Showmen's Trade Review (Jan-Mar 1940)

Page 10 SHOWMEN'S TRADE REVIEW January 6, 1940 Christmas Programs Begin to Pour In; Many Members Put On Benefit Shows for Needy DEFINITELY it is now 1940. Another new vear in which to make some new resolutions is now here, but we're not goino to burden vou with any this tmie. We know vou will make your own and we re also reasonably sure that one of them will be "to make my programs more attractive, better seat-sellers than ever before. bo, with that we go into 1940 with the determination to make this the biggest year for programs! Christmas programs have been coming to our desk from members, and they are pretty and colorful (the programs, we mean) m keeping with the savetv of the season. But first of all we'd like to say a few words about the handbills distributed down Texas way by Floyd Faubion, manager of the Star Theatre, Teague. One was on a Jitterbug Contest— a veritable Jam Session with local Nearo contestants— held on the stage. A handbill distributed in connection with "Nurse Edith Cavell" had the scrambled name of a prominent local nurse. Fans who unscrambled the letters and filled m the name of the nurse were eligible for free admis.sion to see the picture. Good stunt, Floyd. The Star Theatre manager also put out another handbill advertising the "Rotary Club Male Bathing Beauty Revue." This nmst have been a^lot of fun, for the Rotary members were attired in "the latest stvle bathing suits and evening dresses." We'd like to have been there. Floyd didn't forget the kiddies at Chrismastime,' either. He put on a benefit show to aid the underprivileged families of Teague, sponsored bv various women s clubs and put out handbills telling the town all about it. He got plenty of publicity on the special show in the newspapers, too. Meet Will Brizendine Reluctantly, we leave Floyd Faubion but our space is" limited, and we must continue. Members meet Will Brizendine, manager of the Rialto Theatre, Baltimore. Will is a newcomer to the Exchange, and we are certainly glad to welcome him. He has sent us' a clever herald he used on "Little Accident." It was folded and printed to resemble an insurance policy, and contained this copy on the outside: "Policy — 'Little Accident' Insurance— Does Not Cover . . Aching Sides (from laughing) . . . Tickled Risibilities (from Hugh Herbert) . . . Warm Heart (from Baby Sandy) . . . Please Read Policy Inside." Inside was an attractive art spread, with catchy selling copy on the picture. Send us some more of your hera.ds and programs, Will. Your initial venture is —Your Application BlankClip and Mail Now! STR Program Exchange SHOWMEN'S TRADE REVIEW, 1501 Broadway New York, N. Y. Dear "Chick": — I hereby apply for membership in the 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 obligation. A Page of Christmas Cheer In the merchants' advertising displays and in the art of Gloria Dickson "swingin for Santa," there ivas every indication of the real Christmas spirit on this seasonal page from the tabloid publication of Bill Justice for the Capitol and Majestic theatres, Paragould, Arkansas. to a story about the Goodfellows annual Christmas show for the needy, another about the movies giving a half-dozen new stars for Christmas, and a box offering Christmas Greetings from the Capitol and Majestic theatres. There's a nice piece_ of art inside the tabloid publication showing Gloria Dickson "swingin' for Santa Glaus" (see reproduction). It's a ten-page issue, one of the biggest ever put out in Paragould, Ark., and there are plenty of merchant ads to cover the cost of printing. Part of the paper is in yellow, part in pmk, and there's an insert in green. All in all, it's something to delight any reader. Unfortunately, we've very Httle space left, so we'll bring this to a conclusion. We hope this will be your happiest and most prosperous year ever! Classified Ad Tieup Al Blasko, manager of the Paramount Theatre in