Showmen's Trade Review (Apr-Jun 1939)

Page 10 SHOWMEN'S TRADE REVIEW May 27, 1939 I PROGRAM EXCHANGE On Mythical Trip Goes Ye Editor, Stopping Off For Program Inspection THERE will positively be no reference whatsoever to the weather this week. We're going to get our discussion under way without once referring to the fact that the sun is shining (well, it was a moment ago) and that the sky is a symphony of blue and white. No sir, there's no such thing as the weather as far as we're concerned. Even though it's balmy outside, we're just ignoring the matter. Last week, if you remember, we discussed British and Canadian programs. This week we return to the United States to see what's going on here at home. First, let's take a subway out as far as possible, then "bus" the rest of the way to Huntington Station, Long Island, where T. G. Ehrsam holds sway over the Huntington Station Theatre. It seems as though we've been in error. According to the information we had, it was Huntington Point; but evidently it's Huntington Station. Therefore, let us point out to you that this correction should be made on your mailing list. Also, there must be two theatres there — one, the Huntington, and the other, the Huntington Station. It seems a little confusing to us, though we strongly suspect that Huntington Station is a suburb of Huntington, or is it vice versa, T. G.? A careful selection of ad cuts, plus reverse printing in some cases, makes Ehrsam's program attractive, despite the fact that his house is represented only on the back page. The front page only partially covers the inside spread when folded, so that an upright signature cut on the inside is always in evidence, whether the program is open or folded. Now let's journey to Shamokin, Pa., and pay a visit to G. J. Riester, manager of the Capitol Theatre. Riester hands us one of his programs for the Capitol and Majestic theatres. Incidentally, we illustrated one of them a few weeks ago. The one we have in front of us now is very similar to that sent us by Ehrsam in respect to size and style. On the front page is a tribute from theatre employes to Mother in honor of Mother's Day. We sincerely hope that other theatres used their program covers for so worthy a tribute. Walker Noble, of the Fine Arts Theatre, Westport, Conn., is a new member of the Program Exchange. His program is printed on yellow stock, just a little heavier than regular paper. Across the top is the theatre's name and institutional information. Then come two 3^-inch columns of program listings for the month to come. It's a plain — Y<7«y Application Blank— Clip and Mail Now! STR Program Exchange, SHOWMEN'S TRADE REVIEW, 1501 Broadway, New York, N. Y. Dear "Chick": — I hereby apply for membership in Hie STR Program Exchange. I understand that entry of my name on this coupon signifies a willingness to exchange theatre programs with other theatres, but involves no other obligations. Name Theatre City State Isn't This Cover Bully? Lee Levy, manager of the Carlton Theatre, Ne-iv York, lets his patrons knozv that the attractions listed in his program are really good, and that he says so with all sincerity. Of course, the hull has his place in the barnyard; but if an enterprising showman like Levy ivants to place him on a house program, certainly the bull won't object, and neither zvill zve. It's another fine example of the unusual in front page ideas. program — nothing pretentious — and probably very reasonable to print. But Noble's purpose — to have patrons "tack this up for your convenience" — in all probability is served. It's simple, yet effective. It has been some time since we last heard from Harold Grott, skipper of the Met Theatre, Baltimore. But he's back again with some good little programs. On one of them he devotes the cover to Whistler's Portrait of his Mother, together with this impressive caption: "Mother, with lier smiling face; Mother, with her kindly heart, always has a special place in affection, set apart. So today with love sincere you're remembered. Mother Dear." Harold, keep sending us and all members your programs. And now let's go out where the tall corn grows — out to dear old Iowa. There we find a new member, E. T. Landis, manager of New Members Added This Week E. T. Landis, Princess Theatre, Monticello, Iowa Norman T. Spraeier. .Arcade, Springfield, Itass. the Princess Theatre. What, no programs, E. T.? Members, start shooting 'em at Landis and prove to him just how attractive and beneficial programs can be; how they can improve his business. Once he sees the several different styles, we bet it won't be long before he's issuing his own. Have you ever been to Springfield. Mass.? If you go there this summer, stop off at the Arcade Theatre and ask Norman T. Prager to let an old STR Program Exchange member take a gander at one of his programs, Norman, by the way, is another new member. We have a couple of his publications on hand here, one of which has an institutional message on the front we think is so worthwhile that next week we'll reproduce it. Our journey must end here. But in a few days we'll embark on another one. . Until that time, keep _ exchanging. JUNE 25th NATIONAL DISPLAY WEEK. Sponsored by the International Association of Display Men, DeSoto hlotel, St. Louis, Mo. This should certainly be a banner week for you to get displays of all kinds in merchant windows and you should make it a special point to get plenty of attractive displays in your lobby. VIRGINIA ADMITTED TO THE UNION, 1788. This is a day worthy of gala festivities in the Old Dominion. 26th NATIONAL SWIM FOR HEALTH WEEK. Sponsored by the National Swim for Health Committee, 122 East 42nd Street, New York City. Here is a chance for you to stage a bathing beauty contest on your stage with local celebrities as judges. Make tieups with stores selling beach accessories. Statements regarding the healthfulness of swimming can be obtained from local physicians, Y.M.C.A.'s, the Health Commissioner and others. AMERICAN TROOPS LANDED IN FRANCE, 1917. This event can be tied up with any war picture and with current newsreels, the March of Time and other topical subjects. 28th TREATY OF VERSAILLES SIGNED, ending the World War 1919. As this is the 20th anniversary, the day should be given some attention this year. Newsreels of the current European situation can be tied up to the signing of the Peace treaty with maps in the lobby, etc. JULY 1st DOMINION DAY IN CANADA. This is a great day in the land of the Maple Leaf and as important to Canadians as Independence Day is to us, a few days later. Theatres everywhere should play a picture with a Canadian background, invite local Can* adians to attend the show and make an important day of the occasion. FIRST AIR MAIL, New York to Chicago, 1919. Here's a day worthy of note. Only 20 years ago the first air mail in the U. S. was flown. Get early airmail stamps and envelopes for display and make an occasion of the anniversary by tying up with airlines serving your city. DAVID L. FREEMAN, manager of the Strand in Syracuse has been transferred to the Strand in Rochester. His brother CHARLES manages a rival house in the same city. W. O. FISHBACK has stepped out of the managership of the Colley Theatre, Norfolk. He is succeeded by STANLEY WILLIAMS, who has held the post of house superintendent. ROBERT ETCHBERGER, who has been assistant manager of Loew's State, Norfolk, has been shifted to the Century Theatre, Baltimore, in the same capacity. H. T. GRISSOM, Jr. has been transferred from the Rosalee Theatre, Norfolk to the Elton in the same city. C. A. WAYNE has been promoted from assistant to manager of the Plaza and JACK DAVIS from assistant to manager of the Rosalee, succeeding GRISSOM.