Showmen's Trade Review (Oct-Dec 1940)

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October 19, 1940 SHOWMEN'S TRADE REVIEW Page 15 Display Features Magazine Photos Scenes in color from National Geographic magazine made up this interesting lobby display, showing the restoration of Colonial Williamsburg, for Columbia's "The Howards of Virginia" when that picture played at Loew's, Rochester, N. Y. Manager Lester Pollock arranged the display. Ballyhoo Stunts Put Over Disney Festival in Several Cities The Walt Disney Festival show has been helped at the box-office in no small measure by the exploitation efforts of RKO Radio field men in cooperation with theatre managers. In Kansas City where the combination did unusually outstanding business at the Newman Theatre, Bob Hickey made a tieup with the Coca-Cola Company whereby each child attending the show was given a bottle of the beverage free. About 25,000 bottles were distributed. In Ogden, Utah, T. Bidwell McCormick, with the cooperation of Manager Ted Kirkmeyer of the Egyptian Theatre put on a Disney Character Contest in front of the theatre. Two hours before the contest was scheduled a line had formed, and for another two hours during the contest traffic was snarled, requiring the aid of the police to straighten it out. Besides the contest, which was publicized in the local newspaper and by daily plugs over the radio, a float was built and a score of window tieups effected. One of the street promotion stunts used by the Criterion Theatre in New York was a giant papier mache of Donald Duck worn over the head of a man. Taylor Uses Far-Reaching Campaign on "Ramparts" A far reaching exploitation campaign featuring a street parade, an army band, a red, white and blue theatre front and a score of outstanding units of promotion highlighted the campaign of Manager Charles B. Taylor of the Great Lakes Theatre, Buffalo, for March of Time's "The Ramparts We Watch." Among the major bits of exploitation was the utilization of 12,000 inserts placed in Life and Time magazines, American Legion boxcar used three days for street ballyhoo, posters on army and navy boards, midget cards inserted in Postal Telegraph Company telegrams, special throw-aways, screening for critics, cards imngon mail boxes, book marks, letters to the clergy, cards to all Legion posts, and clubs, taxi bumper strips, radio announcements and screening for the critics. Valances and Navy flags were used on the theatre front. A teaser ad campaign and wide coverage of newspapers were other factors in selling the production. Hits On Idea to Stop "Booing" of Presidential Candidates in Newsreel To offset the new disturbance problem in theatres, that of "booing" the Presidential candidates when they appear in the newsreels, the manager of the Jayhawk Theatre, Topeka, Kansas, recently hit on an idea which is having the desired effect. A trailer featuring the following copy is projected at every performance : "The management of this theatre feels that any man who gains for himself the high honor of being a candidate for the Presidency of the United States, or any other public office, is certainly entitled to every respect and courtesy we can give him. "To sit in a theatre and 'boo' when pictures of these men are shown is, to our way of thinking, a deep reflection upon the manner in which the 'booer' has been raised. "We know that Ladies and Gentlemen would never commit such a flagrant breach of good manners . . . and others MUST not." Fans Asked to Identify Masked "Susan"; Free Passes A stunt that had his patrons guessing was used by Manager Ben Cohn of the Frolic Theatre, Chicago, on behalf of "Susan and God." The cashier, Marie Kelly, was photographed wearing a mask. A cut of the photo was printed on a number of cards which carried this copy: "Guess who? Can you identity this Hyde Park Susan? Free passes to the first ( ? ) persons giving correct identification. . ." Weather Barometer Novelty for Series of Tim Holt Westerns A weather forecaster in which the typical burning desert sun of Westerns is used as the barometer is a promotion novelty put out by RKO Radio to publicize the new Tim Holt series of Westerns. The "sun" appears along with a cutout illustration of Tim Holt on horseback. The "sun" alternates color with the weather, blue for fair; violet for change; pink for rain. The mailing piece has an adjustment so that it may stand on the exhibitor's desk. The novelty was originated by Leon J. Bamberger, sales promotion manager, and carries the picture title of Tim's first release for RKO Radio, "Wagon Train." Yes Is your cashier discourteous? No Yes Is your doorman sloppy, inattentive? No Yes Are there lots of dead lights in your No marquee? Yes Is your house poorly ventilated? No Yes Are your toilets smelly? No Yes Are your seats squeaky, uncomfortable? No NOVEMBER 1 9th LINCOLN'S GETTYSBURG ADDRESS, 1863. There are a number of short subjects especially suitable for this occasion. This year the immortal words of the martyred President are more applicable than ever before. Get a Lincoln subject to play at this time to call attention to the famous address. 21st THANKSGIVING DAY by Presidential Proclamation. See issue of October 12, page 22, for what to do on this day. HOBBY WEEK. Sponsored by the Hobby Guild of America, I I West 42nd Street, New York City. This is a time to play that hobby subject Paramount made last season, as well as the first "Hobby Lobby" reel released by Columbia. It's also a good time to -ater to the hobbies of any local people. Warner Bros.' "Everybody's Hobby" is another specially suitable subject for this week. You can get newspaper cooperation on local people's hobbies. NORTH CAROLINA joined the union, 1789. This anniversary should be observed by theatres in the Tarheel State. 23rd U. S. PATENT SYSTEM established, 1836. Paramount's Popular Science subjects or any of those shorts which show crazy inventions would be especially appropriate for this occasion. It's a good day to honor local inventors. Two Good Gags Feature Campaign on "Ghost Breakers" "Through these portals pass the most frightened people in the world, 'cause they're going to see 'The Ghost Breakers' " was the sign placed over the entrance doors for the engagement of the picture at the Oakland Theatre, Chicago. Manager R. Kennedy also distributed small mimeographed slips, with a drawing of three ghosts and this copy : "We're getting out of town because 'The Ghost Breakers' are coming." Yes Are your programs balanced? Do you No use a light comedy feature with a heavy, serious drama? Yes Do you stand in the lobby — give your No patrons a smile and a "hello"? Yes Do you run the feature starting times No in your ads? Yes Do your shows run on schedule? No Yes Do you plan week-end programs that No are suitable for children? STR's "Efficiency Chart" Check Yourself on These Vital Points of Management Listed herewith is a group of questions, positive and negative. One set deals with things you shouldn't be doing, the other set with those activities that will help you build your business. Check each question "yes" or "no" — then figure up your average. Be honest with yourself; otherwise it will be of no benefit to you. This chart will appear from time to time. We suggest you watch for it, clip it out, act on it. Are You Losing Your Patrons? Are You Building Up Your Business?