Motion Picture Herald (Nov-Dec 1946)

zAn international association of showmen meeting weekly in MOTION PICTURE HERALD for mutual aid and progress CHESTER FRIEDMAN, Editor Something New Added Britain's National Savings Committee is currently engaged in a drive to raise two billion dollars in small savings. Tied in with the campaign is Paramount's "Blue Skies" which will benefit to the extent of some 60,000 posters now being distributed to banks in that country, with a message from Bing Crosby, the text of which reads: "Keep on Saving . . . We've Sot Great Things to Do . . . Save Now for Blue Skies Ahead." Five thousand theatres in England will also receive standee cutout figures, eight feet high, with similar tie-in copy for use in lobbies. It is this latter part of the tie-up which will appeal most to the theatre managers and exhibitors. Too frequently in national distributor tie-ups, a picture only benefits to the extent of intangible publicity. In this case, the theatre has something tangible to display in the lobby — and, if business is good, the manager will feel that the tie-up was beneficial. AAA Our Bread and Butter Commenting editorially in his house organ on the exploitation exerted in promoting "Theirs Is the Glory" by managers of Gaumont British cinemas, James Forsyth, director of public relations for that organization, remarked: "The regular weekto-week 'bread and butter' type of film calls for and gets the normal and conscientious advertising. But when one of these comes along — a showman's dream — which, because of star value, production and subject, you can really get your teeth into . . . then the fun begins." Such a film, apparently, is "Theirs Is the Glory", for the G-B showmen have been enjoying a Roman holiday with civic receptions, previews and general exploitation on a scale seldom reached in England. One cannot consider Mr. Forsyth's words without realizing the number of "showman's dream" productions which have either been released recently or are about ready for the public in this country. With a rush, the producers have been trying to get their Academy Award entries released before the end of the year. These have the makings of the real big exploitation vehicles which combine all three qualities of star value, production and subject. We are thinking more specifically of a number of so-called "bread and butter" films which are also available to exhibitors at present. Quite a few of these less pretentious films embody the three qualities which, Mr. Forsyth says, "you can get your teeth into", despite the lack of advance ballyhoo from the producer and distributor. We believe that there are more managers who will get the bigger thrill from exploiting this type of picture than those already acknowledged as Academy contenders. We also think that the manager deserves to get more credit, and certainly greater encouragement, when he succeeds in promoting the "bread and butter" type of picture. Whether in England or America, the manager who is in there pitching, week in and week out, to make his "bread and butter" pictures stand up against adverse weather, stiff opposition or the criticism of the dramatic experts, has little to be apprehensive about when the big ones come along. He simply takes them in his stride. AAA A campaign put on by Francis J. Cahalan, owner-manager of the Magnet theatre in Claremont, N. H., could qualify him as the "outstanding theatre manager for 1946". The campaign was in connection with the recent election in which he, as the Democratic incumbent Representative to the State Legislature, was the only member of the party to be elected in the Republican landslide. Two days before election he received a special award for service to veterans from the American Legion in which he was cited for his efforts to readjust servicemen,, his work with blood banks, his inauguration of a program to send Christmas gifts to servicemen and other activities in behalf of his community. AAA Maybe it's because we were a theatre manager for so many years, but at the Roxy theatre opening of "The Razor's Edge", last week, we couldn't help but observe what probably passed almost unnoticed amidst the glitter and glamour of the distinguished audience. The host for the evening, with all the sincerity, graciousness and cordiality of a good theatre manager, was everywhere, greeting his guests. The man who might easily pass for the perfect theatre manager is himself a former exhibitor— Spyros Skouras. —CHESTER FRIEDMAN 104 MOTION PICTURE HERALD, NOVEMBER 30. 1946