Motion Picture Herald (Mar-Apr 1945)

SHOWMEN OF ROUND TABL TELL HOW THEY SELL BOND! REPETITION of successful promotions during previous Bond drives is endorsed as the backbone of successful enterprise during the Seventh War Loan effort. The addition of a few well-chosen ideas which have not been used previously in the local precinct can do much to augment former campaigns. The proved ideas of Round Table members during past drives are presented below, with the thought that every theatre manager will endeavor to include in his regular campaign promotions hitherto overlooked or perhaps impractical for local purposes. The success of previous Bond drives has been due in no small measure to the showmen of America. Determination, understanding and acknowledgment of his responsibility, plus personal pride, have contributed to this success in the past. They will again. —CHESTER FRIEDMAN, Editor, Managers' Round Table with the children and dubbed "CommanqJ ettes." Mr. Stein reports that in each of 1 drives since 1942, these three groups stagf at least one "blitz" in the community onj given day. In this manner, every person I town is approached. To pep up the children, they were instruct that the Bonds and Stamps they sold were! go toward the purchase of jeeps. Mr. Stl says that by thus organizing the three grouj every type of Bond purchaser is reached. 1 STAMP EXCHANGE , Nat Silver at the Strand theatre in Lowell, Mass., through a tieup with a local bank, imprinted all coin envelopes with copy reading: "U. S. War Bonds and Stamps Sold Day and Night .at the M&P Strand theatre, Lowell, Mass." The same copy was imprinted on paper napkins which were distributed at various restaurants, lunch counters, etc., as were paper bags used in stores in the neighborhood. Tinted heralds were widely distributed. Copy in this instance read: "Let's Go. Buy Your Bonds now. On sale here day and night. Be glad you're alive to back the drive." Small teaser visiting cards also were available with copy: "I'd like to make a date with you. If your answer is 'yes>' Just keep this card. If it is 'no' — just hand it back. One date to keep is to be at the Strand theatre each week for your regular purchase of U. S. Bonds and Stamps." In addition, Mr. Silver gave each patron a "tally sheet" with boxes in which Bond owners could place the date on which their Bonds were purchased ; Bond number ; inscribed to ; expiration date; denomination and total Bonds to date. The drive itself was ushered in with an allservice show in connection with the police department drive. Stories and art broke in the local newspapers with a photo of Police Chief Winn purchasing the first Bond. BOND RALLIES Antonio Balducci at the Regent in Syracuse, N. Y., staged a series of Bond rallies utilizing speakers, bands, wounded veterans and entertainment to stimulate sales. Several Free Movie Days for children also were arranged, and Tony used one of his portable Bond booths, moving it to various civic gatherings, department stores, etc., selling Bonds on the spot. STREET NAMES Bob Cox, at Schine's Kentucky theatre, Lexington, Ky., landed plenty of publicity for his drive when he arranged to change the name of Main Street to Bond Drive with the Mayor issuing a proclamation in connection with the ceremonies. Concentrating also on juvenile activities, Bob arranged many stunts in the schoolroom, which included poster contests, Bond auctions, individual and room contests with Bond prizes and the whole tieup topped off with a War Stamp jamboree at both the Schine houses. One of the highlights of Mr. Cox's campaign was an Uncle Sam Day, which was featured the last day of the drive and included the appearance of Uncle Sam with parades; attacks on the city by 'planes, soldiers and armored equipment, winding up with an evening rally and radio auction at the theatre. BOND PREMIERE Ira Crain, manager of the Capitol in Sioux City, la., featured a Bond premiere with tickets sold in advance. Arrangements were made for a Bond headquarters booth to be set up in a vacant store adjacent to the theatre, manned by volunteer workers day and night. Curb service designed for passing motorists was featured with Girl Scouts in this instance handling the sales and hopping cars. COMMANDO UNITS Ewald A. Stein at the Out-Wickenberg theatre, Wickenburg, Pa., in addition to premieres, talent stage shows, etc., organized Bond salesmen and women to spur his drive. Three "Commando" groups were set up, one among the men, another the women and the third At the Schine Rialto in Little Falls, N Dick Kaufman worked out a series of rail which he held at his house each week under auspices of the Elks, Boy Scouts, Girl Sco Junior Welfare League, American Legion, ; others. In addition, Nick staged a childn show tied into the "Stamp Exchange Bonds" slogan featured by the schools. Rialto also had a portable Bond booth wh traveled to mills and war plants at noon ho to spur sales. MOCK TRIALS A series of mock trials was the highlight Sam Kirby's drive at the Malco Theatres Little Rock, Ark. These were called "North Little Rock Lions Club War Be Court." Stories were run in the local ne\ papers to the effect that Army jeeps driven local overseas veterans and police cars wo call for, deliver and return to their hon persons wishing to participate in the series mock trials. These trials were held daily between 12 and 1 :30 and municipal court judge and co clerk conducted the sessions. A "j "bench" and "witness stand" were set front of the Rialto and persons summoned [Continued on page 23, column /] COMMUNITY cooperation is exemplified in this replica of a tank which was constructed by carpenter's union in Santa Barbara, Cal. The booth was staffed by wives of managers of Warner and Fox West Coast theatres in that city. MOTION PICTURE HERALD, APRIL 28, I