Motion Picture Herald (Mar-Apr 1945)

+ + + + + + + + + + + + + + + + + INDUSTRY THROWS FULL WEIGHT BEHIND RED CROSS DRIVE Leaders Cover the Nation to Brief Field Staffs as Deadline Approaches Throwing their full weight into the effort to make the 1945 Red Cross Fund Week the greatest money-raising campaign in behalf of the humanitarian agency, industry executives for the past fortnight had been meeting with exhibitor and distributor representatives in all of the nation's exchange centers. The determination of the national leaders was reflected in reports of record turnouts as the local gatherings spread across the country — all bearing tidings that the drive from March 15 through March 21 would eclipse all existing records for the industry in its Red Cross support. With the work of advance organization and planning completed, the harder work of putting the ideas into profitable action occupied the nation's showmen, who were pledged to make the drive their biggest job this year. N. Peter Rathvon, national chairman for the industry, encouraged by reports from the series of meetings, predicted that the Fund would surpass all preceding Red Cross drives. He said that as of the early part of this week, a total of nearly 11,000 theatres had been pledged nf the 13,438 that participated last year. All Albany Area Showmen Pledged to Support Drive Edward Dowden, New York City public relations chairman, called a meeting of the publicity committee at War Activities Committee headquarters. Harry Mandel, national publicity co-chairman, attended the meeting to familiarize the New York group with the national committee's plans. Approximately 250 members of the industry attended the "kick-off" luncheon in Albany last Sunday where Ben Kalmenson, Major Leslie Thompson and Lieut. Alexander E. Sable joined local speakers. Held at the Ten Eyck Hotel, the meeting drew theatre owners, circuit managers, branch managers, salesmen, bookers, and affiliated industries from areas as far removed as Utica, Gloversville, the Canadian border and Poughkeepsie. The announcement was made by C. J. Latta, area exhibitor WAC chairman, that the territory was over the top with all of the 202 theatres pledged. Connecticut Meeting Held Sunday in New Haven Other guests included Glen King, Francis Murphy and his band, Rabbi Leonard Mosesenson, Jules Lapidus, Col. Leonard Bullene, Capt. Robert Racline, Sgt. Hilda Jansson, Ruth Lynch, Sgt. Sylvia Gould, Harold E. Smith, Cliff. Beckett and Mrs. R. Hunting. Mr. Kalmenson, Mr. Thompson and Mr. Lapidus also opened the meeting Sunday at the Hotel Taft in New Haven. Present, in addition, were Mr. Rathvon, I. J. Hoffman, Connecticut WAC chairman ; Carl Goe, distributor WAC chairman ; Harry F. Shaw, Loew-Poli division manager active in many previous campaigns as chairman, and Lou Brown, in charge of publicity. All local exchange managers and Red Cross War Fund Press Book Covers Showmanship Angles Described by the national committee as a practical manual of ideas, information and inspiration, the press book issued to the nation's 17,000 motion picture theatres for the 1945 Red Cross War Fund Week, March 15 through 21, was designed to cover angles of showmanship necessary to put the campaign over ahead of any previous drive. Wrapped around the folded book is a diecut cardboard jacket which folds into a collection container when the book is withdrawn. Messages from N. Peter Rathvon, national industry chairman; S. H. Fabian, WAC theatre chairman; Basil O'Connor, chairman of the American Red Cross, and Colby M. Chester, national chairman of the drive, are featured. A page of praise for the Red Cross by military and naval leaders, with portraits and quotations, and a second page of pictures illustrating the work of the organization are prepared for removal from the book to be utilized as part of a lobby display. The book details ways to increase collections, cites the free trailer provided through National Screen Service and starring Ingrid Bergman, describes on four full pages many exploitation ideas for special events and displays, and contains a sheet of Red Cross stickers which may be pasted on collection containers. Highlighted are two pages of advertising material and theatre decorations which include the free National Screen mat of ad slugs, the four display posters contained in the special work kit, and the burgee streamers, valances and ushers' badges which may be ordered from National Screen. For newspapers and radio, publicity stories, spot announcements and suggestions for editorials are provided. There also is a complete list of national committee members, exchange area exhibitor and publicity chairmen and district members of the distributor division. The back page is devoted to a reproduction of a "Citation" the national committee plans to award at the conclusion of the drive to every exhibitor who has given full cooperation. The book was prepared under the super vision of Arthur M. Brilant, national publicity coordinator, with the assistance of the art and publicity departments of RKO Radio and RKO Theatres. The book features a department devoted to "Last Minute Reminders" to help the exhibitor check on the angles of his campaign. The reminders: 1. Theatre decorations. Valances . . . Banners . . . Flags . . . Burgees, etc. 2. Did you get your gratis Red Cross Kit? 40 x 60 ... 30 x 40 .. . Midget Cards. 3. Are you all set for collections? Volunteer Workers . . . Staff Trained . . . Music During Collections . . . Red Cross Slide . . . Special Events. 4. Are you using the ad slugs? 5. Did you receive the Red Cross trailer? 6. Did you arrange for an opening day parade? 7. Are your war heroes lined up to make appeals? 8. Did you get an official proclamation? From the Mayor, Borough President, or the Governor. 9. Have you obtained radio cooperation? 10. Will your newspaper run a special editorial? I I. Have you contacted your local Red Cross chapter? 12. Have you arranged special events? Group Nights for Different Foreign Nationalities . . . Boy Scouts . . .jp War Veterans . . . Schools, etc. 13. Are you holding a children's matinee? 14. Have you a container at the box office? 15. Are you Jiving up to your pledge? 16. Has your staff contributed 100 per cent? 17. Have you any school tieups? Such as Poster Contests, etc. 18. Have you shown the Red Cross short? Red Cross documentary, "Seeing Them Through". 19. Are you doing everything in your power to make this Red Cross drive the best ever held in your theatre? office managers attended. All except eight of the Connecticut theatres had returned pledges of cooperation, and indications pointed to collections surpassing last year's total. In Cincinnati, 150 exhibitors, civic officials and celebrities attended the meeting Saturdav at the Variety Club to formulate plans for the area's participation. Approximately 95 per, cent of all Greater Cincinnati theatres were., represented. Speakers included S. H. Fabian, theatre division chief of the War Activities Committee ; Abe Montague, general sales man , + + + + + + + + + + + + + + + + + 4 28 MOTION PICTURE HERALD, MARCH 3, 1945 ; !1(