Showmen's Trade Review (Oct-Dec 1941)

October 4, 1941 SHOWMEN'S TRADE REVIEW Page 25 AnSTR SHORTANALYSIS ON In this scene from MGM's "National Defense," a newsboy is shown breaking the news of the crumpling of French defenses before the German attack. The two-reel picture traces the progress of the U. S. defense effort, it is reported. "National Defense" Within the next two weeks MGM will release "the first screen story of the dramatic conversion of American industry from a comparatively placid peace-time pace to a feverish stride in which ten years' work in the pace of one is the goal." The timely two reel short is aptly entitled "National Defense," and is described as "a complete report on industrial accomplishments in the current crisis." Whereas the usual commentary short subject has its speaker address the audience, the narrator in "National Defense" speaks as one of the spectators, tells the aims and wishes of the American people today, and shows what is being done to affect them. Naturally enough, because of its timeliness and its subject matter, the picture has potent box office possibilities and offers the opportunity for any number of exploitation stunts. From a purely patriotic standpoint alone, the exhibitor can expect valuable cooperation, not only from patriotic organizations, but also from manufacturers, retail merchants, newspapers, officials of educational institutions, etc. If you can possibly borrow a print from your MGM exchange in advance of your regular showing, arrange an advance screening for officers of the D.A.R., American Legion, G.A.R., Boy and Girl Scouts, Rotarians, Kiwanians, Lions, Knights of Columbus, Elks, Masons, Eagles, etc. Following the screening, furnish these officers with specially printed postcards to be mailed to members of their organizations advising them to see the film. A screening might also be arranged for officials of the local Better Business Bureau, Retail Merchants Association, Manufacturers Association and Chamber of Commerce, thus paving the way for window displays, special mail campaigns, posters in all stores, shops and factories and pluggers in pay roll envelopes. Surely no exhibitor who plays the subject will let the opportunity pass to get the Mayor to proclaim the week of the showing as "National Defense Week." In his proclamation, which should get front-page space in your daily newspapers, the Mayor could urge co-operation on the part of the public in conserving waste materials and in drives for the collection of aluminum. Aluminum drives, of course, have already been held nationally; but there is no reason why they can't be repeated, especially when this material is so vital to national defense. Besides cooperating in publicizing your showing of the subject, newspapers could also do special stories on your town's national defense contributions. Street car companies should be willing to turn over their special events display spaces to advertise "National Defense." Perhaps you can get local taxis to use bumper strips. Football Subjects Offer Chance For Valuable Seasonal Tieups Football is in the air. Soon, nearly everyone will be eating, sleeping and talking football. Smart showmen will capitalize on the sport whenever the chance arises, and it's pretty likely that there will be a number of short subjects and features this year dealing with the gridiron sport. Already, in the short subject department, Pete Smith's "Football Thrills of 1940" is reaching theatre screens from one end of the country to the other. This is the fourth successive year the witty producer-commentator has given movie audiences a pre-season round-up of highlights of the past season's football games. Because these subjects more or less "whip up" new interest in football, they attract more than average interest from the public. It's your job, therefore, to let them know you have another outstanding football review. Here are some ideas, which, while good for "Football Thrills of 1940," are also adaptable to other pigskin subjects you'll be playing soon : Contact the sports editors. If possible, screen the subject for them. By so doing, you're certain to gain publicity on the sports pages. Local high school or college teams and their coaches should be your guests at the opening night's performance. This is good for a publicity break, and builds goodwill for your theatre. A contest certain to arouse maximum interest in a football short is accomplished through the newspaper's cooperation. Guest tickets are offered to the readers who submit the closest advance estimates of the scores in current football games. Similarly, your local radio station might de vote a program to college songs, offering prizes to the first certain number of winners who submit lists correctly identifying the school each number represents. Whatever subject you're playing, even newsreels, so long as football is given more or less prominent treatment, there's always an excuse to distribute megaphones to the fans. Your theatre and attraction are well advertised. For "special nights," pep rallies could be held, with prizes going for the best yells where rival schools are involved. High school or college parades, with gaily decorated autos, student bands, pretty girls, etc., could take place. One stunt that has proven successful in many situations is a Guess-the-Name-of-ThisPlayer contest. If you're running a short subject featuring outstanding players of the previous season, for example, photos of these players are placed in the windows of various merchants. Contestants are to identify the player and name the store in which his photo appeared. To prevent "ties," a 50-word statement as to why any one player is required to be the best player on a team, is made a part of the contest rules. The stunt could be appropriately used in connection with the Pete Smith subject, despite the fact that "Football Thrills of 1940" highlights plays rather than players. Further activity should include passing out heralds to stadium crowds and plugging your attraction between play-by-play announcements over the local radio station. Releasing lettered balloons between halves, using placarded sound trucks inside the stadium, would also prove effective. ED EAST Jovial comic and housewives' friend from coast to coast. ..with Polly in a novel quiz women will go for ... in a big way! THE KITCHEN QUIZ i One of Columbia's latest "Quiz" Short-Subject Series Now booking at all Columbia exchanges!