Motion Picture Herald (Mar-Apr 1945)

"Exhibition Must Keep Faith With the Public . . . — G. S. EYSSELL the carnival can use ballyhoo not properly available to the exhibitor who has to show another good motion picture tomorrow. You have to keep faith with your public. If you stop satisfying the customers they'll stop coming.* "There is little room for the carnival atmosphere in the motion picture business," he declared. "The theatre is an important part of the community and of the city. Exhibitors who have a proper realization of this elevate the tone of the entire industry. Better and better showmanship will be the order of the day when we become fully mindful of our important position and when we accept our responsibilities to the full extent of our opportunities." A warning against the employment of too much force was sounded by Mr. Eyssell, who suggested a moderate approach in selling campaigns. He argued that taste and temperance in the presentation of advertising copy would pay dividends on current productions and assure a better chance for their continuation in the merchandising of other product to come. Two Exploitation Examples Recalled by Eyssell Turning for a moment to the "conservatism" of the Music Hall, Mr. Eyssell recalled two examples of exploitation. "In 1937," he said, "we sent the Rockettes on a little trip to Paris where they participated in an international dance contest. They had a good time, performed very well, won the Grand Prix, and we achieved some mention in the international press. Just last week our musical director concluded a three-week concert tour. He was accompanied by about 100 soloists, musicians and singers who appear frequently at the Music Hall and the concerts and radio appearances were billed everywhere as 'by special arrangement with Radio City Music Hall'. They had quite a few mentions over the air." Mr. Eyssell praised the "inspiring patriotic (Continued on page 49, column 3) *Mr. Eyssell was referring to the widely quoted "There's one born every minute" attributed to P. T. Barnum. In its usual connotation the remark is loosely tmderstood to mean "There's a sucker born every minute." J. Ellsworth Huntingdon in his definitive biography of the late great showman, however, says (page 483, Volume II) that the quotation did not include "suckers." Cosmo SUM Photo The showmen judges for the eleventh annual Quigley Awards competition, conducted by the Managers' Round Table of MOTION PICTURE HERALD, assembled at luncheon, following the judging, in the East Ballroom of the Hotel Astor in New York, Monday of this week. Matlack Wins War Showmanship Award Third Successive Year giving recognition within the industry to the theatreman whose contribution to the war effort through showman exploits is considered outstanding. In 1942 and again the following year, Mr. Matlack thoroughly demonstrated his unusual talents for this type of promotion in the overwhelming opinion of the judges. Despite the fact that his services were enlisted during 1944 in numerous state and local capacities connected with the War Finance Committee and the War Activities Committee, Mr. Matlack did not overlook his immediate responsibilities as manager of the Broadway theatre. Although the scope of his activities took him considerably further afield, the campaigns on which the judges decided the outcome of the 1944 Award were based solely on his promotions at the theatre. Mr. Matlack's most important competition came from the following theatremen: Harry Botwick, State, Portland, Maine; Joseph Boyle, Poli, Norwich, Conn.; Lige Brien, Enright, Pittsburgh, Pa.; Gertrude Bunchez, Century, Baltimore, Md.; Robert Cox, Kentucky, Lexington, Ky.; Jack Foxe, Columbia, Washington, D. C; S. W. Gould, Manos, Greensburg, Pa.; E. C. Keenan, Burns, Newport, Vt.; Ed Purcell, Strand, Staunton, Va.; Charles B. Taylor, Shea's, Buffalo, N. Y. JACK MATLACK, winner of the War Showmanship Award, has the unique distinction of maintaining his championship in this field for the third successive year. He is publicity director for the J. J. Parker circuit of Oregon, a distinguished citizen of Portland, and an outstanding community leader. Shortly after the outbreak of the war, the special Award was instituted as a means of MOTION PICTURE HERALD, MARCH 3, 1945