Showmen's Trade Review (Jan-Mar 1940)

Page 18 SHOWMEN'S TRADE REVIEW January 27, 1940 FIRST RUN SHORT PRODUCT Broadway, New York (Week Beginning January 27) CAPITOL— Pound Foolish (MGM) rev. 1-20 40; Forgotten Victory (MGM) rev. 12-30-39. CRITERION— Symphony of Swing (Vita.) rev. 12-2-39; Fresh Fish (Vita.) rev. 11-4-39. GLOBE— The Green Hornet No. 11 (Univ.) rev. 12-2-39; Nothing But Pleasure (Col.). PARAMOUNT — S h a k e s p e r e a n Spinach (I'ara.): Bowling Skill (Para.). RADIO CITY MUSIC HALL— Republic of Finland (RKO-MofT) rev. 1-20-10. RIALTO— Scrambled Eggs (Univ.) rev. 12-30 39. RIVOLI--Aquapoise (RKO-Pathe). ROXY— Edgar Runs Again (20th-Fox) ; Life in Paris (Cel.). STRAND— New Horizons (Vita.) rev. 12-30 39; Sniffles and the Bookworm (Vita.); Oregon Novelty (Vita.) rev. 11-11-39. Chicago Loop (Week Ending January 27) APOLLO — Screwball Football (Vita.) rev. 12-30-39. CHICAGO— The Mad Maestro (MGM) rev. I 20-40. GARRICK— Three Sappy People (Col.). ROOSEVELT — Screen Snapshots No. 4 (Cul.); Smithsonian Institute (Col.) rev. II 11-39; Curious Puppy (Vita.). UNITED ARTISTS— R e m e m b e r When (Vita.) rev. 9-2-39; Land of Alaska Nellie (MGM) rev. this issue; Goofy and Wilbur (RKO-Disney) rev. 10-22-38. Lessons on Safe Driving Garner Publicity for MCM Crime Short In playing the short subject, "Drunk Driving," Wally Caldwell, manager of Loew's Valentine Theatre, Toledo, used the opportunity to drive home some needed lessons on safe driving as well as garner a bumper crop of publicity. He tied up with the Toledo Times, the police department, the automobile club, both local radio stations, Community Traction Company, Gas Company and the Federation of Women's Clubs. Street announcements were made from the police department loudspeaker-equipped Safety Scout car. Cautious drivers were noted by motorcycle police and license numbers published with guest ticket awards. It was the first time in the history of Toledo that tickets were given out by the police as a reward rather than as a punishment! NEWEST MAX FLEISCHER Letter on "Monroe Doctrine" A message from Roy Robbins, manager of the Karlton Theatre in Philadelphia, boosting the importance of the short, "The Monroe Doctrine" was rushed to all public and parochial schools as well as universities Robbins' exceptionally wellwritten letter, not only gave the impression of the dignity and importance of the picture but also invites the educator to see the film. A very effective way of advertising a short subject! Letters on "Drunk Driving" For his engagement of "Drunk Driving," the MGM Crime Does Not Pay subject. Manager Harland Rankin of the Plaza Theatre, Tilbury, Ontario, Canada, sent a personal letter to leading citizens (with a pass enclosed) in which he advised them that "we have been asked by the Minister of Highways to draw this subject to the attention of the leading citizens of this community, and feel you would be doing a service in recommending this to your associates." Rankin explained the nature of the subject in the letters. One Sheets in Bowling Alleys Elmer Hollander of the Stanton in Philadelphia, took advantage of the free one-' sheet offered by Metro on Pete Smith's bowling short "Set 'Em Up" by obtaining a number of them. Tagging them with his playdate and spotting the one-sheet in central city bowling alleys and pool rooms, he reached a large crowd of directly interested prospective patrons. . . NEWSREEL SYNOPSES . . (Released Sainrday, January 27) PARAMOUNT (No. 43) — Troops move via air bombers; S.S. Manhattan arrives; Dies to continue investigation; Cold wave hits deep south; Survey of baseball scene from coast to coast. MOVIETONE (Vok 23, No. 40)— Snow hits South: Paderewski becomes Polish president; Oldest general in U.S.; King George of Greece; Fashions for Spring; Floating concrete bridge at Seattle; Training racing greyhounds in Miami; Ice ballet in Canada; Jai alai in Miami; Lew Lehr and skiiers. NEWS OF THE DAY (Vol. 11, No. 238)— Cold wave hits nation; British bomb-proof drill; Queen visits army uniform factory; British mounted troops drill; Transparent chapeaux by Antoine; Tobogganing in Chicago; Golden Gloves bouts in N. Y.; Auto race on ice in New England. PATHE (Vol. 11, No. 55)— Bombers transport U.S. troops; Prince