Showmen's Trade Review (Oct-Dec 1940)

Page 16 SHOWMEN'S TRADE REVIEW October 19, 194V Ye Ed Advances Some Suggestions for Plugging November in Your Programs; Pringle Seeks Reactions of Patrons Wf HEN you read these lines, October will be gone or on the way out and November will be rearing its head. And that reminds us, among other things, that when November is gone, December will be here, and that when December is gone, 1940 will also be gone. But let's not get ahead of ourselves— there are still several days before Christmas and New Year's. In last week's issue of STR we featured a story about November, which, with its many activities including Election Day, Armistice and two Thanksgivings (in some territories), is one of the year's best movie-going months. It is indeed a month when showmanship counts, and since programs are one of your best selling mediums, it is only natural that you will want to use them to best advantage. For those with tabloid publications, you'll surely be able to get a publicity cut, possibly from the newspaper office or from your own Hollywood service (if you have it) on any or all of the special events that take place in November. The photos will in all probability feature stars in poses tieing up with the events. We predict this, because it has always been the case in the past, and we don't think the procedure will be changed now. These photos, besides being timely, lend an added attraction to your front page and help to balance the text and other cuts. Special Holiday Programs For those who have their programs made up by program printing companies, we can only venture a guess that covers will be designed in keeping with the November holidays. And if you make up your own programs, surely your house artist or whoever else is assigned this work will design a special cover. You have the opportunity also to comment on the holidays. An editorial on Thanksgiving or Armistice would be appropriate. We won't dictate how they should be written; but we wiH suggest, on Armistice for example, that you stress the part your theatre is playing in upholding the morale of the people during these perilous times. If you have kept up with the Program Exchange, you've seen some excellent examples which you can adapt to your needs. And for Thanksgiving, no matter on which day you observe it in your situation, you could state, among other things, that you are thankful for the public's patronage and that you will continue to make every effort — Your Application Blank— Clip and Mail Now! 3 C\nema Courier Outstantins film Due Here Sunday — 'tmicliKkni&M&r StttnilnQtentelRtte. CHliet H&pPw'te on SPRWUNCTWS HRW9&ERSEES Front Page Program Dummy // you plan a tabloid program, here's a sample dummy of a typical front page on which there are five columns. Note the large two-column cut at the top, which should concern the feature you're giving the top headline. Note also the "movie gossip" column at the left. Where stories do not reach the depth of a column, fill in the "holes" with short items. Your theatre name and policy should be in the two boxes on either side of the masthead. Your dummy, with copy attached, would look much like the above upon presentation to the printer. Type style should be indicated on the copy. to provide the finest in entertainment at all times. If you plan special holiday matinees, turkey giveaways, the use of your theatre for a patriotic gathering — mention these things. In the latter case, however, don't do it in the sense that you appear to be boasting that Armistice services will be observed in your theatre ; rather, urge everyone to get into the spirit of the occasion by attending the services. You can do this without seeming to be boasting yet at the same time subtly inferring the importance of your theatre as a community institution. It is practically imperative that, as a showman, you push showmanship to the fore during November. But it is equally as imperative that you make your house program one of the means of doing this. It is one of the most effective mediums you have ; in fact, many managers will claim it to be the most effective. CORRECTION Because of the omission of a word, a quotation from Harry Hobolth's program on this page last week made an impression that was not intended. The quotation should have read: "A nation that has succumbed to hysteria is in NO position to tackle the job that faces America today." sounds to us like Tobin's might be an interesting locality, so we hope he gives us a few facts about it. We want to thank M. H. Alger for his Program Calendar for October. His two theatres in Lakeview, Oregon, are "home owned and home operated," according to information on the calendar which, like many others we've seen, contains the program of one house on one side and that of the other house on the other side. Wherever it is possible to know your bookings at least a month in advance, we can't recommend the calendar program too highly. And we'll have the endorsements of those who actually issue them to back us up. Asking a Vital Question We were just about ready to "close up shop" when in comes a copy of the Ideal Theatre Program, and on it we note a vital question: "Should the Ideal Theatre News be discontinued? If not, how can we make it more interesting for you and your friends?" Well, that's a good way for Tom Pringle to get the reaction of the folks up there in Toronto, but we think the offer of a few passes for the best letters would be still a greater inducement and might bring the Ideal some constructive suggestions. In connection with the request, we like very much Sam Campbell's poem, entitled "How About It?", which reads as follows : "If with pleasure you are viewing, Any work this paper's doing — If you like it, if you read it, tell us now. Don't withhold your approbation Till the parson makes oration And we lie with snowy lilies on our brow. For no matter how you shout it,_ We won't really care about it, We won't know how many tear drops you have shed ; If some criticism's due us, NOW'S the time to "shoot it to us," For we cannot read our tombstone when we're dead. And that just about takes care of everything for this week. We'll be "seeing" you in seven days. Contributions From a New Member STR Program Exchange From a new member, Stanley Tobin, man SHOWMEN'S TRADE REVIEW, ager of the Grand and Torrance theatres, Tor 1501 Broadway ranee, Calif., and the Gardena Theatre, Gar New York N Y dena, we have received several copies of two different issues of his program. It's in Dear "Chick": — I hereby apply for membership in four pages, printed each week on a different the STR Program Exchange. I understand that entry color handbill stock. Because three theatres of my name on this coupon signifies a willingness are involved, Tobin has room for little other \o exchange theatre programs with other theatres, than a listing of the attractions to play at but involves no other obligation. the houses during the current week. But by changing colors weekly and by carefully selectName ing the proper type faces, he has a publication that should be welcome in every home in the Thea+re neighborhood. Qlt Evidently Tobin's patronage is partially Mexican, for some of his attractions are State Mexican features, such as "El Cementerio Del Las Aquilas" and "No Te Enganas Carazon ;" The story is continued on page 20.