Showmen's Trade Review (Oct-Dec 1941)

Page 12 SHOWMEN'S TRADE REVIEW October 25, 1941 PringlePublica tio nSusp ended/ Ingham Idea Inspires Gardner/ Owen Program for Fishermen Now that the baseball season is over, the football season is on. Thus exhibitors get only a breathing spell, if that. There seems to be always something to lure trade away from the theatres, but those theatres, especially when managed by men who know how to make these apparent competitive activities react in favor of the box office, keep right on operating. If we've failed to make ourselves clear, we can only urge you to read STR, Oct. 4, p. 25, and the idea for a Football Schedule, which appeared in this department last week. Our stack of programs this week is not as large as usual. However, with what he have on hand, we believe we can sift out some information, hints and suggestions that might prove useful to members. First, we regret that the Ideal Theatre News, published for the Ideal Theatre in Toronto, Canada, is being discontinued ; at least that's the announcement on the final issue reaching this office. We don't know what prompted this move, but we are sorry to lose Tom Pringle and his assistant, Sam Campbell, as active members of the Exchange. But they'll be sitting on the sidelines and following (we hope) the activities of other members. One Member Helps Another Jimmie Gardner, manager of the Ritz Theatre, Beaumont, Texas, credits another member, Bob Ingham of the Orange Theatre, Orange, Mass., as the inspiration for a special cover Jimmie used on one of his recent programs. There's a sketch of one hand holding a "dream book," while the other is poised in a pointing gesture to emphasize this copy : "You're right, Mose, that dream means Money . . ." The copy goes on to point out that certain nights are money nights at the Ritz. Further proof that short subjects (boy, won't the editor of The Show Builder be sore when he sees we're stealing his stuff!) are gaining in popularity is contained in a message to patrons of the Midway Theatre, Davison, Mich., bv Manager Harry Hobolth. As printed in one of the latest issues of DeLuxe News, here's what Hobolth has to say : "We have had many requests for Short Subjects from our patrons and we are pleased to announce that in our new policy — starting this month — of showing newer and greater attractions, we will also show the finest Short Subjects made by Metro-Goldwyn-Mayer, Para -•Your Application BlankClip and Mail Now! STR Program Exchange SHOWMEN'S TRADE REVIEW 1501 Broadway New York, N. Y. Dear "Chick": — I hereby apply for membership in the STR Program Exchange. I understand that entry of my name on this coupon signifies a willingness to exchange theatre programs with other theatres, but involves no other obligation. Name Theatre City State INSTITUTIONAL COPY (Editor's Note : The following copy was written for the programs of Warner Chicago Theatres by Charles H. Ryan. It can be easily adapted to your own situation. Further examples will appear on this page from time to time.) Vitamin 'E' for Entertainment Today millions need mental diversion; they need an escape from the pressing problems of everyday life. We know many who find relief by attending a movie, probably because the wild improbable tales they see transport most of them from the world of grim reality in which they live. A celebrated doctor tells us that movies have saved many a man from a nervous breakdown. If you were given a self-analysis, you know yourself how a good movie lifts your spirit . . . gives you the "bounce" you need to carry you through a trying day. The movies supply something your mind and disposition lack. Let's call it Vitamin E . . . "E" for entertainment! mount and Warner Brothers, trying to make each program as near two hours as possible." Wait a minute ! How did this get in here ? It's not a theatre program. No, it's only a plug (but what a swell plug!) for the fishing facilities of the White River near Branson, Mo. Jim Owen sent it to us, and we must say it certainly is a clever herald. Best part is the inside spread, which shows three "reward" signs, featuring caricatures of three fish, front and side views, with "convict" numbers on each. "Vagrant" is the headline on one of these signs, with this copy appearing below the caricature : "Jack Salmon alias Walleye' . . . Last seen in and around Woodward Hole . . . Beware . . . Will not be taken without a fight . . . Sheriff White River' Jim Owen." We're still waiting for a story from Jim, which should be coming along as soon as those bass stop biting. Football Shaped Blotters From the Warner Chicago Theatres come a couple of good show-selling ideas. The Rialto distributed football-shaped blotters to sell "Harmon of Michigan." Eli Arkin, manager of the Avalon, used one side of his card program for a personal message to his patrons, heading the copy with "Let's Talk It Over," a gesture other managers should make toward their patrons. Warners turned out a nifty and colorful herald on "Navy Blues," and Manager Ray Couch of the Dream Theatre, Sedro-Woolley, Wash., used it to advantage as a program. The back, which had been blank, was filled with copy plugging not only "Navy Blues" but other attractions as well. We had thought that, having gotten this far, we wouldn't need to worry about "that promotional king from Utica." But we were wrong. This week the Arnold Stoltz novelty was received by housewives of Utica, N. Y., as a letter from Chester's Flower Shop. On opening the letter, they found a card, on one side of which was this copy : "Notice to whom it may concern. This is to certify that my husband is a 'Married Bachelor' and he has all the following rights : He can stay out late ... he can attend lodge meetings . . . he can play poker with the boys ... he can spend (part of) his salary" At the bottom was space for the signature of the addressee. The signature was written, of course, before the cards were mailed out. Did Stoltz pay for this unusual tieup? No! Did Chester ? He did ! Our nerves are getting on edge, for we don't know what the Utica showman will spring on us next. He surely must keep the populace continually guessing . . . and continually interested in the Avon Theatre. And, after all, that's very important. According to our calculations, we're some place in the third column right now, and because we're not eager to reach the Fifth, we're going to call a halt to today's lesson. Not until next week will we be back. Candid Camera Contest Highlights Carver's Drive on Frank Buck Film Manager Ross Garver of the Orpheum Theatre, Terre Haute, Ind., tied in with the Overfelt Camera store for a candid camera contest as the highlight of his campaign for "Frank Buck's Jungle Cavalcade." Three thousand cards were given out on downtown streets by roving candid cameramen who took candid shots of pedestrians and handed them a card. Those whose pictures appeared among the first fifty displayed in the Overfelt windows received a complimentary photo and a pair of seats to the opening night performance. Overfelt's also co-operated with a full window display of Frank Buck stills, books and appropriate tie-up cards one week in advance of the opening. Another phase included a tieup with Sears, Roebuck & Co. for a complete jungle window which featured guns, ammunition, desert water bags, knapsacks and other hunting equipment in addition to Frank Buck stills and appropriate tie-in copy a week prior to the opening. One hundred jumbo 14x22 passes were mailed as postcards to the mayor, city council and civic officials to be used for admittance on opening night. Garver also stepped up his newspaper advertising with the Morning Star and Evening Tribune, using a generous allotment of feature stories and art in addition to running a coloring contest with the winners being awarded theatre passes. NOVEMBER 27th THANKSGIVING DAY in some states. See page 9 of this issue on suggestions for getting your share of the patronage. 28th FIRST U. S. POST OFFICE, 1783. Tie this up with a Western picture having a stagecoach angle. Run an essay contest through the schools on the development of the postal service. DECEMBER 1st NATIONAL PROSPERITY WEEK. Sponsored b> the Christmas Clubs, 441 Madison Ave., New York City. During this week, Christmas Clubs throughout the country pay out deposits to members. There's a good deal of extra money in circulation and you should be sure to get your share. Put gift tickets on sale, containing a number of tickets at a reduced price, to be used as Christmas gifts. 3rd ILLINOIS ADMITTED TO THE UNION, 1818. This calls for celebrations in Illinois. Theatres should have their flags waving and cooperate with any groups observing the occasion. 5th EIGHTEENTH AMENDMENT REPEALED, 1933. This day may call for some celebration, but be careful lest you offend some local groups.