Showmen's Trade Review (1939)

Page 8 SHOWMEN'S TRADE REVIEW July 8, 1939 P> cinc^e A Few Pertinent Facts About Cooperative Adi In Your House Orgc [ T 7 l-i \ T iit^ -t to nrAinrr i r\ ni^riicc ni"»\j r5 rans WHAT we are going to discuss now for a few lines probably is as well known by you as the fact that six times six equals 36. Yet, there may be a few managers who haven't "caught on," and it is at those few that this little discussion is directed. Whether you pay for your programs or heralds, or whether you offset their cost with cooperative advertising, depends on just how promotional you are. It depends, too, on how you are liked by your local merchants ; whether you have been cooperative enough with them to win their goodwill and at least part of their advertising. If you never get around; if you belong to no clubs, thereby never meeting any businessmen ; if you fail to cooperate in civic enterprises, then you can't very well expect the merchants to cooperate with you. The good manager is well liked by the whole town or neighborhood. He participates in civic functions ; he is always interested in the growth of the city. And when he seeks cooperation, ten times out of ten he will get it. Let's hope that you, as an exhibitor and as a member of the program exchange, are that kind of a showman. If you are, you will discover that tieups become fairly easy and costless. On this page is a cooperative ad which Art Wartha, manager of the Roxy and Fox Theatres, Laporte, Indiana, promoted for the back page of his herald on "Three Smart Girls Member Added This Week Arden Strang, Alpine Theatre, Gassaway, W. Va. Three Smart Girls and AU Their Friends Shop at ,|/W£} NEW/ SHIRTWAIST COTTONS 'Mm THIS IS YOUR INVITATION TO COME AND LOOK . . . SPORTSWEAR SPECIALS fr^l swim sum <MljX> $1.«S ans w Jay's Paid the Freight Whether you use a regular program or depend on heralds, cooperative advertising can defray the cost of printing and distribution. Often, the title of the attraction lends itself to tie-up possibilities. For example, here's a back-page ad promoted from a Laporte, Indiana, department store by Art Wartha, manager of the Roxy and Fox Theatres, which tied in very well with his engagement of Universal's "Three Smart Girls Grow Up." Jay's paid the freight — in other words, the ad paid for the heralds. Grow Up." As it happened, Art was show cause there are always such pretty stamps on ing a picture with a title that lent itself to tie the envelopes. A stamp commemorating the up purposes ; but even if that had not been North American visit of the English sovereigns the case, we believe Art is enough of a show is on the envelope now, and even though we man that he could have made the tieup regard don't collect them, we think we will keep this less of the picture. one because it's so pretty and attractive. But Watch out for the pictures which make good to get back to business, let's see what Harland tieups possible, and do a little promoting to is doing. He has a tieup with a combined drug help defray the cost of your heralds or pro store and coffee shop whereby (we assume) 'grams. And if there appears to be no angles the merchant gives a ticket to purchasers suitable for a tieup, approach your merchant which admit them to the Plaza Theatre on cer with the idea of convincing him of the ex tain days during June, July and August. Suit cellent coverage of your heralds or programs, able as a bookmark, and small enough to fit of proving to him that advertising in vour easily in the pocket, Harland's announcement house organ pays. of coming attractions is an excellent show Well, let's see what Exchange members are guide. Let's hear from you again, Harland, doing. Every time we get a letter from and use the prettiest stamp you can find to Harland Rankin, manager of the Plaza The place on the envelope. atre, Tilbury, Ontario, Canada, we wish we Just received a program from Bill Whyte, were a philat — philatel — a stamp collector, be manager of the Walton Theatre, Philadelphia, in which he uses the caricature of Mickey — r . j. . nj j Rooney as "Andy Hardy" for the front-page ^IOUr Application hlatlk— illustration. Just