Motion Picture Herald (Mar-Apr 1947)

*An international association of showmen meeting weekly in MOTION PICTURE HERALD for mutual aid and progress CHESTER FRIEDMAN, Editor QP gH| That's a smart piece of showmanship ^1 which helped to launch "Suddenly It's Spring" in Dallas. Paramount exploiteers and Dick Fay, manager of the Palace theatre there, tied up with Sanger Bros., the city's largest department store, to boost Easter in much the same fashion as Christmas is promoted. A life-size rabbit serves as the counterpart of Christmas' traditional Santa Claus. The store has gone all out with window space, display advertisements and inter-department cooperation, with some unusual publicity for the picture and the theatre. From Chicago, Irving Mack writes to tip us off to a novel device introduced by Dan Driscoll, manager of the Marlow in Helena, Mont. Filmack Trailer Corporation recently received copy for a trailer from Mr. Driscoll with a message from his staff asking patrons to "please have a heart and rent our boss a two bedroom apartment or house. "He doesn't own a dog, a cat or canary,'' continues the copy, "but he does have two little girls. Confidentially, he's willing to give a pass to the new landlord." Tsk, tsk . . . and here we thought we had licked the pass evil years ago ! Q Famous Players Canadian theatres recently announced the winners in the annual Christmas Gift Book drive for 1946. For the third time, the second in succession, super salesman for the circuit is Dennis Murphy, manager of the Capitol theatre in Halifax. The F. P. C. showmen again showed an increase over the previously established record for cumulative circuit sales, lifting the total $80,000 above 1944 and a considerable amount over 1945. At the circuit's Third Anniversary Din THE RIGHT SPIRIT IT is not often that we receive a letter which expresses the humility and sincerity that distinguishes real character. In the following instance, we detect in a letter from Art Meyer, manager of the North Main theatre, Houston, Texas, not only these two admirable personal qualities, but a manifestation of loyalty and inquisitiveness which are basic qualifications for a good showman. The letter follows: "I sort of hesitate to ask for membership in the Managers' Round Table. I see that so many really great folks in show business are members. Being a young fellow, in years and in show business, I humbly ask your consideration. "As manager of this Interstate theatre, I find myself and every manager here in Houston . . . worked up from ushers. / am in fove with my company because they were just plain wonderful to all of us who entered the armed forces. This was a continuation of their policy before the war and since. "/ am asking for membership in the Managers' Round Table because / honestfy believe that it is full of real showmanship, f can use if sort of as a textbook. I wish that maybe I can send along an idea that may in a small way help someone along the line." —CHESTER FRIEDMAN ner of the 25 Year Club in Toronto recently, ten new members were felicitated by John J. Fitzgibbons, company head and president of the unique organization. Membership in the club is limited to employees with a quarter of a century's service with Famous Players Canadian. € Here's a demonstration of the power of cooperative advertising in the tieup between the May Company book shop in Los Angeles and the appearance of Claude Jarman, Jr., youthful star of "The Yearling," to autograph copies of the book at the store. The book department manager of the store disposed of the entire stock of more than 300 copies of "The Yearling" in about 40 minutes. Display advertisements in the morning Times and Examiner by the May Company on the morning of the star's appearance attracted enormous crowds. The fish-bowl stunt mentioned here a ^| few weeks back was revived recently by Ben Mindlin, manager of the Valley Stream theatre, Long Island, N. Y., who was amazed at the hundreds of people who were attracted to the invisible piscatorial specie. He should see the crowds that collect when that eccentric New Yorker gets out his string and chewing gum to fish up coins dropped down the subway gratings here in the big city. And what a ballyhoo that would make for some of the current film offerings like "If I'm Lucky." €A western theatre circuit recently sponsored a showmanship contest, offering cash prizes to its theatre managers for the best ideas promoted in behalf of creating goodwill for their houses. Many of the company's managers did not bother to enter the competition. Perhaps they could not think up an original idea but we venture that, when they are asked to explain their delinquency, they had better come up with some original alibi. The one about modesty has grown kind of thin, and many executives are beginning to wonder if this so-called modesty isn't just another name for laziness. MOTION PICTURE HERALD, MARCH 29, 1947 53