Showmen's Trade Review (Jan-Mar 1941)

Page 14 SHOWMEN'S TRADE REVIEW February 1, 1941 February Suggests a Jewel Of an Idea to Us, But the Plan Is Strewn With Stones "CEBRUARY is here already. How time flies ! Before we know it, spring will be here,_ and then summer, and then autumn and then winter again. But let's not get ahead of ourselves. As you know, there is a birthstone for every month. It seems to us that possibly some worthwhile contest could be worked out whereby once a month only those whose birthdays are during that month could compete for a prize of a ring with the appropriate birthstone. Perhaps some jeweler would cooperate with you in this venture in exchange for a plug on your screen and in your programs. Most birthstones are pretty expensive, particularly if they're genuine. And that's the hitch to our idea. However, there are imitations for most of these valuable stones, and certainly contest winners won't expect you to award them originals. Let's say a person is born in March. Well, during February, for example, you could announce a contest for those born the following month. Perhaps they could write an essay, or they could identify pictures of stars and tell why they like them. There are many different ideas you can use for contests, so work out the one most appropriate for your situation. Hoping that our suggestion will start you to thinking, we shall now get down to business about programs. Gives Character and Real Names Quite some time ago we told you about the program for the St. George Playhouse, Brooklyn, N. Y. We received a recent copy through the mail the other day, and it still impresses us as one of the neatest little jobs we've even seen. Manager Ed Lewis caters to a discriminating clientele, and accordingly his program is small, compact and easy to read. He always gives the character and real names of the principal members of the cast. In addition, he lists the short subjects and also the times of shows. And, of course, the admission scale also finds a place on the sheet, which is toward the center from each side. On the back he has space in which to plug at least two of his most important attractions. He does so by quoting reviews of New York newspaper critics. In our copy were excerpts from the reviews of Archer Winsten, which appeared in the New York Post on "Escape" and "Christmas in July." We like Ed's slogan : "If it's a good picture, -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 INSTITUTIONAL COPY (Editor's Note : The following copy was ivritten for the programs of Warner Chicago Theatres by Charles H. Ryan. It can be easily adapted to your own situation. Further examples will appear on this page from time to time.) Dear Old Dad He sat there in his arm chair, with cigar and paper, and guessed he didn't want to see any movies. But the youngsters got him in tow. Dad's was a bad case. Stubborn! But arriving at the Hamilton he was quick to see the tremendous difference between what he remembered of motion pictures (it's quite a while since he went) and the talking movie of today. But that's all changed now. Dad has found out that the "Pick of the Pictures" shown at the Hamilton are mighty well worth the effort of getting there. you'll see it at the St. George Playhouse, Brooklyn Heights' exclusive theatre." We just can't put our finger on it, but his program has that "something" about it that makes patrons want to receive it regularly. Because of the vital information each copy contains, we can see where it saves the moviegoer much time and annoyance. We hope you noticed the February selling suggestions in last week's issue of STR. Your program plays a large part in your selling activities, so when you plan on how you're going to tie in with this or with that, don't forget it. We always have a good time looking over our weekly copies of The Reminder. Those boys down there in Levelland certainly know what it takes to keep patrons in good humor. For, aside from the ads, columns are devoted to jokes and institutional information. Who, for instance, could help but smile at the observations of The Innocent Bystander, one of which we reproduce here : "Speaking of letters to advertise corsets, I would use form letters." A Cartoon Which Gets a Laugh There's a cartoon, too, which not only gets a laugh but gets the reader to thinking that perhaps he's been missing some pretty good pictures. It shows a man operating a home-made kicking machine, which consists of a wheel with four spokes, and on the end of each spoke is a shoe. By means of a pulley, the poor fellow keeps the wheel revolving while he bends over to let the shoes kick him. Caption below the cartoon reads : "Don't kick yourself later for not seeing the great shows being presented at the Rose and Wallace theatres this week and every week during the next few months. We are bringing you the greatest ever made." Once in a while we somehow or other miss out on Tom Pringle's "Safety" messages, but this week's message was such that we don't see how any one reading it could help but learn a valuable lesson. Addressed to "Drowsy Drivers," here is what Pringle has to say : "About 2,000 traffic deaths are caused each year by sleepy drivers. Some victims are just drowsy when they lose control ; others have actually dozed off to sleep. 'Nature's sweet restorer' is all right in its place — a nice, comfortable bed — but it's bad business to cat-nap when you drive. Better let someone else take the wheel or pull off the road and take a nap. Asleep-at-thewheel accidents are usually serious because there is no chance for defense against the crash." Speaking of novelties, Manager Erwin of the Grand Theatre, Duquoin, 111., used one that attracted plenty of extra patronage. We know we're veering off the "program path" in reporting the stunt on this page, but a good manager supplements his program every now and then with a good novelty. It seems that Erwin put on a big midnight "Laff Show" show. As patrons left, he passed out "Giggle Cards" containing this copy : "Grand Theatre Giggle Ticket. . . . Because the holder of this ticket suffered undue embarrassment by laughing so hard at our midnight show, this patron is entitled to . . . One Free Admission . . . for which this Giggle Ticket will be accepted at the Grand Theatre, etc." In view of the fact that there are a number of laugh hits on the market today, exhibitors would do well to employ the "Giggle Ticket" gag. And so we leave you until this same time next week. Why not send us copies of your program regularly ? MARCH 1st BANK OF PHILADELPHIA CHARTERED, first in U. S., 1780. Your local bank might be interested in this date in conjunction with a subject which has a banking background. NEBRASKA JOINED THE UNION, 1867. This occasion should be celebrated in the Cornhuskers State with the theatres participating in any local events. 2nd TEXAS INDEPENDENCE DAY. As the only state which was once an independent nation, this event is a great one in the Lone Star State and is fittingly celebrated. There are a couple of Western pictures with the early days of Texas as a background which could be suitably played on this occasion. 3rd FIRST U. S. POSTAGE STAMPS, 1847. Local philatelists will be interested in this date. Find out when the first stamp was sold in your city, when the post office was opened and who has the first stamp. There's a Paramount short about stamp-collecting that should be admirable for this purpose. FLORIDA ADMITTED TO THE UNION, 1845. It is less than 100 years since America's playground joined the family of states. Theatres there can participate in any celebrations with the added benefit of the height of the tourist season. ALEXANDER GRAHAM BELL, inventor of the telephone, born 1847. This is a good day for tieups with the telephone company, using stills of the stars of your current attraction using the telephone for window displays in business offices. 4th 102nd ANNIVERSARY OF EXPRESS SERVICE in the U. S. Get tieups with the express company for this day. The companies are frequently referred to in Western pictures, so there's a good chance for tieups. PENNSYLVANIA DAY. Charter granted to the colony in 1681. This day should be observed in those towns in the Keystone State where there are local celebrations. VERMONT JOINED THE UNION, 1791. This is the Sesquicentennial celebration for the Green Mountain State and it will probably be fittingly observed. Theatres should participate in any way possible. 7th LUTHER BURBANK, horticulturist, born 1849. Observe this occasion by tieing in with florists using big displays of flowers in your lobby.