Showmen's Trade Review (Apr-Jun 1939)

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May 6. S 1 1 () \V M K N ' S '1^ R A I ) 1'". U I". V I I-: W Page 33 Display of Patent Models Department stores throughout the country are holding private exhibits of some thousands of original United States Government patent models ranging from 1807 to 1890, constituting a cross-section of American inventive genius and industrial development during the Nineteenth Century. With the belief that such an exhibit may interest exhibitors for displays in their lounges, lobbies or mezzanine floors, we invite you to communicate with the Editor of Showmen's Trade Review, who will be glad to direct you to the proper source for obtaining full information as to the procedure in making an exhibit of this kind possible. Col. Inaugurates Contest on ''Angels Have Wings .As an incentive to all theatre managers and advertising men to develop extraordinary and unusual campaigns in connection with the forthcoming picture, "Only Angels Have Wings", Columbia will offer $4,000 in prizes for the best of these campaigns, inclusive of advertising, publicity and exploitation. The contest opens on May 25 and will continue for six months. The first prize will be $1,000 and there will be ten prizes of $300. A comittee of judges, to be announced later, each an expert in his field, will make the awards. These prizes are open to everyone and will be awarded strictly on the merits of the campaigns submitted, regardless of the sizes of the communities. Campaigns do not necessarily have to be based upon material in the press book and development of original ideas is encouraged. All material should be directed to the Cont^est Committee, Columbia Pictures Corp., 729 Seventh Avenue, New York City. All material should be placed in books and if the nature of any part of the campaign is of such character that it can't be placed in a_ book, then photos should be submitted. Campaign books will not be returned to contestants; therefore, a duplicate of the material submitted should be kept bv the >ender. Working Model Displayed This Cedric Gibbons working model display on MGM's "Marie Antoinette" zvas used in the lobby of the Haiclhorne Theatre, Newark, A. J., by Manager Robert Flex. It attracted much attention from patrons entering and leaving. Flex also exhibited a display of stills indicating the technical side of ' the film especially for students. Morris Gives Some Sales Angles, Observations on Foreign Pictures Some Patrons Afraid of Missing Action If They Read Titles, He States WITH the slogan, "Distinctive films from home and abroad," the Uptown Theatre, Pasadena, Calif., presents to its patrons a foreign film presentation along with a domestic feature, according to_ Manager Walter Morris. Occasionally, if the feature from abroad is strong enough, Morris prefers to run it alone, along with a program of diversified short subjects. For his exploitation, he contacts schools, foreign-speaking groups, music societies, PTA and the Better Films Association. Since his theatre does not cater to the masses, Morris feels that he is swinging more patronage his way by concentratin.g on a diversified, yet shorter program of one feature and short subjects. It's a job, he sa^^s, trying to "unsell the masses," but he is sure of success. We'd like to pass along some of Walter's observations. When mention is made that the attraction is a foreign film, "prospects seem to retire with apprehension about the entertainment value." The explanation that English titles translate the action doesn't seem to influence patrons. Furthermore, many of them "are so lazy they won't even take the trouble to read the titles because 'we can't watch the picture (action), too'." The latter point, Walter declares, is comparable in a degree to those heard about the squeaky talkies when they were first introduced. Reasons for Foreign Dialogue Walter wonders why English dialogue isn't dubbed in, then answers his own question with the obvious answer that "a lot of patrons of the art theatres come to hear the actual dialogue to brush up on their native tongue or else to get help in their study of the language." However, he believes that dubbing in the dialogue might extend the appeal of foreign films to the masses. The programs Walter distributes are as distinctive as the policy pursued in his theatre. Inside, he lists the current attractions, the program for the coming week and one or two coming attractions. There is also a special note about the Uptown's Acousticon liard-of-hearing aids. No matter what the situation, this seems to us to be a good idea for any program. On the premise that the Uptown likes to please its patrons, Walter asks them a few ciuestions, with lines imprinted on which they are to write their answers. His questions run, in this order: (1) What foreign language do you prefer in pictures? (2) What films would you like to see at the Uptown? (3) What newspapers do you read when seeking motion picture entertainment? Perhaps there are other exhibitors in cultural centers who are using a foreign film policy in their theatres. If you are one of them, we should like to have your reactions to this policy, plus the methods you use in advertising and publicizing your attractions. His Favorite Trade Paper Pearce Parkhurst, manager of the State Theatre, Torrington, Conn., had this picture taken of himself ivhile he was getting another idea on how to get more business for his theatre. Naturally, the source of his information is Showmen's Trade Review. There is no telling but that the ideas of several different exhibitors, all taken togefher, will materially aid each individual. So let us hear from you. And thanks to you, Walter, for your unusually interesting report on the foreign film situation. P. S. We nearly forgot to say that Walter issues special students' tickets, which admit them to any performance at a reduced rate. And that he also sends out a post card on which patrons designate what language and type of films they prefer. Almost any exhibitor, we believe, would be wise in conducting a survey of this kind. He's apt to learn a lot about the public's varied tastes he never knew before, and would t'hus be better guided in arranging his programs. FOR BETTER SHOW SELLING Showmanalyses Have Appeared In STR on Following Pictures Adventures of Huckleberry Finn Feb. 18 Broadway Serenade April 1 Dark Victory April 22 Flying Irishman March 11 Gunga Din Jan. 2S Hardys Ride High April 22 Honolulu Feb. 4 Hound of the Baskervilles March 25 Idiot's Delight Tan. 21 Jesse James Jan. 21 King of the Turf Feb. 25 Littie Princess Mar. 4 Made For Each Other Feb. IS Man of Conquest April 29 Prison Without Bars April 8 Pygmalion March II Spirit of Culver March IS Stand Up and Fight Jan. 7 Story of Alexander Graham Bell April 15 Streets of New York April 15 Tail Spin Feb. 4 Three Musketeers Feb. 11 Three Smart Girls Grow Up March 25 Topper Takes a Trip Jan. 14 Union Pacific This Issue Wife, Husband and Friend Feb. 25 Wings of the Navy Feb. 11 You Can't Cheat An Honest Man.... Feb. IS Zenobia Mar. 18