Showmen's Trade Review (Apr-Jun 1940)

Page 16 SHOWMEN'S TRADE REVIEW April 27, 1940 Earle Spring Hit Parade Because Warner Bros.' Earle Theatre, Washington, D. C, was celebrating its "Spring Hit Parade of Hit Pictures," the huge and attractive lobby display shown above tvas created for the foyer by Frank La Falce, in charge of advertising and publicity. Stunt on "Earl of Chicago" Ties In With Easter An effective stunt used during the run of "The Earl of Chicago" at Loew's Criterion Theatre took place recently when 6' 7" Hugh Douglas, tallest doorman on the Criterion house staff, was dressed in a complete Easter outfit, i. e., top hat, cutaway coat, striped pants, pearl grey vest, and all the trimmings, on Saturday strolled up and down the Broadwa\ sector, stopping in at hotels, restaurants, stores, etc., leaving his calling card on the counters, in mail boxes and letter boxes in the neighborhood of the theatre. (Copy on the card: "His Lordship 'The Earl of Chicago,' Robert Montgomery, Loew's Criterion Theatre.") On Sunday, Douglas joined the Easter parade on Fifth Avenue and for the entire afternoon distributed his calling cards to the happy jostling crowds. There was plenty of excitement when the cameras and newsreels glimpsed him above the crowds and "shot" his picture from all angles. Credit for the stunt goes to Manager Seligman, his two assistants Messrs. Brunner and Linder, and publicity man Phil Laufer. Many theatrenien attended a cocktail party for Producer Joe Pasternak when he visited Washington. Those pictures above are front row, left to right — Pasternak, Goleum Ketchum, chief booker Dominion Theatres ; George Werner, associate booker, Warner Circuit ; Leon Back, chief booker, Rome Circuit ; rear row, left to right — Clark Davife, chief booker Lichtman Theatres; Sydney Gates, Roxy, Norfolk; Frank Boucher, District Manager, Schine Theatres; Oscar Blumenthal, Universal Pictures chief booker, Washington ; Walter Davis, Universal salesman ; George Crouch, assistant zone manager, Warner Theatres; Abe Tolkins, Little Theatre; William Henderson, chief booker Durkee Circuit; Bernie Kreisler, Universal Branch Manager. Others who attended were : J. L. Rome and Harold Grott, Rome Circuit ; F. H. Durkee and W. Pacy, MAY 28fh DIONNE QUINTUPLETS Sixth Birthday. This is a good -Hme to play one of the features of shorts starring the famous Qu!ns. Tie up with stores selling merchandise endorsed by Dr. Allan Roy Dafoe, their physician. 29th RHODE ISLAND JOINED THE UNION, 1790. This is the 150th anniversary of this date and should be therefore be appropriately observed in ihe smallest of the states. WISCONSIN JOINED THE UNION, 1848. Theatres in the Badger State should cooperate in all local observances of this occasion. 30th MEMORIAL DAY. Observed in all of the States except those in the Sou;h. See issue of April 20, Page 9, on how to get the most out of this occasion. JUNE 1st KENTUCKY ENTERED THE UNION, 1792 and Tennessee, 1796. These two states should have gala celebrations on this day. Cheese Giveaways Several glassine bags, each containing a piece of cheese, were distributed by Manager George O'Brien of the Starland Theatre, Los Angeles, to sell his showing of "Brother Rat and a Baby." For copy, O'Brien used this: "You'll feel like a piece of cheese if you miss seeing . . . 'Brother Rat and a Baby'." The stunt was promoted through a nearby market, to whom credit was given on the bags. Durkee Circuit ; Lawrence Schanberger and Fred Schanberger, Keith's Theatre; Maurice Mechanic, New & Centre Theatres ; John Alderson, Centre Theatre; Louis Gaertner, L. Garman, J. J. Payette, L. Ribnitzski and Frank LaFalce, Warner Bros. Circuit ; Mrs. A. E. Lichtman, E. J. Haley and Wm. Tones, Lichtman Circuit ; James Brennan and Hardie Meakin, RKO Keith's; Sidney Lust, J. H. Hiser, L. Bernheimer, U. HoUingsworth, Dr. W. P. Herbst, Mrs. Louise Miller, Frank Storty, Charles Olive. Fred Kogod, Carter Barron and Raymond Bell, of Loew's Theatres ; Pierre Bologne, W. S. Wilder, S. L. Bowden, M. G. Thalheimer, Sam Bendheim, Jr., Mrs. C. W. Wachter, Dan Weinberg, Larry Lasky, F'rank Stover, Robert Levine, Benj. T. Pitts, Bernard Depkin, Jr., D. D. Query, Thos. Burke, W. F. Crockett. Lobby Peep Show The Humanette peep show in the lobby of the Paramount Theatre in New York to plug "Dr. Cyclops" drew considerable interest from pas' sersby. The stunt is described in detail in Paramount's press book on the picture. HELPFUL HINTS (Ed. Note: This is one of a series of timely and valuable letters prepared by Charles H. Ryan for managers of Warner Chicago Theatres. His advice could readily apply to theatres everyiohere. Therefore, ive suggest you clip and save these "Helpful Hints" as they appear from time to time.) Good Will Successful theatre managers adopt a consistent satisfactory policy based upon standards of sincerity. Your theatre is your community's playground of life. Maximum service at minimum cost is one thought that should be carried at all times in the back of your head. Once you have earned the Good Will of your public, you have an asset that cannot be bought at any price. Good Will is easy to attain if you will make up your mind that the best is none too good for your patrons. Make friends with your customers and go out of your way to do favors. Once you have acquired the Good Will of your neighborhood, you will continue to enjoy a well-balanced patronage in spite of the fact that there may be a more palatial and more comfortable theatre in your locality. With your patrons you can cement a friendship in some small way. No matter how trivial a patron's request, extend yourself just a bit more than is required. A list of six ideas and instances in whicli you can succeed in building Good Will are as follows : 1. Pay very careful attention to phone inquiries because it is a positive fact that telephone courtesy is a factor in building. 2. Become personally acquainted with as many of your patrons as possible. 3. Recover lost articles and notify patron by phone or postcard. 4. Ascertain where patrons are seated if they expect an emergency call. 5. Cultivate a spirit of hospitality among your staff. Have a pleasant cashier, doorman, and usher staff. 6. Maintain a free checkroom for parcels and packages. Business like friendship is sensitive — It goes where it is best treated and stays where it is best served.