Showmen's Trade Review (Jan-Mar 1940)

Page 10 SHOWMEN'S TRADE REVIEW January 20, 1940 Tis a Cold Month, But the Splendid Programs Make Our Heart Warm With Gladness WITH so many programs coming in, it certainly is a Happy New Year so far, and already more than 20 days of the first month of 1940 have passed. We are highly elated that the response from Program Exchange Members has been so splendid, and the programs — well, they're splendid, too. By the way, how has the weather been in your neighborhood? Down around our office it was so cold and windy during the first and second weeks of January we nearly froze running to retrieve our wind-swept headgear. But we must forget the weather and concentrate on programs. And for the first one we're going to concentrate on, is that issued by Sidney Poppay, manager of the Majestic Theatre, Gettysburg, Pa. His New Year's cover had a green background with white bells and young "1940" in the center. In the bells was such copy as "The Best Show!" — "Meet Your Friends Here!" — "Plenty of Fun!" — "Gala New Year's Eve Midnight Show," etc. It was a good-looking cover. We like Poppay's theatre slogan: "Where Friendly Service Awaits You!" Another Calendar Program Pardon us while we recover from the surprise — we have received a program from E. T. Landis, manager of the Princess Theatre, Monticello, Iowa. Landis, where have you been all this time? Anyway, the program measures about 6x13. It's the calendar type, with the exception that the dates are listed down the extreme left-hand side, with the attractions placed next to the dates on which they play. On the back is space for the address, two columns of jokes (Sample: "Was that your best girl I saw you with last night?" — "Necks best."), a two-for-one coupon, and a message from Landis to his patrons, part of which is an assurance that "during the coming year we shall constantly strive to furnish you and your family clean, wholesome entertainment." From here, his program looks comparativelj' inexpensive, but effective. Its plea to "please hang me up" and "refer to me often" is surely heeded by the majority of Monticello citizens. Let's hear from you again real soon, Landis. From the Rose Theatre, a new house in Levelland, Texas, comes a fine calendar program. Not only the Rose, but also the Wallace, is operated by W. J. Blankenship. So, appropriately enough, the calendar suffices for both houses. On one side is the OUVIA DeHAVILLAND and David Niven concentrale on romance in a big way during the exciting episodes of Samuel Goldwyn s "RAFFLES," the myslerY melodioma coming to the LDJCOUN THEATRE starting SaturdoY. January 13th. Art Focuses Eyes on "Front" Each iveek a scene from an outstanding production, together with a captivating caption. That's all — but it makes an eye-catching front cover for Hal Kopplin's W'ometco Screen News, issued for the Wometco theatres in Miami. The cover reproduced here featured Samuel Goldwyn's United Artists's release, "Raffles." Rose's schedule for the month, while on the other is listed the attractions for the Wallace. Neat, eh? We think so. Only the attractions, some in type and others in slug cuts, and institutional copy, are printed in black. All the rest is printed in red on yellow stock. For the exhibitor with two theatres, here's a program idea that's hard to beat. Last week we reproduced the front cover from W. S. Samuel's program — remember? Better take a look at it and put it in your file, because you may want to create sometliing like it next year. Samuel does some mighty good work in show-selling for the Rex Theatre way down there in Arp, Texas. As a matter of fact, Texas seems to produce more live-wire showmen than any other state in the Union. They're not "Lone Star" exhibitors — they rate at least four or five stars. J J. . mi Thanks a lot, Enos Langrell, for your •^lOUr Application Jolank New Year's program. The green and red . . herald is on par with the one Enos got out Clip ana Mail Now! for his Christmas Eve show at the Reese. And in case you've forgotten where the STR Program Exchange Reese is located, just ask anvbodv in Har SHOWMEN'S TRADE REVIEW, rington, Del. 1501 Broadway New York, N. Y. Tom Pringle's Safety Slogan Dear "Chick": — I hereby apply for membership in riie STR Program Exchange. I understand that entry Gosh — we almost forgot! Where's Tom of my name on this coupon signifies a willingness to Pringle's latest program? We don't want exchange theatre programs with other theatres, but to miss out on those safety slogans. The involves no other obligation. Ideal manager from Toronto has this to say: "A tip to drunken drivers , . . Always •^^"^^ carry some form of identification in your Theatre pocket. It facilitates matters for the police when they untangle your broken, smashed C^fy corpse from the wreckage of your car!" Sfafe _ _ That's a little on the gruesome side, but you have to be gruesome to make these care less drivers heed the warning, and even then they laugh. Pringle asks us to thank Old Doc Layout, our white-haired, rheumatic colleague, for the idea contained in an Advertising Clinic which appeared in STR, December 16. Doc, if you remember, gave his impression of how the cashier, usher, janitor, and projectionists would advertise the show. Pringle adapted this idea to his program under the heading of "Vox Staff" as a selling talk for "Four Feathers." Believe it or not, it looked and sounded mighty good. We'll have to cheer the ailing Doc with the good news. Just received another copy of The Reminder, that clever "sister" of the calendar program for the Rose and Wallace Theatres, Levelland, Texas. Since we want to conclude this week's discourse on a happy note, we'll quote one of the jokes. Boy, this will leave you laughing. Here it is: "Could you suggest something for a girl friend's birthday?"— "How about book-ends?" — "Just the thing . . . she always reads them before she does the beginning." And because we're ending instead of beginning, we'll call it a day until next week. Lucente's Kiddie Matinees Big Because of Presentation Method Many theatres entertain kiddie matinee features, but the secret in making them break records lies in the manner of presentation. Every night, Dominick Lucente, manager of the Alhambra in Philadelphia, personally broadcasts his message from the stage. With the help of house talent, he erected special displays. The local radio outlets helped reach hundreds of others. Lucente personally did the contacting to make certain the flash news went out as per schedule. Jack Flynn, district manager collaborated on this, one of the best kiddie ideas ever put to use at the theatre. FEBRUARY 18th PHONOGRAPH PATENTED BY EDISON, 1878. Offer a prize for the oldest phonograph in your community. With the current reawakening of interest in the phonograph this should get some interesting lobby displays. Tie up with local music stores. Make use of the fact that your sound equipment is a development of the phonograph. 19th OHIO ADMITTED TO THE UNION, 1803. This day should be suitably observed by theatres in the Buckeye State in cooperation with local community celebrations. 20th BETTER SPEECH WEEK. Sponsored by the National Association for American Speech, 174 West 76th St., New York City. Have an elocution contest on your stage in connection with the local schools. Of course, the topic can be some picture which you will shortly play. 22nd WASHINGTON'S BIRTHDAY. A legal holiday in all states. Charge holiday prices, display flags and play patriotic subjects. 24th NATIONAL SEW AND SAVE WEEK. Sponsored by the National Needlecraft Bureau, 385 Fifth Ave., New York City. Offer a prize of passes for the best sewing done by the local school sewing classes. Instruction in knitting might be given in the theatre during a morning.