Showmen's Trade Review (Apr-Jun 1939)

June 24, 1939 SHOWMEN'S T K A I ) I-. \< I'. V I l'. W Page 19 Complete Change Of Program Every THURSDAY and MONDAY MOTHERS & DADS! WOULD FEEL AT HOME IN THIS THEATRE .... THE COOLEST BREEZES AHE CONSTANTLY CIRCULATED THROUGH THE HOUSE FOR YOUR ENJOYMENT ^ND COMFORT .... VACATION DAYS WILL SOON BE HERE, KEEP THE KIDDIES OFF THE STREETS — AND AWAY ' FROM TRAFFIC. HAVE THEM ATI TEND THIS THEATRE UNDER THEl SUPERVISION OF OUR COUNSELLOR! WITH OUR COOLING SYSTEM IN OP-| ERATION THE KIDDIES WILL ALWAYS BE COOL AND COMFORTABLE WHILE < HERE. LOW ADMISSION PRICES ALWAYS IN \n I EFFECT. \vu This Program's Devoted to a Cool Subject Once in a while you hear of an exhibitor plugging the cool comfort of his theatre in his programs, but seldom do you hear of one devoting the whole program to it. Well, you're hearing about it now, and the man zfho did it was Lee Levy, manager of Skoiiras' Carleton Theatre, Neiv York City. Film attractions are forgotten for the nonce -while Lee seeks to impress on his patrons the perfect comfort to be found at the Carleton. A change to the institutional is often a good thing in theatre advertising. Art Wartha Remembers Patrons' Birthdays —Hollywood Items Good Program Fillers IN BEGINNING our discourse for today, legibly, won free tickets to see the picture, we're going Hoosier, inasmuch as one of Art is thoughtful enough not to forget the the new members of the Program Exchange birthdays of his patrons. We don't know is Art Wartha, manager of the Roxy and just how he does it, but he has "Happy Fox Theatres, LaPorte, Indiana. Of Birthday" cards which he sends to those course, we were Hoosier ourselves once who have reached another milestone in their upon a time, but those days have gone when lives inviting them to be his guests at one we used to trample along the dusty road to of the performances. Perhaps when they the little red school house. (The roads know they'll get to see a performance free, aren't dusty any more). most of them advertise their birthday in the Anyway, Art has sent us some of the paper — we say, perhaps. It's a fine ges fruits of his programmatic achievements. ture, Art, and as logical a builder of good His Roxy programs are small and fold will as we've seen in a long time. Not being three ways. At the bottom of the one we one to hint, we'll keep it quiet that our have is a box in which patrons were invited birthday is February 20. to write "Three Smart Girls Grow Up" as From Bridgeport, Conn., comes a flashy many times as they could within the limited herald on "Midnight." Manager Michael J. space. The one who wrote it the most times, Carroll, of the American Theatre there, evi — dently must have paid for the cost of the , J J heralds when he tied up with a cut-rate store •^lOUJ' Application Blanks \° take space on the back announcing that JL± if a number on the herald corresponded with Clip and Mail NotV^ °^ those listed at the store the bearer ________ _ _ would be admitted free to see "Midnight." SIR Program Exchange, Seems like it has been a long time (but SHOWMEN'S TRADE REVIEW, "^^^be it hasn t) since we heard from F. M. 1501 Broadway Collins, manager of the Algonquin Theatre, New York N V Manasquan, N. J. During the week of May r>«,, "ri,;',t"'. i i.„ -l it u l • 27, the Algonquin celebrated its first anni Dear Chick : — I hereby apply for membership in ' j ^ ir u j 4-t ^ a fd. <;tb t>^^n,,^ c^^u^J,,^ I . -J ,1. J i 1. versary, and we trust Collins had the tradi rne ilK Program Exchange. I understand Hiat entry ,• , -v • , , u j a ^ u ■ of my name on this coupon signifies a willingness to birthday cake on hand and that busi exchange theatre programs with other theatres, but average, involves no other obligations. Outside of the front and back which are fjgp^g printed in blue, and especially the front, _, which has an artistic cut, the inside spread ^^"^ of Collin's program is black and white, and City consists of regular two-column newspaper State ad slugs. He lists his short subject attrac — - - - - - - - -____________ tions below each slug. On the back he has room in which to list a few of his forthcoming attractions. As an easy reference thai can easily be folded up and tucked in the purse or in the pocket, the prtjgrain is satisfactory. By the way, have you noticed how well many of the items in the Hollywood section of STR can be adapted to your program? News right from "the scene of action" is welcomed by your patrons, so if you've been looking for something to perk up your programs, take a look at the Holl}'wood pages. And, as suggested on the titk page of our recent Anniversary issue, the items would be useful for local broadcast! and for newspaper columns. There's no need for you to wonder about where your news of Hollywood is coming from if you keep up with the Hollywood pages in STR. There goes the bell, and out we march tc lunch. But before we go, we want to re mind you that we'll be back here again next week. Let's hear from more of you. WHEELER SMITH has been transferred by the Wilby-Kincy Circuit from Monroe, N. C. to the Strand in Spartanburg, S. C. NELSON HAMPTON, former manager of the Strand goes to the State, replacing C. ERVINE STONE, who will be given another assignment. JIMMIE HOWELL has resigned as manager of the Roxy Theatre, Denver, and FRANK MILTON has relinquished his post as manager of the Santa Fe in the same town. TOM McMAHON, after serving as booker at the Universal exchange in Denver, has been promoted to office manager. R. M. HOUGH has purchased the Star at Imperial, Nebr., from RUBY TELLER. The Strand Theatre at Stratton, Colo., which has been closed, has been taken over and reopened by FRED FLANNAGAN. ED MALEL is closing his Tivoli, Denver, for the summer. MARIO GAMBARELLI is now operating the Douglas Theatre at Philadelphia. W. F. CROCKETT, who owns the Bayne and Roland Theatres, Virginia Beach, Va., has been made president of the resort Chamber of Commerce. The Milton Theatre at Milton, Del., is being reopened by REESE HARRINGTON. CHARLIE THOMPSON, manager of the Princess Theatre, Camden, and GUS MIRlANI, of the_ Frankford, both Warner houses, are switching places. On Aug. 1 IZ BAROWSKY, of the Rex, Philadelphia, will acquire the New Jewel from HERB LEWIS. Not Long — In This Heat Wave One hundred pounds of ice with a 14x36 insert in the center was placed on the sidewalk as a plug for "Ice Follies of 1939" when the film played Warners' Ogden Theatre, Chicago. Manager E. R, Erickson had his ushers distribute small heralds on which patrons were to guess how long it would take for the ice to melt. Passes were offered for correct or nearest correct guesses. "Honeymoon" Exhibitor Here Dave Lebovitz of the Harlem Amusement Company theatres, Memphis, Tenn., visited RKO Radio's exhibitor lounge along with his bride of a week'.