Showmen's Trade Review (Apr-Jun 1939)

Page 22 SHOWMEN'S TRADE REVIEW June 17, 1939 cinge England Sends Us New Member; Some Ideas to Use In Your Programs BY THE time you read these lines the N Y World's Fair will still be going on and the weather will probably be so humid one can scoop moisture from the air with a dipper. But if your house is air-cooled, you needn't worry about the weather. By the way, are you plugging it in your programs.-' Each and every week you should publish an institutional message about the cool comfort of your theatre. Reserve a certain amount of space for your message, and then keep up the good work throughout the summer. x i t • Did you notice last week that England is now represented in the Program Exchange? We've devoted quite a bit of space to programs from across the ocean, and now we have our first member from the other side of the pond. His name is Ronnie Dwyer, and he is manager of the Paramount Theatre, London Road, Liverpool, England. Nearby on this page you'll find his letter. He Contemplates a Program Ronnie is contemplating starting a program on the order of Maurice Osterman's IVlovic Guide and William B. Justice's Cinemag. By using these outstanding theatre publications as guides, we have little doubt but that Ronnie will get out a program comparable to any issued here in the United States. And when the first one rolls off the press, we hope he'll forward a copy to every member of the Program Exchange. Meanwhile, put Ronnie's name on your mailing list if you haven't already done so, and go from national to international in the exchange of programs. One of the illustrations with a recent article showed a human interest story about Richard Greene, which occupied a page of one of the programs issued for Gaumont Theatres, London, by Jimmy Forsyth, director of publicity. In your press book, no matter what picture it was made up for, you'll almost always find exceptionally interesting stories about the stars either on facts about their private lives or little anecdotes about things they did while the film was in production. Often these stories find their way into the newspaper, and often they get in your program. But to be different and unique, you might follow the example set by Gaumont Theatres. Select an attractive style of type for the head, leave plenty of white space on Tbi ARCADE A Friendly Theatre DENNIS OTiEEFE in "THE KID FROM TEXAS ' SATURDAY. SUNDAY, MONDAY Dignified, Impressive Cover A square halftone of Merle Oberon, with a sketch of a scene from Samuel Goldivyn's '.'Wuthering Heights," United Artists release, made this front cover of a program issued by Norman T. Prager, manager of the Arcade Theatre, Springfield, Mass., dignified and impressive. Simplicity often does more selling than a hundred, high-sounding adjectives. either side of the text, and you'll make the story stand out like a bathing girl in a snow storm. Folks'll read about the star, and that will heighten their interest in the picture in which he is starred or featured. If you publish a tabloid-type program, there are several departments you can iri'clude in the general makeup. Fashions, The Question Box, a guest column, a column for high school students, a personal column — these are a few. And once you have inaugurated them, keep them up every week or as often as your program is issued. Most pressbooks carry cartoons illustrating interesting phases of production or the star's life. Utilize these, too. What you want to do is maintain reader interest at Your Application Blank all times, and one of the most important .?iT--™™i'-?^°"'' — Members Added This Week STR Program Exchange, Art Wai-tha, Roxy-Fox Theatres, LaPorte, Ind ^HOWHjIPW'*; TPAnc PCVICW i-vans J. Kail, Venus, 1224 Prospect Ave., Brooklyn SHOWMEN b TRADE REVIEW, Spicer Tavlor, Roxy Theatre, Alamo, Tenn. 1501 Broadway, New York, N. Y. Dear "Chick": — I hereby apply for membership in things to do is print the kind of material the STR Program Exchange. I understand that entry you know your public wants to read, of my name on this coupon signifies a willingness to Once you have selected certain type faces exchange theatre programs with other theatres, but for your heads, subheads, running heads, involves no other obligations. etc., stick to them all the way through. Name Don't try to achieve a variety of styles. The best thing to do is look over your daily newspaper and note its typograpliy. It is probable that one style is followed for the State news, another for_ the sports, and still an An English Exhibitor Speaks Dear Chick: I have been receiving your excellent publication for the past few months, and I am particularly interested in the Programme Exchange page. In your issue of May 6 you gave some very interesting dope on a weekly newspaper put out by Mr. Osterman. As I am considering running a weekly theatre publication here, I would appreciate it very much if you would contact this gentleman and ask him to let me have some copies. May I say that I thoroughly enjoy Showmen's Trade Review, and wish you and it the success it deserves. (Signed) Ronnie Dwyer, Paramount Theatre, Liverpool, Eng. may all be from one family of type. Your best bet is to seek advice from your printer. We'd like to hear from more of you members? What has happened to you? What about Pete Panagos, Matt Park, Roy Hanson, George Buell, Harry Hobolth, I. C. Holloway','T:ie Bratton, Ben A. Dyer, L. V. Collins, Sam Hammond, Clayton Schmidt, Ken Baird, et cetera, et cetera? Don't fall by the wayside. Let's hear from all of you. That'll be all for this week. But look for us again in this same space next week. CHARLES COX has been switched by the Rovner Circuit of Philadelphia from the Clearfield in the Quaker City to the Runnemede at Runnemede, N. J. FRANK JORDAN goes from the Belgrade to the Clearfield and RUBE RABINOWITZ takes JORDAN'S post at the Belgrade coming from the Poplar. JOHN EHRLICK, formerly at the New Ideal is now at the Embassy. Kallet Theatres of Utica, N. Y., announced 'Several changes this week. WILLIAM T. MacNEILLY has been transferred to the -home office where he will act in an execu' tive capacity. He has been city manager in lUtica. DONALD BLAIR goes from the Uptown; Utica'to the Kallet at Pulaski, N. ;Y. WILLIAM KOOB of the State Theatre, 'Deposit succeeds BLAIR at the Upto^¥n. MILES POTTER, who has been assistant manager of the Regent, Syracuse, replaces KOOB as manager in Deposit. RAY SERIANNI, formerly at the Avon, Utica, will be manager of the new Strand in Long Lake. "LAWRENCE DAVIS has been appointed assistant at the new Roseville Theatre, Roseville, Calif, by HARVEY W. SMITH, who promoted NORMAN AXTELL, his former assistant to the managership of the Roxy. The Schine Circuit announced several changes in Rochester, N. Y., this week. PAUL KETCHUM succeeds EDWARD BRANTHURST at the Monroe. BILL SHIRLEY has been brought from New York to take over the management of the Madison. JOE KLEIN, formerly at the Madison will be moved elsewhere. JACK GOODMAN takes charge of the Cameo succeeding JACOB WEBER, who is shifted to Ogdensburg. BUDDY FREEMAN, brother of CHARLES FREEMAN, manager of the Century will handle the State succeeding SAM SHAFER, transferred to Herkimer.