Showmen's Trade Review (Oct-Dec 1941)

Page 26 SHOWMEN'S TRADE REVIEW October 4, 1941 Band 'Battles Boost Business Weekly CompetitionBetween Short Subject Band Leaders Spurs Attendance atGlendale With Universal featuring popular orchestras in its two-reel musicals, three companies (Universal, Warner Bros, and Paramount) are currently releasing band reels. There has been much discussion, pro and con, concerning the drawing power of these subjects. In metropolitan centers, it has been argued, most people have seen these bands in person and therefore care little about seeing their shadows perform on the screen. On the other hand, moviegoers in the hinterlands, who hear their favorite orchestras over the radio but never have a chance to see them perform, are generally appreciative of the opportunity at the neighborhood theatre, if you tell them. The entertainment value of these reels, of course, often depends not only on the locale of the audiences viewing them but also on the type. Their appeal is mainly for youngsters and adolescents who, if well informed through advertising and publicity, will usually be present each time a new one is shown. To book one of these reels and accord it no advertising whatsoever is not good showmanship. Band subjects can account for extra receipts at the box office of the theatreman who knows how to exploit them. And we needn't eat those words, for here is the proof: A few months ago Manager Ed Harris of the Glendale Theatre, Glendale, Calif., (the showman who has been hitting the high spots in short subject exploitation recently), experimented with an idea to stimulate business and create stronger interest in band reels. He had thirty of them to play, and realizing he had a "ready-made band audience" and that bands have considerable drawing power wherever they appear, decided to cash in. So he booked not one, but two, band reels to play every Friday and Saturday. In order to create added interest and stimulate audience participation, a Battle of Bands contest was arranged, with the two bands on each program "competing" for musical supremacy. For five consecutive months this weekly contest has been running at the Glendale, and we'll take Ed's word for it that week-end business is far above average. A special display in the lobby (see cut) explains the set-up. Audiences are invited to vote and applaud for their favorites. To give it the atmosphere of a "live" stage contest, Harris acts as master of ceremonies, introducing each contestant. This encourages a lot of pep, enthusiasm and applause, he tells us, and brings loads of votes at the ballot stand in the lobby. As an added injection, local music contests are staged to determine the best amateur musi cians and bands. The winners are presented at frequent intervals in conjunction with the two screen bands. At the end of the Battle of Bands contest (when all the available band subjects for the season have been exhibited), the final winners of both contests are presented. Letters announcing the weekly event and the list of bands participating are mailed to all music stores, music departments of the city schools, studio and radio musical directors, and every other place connected with music. Ballots appear in the Glendale Star, local newspaper, and are also handed out at the door. The local radio station, dance halls, music shops — all have cooperated in boosting the contest. And maybe you don't think the band leaders take notice. On one occasion, according to a publicity story appearing in the Star, dance maestro Henry King dropped in to see himself. He was quite impressed with Harris' stunt and recommended it to all his friends. Besides boosting business for the Glendale, the idea has cultural merit, too, it is pointed out. It stimulates dancing instruction and even the song sheet and record business. Surely this should be sufficient proof that "band reels boost business" when properly exploited. It's a challenge to those theatremen who book them, play them and forget them. Sniped Cards, Sidewalk Stencil Feature Campaign on "1-2-3 Go!" Harry Gould, Palace Theatre, Fort Worth, reports a sharp increase in boxofnee receipts which he attributes directly to his campaign on the Our Gang Comedy, "1-2-3 Go !" He arranged a newspaper essay contest for children under twelve, sniped 1-2-3 Go cards on all traffic standards in. the city and used the title for a sidewalk stencil. By inviting police officials to an advance screening Gould got the full cooperation of the police department and had the Captain of the Traffic department present prizes to the essay winners on the stage. Up in Syracuse, New York Loew manager Frank Murphy put over a 1-2-3 Go ! kiddie show in cooperation with the Chamber of Commerce, Board of Education and the newspapers Post-Standard and Herald Journal. 'Army Champions' Premiere Seen By Subject's 'Actors' at Fort Ord Unique in the history of California premieres was the initial showing recently of Pete Smith's "Army Champions." Although only "actors" who appeared in the short were present for the gala occasion, the theatre had the SRO sign out long before time to project the subject. Reason: the "actors" were some two thousand officers and men of the 7th Division of the U. S. Army. They saw the film in their post theatre at Fort Ord. Following the preview, Major-General Charles H. White, commanding officer, wired congratulations to Smith, expressing the view that the theme of the short — "Speed — Teamwork — Accuracy"— might well be adopted as a slogan exemplifying the principles of the nation's current army training program. 'Marvel' Campaigns Continue Unabated Exhibitor-newsdealer cooperation continues unabated in connection with the promotional tieup arranged between Republic and Fawcett Distributing Co. on Republic's serial, "Adventures of Captain Marvel." The latest theatres to take full advantage of the promotion available to them are the first-run Capitol, in Passaic, N. J., and the Crown, in New London, Conn. Wm. M. Weiss, manager of the Capitol, worked with the Fawcett distributor, Phillip Birnbaum, of the Federal News Co., on the Passaic campaign. The distributor sent out a bulletin to all of his dealers in the territory, together with fullcolor displays, tieing in the serial's opening at the Capitol with Whiz Comics magazine. A week before the opening, he covered all of his poster boards in the territory with 250 posters supplied by the theatre; distributed 50 truck banners, which were displayed also in newsdealers' windows ; dedicated the day before the first playdate as "Whiz Comics Day" in Passaic, to promote the serial's opening as much as the sale of the magazine, and distributed 2,500 copies of Whiz Comics magazine to all children who attended the theatre on opening day. Trailer Plugs Magazine Giveaway For ten days before the first playdate, the theatre ran the regular Republic trailer, together with a special trailer advising of the giveaway of Whiz Comics magazine ; displayed an attractive 40x60 poster and other material, announcing the coming of the serial, in the lobby; posted 6-sheets on the outside wall ; marquees were hung with valances ; distributed 5,000 autographed fan photos of Captain Marvel to all children attending the showing of the first three chapters. The theatre arranged for an attractive window display in the office of the Clifton Journal, with appropriate copy announcing the playdate of the serial at the Capitol, and presenting gratis a photo of Captain Marvel to any child who came in to ask for one. (Clifton is a suburb of Passaic, and is about one mile from the theatre.) Dolebranz's Stunts Bring in Kids In New London, Barney Dolebranz, manager of the Crown Theatre, cooperated actively with Charles Glassenberg, the Fawcett distributor, in putting over a bang-up campaign which brought the kiddies in early and in large numbers to the theatre. Following are some of the co-operative stunts put on by Dolebranz and Glassenberg : For a full week before opening playdate, the special trailer was run ; 5,500 flash heralds were distributed through the aid of the route men who handle the morning and evening newspapers, by inserting the heralds in the newspapers covering the entire vicinity; trucks were bannered to call attention to the serial at the Crown; circulars telling of the opening date were distributed in front of all schools. The theatre carried a box in its regular newspaper ads, advising of the opening and of the giveaways. Announcements were made daily over the radio. For a week in advance, the theatre displayed an attractive 40x60 blow-up of Captain Marvel in the lobby; small cut-outs and color photos of Captain Marvel, suitably imprinted on the back, were distributed; and on the opening day, Whiz Comics were distributed to all kiddies attending. Both theatre managers announced that their campaigns resulted, at the opening playdate, in the doubling of their normal juvenile attendance on Saturday afternoons, and that at the playing of the second chapter, they topped the attendance of the opening Saturday. Careful selection of shorts will make a fair program Rood, a good program better.