Showmen's Trade Review (Jul-Sep 1940)

August 3, mo s H o w E X •■ s TRADE R E \" I E W Fage 13 For Better Show Selling S/iowmana/yses Have Appeared In STR on Following Pictures Alias the Deacon May 18 Anne of Windv Poplars Jvme 22 Bill of Divorcement June 1 Bovs From Svracuse July 2/ Dark Command Apr. 13 Edison the Man May 11 Ghost Breakers June 8 frene -Apr. 27 If I Had My Way May 11 It All Came True Apr. 13 Mortal Storm June 1; My Favorite Wife May 4 Mv Son. My Son! Apr. 6 New Moon June 29 1,000,000 B. C -Apr. 27 Our Town May 2d Pride and Prejudice This Issue Saturday's Children May 4 Son of the Xavv Apr. 6 South of Paeo Pago July 20 Three Faces West July 13 'Til We Meet A?ain Apr. 27 Tom Brown's School Davs July o Turnabout June Ir Two Girls on Broadway Apr. 20 Women in War June 1 Free Lending Libraries In Theatres Proves Popular Stunt The idea of free lending libraries in_ theatre lobbies promises to become one of the most popular stunts of the summer in Loew's and other first-run M-G-M houses, with "Pride and Prejudice" and "Escape" set for early release. A t>-pical librarv of this tvpe is the one developed by Francis Deering. manager of Loew's State, Houston. Deering arranged a special display with stills of books made into motion pictures and those now being dramatized for the screen. About ten copies of each book are made available. In addition to the novel lobby display the idea is good for newspaper breaks announcing the stunt, stories on the honest\ of film fans in returning books, and other features on public reading habits. Deering broke the Houston Chronicle with a stor> and art on his librarv-, which is conducted along the same lines employed by regular public libraries. Selette Puts Over Horror Show With Business-Getting Campaign To exploit a "horror show" composed of "The Walking Dead" and "The Old Dark House," Manager Eddie Selette of Warners' Albany Theatre, Albany, X. Y., put on a comprehensive campaign. In advance, he placed two 40 x 60 displays in the lobby ; had a "sandwich man" carr\two one-sheets around town ; ran a combination trailer ; made announcements from the stage; projected a slide on the theatre's wall; used two-sheets inside the theatre ; placed two 28 X 28 cards near the doorman ; placed an operating table with a wrapped dummy in the lobby ; displayed a first aid case at the entrance. During the engagement, the theatre front was lighted by a bunch light and spots covered with green gelatin. All the bulbs beneath the marquee was in green lights, with light paper skeletons hanging therefrom. Strune along the entrance were skeleton masks which flashed on and off. Two headless dummies were on either side of the box office. At night, preen flares were placed at the sidewalk curb. Cashiers, ushers and doormen were dressed m nurses' and internes' uniforms. The results? Just swell business that made Eddie smile with pride. Pray For Rain on Labor Day But Put On a Drive For Business Anyv/ay T ABOR DAY has always seemed a misnomer to us. If it means that it's the day when Labor doesn't work, it's wrong because the showman has to work anv-Raj'. And if it means a day for honoring Labor, it's still wrong because the showman can't get away to be honored. Anyway. September 2nd, being the first Monday in September, is Labor Day this year. If you are inclined toward prayer, we suggest that you pray for rain. Having forethoughtedly provided an ace attraction for your theatre and in line with good showmanship raised j'our prices, if your prav'ers are answered, you will certainly be in the chips. But if, regardless of the sincerity' of your prayers, rain just doesn't strike your town on Labor Day. there are still several ways in which you can attract business. Since it is the tail end of a three dav' holiday, many of your potential customers will already have had their fill of the beach, the hot sun, the crowded roads, etc. In fact, you'll find many folks who prefer to stay home on the Labor Day week end, because of these ver\' factors. To them you must address your first appeals, using the cool comfort of your theatre and your strong attractions as the bait. For those who have been away during the summer, Labor Day generallj marks the end of the vacation period, man\ schools reopening in the week following the holiday. So announce the big attractions you have booked for September. A display in the lobby of the festival of hits j'ou will have in September would be a good bet. Plug them through the mails, in newspaper ads and everv" other advertising medium at v-our command. Since the day is a tribute to Labor, it would be wise showmanship to pa}' some kind of tribute to Labor on this occasion. Congratulate the labor element in your community on the progress it has made during the j'ear, etc. There will ven. likely be a parade, and you should be certain that your float depicting your coming attractions will get plentj of publicitvon this occasion, besides a prominent place in the line of march. LABOR DAY TRAILER To aid theatres in plugging Labor Day business, National Screen Service has prepared an effective trailer which reminds the patrons that it's "safer" and "costs less" to attend the movies on Labor Day. It is also pointed out, in the suggested copy, that "during the Labor Day weekend last year, traffic accidents were heavy . . , why take chances this year?" Exhibitors have an excellent medium in this trailer to boost business. A novel little stunt would be to have a number of cards printed reading: "Closed Labor Da}^ Have gone to see fshow) at the (Theatre)." Early in the morning on the holiday, take these cards around to the principal shops and place them in doonvays. Of course, you can do it in advance, but that will mean giving away a lot of passes, which will partially offset the gain to be had in pulling the stunt at all. There are other ideas, some of them which you can use and others which will be impractical. But put on some kind of a drive for the da\-. And then write to us and tell us what vou did. Adam Hats Tie In With "South of Pago Pago" Taking advantage of the effective pre-selling campaign engineered by United Artists for the Edward Small production, "South of Pago Pago" the national chain of Adam Hat Stores has tied in with the picture bv" registering the title oi "Pago Pago" for one of their new hats. In the greater New York area, more than 200 stores will display window streamers featuring a photo of Ton Hall, tieing in with the Radio Citv^ Music Hall engagement of the picture. They are also announcing this tieup on the Adam Hat Sports Parade radio program. Adam Hat outlets in nearly 200 cities will also tie in with their local engagements. »tfliatM^™Kia.tffaYJHiiaiii!l«ITiMl!U«3r:i:i;liill;l?t1iaViM! iiW{MHiiYiH:i^;MM«iiiMiHiM;i;ii^i:raii:iaartfanr;iiorciiii Special Art Front on "Invisible Man Returns" A special art front tias created for the shoning of Universal's "The Invisible Man Returns" at the Rialto Theatre, Dallas, Texas, by Manager Louis Chaiminsky, assisted by Francis Barr, in charge of publicity. The smiling gentleman at the side of the box office is not the invisible man in a state of visibility — it's Louie himself. Mote that short subjects are given a marquee plug.