Motion Picture Herald (Nov-Dec 1944)

R lAn international association of shozvmen meeting zveekly MOTION PICTURE HERALD for mutual aid and progress :HESTER FRIEDMAN, Editor GERTRUDE MERRIAM, Associate Editor Past, Present and Future with the curtain falling on 1944, further tightening of newspaper space allotted to theatre display advertising and expansion of radio pronnotion on a larger scale stand out among the most conspicuous aspects of what has been one of the most hectic years In motion picture showmanship. The files of the Round Table, however, are filled with evidence that theatremen, handicapped for a time because of newspaper restrictions and other shortages, were quick to develop alternative means of publicizing their attractions. Foremost among these developments has been the upsurge In merchant cooperative ads promoted in a broad field which runs from nationally known department stores down to the bookshop or beauty parlor operator in the smaller communities. The abundance and regularity with v/hich these promotions have come in from the men In the field Is indicative of the showman's ever-present resourcefulness In emergencies. In addition, he has contributed to maintenance of the theatre's prominence, despite the decrease in space allotment. As a matter of fact, the value of merchant co-ops is probably doubly enhanced because they appear on pages other than those generally devoted to the theatre and attract a clientele which might normally pass up the movie page. Widespread use of radio promotions took added impetus from announcements issued at the beginning of 1944 by several of the film companies which contemplated budgets exceeding one million dollars. Competition between some of the producers and distributors for the most desirable time was nothing compared to the difficulties encountered by theatremen who found the best periods reserved for other national and local advertisers. Here again many of the enterprising showmen proved themselves by cashing In on the natural Interest of radio listeners in Hollywood stars and happenings by promoting time for their theatres and attractions on locally sponsored programs. Special effort was directed to landing free time on programs devoted to news and comment related to motion pictures and to secure free attention on station-sponsored programs featuring music recordings through the excellent tieins offered through song hits from coming or current attractions. The music field itself, enjoying one of its greatest booms, and aided somewhat through the numerous films with musical backgrounds produced as escapist fare, reopened several avenues of exploitation. Tieups with stores featuring records and sheet music, and dance band and night club contacts which had for long been more or less neglected suddenly regained prominence in the general advertising scheme of theatremen. In deference to the various war activities which have taken so much of the showman's valuable time and effort, it has been more than gratifying to realize that, although exploitation and general theatre promotion were slow In getting started during the past year, the later months saw an acceleration of pace which may be taken as an indication that showmanship is once more on the march. AAA Good Promoter Bud Davis, manager of the RItz theatre, Panama City, Fla., has for the past five years been engaged In running a special kiddle matinee every Saturday. Indicative of the showman's talent, both as an entertainer and organizer, Is the fact that WDLP, the local radio station, broadcasts the RItz program each week. The radio station also buys space in the local newspapers to publicize the program with due credits to the theatre and urging all kiddies to attend. AAA How Not to Win Friends That all advertising executives think and act alike regardless of what field they are engaged in is Indicate.d in the following report which appeared In last Tuesday's N eiv York Times. "Advertising allowances by manufacturers to department stores often make more enemies than friends, according to J. A. Spooner, vice-president of a large manufacturing company. "The manufacturer asserts that, when allowances are made on goods which should be bought primarily on their merit, they are taken too often because of the allowance. Thus, when the allowance Is discontinued or decreased, the buyers become irritated." Which is fairly reminiscent of the theatre exhibitors' principal complaint when he books the so-called low bracket films from the same distributor who proffers such liberal advertising allowances on the top-flight productions. —CHESTER FRIEDMAN MOTION PICTURE HERALD, DECEMBER 30, 1944 4!