Showmen's Trade Review (Jan-Mar 1942)

Page 10 SHOWMEN'S TRADE REVIEW February 21, 1942 JOIN UP WITH "GARDEN ENROLLMENT WEEK" 80 Shows Industry's Gift to Combat Troops Secretary of Agriculture Wickard has requested that all 48 states participate in a National Garden Enrollment Week beginning March 1st. All Governors have received this request and Prentice Cooper, Governor of Tennessee, has been appointed chairman. Movement is expected to result in 5,360,000 gardens. In conducting either the entire campaign or in co-operating with established clubs in your vicinity that will be interested in increasing their memberships, you will not only be doing your country a good deed but you will be attracting favorable notice to your theatre and bringing many people, who are not ordinarily theatre-goers, to your place of business for the purpose of registering, receiving instructions, etc. The time is short. Contact the proper persons or organizations now. Conservation Pledges Pour Into WPB Office Pledges of participation in the Government's program to salvage materials vital to the war effort are coming in to the War Production Board from retail merchants in all sections of the country at the rate of thousands per day. More than 15,000 replies already have been received from store owners stating that they are cooperating. The rate of return is increasing daily. Conservation efforts of these retailers involve a thorough housecleaning of their stores to dispose of all waste materials and the appointment of employees specifically charged with supervision of continued collection and disposal of waste either by sale to dealers or by gift to charities, schools or other organizations. Merchants who sign the pledge of participation in the salvage program are given the right to display window emblems, sent them by the Bureau, containing the message "This store is helping make weapons from waste by salvaging waste paper, old rags, scrap metal, old rubber." Stores which have not received pledge cards are requested to write to the Bureau of Industrial Conservation, War Production Board, Washington, D. C. Put Theatre in Front Rank of Bond Selling if yours happens to be one of the many communities that have not set aside a special week designated as "Defense Bond and Stamp Week" you might get your theatre into the limelight by instituting the activity. It would be advisable to approach city officials, the postmaster, etc., to obtain civic sponsorship, and you should be able to get the mayor to issue a proclamation covering the activity. With such sponsorship the securing of talent to appear on stage ; pretty girls to sell the stamps and bonds ; having the various civic groups take part in a body; and short (preferably 1 and Yz minute) speeches to be made from stage by civic and business leaders. You can generate enough interest in the week to keep something going every night that will serve to attract additional patronage and at the same time you will have the personal satisfaction of lending your effort to a cause that is certain to reflect credit on your enterprise. How about getting a prize from the merchants for the girls who'sell the largest amount of bonds or stamps, also some consolation prizes for the runners-up. Present the prizes from your stage on the last night of the drive, of course. Canadian Benefit Show Nets $1,400 For Aid Raid Victim Fund Over 1,700 persons packed the Palace Theatre, Windsor, Ont, Canada, one night recently for an all-star benefit performance in support of the Queen's Canadian Fund for Aid Raid Victims. Contributions of the record-breaking crowd amounted to approximately $1,400, according to Palace Manager Cem Merritt. A score of cooperative agencies assisted in making the show a success, but greatest credit was accorded artists from Detroit who, after putting through a strenuous day fulfilling their own engagements, gave up many of their sleeping hours to put on the show for the Canadians. Earl Hudson, managing director of United Detroit Theatres, worked closely with the Windsor committee of B'Nai B'rith in making arrangements for the appearance of the Detroit artists. Key figure of the Windsor committee was Manager Merritt, who, with Hudson and several workers, devoted much valuable time to insure the success of the show. Use Patriotic Colors in Programs The use of red, white and blue color schemes on programs is getting good reaction for theatres who have formerly used other colors for this type of advertising. Stamp Matinees and Nights Have you instituted Defense Stamp Matinees? Or Defense Stamp Family Nights? You'll find it a profitable and heartily received event. JHIPX , PLANES Kl LP 'EM FLYING! The first 80 screen programs on 16 mm. film for showing to American soldiers in combat areas were presented to the War Department Wednesday, as a gift of the motion picture industry. In presenting the films to Brigadier General F. H. Osborn, Chief of Special Services Branch, Francis S. Harmon, executive vice-chairman of the War Activities Committee, pointed out that this was the first time all companies ever had agreed to reduce current feature films and short subjects to 16 mm. size. Industry leaders present at the presentation of the films to General Osborn were : Jack Cohn and A. Montague, Columbia; Nicholas M. Schenck, Loew's ; N. V. Ritchey, Monogram ; Barney Balaban, Paramount ; O. Henry Briggs, PDC ; Andy Smith, representing George J. Schaefer of RKO ; Seymour Borus, representing James R. Grainger of Republic ; W. C. Michel, 20th-Fox ; Carl Leserman, representing E. C. Raftery of United Artists ; Nate J. Blumberg and John J. O'Connor, Universal ; Joseph H. Hazen, Warners. General Osborn in accepting the gift said that this generous action enabled his department to furnish current films to entertain men on the fighting front at least 60 days earlier than would have been possible if a special appropriation had been required to pay for them. No admission charges will be made at these showings in combat areas. He said that showings abroad were under the overseas unit of the Special Services Branch, entirely distinct from the U. S. Army Motion Picture Service in Army Camps in the U. S. Six hundred new theatres in the latter classification are to be opened within a few months to meet needs of the expanded forces. Stamp Drives at Warner Theatres Warner Theatres in and around the Philadelphia area have instituted sales of Defense stamps and, where such requests are made, stamps will be given in place of change by theatre cashiers. The activity was instituted by Ted Schlanger, Warner Zone Manager, and has the whole-hearted approval of Lewis Weiler, local advertising executive for the Treasury Department. Marine Corps Hymn Accessory A long established recruiting aid of the United States Marine Corps is sheet music of the "Marines' Hymn." The cover is in colors and would serve as an excellent and timely giveaway at theatres. As this unit of the armed service is still recruiting you may be able to obtain supply of this sheet music from your local Marine enlistment officer. Grott's Defense Stamp Booth Defense and Entertainment Among theatremen promoting the sale of Defense Bonds and Stamps, few are more active than Manager Harold Grott of the Met Theatre, Baltimore. Shown above is a portion of the booth erected in the lobby for the patriotic cause. The sale of Defense Stamps, reports Grott, is "very good." Utilizing the now famous V followed by three dots and a dash, Manager Robert Rothafel of the Ritz Theatre, Los Angeles, is amplifying the device with this line: "ENTERTAINMENT is Vital to Effective DEFENSE ! MOTION PICTURES are Your Best ENTERTAINMENT." The V in Vital is a giant V.