Showmen's Trade Review (Apr-Jun 1939)

.1/uv 6. /'A-^o S 1 1 () W M I'". N ' S T K A I ) I'. \< 1'". V I I'. W Page 39 Special Edition Announces Free Trips to N. Y. Fair A 24-page tabloid iiewspaiur, said to ho the largest special edition ever published in Mt. Vernon, Ohio, was distributed recently by Schine's X'ernon Theatre to ten thousand homes. Publication of this special Free Tour Ncz'i's edition was under the supervision of Kroger Babb, Schine's director of advertising and publicity, James Piatt, manager of the Vernon Theatre, and Ronald Sturgcss, manager of Schine's \'ine Theatre. Carried in the edition were advertisements of 25 leading merchants, in addition to more than 20 scenes from forthcoming pictures and considerable art on the NewYork World's Fair. Announcement and the details of the ten free all-expense World's Fair tours for Vernon Theatre patrons were also given. Basically, the free tour plan work's this way: Patrons, during a 10-week period, will receive a tour coupon free with each 25c unit of their cash purchases or payments on accounts in the stores of cooperating merchants. Then they will attend the Vernon every Thursday evening, where they will deposit the stubs from their coupons in a specially provided container. At 9 P.M. the winning coupon will be announced. At the end of the ten weeks the ten lucky winners will embark on their trip to the Fair. Congratulations to Babb, Piatt and Sturgess on their smart showmanship. Their stunt, for which the merchants are underwriting the expenses, can be used in almost any other vicinity, too. How about trying it in your town? The Fair is on the tip of everyone's tongue, all over the country. Cash in on it. 10 RKO Managers Win Prizes In Contest for "Grand Illusion" Ten managers of RKO theatres were awarded prizes for the best campaigns on "Grand Illusion", World Pictures' release of the French-made success. First prize was divided between Ansel Weinstein, 58th Street and S. Wexe, of the Dyker Theatre, Brooklyn. Second prize was also split with John Hearns of Yonkers and John Heintz of the Alden, Jamaica, sharing it. Kenneth Rockwell of the Colonial Theatre won third prize. Honorable mention was awarded to the following: George Dunn, 81st Street; Joseph di Lorenzo, New Rochelle; Dave Whyte, Richmond Hill; Leon Kelmer, Kenmore; Sam Taub, Franklin. Newspaper Photographs Display This advance lobby display on MGM's "Huckleberry Finn," devised by Jack Sanson, manager of the State Theatre, Manchester, Conn., attracted enough attention to cause the editor of the local neti'spaper to have his staff photographer drop around and take a picture. ^t^'-^"^""^^^"^^ KIT CRAZY llle ^X) ^^^^ ffo'y many , " Made for E^ch Other Boucher and Showmanship 'Made For Each Other' Envelopes containing a message "to every boy and girl of 18 to 25," were distributed by Manager Frank Boucher in behalf of the engagement of Selsnick-United Artists' "Made For Each_ Other" at the Glove Theatre, Gloversville, N. Y. Frank used the same formula in one of his newspaper ads, also tied up with a local department store zvith a cooperative ad and window display using the title as "our theme for a well-dressed Spring." There's a Place Higher Up For the Man Who Advances Practical, Tested Ideas This very magazine, along with other trade papers, may be the means of helping you develop thoughts for ideas. Read them constantly. It might be best to write your idea down, during which procedure others may suggest the-mselves. Simply write it in the form it occurred to you. Then, after studying and reading it over, you can make any additions or deletions that are necessary to make it workable. If you have good ideas and develop them properly, there's a place higher up for you in the exhibition of motion pictures. Often the simplest ideas are the most profitable. (Editor's note: We zvant to express our thanks to the staff of the Exploitation Bulletin, organ of the Warner Chicago Theatres, for the material inspiring this article.) Here's a potent message to that great army of assistant managers, chiefs of service, ushers, etc. You young men, for the most part, will some day step into the shoes of your superiors. Meanwhile you must get experience, learn to know how the theatre operates, what type of picture pleases the most people, how to merchandise your attractions and your theatre, the operation of various kinds of equipment, the problems in booking, etc. By being mentally alert and on the job, you will be preparing >-ourself for that day when the head man says : "Jones, because of the fine way in which you've 'taken hold' here, the manner in which you've conducted yourself, and the eagerness you've displayed in wanting to know all there is to know about this business, you are being promoted to the post of manager." No more pleasant words could reach the ears of a theatre staff member. He knows he has been alert to discover improved methods of handling problems that deal with patrons, of systematizing operations, or of applying principles used in other businesses. He knows that a workable idea is one of the most valuable assets in the show business. And yet, he has been cautious. Never has he advanced an idea without completely analyzing and digesting it before springing it. Always he has tested it for any possible weaknesses. Carefully has he weighed its advantages, and he has also ascertained whether or not the idea was tried before and found lackine in productive values. When it has come to him in vague form, he has thought it over, tested it, subjected it to a searching scrutiny. He has not hesitated to advance it simply because it had some slight flaw in it. Occasionally, when a superior turned his searchlight of experience on it, the idea has been found impractical. Yet this has never discouraged our ambitious young man. He has been constantly on the alert to develop new ideas, and now his reward has come in the form of a promotion. Hami e/ Scfecled Msl^on Pkluttt NtW PALTI " ■• N£W YORK Loreh 2, 1939, Door Frlond: Have you ever ao«n a CHuiT movte? Only a foK oon avor bo CHEAT. Everyone will admit that. Ha bsll0vo that <*a hava a graat one In "THE OREaT law VOTES", Btorrlng ^ohn Barrymors and footurlne a »ory fine caot of Bupportlng players. It Ooaota a ballevabla and human etory; rino portrnyalo; Inaplrad dlroctlori and axcallant production. It la eomody, drQnio-"ai8lodra[no; It In fnntofly, and yot It la otarkly roaHntloJ The oupromo quality of "THE CHEaT UAM VOTES" la Ita oympathotlc undoratandlng of hunanlty on undorstondlng that finds thrilling reepanso In tho hearta of tha botioldora* We ar« proud to announce the preoantatlon of tliU nlo at the Men Paiti Theatro on nodnooday and Thuroday, Llaroh IS end 16. Ao one of the programs asloctad for our Anniversary neoK, na fool confident In recoaoendlng "THE GREAT UAII VOTES" to our frlundo ao oxcoptlonaL entertalnjaonb B* euro to see It. . Very oordlally youre. Straight to the Patron When a picture goes straight to the heart, it deserves a selling approach that goes direct to the patron. Thus, the personal letter from. Manager Thomas di Lorenzo to citisens of Neif Palts, N. Y., on the showing of RKO Radio's "The Great Man Votes".