Motion Picture Herald (Mar-Apr 1945)

international association of showmen meeting zveekly m MOTION PICTURE HERALD for mutual aid and progress HESTER FRIEDMAN, Editor -ID L-... QP GERTRUDE MERRIAM, Associate Editor Now's the Time Just about a year ago Maurice A. Bergman, eastern director af advertising and publicity for Universal Pictures, speaking at a uncheon in New York, asked the industry in general and exhibitors |n particular, "What is happening to advertising in the theatre?" He pointed out, among other things, that exhibitors were failing "o institutionalize their theatres and suggested that they break away from conventions and decide upon a definite course of action "or their future advantage. So far, about the only step m this direction has been the con: 'rerted contribution to the war effort to which the industry subscribes in War Bond drives, Red Cross and other related war -^activities. There is some hope that in the next few months the war may end n Europe. The effect on theatres is anticipated hopefully but not oo certainly. It might be that this is the right moment to give more attention so Mr. Bergman's suggestion. Institutional advertising can no longer be considered as a luxury tern, despite the fact that it tends to sell the establishment rather nan the product. Since the object of institutional advertising is to build and mainain a favorable impression, such a campaign must necessarily be -.ontinuous and consistent. Results usually come slowly, therefore he time element is an important consideration. A few years ago the average theatre had a number of inducements to offer in addition to the screen fare. Prices, excellent iquipment, safety, atmosphere, comfort, were all units of sales ippeal to be spotlighted along with the intangible value of an 'ifficient, courteous service staff. But most of 'these features have suffered as war casualties along .vith the lobby signs, trailers and program announcements which ised to proclaim them. The theatre today depends mainly upon the drawing power of "ar names and big attractions, and when these are not available ere is the inevitable consequence at the box office. Fluctuating eceipts in diverse and scattered theatres throughout the country dicate the need for some stationary minimum to protect the ;xhibitor from any serious or protracted slump — a nucleus of cusomers who attend the theatre regularly regardless of the ittraction. By focussing attention on a constant factor such as the theatre is an institution of entertainment the exhibitor does not have to pin lis customer expectations solely on shifting box office values. Thus it becomes obvious to any farsighted exhibitor that between two competing theatres the one doing the most consistent and better job of institutionalizing will do better business over a period of time. AAA Maybe Next Year The announcement that he is the winner of the Grand Awards Silver Plaque in the Quigley competitions must be especially gratifying to Lige Brien on two counts — the recognition of his own efforts and the knowledge that one of his pupils nearly outdid the teacher. About a year ago when Mr. Brien was located at the Belmar theatre in Pittsburgh part of his extra-curricular duties included the breaking in of new managers for the Warner circuit. One of his most apt pupils was Sid Dickler, who had been recently discharged from the Army and who was anxious to learn theatre business. Warners' assignment of the newcomer to Mr. Brien's precinct points up the fact that the circuit has been fully aware of his talents as an efficient all-round manager. A capable teacher and a willing student is always a good combination, and Mr. Dickler was shortly able to succeed Mr. Brien when the latter's services were needed at the Enright theatre. Since then Mr. Dickler has been one of the most regular contributors to these pages, reflecting the teachings of his exploitationminded predecessor. Moreover he has been a leader among contenders for Awards honors in the past three quarterly competitions and in the Grand Awards. ^ Knowing Mr. Brien as we do we are sure that next to winning himself nothing would have given him more pleasure than to have his former pupil take the honors. A Precedent AAA The world premiere of "God Is My Co-Pilot", which took place in Macon, Ga., recently, appears to have established a new precedent for showmanship. Th rough the enthusiasm aroused among civic organizations merchants, the press and radio, the theatre and Warner Bros., distributors of the film, were relieved of responsibility of ballyhooing the opening. The attendant publicity was so widespread and thorough that even the usual theatre newspaper ads were dispensed with. Full details of the unique campaign appear on another page of th is issue. —CHESTER FRIEDMAN OTION PICTURE HERALD. MARCH 3. 1945 4i