Showmen's Trade Review (1939)

— Page 10 SHOWMEN'S JR AD E REVIEW July 15, 1939 mp, cinc^e STR s Jock MacGregor Takes Us on a Program Tour of English Cinemas WE'LL, boys, we're crossing the Atlantic again to England where STR's London representative, Jock MacGregor, is breaking new ground for the Program Exchange by touring the Provinces. Jock is getting around a lot these days, so let's see what he has uncovered for us in the manner of British cinema programs. An interesting and representative program is that of Arthur Allen of the Palace Cinema, High Wycombe, Buckingshamshire. The town, with a population of 22,000 and 4 cinemas, is about 30 miles from London but is typical of the midland industrial and agricultural areas. Printed on 7^4 x 10^ art paper, the twelve pages are packed with outside advertisements. The front page is devoted to the name and a fine-line block depicting the exterior of the 1,600-seat house. Two other pages include blocks of special attractions, and another is occupied with Allen's monthly chat. " The two center pages are devoted to the month's programs and the times of showing. Allen changes his bills either weekly or bi-weekly, according to the attraction, and always favors double features. On Sundays, he follows the general British practice of showing two second-run films. The agency gives him 1,600 copies, 800 of which he mails to people who have filled in Members Added This Week A J. Ackernian, Tacoma Theatre, Indianapolis, Ind. Cliff A. Schauffele, Majestic Theatre, Hornell, N. Y. an application form. A glance through the brochure reveals the wide assortment of advertisements that can be obtained; besides, the more general stores, builders, banks, kennels and insurance brokers take space. Incidentally (remember, this is Jock reporting), when we called on a Saturday night we found a packed house enjoying "Valley of the Giants" which, Arthur informed us, grossed more money in three days than "Dawn Patrol" did in six. And to get the latter he had to take the former. Now, let's look over two Gaumont-British programs — those of the Empire, Cardiff, Wales and the Regent, Bournemouth, Hampshire. In the Welsh capital, the Empire features a straightforward 20-page brochure. Outside advertisements occupy the HOND*r. MAY , F0« SIX DAYS JOHN 6ARRmoRE TWE cast. THE GREAT MAN VOTES fc*rt. U) ,w°y la Ihe, * 5i°"«°^mfe("d "'<"*"> of H "*' »»» Km. ,, ^ ^PO'lont G,= "'tempi A Production Per Page In the Gaumont-British magazine (program) issued for the Regent Cinema, Bournemouth, England, each production scheduled gets a full page, in which is given the cast, title, a short synopsis, certificate rating and an illustration. Minus high-pressure selling, the patron gets all the information he needs to know in order to help him choose the films he will see. The page reproduced above was, of course, devoted to RKO Radio's "The Great Man Votes." left-hand pages, and each picture, whether the first or second feature on the bill, is given an entire page. On the center page, the month's program can be seen at a glance. On another page, interesting facts about the main feature are printed. Here we go to Southern England and Bournemouth, a high class holiday resort and home of retired business and military people. Here, it's a case of appealing to educated audiences, and E. P. Cloney, Jimmy Forsyth's South Coast representative, seized upon a dignified cover in blue and silver. Only 12 of the 28 pages are devoted to outside ads, as Cloney has found that the local cinemagoers like to know something about each picture; no matter how it is billed a full page is devoted to it. Also, in response to numerous requests, the casts are printed. In the Manager's Chat column, we notice that Manager Elliott Turnbull takes care to draw the reader's attention to the fact that Vmiv A rtrjJir/jfintf Pl-Tllf* certain supporting features have topped the — lOUr JippilCaiWn JJllMK^ bin in London's West End first-run houses. /->!• j mm *i ii f And so, as the sun sets beyond the Clip and Mail noW! Thames, we reluctantly say "Farewell!" to ■ — — — — — — — — ™ — — — — "" — — ™ — — ~ — _ — ™™ England, land of interesting programs. STR Program Exchange, We'll be back in America again next week. SHOWMEN'S TRADE REVIEW, New York, N. Y. Hidden "jail" Revealed! Dear "Chick": — I hereby apply for membership in ...... , the STR Program Exchange. I understand that entry . An old jail which had been stored away of my name on this coupon signifies a willingness to m the theatre s sign shop was resurrected exchange theatre programs with other theatres, but and placed m the lobby of the Oakland involves no other obligations. Square Theatre, Chicago, by Manager E D. Hopson as a stunt to plug Prison Without "ame Bars." Shaped like a box with bars in front, Theatre the "jail" had one sheet and stills from the City picture on its interior walls. The display at jjaje tracted a lot of attention as patrons entered ___________________________ and left the theatre. Mrs. W. B. McCARTNEY, widow of the Warner manager in Punxsutawney, Pa., has been appointed to her husband's post there bv HARRY KALMINE, Warner zone manager. Mrs. McCARTNEY will handle the Jefferson Theatre. GEORGE MONROE, Jr., who formerly managed the Liberty Theatre, Lincoln, Neb., now closed, has been transferred to the Dent-Westland Theatre in Greeley, Colo, where he will be city manager. ALVIN HENDRICKS, manager of the Varsity Theatre, Lincoln, has resigned and after a short vacation will take a post in an exchange. HOWARD BURKHARDT, manager of Loew's Capitol, Washington, D. C, has been transferred to Loew's Orpheum in Boston. He succeeds GEORGE A. JONES, resigned. WALTER KESSLER, assistant manager has been transferred to the Southern Division and EDDIE RICHARDSON, from Loew's Penn, Pittsburgh, has been appointed assistant manager in Washington. CHARLES COX of Philadelphia has been named manager of the Astor Theatre, Allentown, Penna. SAM COHEN has been switched by the Goldman Circuit from the 56th Street Theatre, Philadelphia to Pottstown and GEORGE FLICKER has been moved from the Terminal to the Highway at York. HARVEY KNY has been appointed manager of the Venetian Theatre, Racine, Wis., replacing Don Nichols who has been transferred to an Eastern post. Kny's post at the Racine goes to STANLEY LAMBERT formerly at the Shore, Chicago. SILVESTRO PIERCE has taken over ROBERT YODICE's post as student manager of Loew's State, Cleveland. YODICE is now assistant manager of the Stillman, replacing HOWARD MICHAEL. A Donkey? "I'm From Missouri" A large donkey was placed on a one-sheet card in the lobby so kiddies entering the theatre could, blindfolded, try to pin a tail on him. Those who succeeded received free passes to see "I'm From Missouri" when it played at the Oakland Square Theatre, Chicago. Of course, it was only a cut-out donkey and not a real one. Republic Displays Its Wares "Republic puts it down in black and white" is the theme of the product announcement brought out late last week and now being distributed by Republic Pictures Corp. The product book covers the program of 54 features and 4 serials to be released during 1939-40. Adding a highly practical feature to its forthright presentation of the facts about the new program, Republic includes a work-sheet that will make it easier for theatremen to program their bookings from the company. Outstanding characteristic of the announcement is the actionful manner in which the story of the new product is presented. Here is a book that serves the most practical purposes of the showman. Al Adams, head of Republic's advertising and publicity, and his assistants rate a bow for a bang-up job.