a caricature, but folks knew ■f * it meant that the Walton was playing Mickey Clip and Mail Now! Rooney in "The Hardys Ride High." ______________________________ In celebration of Shamokin's Diamond 5TR Program Exchange, Jubilee Celebration, C. J. Riester, manager of SHOWMEN'S TRADE REVIEW, Ine Capitol and Majestic Theatres in the Penn 1501 Broadway, sylvania city, devoted space on the cover to New York, N. Y. tne civic event. Watch out for anniversaries Dear "Chick": — I hereby apply for membership in in y°ur °wn situation, and tie in with them the STR Program Exchange. I understand that entry whenever possible. of my name on this coupon signifies a willingness to We forgot to mention the weather. Please exchange theatre programs with other theatres, but forgive us. It is dark and cloudy outside, and involves no other obligations. tnere 1S a c°o1 breeze being wafted through Name t'ie cany°ns formed by the skyscrapers that's headed directly for our fevered brow. And Theatre now wjth the weather report out of the way, City . ; and earnestly requesting that more members State exchange and send us their programs, we leave — you now until this same time next week. WALTER KESSLER, of Boston, has been appointed assistant to Manager CHARLES KURTZMAN of Loew's Penn Theatre, Pittsburgh. He replaces EDWARD RICHARDSON who has been transferred to the Orpheum, Boston. With the appointment of TED JONES as district manager for all R. E. Griffith theatres in the New Mexico area, several changes have been necessitated: WAYNE PATTERSON, formerly manager of the Reel and Rig at Hobbs, has been promoted to the managership of the Yucca and Pecos at Roswell. He has been succeeded at Hobbs by I. A. SANDERS, who was formerly at Gallup. MARLIN BUTLER, formerly at Portales, is now manager of the Chief and Navajo in Gallup. Formerly at Roswell, JACK BALDOCK has taken up his duties as manager of the Yam and Kiva at Portales, N. M. LEVINE MOORE succeeds EARL BARRETT as manager of the Ritz, Madill. Okla. BARRETT was killed while handling a gun recently at Hot Springs, Ark. JOHN B. TUCKER, manager of the Geneva, Geneva, N. Y., has been shifted by the Schine circuit to the managership of the Monroe, Rochester. GEORGE CAMERON, manager of the Regent, Geneva, succeeds TUCKER at the Geneva, while A. GLENN ROGERS, assistant manager of the Geneva, has been appointed manager of the Regent. Out on account of illness, SOL SHAFER, manager of the Liberty, Rochester, has been replaced by WALTER FORKIN, of the Lake, with GEORGE BARKER, assistant manager of the Grand, going into the Lake. GEORGE KEENAN, former manager of the Ambassador, Philadelphia, is now managing the Avalon at Avalon, N. J. Showmen Visiting New York JOHN CONNOR, Jr., Savoy Theatre, Glace Bay, Nova Scotia; R. I. PAYNE, R. E. Griffith Theatres, Dallas, Texas; S. and H. FIRESTONE, Firestone Theatres, Toronto; T. SMITH, Kum C. Theatre, Toronto; T. M. "STEVENSON, Chief Theatre, Oberlin, Kansas; HARRY E. WELCH, Glen Theatre, Glen Burnie, Md.; MORT D. GOLDBERG, G. C. S. Circuit, Chicago, III; HYMAN and BEN JACOBSON and MISS FAN JACOBSON of the Dixie Theatre, Louisville; LEO T. JONES, Star Theatre, Upper Sanduskv, Ohio; JOSEPH HAIMOVICI, Scala Theatre, Bucharest; Regal Theatre, Bucharest; Trianon Theatre, Iasi, Roumania; M. SHAPIRO, Radio Theatre, Baltimore; J. S. CAULEY, Capitol Theatre, Peterboro, Ont. ; JOE GOLDSTEIN, Mikado Theatre, St. Louis, Mo.; NATE EVANS and CHALMERS CULLINS of the Savov and Orpheum Theatres, Memphis, Tenn.; A. R. COOPER, Prince Edward Theatre, Charlottetown, Prince Edward Island, Canada; H. R. MUNZ, Century Theatre, Detroit, Mich.; NAT WILLIAMS, Interstate Enterprises, Thomasville, Ga.; CARL A. RUSSELL, Valencia Theatre, Evanston, III; H. M. LOWENSTEIN of the Griffith Amusement Co., Ardmore, Okla.; C. MARTINEZ DAVILA, Martinez Theatre, Santiago, Chile; LANE KING. Adrian Theatre, Adrian, Minn. J. H. WATERS, Waters Theatres Co., Birmingham, Ala.; LOUIS L. DENT, Westland Theatres, Inc., Denver ; R. ALLISON, Rivoli Theatres, Cresson, Pa. ; E. F. CLARKE, Mattoon, Time and Clarke Theatres, Mattoon, 111.; H. F. KENNEDY, Broken BowTheatre, Broken Bow, Neb.