Motion Picture Herald (Nov-Dec 1946)

«An international association of showmen meeting weekly in MOTION PICTURE HERALD for mutual aid and progress CHESTER FRIEDMAN, Editor QP Not Expensive— Expansive Reel Reels Our London representative, Mr. Peter Burnup, reminds us that England in peacetime has not yet lifted many of the controls which limited theatre promotion during the war. Not only are circuit managers sharply restricted in regard to money they may spend for advertising and exploitation, but on those occasions when permission is granted to step up the budget for some special picture, more often than not, materials are not available. Our English colleagues have not permitted these obstacles to hinder their zeal for promoting their attractions. On the contrary, it has stimulated them. Called upon to improvise and show more imagination, there has been a spontaneous effort notable throughout Great Britain. The result is evident in higher standards of theatre promotion. Both in volume and guality, showmanship has never before been at the current peak in that country. Skill is developing apace with the enthusiasm which is prevalent everywhere. In showmanship, determination and enthusiasm, England's theatre managers, executives and publicists need make no' concession to anyone. A A A _ There is a marked degree to which the English theatre manager has apparently dedicated himself to institutional ventures in the field of public relations. The contacts with community groups and organizations established during the exigency of war are continuously broadening. Cooperation is being extended also to veteran groups. In this the Englishman is showing greater foresight than our American showmen, in that our efforts are commonly directed at specific occasions or at Christmas time. The English manager has manifested a year-'round interest, especially when it comes to assisting in the raising of funds for indigent or hospitalized war victims. Another factor which is making an important contribution to the general esteem and prestige of theatres in England is the long range perspective regarding the children. True enough, we have many types of special programs designed for the juveniles. Even the latest and best innovation we have, the recently developed Children's Film Library, does not compare with the youngster shows in England. Theatre managers, no doubt, are promoting tieups in conjunction with basketball and football which are now seasonable. Showmen who have learned from experience the value of extra publicity to be gained through these tieups might be interested in the fact that neither of these two sports rank at the top of the list in popularity with sportsmen. According to a recent sports quiz, fishing ranks as the principal sport, both in popularity and in the amount of money spent annually. Here, it would seem, is an important group. The manager or exhibitor who books his program with a view to providing special interest to attract occasional moviegoers might find this information valuable. Many excellent short subjects on fishing have been produced which would enhance the program and lend themselves to special exploitation activity. AAA — Next to Godliness A veteran manager for an out-of-town circuit had been called on the carpet several times because his lobby was invariably in need of cleaning. No amount of persuasion or threats had corrected the situation, a'nd the supervisor was loathe to dismiss the manager. The supervisor called Mrs. Manager. Would she help? The plot thickened! Mr. Manager occasionally brought newspapermen and businessmen to his home directly from the theatre for a bottle of beer and some cold ham or cheese. The next time Mr. Manager started for home with a few of his friends, by prearranged plan the assistant manager of the theatre 'phoned Mrs. Manager. When Mr. Manager opened his front door, he almost collapsed with embarrassment. Refuse and papers littered the floor; the furniture and pictures were disarranged, and clothing was strewn about the room. The object lesson was not lost. Mr. Manager's theatre is now the neatest and cleanest in the circuit. —CHESTER FRIEDMAN MOTION PICTURE HERALD, NOVEMBER 2, 1946 53