Showmen's Trade Review (Oct-Dec 1941)

OWMEN'S TRADE REVIEW Page 9 Eleventh Month Should Be Profitable for Alert Showmen October 25. 1941 S H For Better Show Selling Showmanalyses Have Appeared In STR on Following Pictures Big Store June 21 Billy the Kid May 31 Blood and Sand May 24 Blossoms in the Dust July 26 Bride Came C.O.D ...July 19 Charley's Aunt Aug. 2 Dr. Jekyll and Mr. Hyde Sept. 6 Feminine Touch Oct. 11 Here Comes Mr. Jordan Aug. 16 Hold Back the Dawn Sept. 20 Ice-Capades Aug. 23 In the Navy June 7 International Squadron Oct. 4 Lydia Aug. 30 Moon Over Her Shoulder Oct. 18 New Wine Aug. 9 One Night in Lisbon June 14 Puddin' Head June 28 Rookies on Parade May 3 Sundown Oct. 25 There's Magic in Music May 17 Tom, Dick and Harry July S Unfinished Business Sept. 13 Week-End in Havana Sept. 27 Woman's Face May 10 ampaigns on Ziegfeld Girl' and GWTW Win Buttons for Showmen Because of their excellent campaigns on 'Gone With the Wind" and "Ziegfeld Girl," espectively, Cliff Geisseman and Howard Daniel of the RKO Uptown Theatre, Detroit, and Harry Brown and John O'Connor of Loew's Kameo, Brooklyn, N. Y., were recently awarded MGM Honor Roll Buttons. One of the highlights of the GeissemanDaniel "G.W.T.W." campaign was a breakfast party for film critics and special writers for all Detroit dailies. The occasion was the film's first anniversary engagement, and invitations were sent on birthday forms. Local libraries cooperated by posting cards on bulletin boards. Spot announcements were carried over local radio stations. Prior to the Kameo playdate, "Ziegfeld Girl" records were played on the roof garden of the house. Neighborhood music stores displayed streamers and played records over p.a. systems. At reducing schools and in stores, special folders were distributed selling bathing apparel. Tie-in copy in the folders : "Can You Measure Up to Lana Turner?" Ice-cream parlors cooperated by advertising "Ziegfeld Girl Sundaes." Cigarette Package Stunt Scores "Today I Am A Man" was copy on gummed wrappers placed around cigarette packages as part of the "Life Begins for Andy Hardy" campaign put over by James Pickett, Rivoli, Hastings, Neb., and Elton Benson, Rex, Albion, Neb. Midget Auto Race The winner of a local midget auto race was presented with a "Mickey Rooney Cup" as one of the features of the "Life Begins for Andy Hardy" campaign executed by Bob Portle, College Theatre, New Haven. Rattles for Babies A baby rattle was presented to each child born during the showing of "Blossoms in the Dust" during the campaign for the film put over by Arnold Gates, Loew's Park, Cleveland. Armistice and Thanksgiving Are November's Outstanding Dates for Special Promotion Ere a few more days roll around, November will be here with its many holidays. Only one other month — February — compares w'ith the eleventh month in the number of money days for showmen. Then, too, show-going is at its peak during this 30-day period. Why? Well, maybe it's because people want to attend the movies while they can, bearing in mind that they'll be busy shopping for Christmas presents in December. So, to offset any losses in December, we would advise you to take advantage of every attention-getting exploitation angle in November. In this publication's weekly Money Dates column you have undoubtedly found workable ideas for all the worthwhile dates of November. In this article we shall elaborate on the two most important ones; namely, Armistice (11) and Thanksgiving (20, by Presidential Proclamation; 27, in some states). For Armistice Day, you will want to run trailers featuring appropriate copy for the occasion, and several choices are available from National Screen Service. You can write your own copy, if you wish, and the trailer concern will take care of the rest. So many pictures featuring a plea for peace have been produced in the past two or three years that it would require far more space than we have available to list them here. This also goes for short subjects. By referring to your booking sheet for the past several months you can pick out features and shorts that are probably worthy of being brought back for exhibition on this day. On the other hand, if you believe your audience wants to get away from the reality of present-day conditions, it might be well to Showman and Cowboy Star Manager W. S. Samuel of the Lyric Theatre, Port Neches, Texas, is shown here with Gene Autry during the Republic star's visit to the recent "Lucky 7" meeting of managers of the Jefferson Amusement Company and East Texas Theatres, Inc., at Beaumont, Texas. Window Display Gets Attention A traveling bag lettered with the title of the picture, as shown above, was part of a window display that received a lot of attention when • Warners' "The Bride Came C.O.D." played recently at the Rose Theatre, Audubon, Iowa. Manager Sid Peterson exploited the picture thoroughly, enjoyed extra business. Origin of promoted feminine wearing apparel protruding from traveling bag: not revealed. make only a passing — but impressive — reference to Armistice Day in your program, completing it with a good comedy, drama or musical. Patriotic organizations will surely stage a parade on November 11, so see to it that your theatre is represented. Members of the local Post of the American Legion should be your guests during the day. If you usually admit soldiers in uniform at a reduced rate, it might be well to admit them gratis for this occasion. You might arrange to turn over a portion of your receipts to one of the organizations in your town seeking to help the Allied cause. The Red Cross drive will be getting under way, so don't muff that angle. Give the Red Cross all the cooperation you can. Essay contests for school students, display of the colors in front of your theatre, invitations to churches and other organizations to hold a meeting in your theatre during the morning hours — these are suggestions worthy of serious consideration. 1941 is the last year in which there will be two Thanksgivings. So, whether your State observes the President's or the traditional day, it is still important that you make the Day a box office success. True, people remaining around the festive board may cause your matinee business to lag, but they'll be coming out in the evening and if you've scheduled an appealing program, they'll head for your theatre. By staging a Turkey giveaway on Thanksgiving eve, you'll probably draw a crowd large enough to offset that matinee loss. Promote the birds from a local market in return for credit in your ads and in the lobby. Stage a morning matinee for orphans; arrange special entertainments for old folks at their institutions; ballyhoo your attractions at the football game; use atmospheric decorations, such as pumpkins, corn shucks, cut-out or live turkeys, in your lobby and out in front; advertise your program as a "Thanksgiving Menu of Entertainment." Keep on your toes during November to make it one of your most profitable months.