Showmen's Trade Review (Apr-Jun 1939)

\Page 30 SHOWMEN'S TRADE REVIEW April 15, 1939 PROGRAM EXCHANGE Domestic and Foreign Situation on Programs Receives Comment Here THERE are lots of programs on tap this week. They've come all the way from New York City, that place where they're going to have a World's Fair this year, to jolly old England. And that, members, is taking in a lot of territory. From Lee Levy, Manager of the Carlton Theatre in New York comes an Easter program. On the front cover is Mr. Bunny and the traditional Easter lilies, together with the message, "Wishing You a Truly Happy Easter Full of the Joys of the Springtime Season." The inside is an attractive blend of art work and copy to gain the attention of anyone who happens to pick up the program. We have a three-fold program from the Translux Theatre, New York. By threefold, of course; we mean it folds three ways. On the front is a sketch of the house and this institutional copy: "The modern theatre . . . presenting films of merit from all studios . . . the finest short subjects . . . and all the news in pictures." The rest of the program contains copy on the week's attractions, with one page devoted to critics' comments on "The Lady Vanishes." While it isn't pretentious, it is nevertheless neat and just large enough to fit snugly in a woman's handbag or a man's pocket. Thanks, Reese B. Harrington, for your program. Reese is manager of the theatre that bears his given name in Harrington, Delaware. We like the line which says that the Reese is "owned and operated by Down Home Folks." The program is printed on green paper, which is easy on the eyes. We suggest that if you don't care to use white paper, green is the next best. It is easily readable. Again we cross the Atlantic. This time to look at the Empire Weekly News, the program of MGM's London shop window, the Empire, Leicester Square, which is presided over by Charles Rayment. It is the only one of its type in the West End; other cinemas favor throwaways, presenting the cast, next week's attractions and certain general details about the house. We have before us Vol. 32, No. 375; but week after week, Press Agent and Editor Mervyn McPherson follows a similar layout. Printed on Syi by 8^ art paper, the front page is devoted to the standard heading and a 4x5 still of the following week's feature. Two columns of page two give the program, times of screening, casts, general information and details of the LCC License* — a legal must. (fREE TO OATRONS^ Pniiay, March 2j,h, ,,3, ROSALIND RUSSELL FAST AND LOOSE Crardo,. J„ S;>y.„ Something Good From London Here's the front cover of the program issued by the Empire Theatre, MGM's London shop zvindow, on Leicester Square. It's surprising hoiv a single, attractive still can convey more than the equal amount of space in cold type. Incidentally, illustrative halftones are used on the inside pages, too. There's more about it in the accompanying article. Chatty paragraphs and attractive stills of forthcoming MGM productions and the program at the "sister" house. The Ritz, which is in the same block, fill the two remaining pages. Altogether, it is a neat program which is invariably taken home for other members of the family to see and is rarely left in the theatre. "Mac," you deserve congratulations. And thanks to our London Representative, Jock MacGregor, for bringing the program to our attention. Glad to hear from you, Milton. We're referring to Milton Bundt, of the Garden Theatre, Richmond Hill, L. I. He still puts out a good program, profusely illustrated with halftone ad cuts and art work. And that just about ends our discussion for this week, except for the fact that at this writing there is another new member. He's Walton Bonds, manager of the Milan Theatre, Milan, Tennessee. Add him to your list, boys. Walton, better start exchanging now. You've got a swell variety of programs com . J. , m 1 ing your way when you start. Your Application Blank Well be back with you again next week. , ., m, , * In accordance with the requirements of the Clip and mail Now! ^7'^'=" county council. 1 — ihe piibhc may leave at the end of the per -T „ ^ , formance or exhibition by all exit doors and such SIR Program Exchange, doors at that time must be open. SHOWMEN'S TRADE REVIEW, , 2— All gangways, passages and staircases must be 1501 Broadway, tiSn ^"'""^^ ^"""'^ chairs or any other obstruc New York, N. Y. 3 — Persons must not be allowed to stand or sit Dear "Chick"-— I herebv annlv for memberihin in '"any of the gangways intersecting the seating or to CTD D ■ "^[^"y ^PP'y !°'^ memDersnip in jit m any of the other gangways. If standing be the 5TR Program Exchange. I understand that entry permitted m the gangways at the sides and rear of of my name on this coupon signifies a willingness to seating, sufficient space must be left for persons to exchange theatre programs with other theatres, but ^^its/''' '° '° ^'""^^ ^'^^ *° involves no other obligations. Thratre ^ Members Added This Week rih, Van\ E. Anderson, Beaver Theatre, Des Moines, la. Maurice Oserman, 77 Swan St., Buffalo, N. Y. State Walton Bonds, Milan Theatre, Milan, Tenn. JOE WHEELER has been appointed manager of the Chakeres Grand, Circleville, Ohio, succeeding RALPH WINTERS, who has been assigned to another house. WHEELER was formerly at the Cliftona, Circleville. SIDNEY DEAN, advertising manager and assistant to the late H. T. MORRE, owner and manager of the Rialto, Tacoma, Wash., has taken over the management. He will be assisted by JOHN OWSLEY. DAN REDDEN has succeeded BILL HAMRICK as manager of the Paramount, Seattle. CLYDE STROUT, assistant manager of the Orpheum has been appointed manager of the Coliseum, succeeding REDDEN. EARL ANDERSON has been appointed assistant at the Orpheum succeeding STROUT. ANDERSON had been doorman. Another doorman recently promoted is MARION FOX who is now assistant to REDDEN at the Paramount succeeding CHARLES BARNES. FORREST SWIGER, who was manager of the Tower Theatre in Oklahoma City until he resigned to go into the shoe business is back in a theatre again, this time as manager of the Plaza for Standard Theatres. JOE GOETZ, who has been assistant to Col. A. F. FRUDENFELD, RKO Division Manager in Cincinnati, has been appointed RKO manager in Dayton replacing MILLARD M. BLAETTNAR, who resigned. WILLIAM A. CLARK, who has been an exploitation man for United Artists has been appointed manager of RKO Keith's in Dayton succeeding DUANE HATFIELD who also resigned. MAY 14th MOTHER'S DAY. Have a lobby display of Whistler's portrait of his mother. Special shows for mothers would be a good bet. Offer inducements for children to bring their mothers to the show. Have a lobby display of pictures of famous nationally known mothers augmented by those of distinguished local mothers. Make a tieup with a florist to present a flower to every mother who visits your theatre. NATIONAL FIRST AID WEEK begins. Sponsored by the National Association of Retail Druggists, 205 West Wacker Drive, Chicago. Have local Boy Scouts or Girl Scouts on the stage to demonstrate approved methods of first aid. Tie up with local druggists for a lobby display of recommended first aid materials. 15th STRAW HAT DAY. Make tieups with hat stores using stills of stars wearing straw hats. Offer free admission to men presenting felt hats for admission. 16th OUTDOOR CLEANLINESS DAY in New York. Sponsored by the Outdoor Cleanliness Association, 11 East 48th St., New York. Cooperate with local groups in doing the same thing in your city. 18th ASCENSION DAY. Parochial schools closed. You should have a show especially suitable for this day. They'll come in, if you have.