Showmen's Trade Review (Jan-Mar 1940)

©CIB 4 4 43 23 1 February 3, 1940 SHOWMEN'S TRADE R I-: V 1 E W Page 3 wm Speaking Of Pictures In "Grapes of Wrath," 20th Century-Fox has surprised not only the industry but many on the outside who so freely predicted that the story lacked suitable screen material and would prove to be a bust. By this time advance information must have reached most theatremen about the picture at its first openings. So it hardly seems necessary to tell you that ''Grapes of Wrath" is a powerful box office picture. Frankly, we were one of the doubting Thomases ourselves even though we kept our predictions stored away pending the arrival of the picture. When we attended the preview we did so with many misgivings and a preconceived notion that they would never be able to inject the punch of the book into the picture. Like all of the others, we were wrong. It is great entertainment and its characters have brought to life the people of Steinbeck's best seller. You'll say so, your audience will say so and your receipts will verify it. Another in the current cycle of strong box office pictures is the Warner Brothers' production of ''The Fighting 69th.''' Here again you have real, stark, dramatic entertainment of the he-man type. Certainly no one could label this one "sissy" entertainment. Strong selling names plus the background of the story provide the outstanding selling angles to which may be added many other slants according to the ideas of the theatremen mapping out campaigns. The opportunities for tie-ups cover a wide and desirable radius and much interest can be attracted through unusual show-selling. There is no reason why "The Fighting 69th" should not give an excellent account of itself when it reaches your theatre. You can remove all doubt by backing up the engagement with a carefully planned campaign. 1. AAA For Or Against"?^ There remain but three things for the theatremen to do with regard to the Neely Bill and its impending action before the House of Representatives. Number One: To thoroughly familiari2,e themselves with the contents of the Bill and how each section of it will apply to their methods of film buying and trading. Number Two: To make up their minds as to whether (after careful study and consideration) to support the bill or try to defeat it. Number Three: If against it, to immediately enlist the support of women's clubs, civic organi2;ations, newspapers, church leaders, community leaders and other individuals, and to get each and every one of them to address letters or wires to their local Congressman asking him to vote AGAINST the Bill. Emphasiz,e to those you contact that, if they have organi2,ation affiliations, to address their letters or wires in the name of the group they represent as well as themselves as individuals. In discussing the Bill with those whose aid you seek to defeat the Bill, be prepared to answer their questions and convince them that the Bill is bad for your business, for the industry and for the community as well. Have all necessary facts at your finger tips. Also have available the correct name of the Congressman to be contacted. If you would heed our advice then we suggest that you concentrate your efforts first on the women's, welfare and other local organisations and groups, as expressions from them will carry the most weight at this stage of the fight. If you have a gift of gab, promote an invitation to their meetings and address them in a body, urging both organization as well as individual action. You'd be surprised how much pubhc and organization sentiment you can line up during a concentrated drive on your part or in conjunction with the other theatremen in your territory if they are of the opinion that the measure should be defeated. The time element is' rapidly becoming more and more important so if you honestly want this Bill killed then you must act quickly and with planned effort. AAA, P Universal's Progress The recent financial report of Universal which showed an amazing upward swing in profits, speaks volumes for the manpower heading this aggressive organization. Where profits increase consistently, the quality of the product must reflect the same condition. Exhibitors do not have to be told about Universal's improvement in box office pictures. Those who would look a little further ahead will also agree that the outlook for a continuation of good product is a foregone conclusion. A mere summary of the pictures in work and in preparation, tells the whole story. Sound common-sense administration of this company's affairs both in the home office and the studio is the reason for the phenomenal success of this company. Each man appears to have a job to do and IS doing it to the best of his individual abilities. An almost total absence of lost motion, wasted production expense or running around in circles, is beginning to prove itself even better than we predicted over a year ago when we visited and analyzed the studio set-up. — 'CmCK'^ LEWIS