Motion Picture Herald (Jan-Feb 1945)

3 \ytn international association of showmvn meeting weekly L in MOTION PICTURE HERALD for mutual aid and progress :HESTER FRIEDMAN, Editor GERTRUDE MERRIAM, Associate Editor Boosting the Box Office I During the past months there has been a notable improvennent jin the material content of press books, which is most obvious in the (sections devoted to exploitation. ,| The film companies seem to be placing more and more emphasis on exploitation as a means of promoting their product and appear to be devoting more attention to the preparation of press books designed to aid the exhibitor. ' in a number of instances they have done a grand job, convert,ing what was formerly a monotonous and repetitious manual into J|a valuable and substantial auxiliary for the exploitation-minded itheatreman. ■j The pages devoted to exploitation in the regenerated manuals contain an abundance of devices which are practical, constructive, and require a minimum of time and cash outlay. Moreover, they represent the type of promotions which are adaptable to all theatres in big cities as well as the small towns. For circuit managers in the larger cities, particularly, where promotion of attractions has become more or less standardized through central facilities, application to the revivified books should Dffer relief from regimented operation and an inspiration to engage n vital management. The impulse to write this comes at the moment from the press pock on "Blonde Fever". In this It appears that William Ferguson s making good on his promise of awhile back to help serve he box office. AAA Alert Showman Newspapers recently told the story of the thrilling rescue of American prisoners from a Jap prison camp on Luzon. The news was extra heartening to Harry A. Rose, manager of he Majestic theatre in Bridgeport, Conn., because of the fact hat the rescue party was in charge of Lt. Col. Henry MuccI, a lonne town boy. Mr. Rose was instantly aware that newsreel shots of the local tiero had tangible prospects, although his current news Issue was |j»arren. He got In contact with his district manager, Harry Shaw, and parned that the desired scenes were being shown in Waterbury vhere Col. Mucci was not quite so well known. A switch was made: l/lr. Rose made the local papers with ads and announcements, ,Uhed the sign shop Into preparing a double-faced marquee hanger fj-and paused a moment to catch his breath. Then came another inspiration. The current attraction was 3TI0N PICTURE HERALD. FEBRUARY 17. 1945 "Sunday Dinner for a Soldier". Why not a Sunday dinner for a soldier's family? Mr. Rose quickly extended the Invitation to the hero's family and followed with an Invitation to be his guests at the theatre. An additional gesture was a long distance 'phone call he arranged during the dinner party enabling the family to talk to their kinsman in Manila. The newspapers went all out to give attention to Mr. Rose'r neat bit of showmanship, with generous credits to the theatre attraction. AAA Good Teamwork Exclusive pf promotions engendered through the cooperation of Army officials and the usual exploitation media, the "Winged Victory" engagement at the Fox theatre In Philadelphia landed an unprecedented total of advertising valued at slightly over $5,600 through the combined efforts of theatremen and the distributor's exploitation staff. Among the Items which were promoted with no cost to the theatre were: 1,150 car cards on the suburban railroad system; 350 jumbo size dash cards on trolley cars; 8" by 19" ceiling cards placed in every subway and street car of the city transportation system; 40 ft. display boards erected at important locations; five street banners which were hung across principal downtown thoroughfares, and a total of more than two thousand dollars' worth of radio time on four major and three Independent outlets. It is another fine example of the results which are attainable when theatremen and field explolteers work together In harmony. In this instance a nod of approval Is due in the direction of Sid Blumenstock, Mike Weiss and Sy Friedman who represented Twentieth CenturyFox; Lester Krelger, Maurice Sable and Irving Blumberg of the Warner theatres, and Elmer Pickard, manager of the Fox theatre. A A A > Either Too Hot or— Show business appears to be the same the world over. In spite of the vast seasonal difference which exists between Australia and the northern and eastern states of this country, the exhibitors In both of these widely separated sections recently had simultaneous although somewhat varied complaints regarding the weather. While a cold spell and aggravated fuel shortage was causing theatres here at home to shut down, Australian exhibitors had cause for concern because a heat wave was driving theatre patrons to the beaches. —CHESTER FRIEDMAN 35