Chicago, has effected a tieup with the Hammond Times for a weekly fivecolumn ad on the classified page. In exchange tickets are to be awarded to a selected few whose names appears at random in the ads. DECEMBER, 1939 INDEX A listing of the highlights of the past month's issues of STR, indexed and crossindexed for ready reference. Name Theatre City State . quite all right, as far as we're concerned The very first program we received "in the Christmas spirit" was that of Tom Pringle, from up in Canada. His Ideal Theatre News was printed in dark green type on green paper, with a holly border. The front page contained an editorial that must have given new courage to all Canadians who had the good fortune to read it. As for the Safety Slogan— well, it's practical and wise, too: "Remember — when you drive your car this week, fill yourself with Christmas 'Spirit' and nothing else! If you must drive — don't drink! If you must drink — don't drive!" And in spite of that advice, we'll wager there were many who failed to heed it — many who now may be in no position to heed any advice at all. Too bad! Too bad ! Remember fhe Reminder? After a long absence, a copy of The Reminder has again reached us. As you remember, it's the program put out for the Wallace and Rose Theatres down in Levelland, Texas, and mimeographed on both sides of one sheet. The Christmas Issue had a Santa Claus wishing the populace a "Merry Christmas." The Rose Theatre announces its New Year's Eve Show, consisting of Joe E. Brown in "Beware Spooks,'^ and the short subjects, "Dreams On Ice" and "Community Sing." Sounds like a good show to us. We simply must reproduce one of those "Cheerful Chirps"— to wit: "Wife— 'John, there's a burglar in the house.' Recession Victim — 'Ah, opportunity! Give me my .gun and I'll go downstairs and rob him'." The two thea'tres still continue their offer of guest tickets to readers who find their full names in the ads in The Reminder. Orris F. Collins and Bill Justice have turned out a swell Christmas issue of Cinemag. While it's a plug for "Judge Hardy and Son," that five-column "Merry Christmas at the Hardys" layout is a humdinger. It's on the front page, in addition Advertising Clinic Dec. 9, p. 26; Dec. 16, p. 21 Bulletin Board Dec. 9. p. 46 Equipment Literature Bureau Dec. 9, p. 51 Exploitation Campaigns— -by Pictures Allegheny Uprising Dec. 9, p. 21 Another Thin Man Dec. 9, p. II Dead End Kids On Dress Parade Dec. 30, p. v , Elizabeth and Essex Dec. 16, p. 22 Four Feathers Dec. 16, p. 13 Hollvwood Cavalcade Dec. 23, p. 12 Housekeeper's Daughter ..Dec. 16, p. 24 Marx Bros. At The Circus Dec. 16, p. 29 Mutinv In The Big House Dec. 2, p. 16 Real Glory Dec. 16, p. 13 Return of Dr. X Dec. 9. p. 25 That's Right, You're Wrong Dec. 2, p. 12 Thunder Afloat Dec. 23, p. 12 Underpup, The Dec. 2, p. 12 Wizard of Oz Dec. 30, p. 9 Women, The Dec. 16, p. 2i Exploitation Campaigns— by Stunts Babv Diapering Contest ..Dec. 9, p. 13 College Tieup Dec. 9, p. 15 Covered Wagon Float ....Dec. 16, p. 13 Escort Service Dec. 9, p. 13 Lobby Quiz Dec. 16, p. 26 Novelty Coin Stunt Dec. 23, p. 27 Parking Law Tieups Dec. 9, p. 13 Radio Tieup Dec. 16, p. 13 Toy Matinees • • -Dec. 9, p. 17 New Theatres . ^ ^ „ ,q -\ustin Theatre, Austin, Tex. Dec. 9, p. 38 rix Theatre, Beatrice, Neb. Dec. 9, p. 42 New Year's Eve Show Dec. 2, p. 16 November 1939 Index Dec. 2, p. 12 Projection Dec. 9, p. 37; Dec. 9, p. 48 Service in the Theatre Dec. 9. p. 40 Short Subjects— Exploitation Information Please Dec. 16, p. 31 Movies March On Dec. 16, p. 30 Old Glory Dec. 16, p. 30 Year of Dark Contrasts ..Dec. 30, p. i« Showmanalyses Balalaika Dec. 30, p. 11 Charlie McCarthy, Detec tive Dec. 23, p. oO Destry Rides Again Dec. 16, p. 23 Geronimo Dec. 30, p. 12 Great Victor Herbert Dec. 23, p. 31 Hunchback of Notre Dame Dec. 30, p. 13 Joe and Ethel Turp Call On The President Dec. 9, p. 14 Reno Dec. 2, p. 17 Stage Care Dec. 9, p. 44 Ventilation Dec. 9, p. 49