Bernhard reviews Dutch troops; Eleanor Roosevelt at "Lincoln" premiere; Mrs. Spreckels donates hotel for paralysis victims; Miami dog racing; Master metaphysicians; Ice scooters on Long Island; Father Duffy honored (New York only.) UNIVERSAL (Vol. 12, No. 844)— Cold wave grips nation; Contr-aband control military school; Troops move in air bombers; Father Duffy honored; Kiddies' fashions; Dog racing; Horse and t)uggy race in Florida; Auto race on ice at Winston, Conn. (Released Wednesday, January 24) PARAMOUNT (No. 42)— Browder found guilty; Britain sees Unity Mitford ; Old liners sold for scrap iron: Novel windmobile at St. Augustine, Fla.; British bobbies adopt headlights; Senator Borah dead; Squalus rescuemen get Congressional medal; Submarine fleet holds defense maneuvers; Joe Louis to fight Arturo Godoy of Chile; Washington oarsmen in shell practice; Norge Club ski jump at Cary, 111. MOVIETONE (Vol. 22, No. 39) — Squalus rescuemen get Congressional medal; Old liners go to junk pile; Submarine fleet holds defense maneuvers; Record snowfall in Rome; Paris gets snow, too; British planes battle ice and snow on Western Front: Skating time in Holland; French African native troops get artillery practice ; French sailors entertained by Paris Opera , Ballet; Arkansas Live Broiler Show ; _ Firemen battle St. Louis church fire; Broadway premiere of "The Blue Bird"; Lew Lehr and mud-wrestling women; Joe Louis to fight Arturo Godoy of Chile; Washington oarsmen in shell practice; Norge Club ski jump at Cary, 111. NEWS OF THE DAY (Vol. 11, No. 237)— Mines strew British coast with wrecks; Snow, cold wave hits Maginot Line; Submarine fleet holds defense maneuvers; Browder found guilty; Murphy-Jackson sworn in at White House; Senator Borah dead; Fashions in men's spring bonnets; Washington oarsmen practice; Norge Club ski jump at Cary, 111. PATHE (Vol. 11, No. 54)— Nation mourns Senator Borah; British stymie Nazi crew departure: Unity Mitford back in England ; Squalus rescuemen get Congressional medal; Murphy and Jackson take new jobs; Britain sweeps mines from the sea; Norge Club ski jump at Cary, 111. UNIVERSAL (Vol. 12, No. 843)— War scenes from Finland; Pilot saves plane in crack-up near Buffalo, N. Y.; Nation mourns Senator Borah; Columbus crew quitting U. S. ; Squalus heroes decorated; U. S. will sell "ghost fleet"; Lassies try goofy beach suits; Washington oarsmen in shell practice: Girls take mud bath; Norge Club ski jump at Cary, 111. ProJut^J FLEISCHER STUDIOS A PARAMOUNT PICTURE One Sheet on New Series Stock one-sheet available from Paramount on the new Max Fleischer Stone Age cartoon series of short subjects. The first subject in this group, "Way Back When A Triangle Had Its Points", will be nationally released in February. Excellent Campaign Sells First of "Information Please" Short Reels An excellent campaign on the first of the "Information Please" series was staged recently by Manager Walter Henshel of the Palace Theatre, Dallas, assisted by Forrest Thompson, publicity director. Along with the regular feature trailer, Henshel ran another on the short subject one week in advance of playdate. In the lobby he placed a banner mounted on an easel setpiece, and moved it to the front when the subject opened. He also used a special setpiece tieing in with Station KGKO and Canada Dry. As for newspaper advertising, a special one-column by three-inch display was used in afternoon papers the day before the opening and in the following morning papers. The subject was plugged, too, in combination ads. Newspaper publicity consisted of an advance column and are in the Neivs on Thursday prior to the opening. Another advance story appeared the following day (Friday) in the Disf^atchJournal, and Uncle Jake's Sport News gave the short a plug. Advance and current plugs were made over Station KGKO, which carries the regular "Information Please" weekly broadcast. In the main exhibit building at the State Fair of Texas, a special setpiece tieing in the picture with the sponsors of the radio program was on display in the Canada Dry exhibit. If anyone in Dallas wanted information as to where and when they could see "Information Please," Henshel and Thompson certainly gave 'em that information with their swell campaign.