Showmen's Trade Review (Jan-Mar 1941)

February 1, 1941 SHOWMEN'S TRADE REVI EW Page 13 AN EFFECTIVE NOTICE In announcing a change in policy whereby the main feature on the dual programs begin at 9:00 p.m., the RKO 81st Street Theatre in New York distributed an effective notice to its patrons. "Here's good news for both single and double feature patrons," the announcement began, and then continued: "You don't have to miss your dinner. . . . You don't have to become a night owl. . . . Our main feature starts at about 9:00 every evening, etc." The change in itself, of course, is worthy of praise, inasmuch as many patrons have foregone attendance at a theatre showing duals because of cockeyed schedules which required one to miss supper or stay exceptionally late to see the main feature. But also deserving of special commendation is the unique manner in which officials of the 81st Street let their patrons know of the change. Stresses Music, Appeals to Kids In Campaign on "Melody Ranch" An excellent campaign was accorded "Melody Ranch" by Manager Fred Weis of the Savannah Theatre, Savannah, Ga. First, he planted the three-day serialization which appeared in the press book in the Savannah Times, with other items of news. Then he arranged music store tieups on the sheet music and recordings of songs from the production. A week in advance of play-date, he broadcast hit numbers through a p.a. system over the marquee. Local news trucks also carried a plug for "Melody Ranch." Weis gave each child who attended the theatre during the run of the Gene Autry film a cowboy hat, bandana neckpiece and an Autry balloon. In addition, all children who had attended every chapter of "King of the Royal Mounted" received a sweat shirt. "Comrade X" Preview in Street Car Gets Excellent Publicity The fact that Hedy Lamarr plays a streetcar motorman (or motorlady, to coin a word) in "Comrade X" provided the basis for one of the most novel publicity stunts in film history. It was a preview of the picture held in a Washington, D. C., street car, and credit for it and resultant tremendous news and picture breaks go to Dan Terrell, Loew's publicist in the nation's capital. Obtaining the cooperation of the Capital Transit Company, which supplied one of the new streamlined conveyances, Terrell invited the city's film critics to the unprecedented screening. Because of mechanical difficulties which would have been encountered had the car been moving, it was moved onto a siding, the windows were "blacked out" and the screening proceeded. The stunt was good for plenty of space in advance of and following the event. Try this stunt in your town. The street car company (or even a bus line) will be interested and so will the newspaper people. Lend Your Attention to These Lent Suggestions Giant Book on a Sled A giant book of "Escape" was drawn around town on a sled in a timely stunt put over by Andy Biordi, Majestic, Ellwood City, Pa. Church Cooperation, Extra Strong Bookings, Powerful Selling Campaigns Advised J^EAL showmen, although cognizant of the fact that Lent this year begins on Ash Wednesday, February 26, and continues until Saturday, April 11, will not worry. For even though it is true that business falls off somewhat during this period, it is also true that there are many things in the showman's favor. We have admonished you in the past, and we repeat that admonition once again : you must retain friendly relations with the ministers, for it will be they who will be setting the decree as to whether or not their parishioners should attend a movie. Pictures With a Moral While it is true that many people, in strict religious adherence to the occasion, will forego movies and other types of amusements completely, still there is no reason why (if you choose good, clean entertainment with a moral, and point this out to the ministers, inviting them to be your guests at special previews) such activity shouldn't, in the end, prove of real benefit to the box office. Last year, as you probably remember, Lent began early in February and continued through March 17. For that reason the season embraced some important holidays and special dates with which it was easy to tie up. While there are a few such holidays or occasions this year, there are not nearly so many, and thus the exhibitor will have to rely on some other form of activity to keep things moving smoothly at the box office. In the main, however, when it is all boiled down, the fact remains that the best ways to avoid a business slump are : stronger than average bookings, powerful selling campaigns, cooperation with the churches and heavy exploitation. Selling Must Be Stronger Good pictures alone, it must be understood, cannot bring your theatre through the box office doldrums, even if you are fortunate enough to get them. Effective selling campaigns must bolster your screen entertainment if your business report is to be written in black ink. Don't feel that your theatre is the only victim of Lent, for such is not the case, not by any means. Individual merchants and department stores receive a potent slap just as well. But instead of crying on each other's shoulders, get together with these groups and arrange tieups and selling slants that will combat the slump. One of the most dependable and definite ticketselling activities for use during Lent is the staging of style and fashion shows in cooperation with leading department stores. There will be some pre-Easter interest in spring fashions, and this can profitably be tied in by the enterprising manager. Try to promote cooperative pages from your merchants. Get them to point out the special bargains in pre-Easter fashions while you plug the special bargains in unusual entertainment to be shown at your theatre. Window displays should be along the same lines. Weather is something to be considered, for it will be as unpredictable between February 26 and April 6 as it is at any other time of the year, only perhaps more so. Arrange with street car and bus lines to make it possible, whenever inclement weather rears its ugly head, to have your patrons transported to the theatre free, or at a special discount. In return, you can plug the traction company. More than the usual attention to such activities must be paid to theatre parties, block ticket sales, etc. Get in touch with all women's clubs, social and civic organizations and point out to them that inasmuch as Lent has put a damper on most social activity, it would be advisable to arrange theatre parties. Through the schools you can foster contests, tournaments, etc. Perhaps the school band, or the local city band, could make an appearance on your stage. Usually good for added grosses is a juvenile show, run in conjunction with both private and public schools and various children's organizations. Ads in Religious Publications Don't neglect your newspaper ads. Use copy and layouts that will instantly appeal to the reader. Always try for something novel and different, whether it be in the layout itself or in the copy and illustrations to be used. And by all means adapt the ads to the peculiarities of this season. Because religious publications will enjoy increased circulation during this period, it would be a good thing to extend your ad budget to include them. Brighten up your lobby, for in the final analysis, it is your front window. In a tie-in with the local horticultural society or with a prominent florist, promote a display of potted plants. Perhaps you can get the society to sell tickets. Inside the theatre, place potted palms around the stage. Decorate your inner lobby with attractive lobby boards. Arrange novel displays plugging the new spring season product. An important thing to bear in mind with the advent of Lent is that a new season with new opportunities is at hand. Look forward with optimism. Keep on the cheerful side. Be a good showman and you can't fail. Fop Better Show Selling Showmanalyses Have Appeared In STR on Following Pictures Arise My Love Nov 9 Bank Dick '.'.'.'.Nov. 30 ^sca"e Nov. 2 Go West Dec. 7 Her First Romance Jan 11 Kitty Foyle '..Dec'. 21 Land of Liberty Jan jg Letter, The . . . . Nov. 23 Melody Ranch ' Nov! 16 Mr. and Mrs. Smith This Issue Philadelphia Story Jan. 25 Son of Monte Cristo . Dec! 28 Spring Parade .Oct! 5 Thief of Bagdad . . .Dec! 14 Third Finger, Left Hand . . . .Oct! 26 This Thing Called Love Jan. 4 You'll Find Out Nov 23