Showmen's Trade Review (Oct-Dec 1939)

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Page 8 SHOWMEN'S TRADE REVIEW October 14, 1939 Selecting 12 Patrons Weekly, Collins Places a Free Ticket In the Programs Sent Them WELL, it certainlj' feels good to be back at the old desk again. The mosquitoes out there in the midwest liad hterally devoured us, and we could easih' make some very stinging remarks about the wasps we were compelled to dodge time and again, but "wasps" the use? With that terrible pun out of the way, let's get dowr. to business. To date, there haven't been nearly enough replies to the letter we sent out recently. There are still a large number of members who haven't sent in the list of fellow member.s from whom they'd like to receive programs. It only takes a few minutes to check off the names, so won't you do it Member Added This Week Ted Rodi<;, Paramount Tlieatre, Newark, N. J. now? Unless everyone cooperates, it will be impossible to inaugurate the new plan. Hot of? the griddle comes a stunt used by F. M. Collins, manager of the Algonquin Theatre, Manasquan, N. J. Collins, each week, takes twelve names from the mailing list and makes out a pass for each, which he inserts in the program mailed to that person. The copy on the pass reads; "In appreciation of your past patronage, the management invites you to attend a performance of your own selection at your convenience." Well, you can bet that Collins has them watching the mail for Algonquin programs every week. He knows how to keep them coming to his theatre, and how to get them in the habit of reading the programs. And the cost is practically negligible. Collins believes in keeping the name of his theatre before the public at all times. If there are those who mispronounce "Algonquin," we'd suggest F. M. take a tip from a major company who has a picture with a difficult title and proclaim "Don't pronounce it — attend it." Now You Can Have Them, Too Recently, on this page, we reproduced the inside spread of the program issued by T. G. Ebrsam, manager of the Huntington, Station Theatre, Huntington Station, L. I., in which Hollywood Flashes were used on the two outside columns. This week we learned that the idea is a brainchild of the Theatrical Advertising Company, Film Exchange Bldg., 2310 Cass Avenue, Detroit, —Your Application Blanh-^ Clip 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 Mich., and that the new type program is for sale by that company. Fred J. Cassin, of the Hollywood Flashes Division, has sent us a few samples of the program, and believe you us, they are certainly attractive. The entire front cover, printed in beautiful sepia tone, contains the picture of a popular star, and the title, "Hollj'wood Flashes." On the back page are scenes of stars and their hobbies. The inside spread, like that of Ehrsam's program, contains two outside columns, one a glimpse of a famous star and the other several paragraphs about different personalities. The rest of the space on the spread is left for the theatre to list its attractions. "Big Time Stuff" Here's a program that looks like "bigtime stuff." There's nothing cheap about it as far as general makeup is concerned. If any of you members have printing difficulties, or do not have good printing facilities in your community, we suggest you drop a line to Mr. Cassin and ask him to send you a sample or two of Hollywood Flashes. And don't forget to mention that you are a member of the STR Program Exchange. That's a novel calendar program from the Reese Theatre, Harrington, Delaware. It measures approximately 4x7, has a hole punched in the top for hanging purposes, and contains a calendar for the month. Below the calendar are listed the attractions for nine days in advance. Just received another program from Tom Pringle, of the Ideal Theatre, Toronto, Canada. Tom, we're sorry your name got mixed up in the list, but everything is straightened out now. Another good safety maxim greets our eye as we look at the r That Collegiate Appeal This front page cover of the program issued by Manager Ted Rodis, of the Paramount Theatre, Newark, N. J., had a strong appeal for the high school and college students. One look tvill shoiv the reason ivhy. Rodis reports that 15,000 programs are distributed weekly, and that the patrons grab for them. As for the cover on Paramount's "$1,000 a Touchdown", he kneiv how to design it for collegiate appeal. Ideal house organ. It reads, "If you obey all traffic laws, no accident you'll ever cause — When you drive to the theatre, drive carefully." Well, that's all we have space for this week. Watch for us here again next week. And send in that list of members from whom you'd like to receive programs, so we can get going. NOVEMBER 5th OFFICIAL SPEECH WEEK. Sponsored by the National Association of American Speech, 174 West 76th St., New York City. Run oratory contests on your stage or sponsor prizes for the winners of an oratory contest in schools. Have school teams debate some question posed by your current attraction. 6th FATHER AND SON WEEK. Sponsored by the Y.M.C.A., 347 Madison Ave., New York City. This is a good time to play a father and son picture. Stage a father and son contest in the theatre with prizes of guest tickets. Work through the Y.M.C.A. in your city. AMERICAN EDUCATION WEEK begins. Sponsored by the Indian Confederation of America. For information, write to Dr. Alexander Cumming, 150 West 64th St., New York City. 7th ELECTION DAY. For ideas on this day see page 17 of STR for Oct. 7. 8th MONTANA JOINED THE UNION, 1889. As this is the 50th anniversary the day should be quite a celebration in Montana with the theatre participating in the local community observations of the day. 11th NATIONAL FUR WEEK. Sponsored by the Grey Advertising Agency, 130 West 31st St., New York City. This is the time to stage a fur fashion show on your stage with the cooperation of all the local merchants. Of course, you don't have to limit the observance to furs. WASHINGTON JOINED THE UNION, 1889. This is the 50th anniversary of this occasion and it should be widely observed in the Evergreen State. Theatres should participate with flags flying, etc. and full cooperation with local and community observations. RED CROSS DRIVE BEGINS. It is a good idea to cooperate with the Red Cross by having a booth in the lobby for the solicitation of members, running a trailer on the screen, and cooperating with the local chapter in every way. ARMISTICE DAY. See page 12 of this issue for ideas. 12th NATIONAL BOOK WEEK. Sponsored by the Book Publishers' Bureau, 347 Fifth Ave., New York City. This is a swell time to stage a promotion with the local bookstores especially using those books from which your current and coming features have been adapted. 13th ROBERT LOUIS STEVENSON BORN 1850. Here's a chance for you to revive any of the Stevenson works which have recently been filmed such as "Kidnapped, " "Ebbtide " or "Treasure Island." 16th OKLAHOMA ENTERED THE UNION, 1907. This is the day to play a picture with an Oklahoma background like "Blackmail." It should be a gala day in that state.