Motion Picture Herald (Oct-Dec 1951)

A CxhikUt C^ndJenthn —With a WE’VE attended conventions of the Kansas-Missouri Theatre Owners, at the Hotel President, in Kansas City, in the past, but none that compared with the one reported last week, when eight exhibitors got on their feet and sold the product of 12 major producers, in their own words, with showmanship. And we wish we could have been there, to hear it. If “Doc” Cook, or Homer Strowig or Dick Biechele, or Elmer Bills, or any others of our long list of old friends in K. C. ever stage this stunt again, we want to be among those present. We suspect the trend for “something new and different” that originated with Elmer Rhoden, Senn Lawler and the Eox-Midwesterners. At any rate, it is a constructive and desirable step in the right direction, and could be followed advantageously as a pattern elsewhere. Both sides of the argument could win, if showmen would think of and discuss showmanship in relation to coming product, as has been apparent here. Joe Redmond, of the Fox-Midwest advertising department, bellwethered this presentation, and he talked front, lobby, circular and radio advertising, with special emphasis on the necessity for sharp, personal attention of exhibitors, especially those in smaller towns, to newspaper cuts and copy. Pressbooks were distributed for study, and translated into Kansas-Missouri language. Showmanship stunts were demonstrated, in person, by showmen, who told how to sell new pictures and acted the parts, with gestures, to make clear how to “dramatize, personalize and mechanize” their presentation. That’s the line advocated by our Quigley Award winner of last year, J. P. Harrison, manager of the Campus theatre, Denton, Texas, who uses that slogan and proves his point with convincing displays that sell theatre tickets. What this industry needs most is a greater degree of interest and enthusiasm on the part of exhibitors for upcoming product, and the benefit of their cooperation as “acces "FUTURE ADULTS" We would like to again point out two bright ideas in a recent column of "Round Table in Britain" — where there are so many good showmanship ideas, necessarily compressed in limited space. R. W. Parker, manager of the Regal cinema, Torquay, spoke of his children's cinema club, known as the "Future Adults" — and we think that is a wonderful name for any teen-age group. It makes them feel grown-up and important and part of the scene, and not a bunch of kids on the loose. We could do well to copy it. And Bill Boht, manager of the Ritz cinema, Birkenhead, has what he calls his "Newspaper Chum's Club"^ — a sponsored or cooperative deal worked out with the Birkenhead News. What could be better than a club for youngsters that joined the newspaper with the theatre in youth activities? There are plenty of variations of plan that come to mind with the suggestion. The other day we asked a Round Table visitor if he read "Round Table in Britain" — and he said, "Well, no . . ." in a way that meant, he didn't think he was interested in what goes on overseas. We cited these two club names above, merely to prove to him, quickly, how much he missed. And we think, also, that it only needs a word to the wise, to get action. series before the fact.” The good old days, when you could look forward to a “Greater Movie Season’’ of new product, were the days when enthusiasm, and showmanship, had a chance to grow. Those announcements of new pictures used to fill us with fire and energy that carried through a year of exploitation and selling approach. Bill Rodgers, of Metro, announces the distribution of “Quo Vadis” to cities of 100,000, on a basis of “participation”— which means the advertising, too. And we’ve long believed that it would help film business if advertising were treated as it is when a percentage deal is written in the so-called “legitimate” theatre, where such deals are accepted through years of profitable usage. It seems reasonable and desirable that when “the company” asks a percentage of the gross (and in “the theatre” it is generally 80/20 in favor of the attraction) they should then share the advertising costs in percentage situations, on the same terms. It would provide that impressive “lift” that builds gross business for attractions that are really worth the benefit. Do you remember way back when McCarthy & Mitchell had “Birth of a Nation” and “Hearts of the ’World” on tour, about 35 years ago? We were on the “house” end of several of their contracts, but they circussed the town with everything from 24sheets up-and-down, and we always counted up a profit. It was real showmanship, on a strictly professional basis, and we learned much from that able firm of old-time "legit” showmen. The new 2Sc Bantam Book, “Pre •I views of Entertainment,” forecasts the future of films and other amusements through June, 1952, with advance facts on more than 700 movies, TV and radio shows, books and other devices to intrigue the public’s amusement dollars. It’s a grand idea, but we wish that it might have hit the market with the benefit of an author more friendly to motion pictures. Gilbert Seldes is not our notion of an authority who can pick our entertainment, and think as we think in the matter of selection. He may choose what he likes ; we’ll make our own choice. ■ — Walter Brooks MOTION PICTURE HERALD, NOVEMBER 24, 1951 41