition fsted and money was less plentiful, when every showman was taxed I the utmost during the fortnight preceding Christmas promoting s program with all the devices at his command in order to offset le tendency toward declinirtg grosses. The theatre checking service and holiday wrapping facilities hich were once an attractive Inducement to shoppers during atlnee performances are missing entirely from the scene. Special [ploitation devices aimed at stimulating evening patronage are Eo conspicuous by their absence. Undoubtedly, a portion of this oversight Is properly attributable I the current War Loan drive with Its requirements on the anager's time. The inroads created on showmanship by the demands of the war "8 most evident whenever conditions or events have an adverse Ffect on business. The obvious deduction should serve as a reminder that showanship cannot preclude the necessity for the Individual to look lead and to plan well in advance. AAA Acquainting the Public Another step toward cementing favorable public relations among ress, public and theatre managers was made by Kathleen Lamb /haien, publicist for the Lucas & Jenkins theatres in Macon, 'eorgia, when she wrote and placed an editorial in the Macon vening News. Mrs. Whalen used the 1944 report of the March of Dimes camaign as a hook on which to base her editorial, explaining the atriotic enterprises of the circuit. Regarding the average citizen's attention to the theatres' particla'^ion in these voluntary commitments, she says: "Here is a little known fact that may surprise a lot of folk who mm mmmi think that Sunday movies are not included in the 'good works' category. A great percentage of the box office receipts for Sunday shows in Macon goes to civic and charitable enterprises. During the year, this sum exceeds $12,000." Mrs. Whalen also refreshes the public mind in behalf of the local theatres and the Industry In general by pointing out: "All this brings up a pertinent fact seldom, if ever, considered by the average theatregoer. Here in Macon, the most open-handed hut unostentatious charitable activity is practised by theatres which too often come in for a lion's share of criticism rather than praise." Difficult as it is for a press agent to break into the editorial page of the daily press, Mrs. Whalen's article was accepted without revision by the News' chief editorial writer and drew comment from local theatre patrons. A A A Colonef MacEachron Add to the list of Round Tablers who have achieved special distinction J. R. MacEachron, manager of the State and Paramount theatres in Jackson, Tenn. The veteran theatreman was recently appointed to the Governor's staff with the rank of Colonel. Col. MacEachron's appointment was by way of appreciation for his efforts in starting off the State War Bond Drive with a high degree of efficiency, hlis commission states: "For your patriotism, conduct and loyalty as in your Integrity and readiness to do good service to the state". —CHESTER FRIEDMAN )TION PICTURE HERALD, DECEMBER 23, 1944 35