Showmen's Trade Review (Apr-Jun 1939)

Paqc 3c SHOWMEN'S TRADE REVIEW May 6, 1939 \ PROGRAM EXCHANGE Examples of Typical Tabloid Theatre Publications Here are typical samples of tabloid theatre publications. On the left is part of a page of Maurice Osterman's Movie Guide, ivhile on the right is the front page of the paper issued by At Marks. You'll find more about these programs in the accoinpaiiying article. An ''Inside" Peek at Osterman's Breezy Paper Revealeth Interesting Sidelights Looking through the paper, you'll note that Shea programs are conspicuously present, as they should be, yet do not dwarf the other contents. There are plenty of short, snappy items ; a feature box here and there ; photographs of Hollywood styles to please the feminine readers ; a "letters to the editor" column in which tlie fans root or razz ; an editorial column written by guest movie-star editorialists; a special feature by Alexander Woollcott; personal stories about the stars, and a cartoon feature on facts about Hollywood. New Members Added This Week )UNE Tom Pringle, Ideal 'I'heatre, 'J'oronto, Canada. Al Marks, Landis Theatre, Vineland, N. J. T. G. Ehrsam. Theatre. Huntincton Station, T.. T. Slielby McCallum, Benton Theatre, Benton, Ky. THE major portion of our discussion this week will be devoted to the tabloid paper. Movie Guide, edited and published by Maurice Osterman in the interests of all Shea Theatres. Osterman was brought to our attention some time ago by William B. Justice, who aids in the publication of Cinonag for the Capitol and Majestic Theatres, Paragould. Ark. Recently Osterman became a member of the STR Program Exchange. A copy of Movie Guide, we are informed, has been sent to each and every member, so that any of you reading this will know just what we're talking about. Size 85^ by 11^ inches, when folded, Mozne Guide gives the appearance of a small tabloid ; but the fact that it is larger than seems apparent at first glance is known as soon as it is unfolded. When this is done, you have a WYi by approximately 17-inch format. We don't have to tell you what's on the front page except i., ^ ^ ^ ^, ^ that it's in typical newspaner style. You can ^ote as you go from page to page that readily denote a balance between headlines, although there are several advertisements the copv and photographic art. The "gossipy" P^'^s are so laid out that at no time does Hoilvwood column at the extreme left adds the reader sense that the ads are overshadowpuncii to the front page makeup. '"^ reading matter. The ads are evenly distributed throughout the publication; they are not bundled up on one page. Thus they Ynur Ar>r>1irntinti Rlnnh ^p*^ *° noticed. ±UUr rX^pilLULlUn nianfC ^,^]^ ^ ^^p^^. .^i^h as this for 3.-our guide /^li-n ^rkfl M '1 AI tf (and we might also include Cinemaq, North K^lip ana man now: Observer and Grand Theatre Nezvs) you should have little difficulty in turning out STR Program Exchange, your own tabloid newspaper. It can even be SHOWMEN'S TRADE REVIEW, smaller than those published by other ex1501 Broadway, change members. You can start out with only New York, N. Y. a four-page folder, if you wish, but as interDear "Chick": — I hereby apply for membership in est develops and merchants see the large covthe STR Program Exchange. I understand that entry erage their ads will get, you'll surely find it of my name on this coupon signifies a willingness to necessary to increase the number of pages and exchange theatre programs with other theatres, but perhaps the size. involves no other obligations. Seek the advice of your local printer as [vjg^g far as general make-up goes. Although you J. mav not know the first principles of page . ® make-up, copies of Movie Guide, Cinemag, City and other papers on your desk will aid you State materially. Follow their styles. But once you get the paper going, we're sure you'll discover a keen interest on the part of the public — a greater interest than is sometimes the case with the cut-and-dried program. It is our hope that members will consider the time and trouble Osterman has taken to see that they get copies of his paper, and that they will reciprocate the favor by sending liim their programs. He'll probably find a lot of good ideas to inject in his Moz'ie Guide, just as you'll get ideas from others. Al Marks, manager of the Landis Theatre, Vineland, N. J., comes through with a tabloidtype newspaper. Al has just joined the Program Exchange, and it looks as though his publication will find favor among theatremen. It's printed by the off-set process, and in spite of its small, compact size, manages to include lots of news, art and advertisements. Special columns are written by the manager and members of his staff'. The new type program has been in effect since only March 5. Up to date, it looks as though Marks is doing a fine piece of work. Like the other tabloid theatre publications, his will aid in establishing one for >our theatre. Start exchanging with him now. We want to thank Tom Pringle, another new member, for the material he has sent from Toronto, Canada. Tom gets out a nice little program, and for special events he issues attractive handbills and heralds. For one of his stunts, he gives out small discs, in which the receiver places a penny. When he has 17 discs filled with as many pennies, he brings them to the theatre for a special treat. We're always glad to hear from Canadian exhibitors, so get in touch with us often, Tom. And, members, see that his name is added to your list. That's about all we have for this week. Next week we're going to tell you about another program from across the ocean. There'll also be other news of interest to members. So be on hand. A Note From "Zaza" For his engagement of "Zaza," Manager E. T. Arkin, of the Paramount Theatre, Chicago, distributed teaser cards, one of which carried a photo of Claudette Colbert in a dance costume, while the other carried the copy: "I'll be at Hammond 8168, Thursday, March 23. Give me a ring. — 'Zaza'." 6th NATHAN HALE, patriot, born 1755. He was the author of the phrase, "I regret that I have but one life to lay down for my country." Run an essay contest on whether his sacrifice was justified with awards of guest tickets to winners. This is a good time to play "Sons of Liberty" in which Nathan Hale is briefly portrayed. 8th THEODORE ROOSEVELT creates the first conservation commission, 1908. This occasion provides a good buildup for animal shorts. Tie up with local Sportsmen's Association including fishing and gun clubs. 9th jOHN HOWARD PAYNE, author of "Home, Sweet Home" born 1791. Stage a Community Sing with this song opening and closing the program. Tie up with music stores for an essay contest on the real significance of this event in American history. 10th NATIONAL FLOWER SHUT-IN DAY. Sponsored by the Florists' Telegraph Delivery Association, c/o Brooke, Smith and French, Detroit. Admit any person bringing the equivalent of the admission price in flowers which you can give to local hospitals and shut-in institutions. Get the cooperation of the newspaper for this stunt, which can bring you an immense amount of goodwill. Start the ball rolling by giving a big bunch yourself.