Showmen's Trade Review (Oct-Dec 1939)

Fage 16 SHOWMEN'STRADEREVIEW October 7, 1939 Some Reports on House Programs From Landis, Langrell and Leggier o IT'S great to be back at our desk after battling those mosquitoes and trying to concentrate on programs while bathing beauties surrounded us. No more distractions like that! We're right back in the spot where the atmosphere is conducive to thinking and writing about those house publications from members. First thing of¥ the fire is a change in name. In the past, the manager of the Reese Theatre, Harrington, Delaware, has been Reese Harrington which to us, always seemed like a combination of the theatre name and the name of the town. Whether it was coincidental or whether it was planned that way we often wondered. Now, we have been notified that the manager of the Reese is Enos M. Langrell. Maybe "Reese Harrington" was Langrell's nom de plume, but anyway. Member Added This Week Ted Wilson, Rex Theatre, Carlisle, Ark. you know the change. So hereafter, partner, when you refer to the Reese Theatre, Harrington, Delaware, or if you send programs there, be sure to address them to Mr. Langrell. We've made the change on our listing. How many members remember E. T. Landis of the Princess Theatre, Monticello, Iowa? While it hasn't really been so long since we last heard from him, it still seems like a long time. He's back again with a copy of his program, which comes out once a month. Landis uses the calendar idea, so to speak, but not in the way familiar to many of us. Folded, his program measures about 2>y2 by 9%, and is printed on orange paper cardboard stock. Opened, il measures approximately 7x95^. Calendar on Front Page On the front page is a small calendar, together with the theatre name, policy, and other institutional copy. There, also is the theatre's slogan, "Where Pictures and Sound Are the Best to be Found." Apparently the Princess has been celebrating its 25th anniversary, for the dates 1914 and 1939 appear following the name. Opening the program, we find the attractions listed down each page, with rules to separate them. In the "gutter" is the information that "First Wednesday and Thursday Each Month are 'Program Nights'." Just what is "Program —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. Name Theatre City State ANDERSON CHECKS OUT Paul E. Anderson, manager of the Beaver Theatre, Des Moines, Iowa, has asked us to remove his name from the Program Exchange. He thanks us for the many ideas received. Although we are sorry Paul is leaving us, we are glad the Program Exchange has been beneficial, and we will welcome him back whenever he gets ready. Be sure to strike his name from your list. Night," E. T.? It may be some activity other members would be interested in knowing about for use in their own houses. And even if they're not, we are. The listing of attractions continues through the inside and down the back page until we see the words "Free Ticket." And now we know, without Landis having to explain, what "Program Nights" are. Patrons are asked to fill in their name and address and present the program to the cashier on the special nights, buy one ticket and receive another of equal value, free. The more programs that come in, so much the better can Landis be convinced that they are really an asset to his theatre. But in answer to our question as whether or not programs were a valuable asset to his theatre, he replied with a question-mark. The way they turn up on "Program Nights" should be a determining factor in answering that question. And, oh yes, there's a hole in the program so that it can be hung in a conspicuous spot and referred to throughout the month. Just received another program from Bill Leggiero, of the Steuben, Majestic and Strand Theatres, Hornell, N. Y. If you played "When Tomorrow Comes," probabljr you saw the three-column art layout AIIdb Fays Puis Over a Number sixty .lour jean sn will l» ellflbWor the" 200 MINUTES OF THEATRE HAPPINESS! I N«wi af >hi Do, World Howl— Whin It'i Hi, In Tachnicglorl 'Sorority House' Broadway Sere node' Wiih ItW ATRIS Woodward Grand THEATRE Tu«i(l*T, WcdneidoT. Thuridar Augyit lit la 3U • -GLORIOUS SONG HITS 'FIT FOR A QUEEN' H»i hmr^ Jnnatii lini thti mtlodlo al lor*: "for Ei»fy Lonalf H« 'Time Chongat Eitrything lut "Oh Look At You" Nt limm To A.gu* ' High rirlHB " "Itidin On A RotnlfO-" sang sequence from "Rose of Waihington Square," ^3ih Ccnlury-Fox prwluciion slamns Tyrone Power, Aljce Fajc and Al Jol aon. ENJOY rOUR MOTION PICTURE ENTERTAINMENT m COOL COMFORT ot rh« e \ AIR CONDITIONED <li^.*jWoodward-Grand Theatre Continoui Show! Doily Noon to Mld-Nlta FREE PARKING SERVICE • "Tower of Pisa" Layout It's a typical page from a recent issue of A. Milo DeHaven's Cinemag, house organ published in the interests of the W^oodtvard-Grand and Belmont Theatres in Highland Park, Mich. Note how DeHaven, in his "Tower of Pisa" layout, identified his program with the heading, "200 Minutes of Theatre Happiness." The institutional ad, though only a short time old, wouldn't be much of an inducement to attend the theatre now. But just a few weeks ago it had the desired effect. on fashions of tomorrow introduced by Irene Dunne. The layout consisted of four poses. As it was, it wouldn't fit the page upright of Leggiero's program. But turning the page sideways. Bill found he could get it on nicely. He separated the cut, with two poses on one side of the caption, and two on the other. And that's proof that there's always a way to do it, no matter how impossible it may seem. The layout for "The Women" is good, too. Photos of Norma Shearer, Joan Crawford and Rosalind Russell "stagger" from the upper left-hand corner to the lower right-hand corner. The balance of the space is devoted to selling copy, listing the other members of the cast, etc. A One-Page Program Let's get back to Enos Langrell. His program is a one-page af¥air, printed on both sides. One and two-column ad cuts are used. It is because of those cuts, with their half-tone illustrations, that the program attracts attention. There is just the right amount of white space, too. Langrell distributed "spook" heralds when he played "The Son of Frankenstein" and "The Lady in the Morgue" as a midnight show. He labeled the event the "first annual ghost and spook convention," and warned those with weak hearts to stay awa}'. We haven't heard, but we hope it was successful. Our space is gone, so farewell until next week. Gas Company Tieup For RKO's "Fifth Avenue Girl A lie-in between Manager William McCort of the Albee Theatre, Providence, R. I., and the Providence Gas Company brought about a beef stew recipe contest for housewives which had an affinity with a cooking episode in "Fifth Avenue Girl." The hookup was one of the most successful in the history of Providence theatre-merchant exploitation. The Providence Compan\' provided and installed complete kitchen and working equipment for a full stage on the Albee and the heads of their domestic department supervised the cooking. Winning recipes were selected by a committee of five prominent women. Chefs Were Tasting Judges Tasting judges included chefs from two hotels, a fireman and a policeman dressed in uniforms, thus broadening the scope of the promotion. Their selections were read to the audience by a master of ceremonies who called out the name of the winners from the stage. Display tie-ups were made with the three leading Providence stores which carry Providence Gas Company equipment. Gift certificates were good at these stores. Windows in the company's main building also were devoted to the contest. The entire details were set forth in newspaper advertising, full-column, full-pagedepth space being used, and the campaign also included mailing pieces, announcement cards, and 40 x 60 blowups of the newspaper display ad. The show took but twenty minutes for each of two programs. There were winners for each session. The food was cooked in the kitchen of the gas company and carried to the kitchen-erected stage of the theatre where it was kept piping hot during the judging. Recipes for the beef stew contest were mailed by housewives direct to the RKO Albee Theatre. A still from "Fifth Avenue Girl" which linked up with the stunt was used in the promotion. The campaign was launched well in advance of opening day and the stage set-up was arranged for on the fifth day of "Fifth Avenue Girl's" engagement.