Showmen's Trade Review (Oct-Dec 1941)

Page 32 SHOWMEN'S TRADE REVIEW November 1, 1941 RECORDS— ALONE PROVE GREATNESS HERE'S THE "CH AMP" It's the one and only SCAR FA C E PAUL MUNI is th& title chdPdcfep HOWAED hughes PRESENTATION RAFT KARLOFF — ARM ETTA — DVORAK HERE'S THE RECORD — NO FEATURE HAS PLAYED AS OFTEN IN THE SAME THEATRES. REPORTER PLENTY PLAYED IT 6 TIMES PLENTY PLAYED IT . 14 TIMES MANY PLAYED IT . 26 TIMES A FEW REPEATED IT. . . 50 TIMES SOME REPEATED IT 68 TIMES AND STILL GOING 'Scarface' In 60th Run on Broadway New York — The Apollo on 42nd Street is running "Scarface," the Howard Hughes-Astor picture. The only news in this is the fact that it's making its 60th appearance in a Broadway theatre, probably playing more time in and around 42nd Street than any ten pictures ever made. NEW PRINTS NEW ADV. ACCESSORIES — BREAKING RECORDS ASTOR PICTURES CORP. NEW YORK N. Y. EXCHANGES IN ALL KEY CITIES HELPFUL HINTS (Ed. Note : This is one of a series of timely and valuable letters prepared by Charles H. Ryan for managers of Warner Chicago Theatres. His advice could readily apply to theatres everywhere. Therefore, we suggest you clip and save these "Helpful Hints" as they appear from time to time.) After That Opening In the shuffle of double features and giveaways many of the old community selling slants have been lost. After the inauguration of a new or remodeled theatre you find that institutional copy is dropped a short while after its widely ballyhooed opening. When you cannot find institutional values to exploit, you admit failure or lack of ability. Producers today have their press staffs point out to you carefully considered selling angles in their various mediums of advertising. But only you and your staff can bring forth the selling angles of your theatre. Plug your theatre regularly so that every potential patron will be conscious of those things which help make a good show more enjoyable in an atmosphere of refinement and comfort. When you have an exceptional picture take advantage of its interest by calling attention to the appealing merits of your theatre. You have to live with it every day. You have both good and bad pictures at every change. Patrons must be re-educated about the part a theatre plays in the life of its community. Build preference for your theatre! Surrealist Windows Sell "Dumbo" In Swank Fifth Avenue Store Bonwit Teller, exclusive Fifth Avenue specialty shop, devoted a series of principal streetfront windows to Walt Disney's newest character creation, "Dumbo." Tom Lee, display director, created this distinctive series of windows to present fall and winter glamour fashions, taking as his main inspiration the colorful Pink Elephant sequence which highlights this new film. "Dumbo" himself is shown in various flying poses, also imagination runs riot in presenting the other unusual elephants on parade. It is all done in a surrealist mood, with pink the dominant shade and Disney's marked flair for fantasy recaptured in the striking display. It will be shown in other cities current with local playdates. Flash Lobby Display Utilizing the thrill scenes and action copy, Manager Artie Cohn of Warners' Roosevelt Theatre, Philadelphia, created this lively-looking lobby display for Warners' "Bad Men of Missouri." Not shown in the photo is the theatre's doorman, who wore cowboy attire a week in advance of the opening.